Since the original “Cantata Coffee” composed in 1732 by the great German composer Johann Sebastian Bach, the Opera “The Tale of the Three Coffee Cultures” is the world’s first unique artistic conception specializing in coffee with 3 coffee civilizations, introducing the historical journey of the coffee beans from its appearance to shape the lifestyle, concept of life, and philosophy of life. Including 5 parts, the content of the opera is a transparent and humane story about the value of coffee exploited through local cultural life, takes coffee lovers on a journey to experience 3 coffee civilizations Ottoman – Roman – Zen.

With 3D mapping art, the opera opened with the image of the goat herding boy in Kaffa and mischievous goats that discovered coffee for the first time appearing in the early morning, in the bird songs, rustling leaves, and excited footsteps start a new working day. All vividly and uniquely represent the origin of coffee beans, the drink that captivates more than 2.5 billion people globally today. And after the glow of dawn appeared, the activities besides the first cups of coffee appeared interestedly with beautiful dance performances following the enchanting light dances.

From Ethiopia, after a long time following the pilgrimage, coffee came to the Islamic world and spread widely throughout Ottoman, Persia, Egypt, and North Africa. In the bustling music of the Islamic world, boys and girls with traditional Ottoman costumes appeared together to talk and enjoy cups of coffee prepared according to the typical technique of the Ottoman people in the first cafe space. The cheerful music faithfully recreated the bustling morning atmosphere in the Ottoman Empire, where coffee was honored as a drink of the gods and held an important role in social life. Coffee has become a religious ritual of the nation, a means of social communication, and a symbol of hospitality and friendship… The coffee shops were not just a place to enjoy coffee but became a place to enjoy coffee, where people discussed social issues, played chess, and looked for business opportunities.

Continuing the journey of coffee conquering the world, the opera opened a magnificent European scene created by light technology and the busy trading scene between Arab and European traders, recreating the part of the process that coffee was introduced and popularized in Europe to create the Roman coffee culture. Vivaldi’s music resounds with the sounds of the Four Seasons – a symphony praising nature, heaven and earth, and human souls blending into immortal love songs as the background for the appearance of coffee, a source of mindfulness energy for human intelligence during the European Enlightenment.

After an exciting time, the stage was returned to a quiet space, resonant with the sound of bells echoed from the distant mountains to the stream. The Opera “The Tale of the Three Coffee Cultures” continued to the land of the East, where coffee beans were raised to a new value – Zen coffee culture. Zen Coffee – a typical coffee culture, converging the quintessence and philosophy of the Orient, originated in Vietnam, the home of the best Robusta coffee beans in the world, and is created by Trung Nguyen Legend Group.

As the name “Zen drop – Mindfulness coffee drop”, Zen coffee carries in itself the Step-back Philosophy and reminds that it’s time to quiet the mind, to reflect, to leave behind the hustle and bustle of life, to focus on what really matters, on positivity, and from that, go forward without doubt or hesitation.

The Opera “The Tale of the Three Coffee Cultures” – The begin a Tao of Coffee is a cultural coffee, art coffee, and spiritual coffee created by Trung Nguyen Legend for art and coffee lovers and enthusiasts around the world. The work took viewers from the Ottoman coffee civilization – the era of honoring coffee as a holy drink to the Roman coffee civilization that considered coffee as the energy to light the brain, then Zen coffee with the Mindfulness coffee drop carries in itself the Step-back Philosophy. Coffee is like the light source to guide us on the new journey – The new way of life – The successful way of life – The mindful way of life.

Following the experience show of 3 coffee civilizations combining art and 3D mapping technology released in 2020, the Opera “The Tale of the Three Coffee Cultures” – The begin a Tao of Coffee is the next cultural, artistic, and spiritual coffee product created by Trung Nguyen Legend for coffee and art lovers around the globe. This is Trung Nguyen Legend’s effort in the journey to elevate the Vietnam coffee industry to a new level, and raise the value of coffee not only as a common drink but also at the level of cultural coffee and coffee art, spiritual coffee…

From the early days of establishment, unlike hundreds of other coffee companies that only consider coffee as a drink of the stomach, Trung Nguyen Legend has been impressed by the message “Inspire new creativity”, honoring coffee is a source of awakening and creative energy.

On the journey of 26 years of development, Trung Nguyen Legend has constantly researched the history of coffee in all areas of human life, in order to rethink the world’s coffee fundamentally and comprehensively; elevating the value of coffee is not only a common drink but also at the level of cultural coffee, art coffee, spiritual coffee… to philosophical coffee.

Not only brightening the traditional Vietnamese filter coffee culture with energy coffee products that are popular in more than 80 countries and territories, and becoming a “diplomatic ambassador” connecting Vietnamese culture with international friends, but Trung Nguyen Legend’s coffee space system has also become a “Gathering place of great souls”, a meeting and exchange place, a place to cultivate great ideas of elites, knowledge… From the space of the first coffee shop established in 1998, to the coffee chain Trung Nguyen Legend, Trung Nguyen E-Coffee, Trung Nguyen Legend Coffee World… are created by Trung Nguyen Legend with all the passion and research to bring different and special enjoying coffee and become models bringing wealth and success to the community.

Moreover, Trung Nguyen Legend spends a lot of time for research, and selecting the world’s coffee quintessence according to three typical coffee cultures: Ottoman – Roman – Zen in coffee masterpieces, coffee chains, coffee art programs, projects of Coffee City, Coffee World Museum… step by step create a comprehensive ecosystem of physical coffee – spiritual coffee – social coffee.

Especially, the “Philosophical Coffee” essay which is widely published to the community by Trung Nguyen Legend has come up with a new interpretation of coffee, confirming that coffee is a drink that brings creativity and mindfulness; is the catalyst that creates most of the important ideas, inventions, and initiatives in the turning points of the world history; is the energy that connects cultures and civilizations, bringing together an elite force that has influence in all areas of life. Especially, in an era where countries consider the creative industry as a strength to build their position, coffee is the main source of energy and creative sublimation.

From the early days of establishment in the sacred Buon Ma Thuot, Vietnam, with the desire to be grateful for the startup hometown, Trung Nguyen Legend Group has researched and discovered the distinctive and special qualities of Robusta coffee beans in Buon Ma Thuot.

Discovered from the 9th century to the present, coffee has become a popular drink globally with more than 2.5 billion users. However, just a few areas in the world can grow coffee. Buon Ma Thuot, Vietnam is one of the special lands, blessed by nature to produce Robusta coffee beans with really different quality, the best in the world.

Not only does owning a central position, but also plays important roles in the economic, political, cultural, and social development of Dak Lak province in particular and the whole Central Highlands in general, Buon Ma Thuot is also a land rich in cultural identity with a long history, diverse landscape, sightseeing places, material and intangible cultural values, traditional products…

Along with the fertile basalt red soil formed from the volcanic eruption 160 million years ago, the majestic waterfall system such as Gia Long – Dray Nur – Dray Sap belongs to the Sêrêpôk River covered with smog all year round, and the large water reservoirs such as Lak Lake, Ea Kao Lake, and many primeval gardens such as Yok Don National Park, Chu Yang Sin National Park are beautiful, natural, generous, Buon Ma Thuot is also an ancient land with vestiges residence and labor of prehistoric inhabitants.

Buon Ma Thuot is also a testament to the extremely rich cultural identity with more than 44 ethnic groups living together. In particular, Gong Culture is officially recognized by UNESCO as a Masterpiece of the Oral and Intangible Cultural Heritage of humanity.

Nourished the red basalt soil formed by volcanic eruptions about 160 million years ago; have been watered by legendary rivers such as the Sêrêpôk, the K’rong Ana, and the K’rong No…; embellished with spiritual rituals, with the gongs and the unique intangible cultures of the ethnic minorities such as Ede, M’nong, Thai, Tay, Nung…; and with the love of the people at this land for the homeland. And in March every year, the festival “M’ Yor coffee” – “Devoting coffee” of the Ede people takes place.

Under the instruction of Founder – Chairman Dang Le Nguyen Vu, over the past 26 years, Trung Nguyen Legend has been gradually contributing to the elevation of the Buon Ma Thuot coffee brand, creating Buon Ma Thuot to become the global coffee capital, “Coffee City of the World”.

Not only highlighting the traditional Vietnamese filter coffee culture with a wide range of filter coffee products, and standardizing Vietnamese coffee cups, Trung Nguyen Legend has launched many initiatives that contribute to shaping consumer trends in use, enjoying and mapping coffee in the future, promoting the brand globally, and diversify styles and cultures of coffee enjoyment such as 7 common initiatives for the global coffee industry; Vietnamese Coffee Day; Coffee Festival Buon Ma Thuot; demonstration art show mixing three coffee cultures with 3D mapping technology; the art show of the Mindful way of life; The Opera “The Tale of the Three Coffee Cultures”. They are special, different, and unprecedented tourism products in Trung Nguyen Legend’s spiritual coffee product ecosystem.

The Coffee City, which has been built by Trung Nguyen Legend Group, is a strategic project, creating a sustainable model, creating a “green – identity – prosperity” living space with a vision to take Buon Ma Thuot into a global coffee capital. The works of the Coffee City project are built with a separate philosophy and historical story, focusing on quality and harmony between people and nature, bringing a wealth of Body – Heart – Mind in architectural ideas, materials, construction infrastructure, overall environment… Among them, the iconic architecture of the World Coffee Museum has become an indispensable destination on the tourist map on Buon Ma Thuot, Dak Lak, attracting more than 3 million visitors more than three years from its opening, became the world’s first art coffee center and a place for cultural preservation and community development.

After more than two decades of creation and development, the business philosophy of Trung Nguyen Legend Group has always been “the spirit of Service, business is not only for profit, and profit is the result of serving the community process”. Under the guidance of Founder – Chairman Dang Le Nguyen Vu, Trung Nguyen Legend has constantly strived to build a coffee ecosystem that promotes a new way of life, to awaken, to create a world of happiness, well-being, and desire to contribute to building the powerful, influential, and leading Vietnam.

“The Journey From Heart – Journey of Setting Great Mindset – Start-up Building the Nation for 30 Million Vietnamese youth” is a special journey pioneered and promoted by Trung Nguyen Legend for many years to contribute to creating the power of knowledge, forming a new way of life for the young generation.

By giving millions of books from the Life-changing Foundation Bookcase, carefully selected by the Founder – Chairman of Trung Nguyen Legend Group from millions of books, from thousands of great celebrities to Vietnamese youth. “The Journey From Heart – Journey of Setting Great Mindset – Start-up Building the Nation for 30 Million Vietnamese youth” encourages the learning, acquisition, and application of human knowledge, thereby transforming the power of knowledge into material strength, physical strength, and mental strength, helping each individual and nation shorten the path to real success and happiness.

Pioneering in taking responsibility for serving the human community, Trung Nguyen Legend has been and will make different, special, and unique hallmarks, realizing the vision and great mission which the brand has persistently pursued.