The sacred Buon Ma Thuot – Where philosophical coffee begins

Famous for Gong Culture which is recognized by UNESCO as a Masterpiece of the Oral and Intangible Cultural Heritage of humanity, now the sacred Buon Ma Thuot, which has converged the spirits of heaven and earth, contained deep history and characteristic local culture, is gradually becoming The Global Coffee Capital, where Philosophical Coffee begins.

Buon Ma Thuot – The sacred land

In the central position of Dak Lak province, Buon Ma Thuot is a modern and dynamic developing city that plays important role in the economic, political, cultural, and social development of this 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…

Many archaeological documents show traces of residence and labor of prehistoric inhabitants in Buon Ma Thuot from 4,000 years ago. In Dai Nam Thuc Luc, Dai Nam Liet Truyen, this place is known as the area of ​​two countries Thuy Xa – Hoa Xa, the origin of the Ede, M’nong, and Gia Rai people.

Buon Ma Thuot has a diverse landscape, with a plateau layering at an altitude of 536m above sea level, and most of the plateau is the red basalt soil formed by volcanic eruptions about 160 million years ago, alternating with hills, plains, and valleys. Along with the majestic waterfall system such as Gia Long – Dray Nur – Dray Sap belongs to the Sêrêpôk River covered with smog all year round, 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 as a special gift that nature favors for this land.

Buon Ma Thuot is also a testament to the extremely rich cultural identity with more than 44 ethnic groups living together. In particular, the architecture of long houses, communal houses, traditional village products such as brocade weaving, knitting, sculpture, … and intangible cultural heritages, unique festivals and customs such as Wharf worshiping ceremony, Rain praying ceremony, Maypole ceremony of the Muong ethnic group, Then singing – Heavenly organ of the Tay ethnic group, along with epics and myths, are the quintessence that has been distilled for thousands of generations, creating the cultural identity of the indigenous peoples of the Central Highlands.  

In particular, Gong Culture is officially recognized by UNESCO as a Masterpiece of the Oral and Intangible Cultural Heritage of humanity. A long time ago, the gong sounded in the epic of Dam San: “Let’s hit the gongs with the best sound. Lightly hit for the wind to the ground. Beat the gongs to resound throughout the land. Beat the gong to pass the house to the sky…” carries the sacred soul of the mountains and forests of Buon Ma Thuot. When the sound of gongs is played, the space seems to stand still, not only for people to communicate with the gods, to inform relatives and friends, but also to be the spiritual voice, the soul of the plateau full of lyricism and burning desire and love for nature and life. Through many ups and downs in history, up to now, the sound of gongs has not stopped ringing, following the people of Buon Ma Thuot from the womb to return to Mother Land, blending with the mountain wind, clouds, and nurturing the souls of local people here.

Buon Ma Thuot, where Philosophical Coffee begins

And coming to Buon Ma Thuot, it is impossible to forget the immense coffee land with the season of white coffee flowers, the season of bees making honey, or the harvest season with ripe red coffee fruits laden with branches and strong coffee flavor carries the soul of the sacred land and the soul of the people of 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. Coffee requires many particular conditions such as soil, climate, people and culture so as to live and to grow. It seems that Mother Nature has granted the privilege only to those countries on the equator such as: Jamaica, Panama in Central America, Brazil, Colombia in South America, Ethiopia, Kenya, Indonesia, India, Vietnam… Among them, only Buon Ma Thuot land, Vietnam grows Robusta coffee beans of different quality, the best coffee in the world.

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, the Robusta coffee beans from Buon Ma Thuot are the most delicious in the world. And in March every year, the festival “M’ Yor coffee” – “Devoting coffee” of the Ede people takes place. This is a ritual, and spiritual belief, showing respect for the forest of the Ede people, considering coffee as a sacred treasure of the basalt land of Buon Ma Thuot, as a gift of life and nature sent to humans. Besides, every two years, when the coffee flower season is in full bloom, Buon Ma Thuot is jubilant with the Coffee Festival, a national festival of coffee lovers.

From the early days of establishment in the sacred Buon Ma Thuot, Vietnam, Trung Nguyen Legend Group has researched and discovered the distinctive and special qualities of Robusta coffee beans in Buon Ma Thuot. Under the instruction of Founder – Chairman Dang Le Nguyen Vu, over the past 26 years, Trung Nguyen Legend has gradually contributed to raising coffee value, Buon Ma Thuot coffee brand, affirming the position of the Vietnamese coffee industry on the world map through cultural coffee, artistic coffee, spiritual coffee… to philosophical coffee.

Energy coffee masterpieces such as G7 coffee, Trung Nguyen coffee, and Trung Nguyen Legend coffee are made from delicious Robusta coffee beans in Buon Ma Thuot and have been exported to more than 80 countries and territories, contributing millions of dollars to the local and national economy. 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; building Coffee City with the symbol of Coffee World Museum – Museum of the Future…

Only Trung Nguyen Legend has filtered 3 typical coffee cultures of the world: Ottoman – Roman – Thien to create coffee masterpieces, special space to enjoy coffee such as the Coffee World – the convergence of the quintessence of 3 coffee cultures; 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.

When researching and learning about the successful lessons of the world’s most iconic cities such as Kyoto (Japan), Bordeaux (France)… Trung Nguyen Legend came up with the idea of ​​​​building an urban area model that has the development going on into the core economy of coffee trees and local cultural identity.

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.

Especially, over the past two decades, Trung Nguyen Legend Group has spent a lot of time researching the history of coffee in all areas of human life in order to rethink fundamentally and comprehensively the coffee value and summarize in the “Philosophical Coffee” essay which is widely published to the community. Thereby, 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. Trung Nguyen Legend has been gradually researching to build a coffee ecosystem to promote the human community to a new lifestyle, The Coffee way of life – The Successful way of life – The Mindful way of life, creating a sustainable, happy, and peaceful world starting from Buon Ma Thuot city, Dak Lak.

Be the leader of Philosophical Coffee in Vietnam, with the aspiration to raise the value of coffee not only as a regular drink but also at the level of cultural coffee, artistic coffee, spiritual coffee … to philosophical coffee, Trung Nguyen Legend has, is and will to contribute to Buon Ma Thuot city to realize the project of branding Buon Ma Thuot City to become “The Coffee City of the World”, the global coffee capital, where the convergence of coffee lovers and enthusiasts.