At the “Awakening is Possible” experience journey that took place in the coffee capital of Vietnam – Buon Ma Thuot City, on the occasion of the 26th establishment anniversary, Trung Nguyen Legend introduced the special and impressive Opera of “The Tale of the Three Coffee Cultures” – The begin a Tao of Coffee, continuing to make the different, special and unique impressions of our group on the journey to promote coffee value, affirming the position of Vietnam’s coffee industry, as well as Vietnamese coffee brand in the world through cultural coffee, art coffee, spiritual coffee… to philosophical coffee.
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.
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.
In the “Awakening is Possible” experience journey at Buon Ma Thuot City, Trung Nguyen Legend has launched a unique and special Product System serving The Mindful way of life.
The Coffee way of life – The Mindful way of life
Over many years of being dedicated to research on coffee and its influence in all fields of human life, the experts of Trung Nguyen Legend have verified that coffee is an indispensable drink for human creations. It is a special energy source to create most of the important ideas, inventions, and initiatives in the turning points of world history such as: establishing the foundation of free social communication space, bringing the awakening and creative energy in the era of enlightenment, and of industrial and scientific revolutions. Most celebrities – great people in all fields are coffee lovers.
Miss Vietnam Tieu Vy and Miss Vietnam Do Thi Ha are impressed with the inspiration to create energy coffee masterpieces for the Mindful way of life from Trung Nguyen Legend
Currently, there are more than 2.5 billion people regardless of age, gender, religion, ethnicity, country, or politics, they have a love and passion for coffee around the globe. Coffee has been, is the energy connecting cultures and civilizations, gathering an elite force, and having influence in all areas of life.
Meanwhile, the world economy is changing to a green economy, a creative economy with the core values as the creative capacity of each individual, organization, and country… Moreover, the left impact of the Covid-19 pandemic is forcing all of humanity to rethink its attitude toward mental health, mental resilience, and work-life balance, the balance of Body-Heart-Mind. These speed-up opportunities to capture and realign values in people’s lives.
In the “7 initiatives for the global coffee industry” initiated by the Founder – Chairman of Trung Nguyen Legend Group Dang Le Nguyen Vu at the World Economic Forum in 2012, the initiative “Rethinking the concept of coffee” was officially announced to the world for the first time, opened a new direction for Vietnam’s coffee industry to position at a higher level. Accordingly, Trung Nguyen Legend believes that coffee is: the heritage of humanity, affecting all aspects of human life; is the energy of awakening and responsible creativity.
Miss Hung Temple Giang My and Runner-up Truong Thi May were excited with the inspirational stories and values of practicing the Mindful way of life revealed in each Meditation Coffee set.
Over the past 26 years, from the delicious Robusta coffee beans that have nurtured from the red basalt soil formed by volcanic eruptions about 160 million years ago of the land Buon Ma Thuot; have been watered by legendary rivers such as the Serepok, the K’rong Ana, 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,… Trung Nguyen Legend has constantly created the G7, Trung Nguyen, Trung Nguyen Legend energy coffee products system that has been popular in more than 80 countries and territories, becoming cultural diplomatic ambassadors because of their delicious taste and the inspiration of the spirit of service, great aspirations and creative and awakening energy contained in each coffee product of Trung Nguyen Legend.
In particular, Trung Nguyen Legend combines creativity and mindfulness, from the inspiration of more than 9 centuries of coffee through Ottoman and Roman cultures, Trung Nguyen Legend crystallized Vietnamese coffee culture – coffee culture of the East to create the Meditation coffee culture that originated at the homeland of the best Robusta coffee beans in the world. And now, Trung Nguyen Legend has filtered the world’s coffee quintessence according to three typical coffee cultures: Ottoman – Roman – Zen and recreated in coffee masterpieces, coffee spaces, coffee art shows…
The special Product System for a Mindful way of life
In the “Awakening is Possible” experience journey on the occasion of the Group’s 26th anniversary, Trung Nguyen Legend continues to make an impression with unique, special product system for a Mindful way of life. This is a product system that Trung Nguyen Legend has dedicated more than 1,000 days to research and create to help awaken and nurture the spirit of each individual to pursue their own goals in their lives.
Miss Vietnam Tieu Vy and Miss Vietnam Do Thi Ha were delighted with the inspiration of the Aspiration Coffee Meditation Set
In particular, The Meditation Coffee Sets expressing the 5 spirits of the new generation: Aspiration – Power – Break-Through – Prosperity – Mindfulness is a solution to practice Coffee Meditation suitable for anyone so that it can be applied anywhere. With the desire to find and achieve sedentary time for the Body – Heart – Mind, thereby awakening and cultivating the inner core strength of individuals.
The Aspiration Coffee Meditation Set brings the energy to nourish great aspirations with the main components of instant coffee and simple brewing tools so that anyone can practice meditation anywhere. The Power Coffee Meditation Set contains the main components of Ottoman style, roasted coffee, and brewing tools inspired by the traditional Ottoman coffee brewing method combined with the Vietnamese “basket” drip coffee brewing tool, which brings energy to seek your inner core power. And The Break-Through Coffee Meditation Set brings energy to break-through ideas with the main components of capsule coffee and hand pressure portable capsules coffee machine – the break-through essence in the global style of enjoying coffee. The Prosperity Coffee Meditation Set brings energy to the authentic Physical – Mental – Intellectual wealth with the main components of Espresso-style beans and the essential brewing tools of the Roman coffee civilization. And The Mindfulness Coffee Meditation Set brings energy to the moments of Mindfulness with the main components of the typical coffee of Zen civilization and the traditional Vietnamese drip coffee filter tools.
Runner-up Truong Thi May, Painter – Designer Anh Thu and Miss Hung Temple Giang My were passionate about the strong creative energy for the new ideas of The Break-Through Coffee Meditation Set
The Spirit of Creativity – Philosophy – Warrior Coffee Sets, as the name, contains a strong source of energy, inspiring the spirit of pursuing a passion and conquering the aspiration of life. The Spirit of Philosophy – Hemingway was created by the spirit of famous writer Ernest Hemingway who always pursued passion overcoming all adversity and left behind a treasure trove of works rich in philosophy for humanity; which brings coffee drinkers the energy of pursuit spirit to challenge all adversity – to conquer the aspiration of life. The Spirit of Creativity – The Creation of Adam was inspired by Michelangelo’s famous “The Creation of Adam” painting and it brought coffee drinkers the energy of creativity to create great history for our own life. The Spirit of Philosophy – Vitruvian man as the energy of philosophical spirit, constantly explore life by convincing viewpoints and reasonings, inspired by Leonardo da Vinci’s “Vitruvian Man” drawing. And The Spirit of Warrior was inspired by the warrior spirit of “The Enlightenment on Horseback” – Napoleon and wishes to awaken in the coffee drinkers, especially the youth, the warrior spirit, and aspirations to achieve success in all fields of life.
Miss Vietnam Tieu Vy, Runner-up Truong Thi May, and Miss Vietnam Do Thi Ha love the excellent taste and unique style of The Three Coffee Civilizations Sets Ottoman – Roman – Zen.
Besides, the 3 Coffee Civilizations Sets Ottoman – Roman – Zen is researched and created by experts Trung Nguyen Legend, it is created from the quintessence of the world coffee cultural heritage, applying processing technology and modern concoctions. The sets are the solution for everyone to enjoy the essence of coffee cultures anytime and anywhere and enjoy creative energy, and mindfulness in each and every sense of yours. The Ottoman Coffee Civilization Set preserves the Ottoman’s traditional way of making coffee, it offers uniquely flavored energy coffee with a thick, bubbly, and smooth crema layer and a long-lasting charming aroma. The Roman Coffee Civilization Set preserves the Espresso coffee making way using the Moka pot – a great achievement in the application of modern science into the coffee brewery to bring a perfect energy coffee cup with a bold, rich in the original Espresso style. The Zen Coffee Civilization Set preserves Vietnam’s traditional dripping coffee filter method with the stove inspired by Dong Son bronze drum and Vietnamese ancient teapot, it offers a unique cup of Zen coffee with elegant fragrance, yet not leaving out any taste of life, gentle and just enough, blending and awakening each sense of yours.
Miss Vietnam Tieu Vy, Miss Vietnam Do Thi Ha, and Painter – Designer Anh Thu are excited about the impressive design of – The Power Coffee Meditation Set, suitable for self-discovery experiences.
In particular, accompanying excellent products containing the awakening energy of coffee with evocative names as an inspiration, a reminder, and evoking personal aspirations, Trung Nguyen Legend for the first time has introduced The Awakening Corner and Zen Clothes, which are two highly applicable products in each individual’s journey to practice the Mindful way of life. Trung Nguyen Legend Meditation Clothing is meticulously hand-crafted by top Vietnamese artisans for practicing mindfulness Coffee Meditation, designed in a minimalist way with a single color and delicate seams that cover your body with gentle touches, just enough to not only have full basic functions of clothing, but also to bring you the neatness, and elegance. The awakening corner – The light corner for all households, is a place to set the Heart-Mind and space to take care of each individual’s physical and mental health holistically.
The product system for a Mindful way of life was first introduced by Trung Nguyen Legend at Trung Nguyen Legend Coffee World – 80 Dong Khoi, District 1, Ho Chi Minh City from the beginning of 2022. Currently, the product system for a Mindful way of life has been completed with 13 products officially launched to support practice and accompany each individual on the journey of mindful living. From July 1, 2022, the product system for a Mindful way of life will be fully introduced at Trung Nguyen Legend’s largest Coffee World retail space located at Nguyen Dinh Chieu Street – the Coffee City, Buon Ma Thuot city.
On May 27th, 2022, Trung Nguyen Legend Group joined the scientific seminar: “Developing the brand of Buon Ma Thuot city to become the ‘coffee city of the world’, developing tourism according to ecological orientation, exploiting local cultural values associated with national monuments” by the People’s Committee of Buon Ma Thuot City was organized with the participation of 300 delegates of ministries, branches, and localities, international organizations, scientists, leading experts in the field of coffee, tourism, and cities under provinces in the Central Highlands. This continues to show the commitment of our organization in the journey to realize the aspiration to contribute to building Buon Ma Thuot to become a global coffee capital, a convergence of coffee lovers all over the world.
Trung Nguyen Legend served energy coffee at the seminar, introducing products and services belonging to the unique – different – unique coffee ecosystem.
The aspiration and vision to build Buon Ma Thuot to become a “Global Coffee Capital” has been initiated by the CHAIRMAN VU in 2006 and has received the trust and support of local authorities as well as leading domestic and foreign experts related to science and all branches of knowledge. Over the years, under the guidance of the CHAIRMAN VU, Trung Nguyen Legend Group has continuously created and strives to realize this long-term vision through many important milestones and events such as contributing to making Buon Ma Thuot Coffee Festival a national festival; pioneering investment in implementing a model urban area of Coffee City with the highlight being the World Coffee Museum with the largest scale and specialty in the world right in the center of Buon Ma Thuot city; developing ecotourism – healing projects, as well as coffee products, special experience service about coffee and coffee spirit. In particular, the CHAIRMAN VU has launched 7 initiatives for the World’s Coffee Industry in many international and domestic conferences and scientific seminars to build the position of the global coffee capital for Buon Ma Thuot. Those efforts of Trung Nguyen Legend Group have attracted the attention of the community, and domestic and international media, and are gradually realizing the common vision of a world coffee city.
A model urban area of Coffee City with the highlight being the World Coffee Museum with the largest scale and specialty in the world right in the center of Buon Ma Thuot city.
At the beginning of 2022, under the instruction of the CHAIRMAN VU about the role and great mission of Trung Nguyen Legend, our organization continues to accept the responsibility of cooperating with the People’s Committee of Buon Ma Thuot city to implement the project: “Developing Buon Ma Thuot city brand to become the ‘coffee city of the world’, developing eco-tourism, exploiting local cultural values associated with national monuments”. According to Resolution No. 103/NQ-CP on the Action Program to implement Conclusion No. 67-KL/TW, this is an important project dated December 16, 2019, of the Politburo committee on The construction and development of Buon Ma Thuot City, Dak Lak Province to 2030 with a vision to 2045.
Participating in the scientific conference on May 27th, Trung Nguyen Legend Group had a presentation titled: “Together shape and live mindfully for Buon Ma Thuot city – a different – especial – unique Coffee City in the world”. The content of the presentation emphasizes and clarifies that Buon Ma Thuot city must be designed – built – and operated step by step and at the same time established to reach the Different – Special – Unique levels of a city “Coffee City of the World”. These levels are placed in all three comprehensive perspectives of Physical Coffee (which is the entire physical value chain of the coffee industry from research, cultivation, processing, and enjoyment; from raw coffee to fine coffee; from packaged coffee to the coffee space to enjoy or using coffee at home,…), Spirit Coffee (all aesthetic and artistic elements to express and go with coffee; cultural and spiritual values that make coffee and from coffee) and Social Coffee (is the connection and creativity of coffee users and their positive or negative impact on the overall development of society).
Brother Duong Hai Dang – Assistant of Chairman of the Board/General Director representing Trung Nguyen Legend Group presented at the Workshop.
At the same time, within the framework of the scientific conference program “Developing Buon Ma Thuot city brand to become the ‘coffee city of the world’, developing eco-tourism, exploiting cultural values locality associated with national monuments”, Trung Nguyen Legend Group also brought to attendees practical experiences about the unique – different – unique coffee ecosystem that our Group has created. We have dedicatedly contributed to realizing the vision of building Buon Ma Thuot to become the “Coffee City of the world” at Coffee City, Coffee World Museum, Trung Nguyen Legend Coffee Village, etc.
Delegates attending the workshop visited and experienced the show 3 Coffee Cultures at the Coffee World Museum.
As one of the delegates to the Scientific Conference and had the opportunity to visit the Coffee World Museum, Vice Prof, Dr. Dang Hung Vo – Former Deputy Minister of Natural Resources and Environment shared: “For Buon Ma Thuot to become the Coffee City of the world, many coffee-related products must be created so that coffee becomes a culture and art… not just a drink. Based on culture, and art… coffee touches human vibes, helping to erase ethnic, national, and regional boundaries… And with this orientation, Trung Nguyen Legend is a corporation with great contribution to the locality and the Vietnamese coffee industry”.
With a commitment to take on great responsibility for the country and people, to be grateful to the place of business, under the guidance of the CHAIRMAN VU, our Trung Nguyen Legend Group has and will continue with practical actions to affirm the value of Buon Ma Thuot coffee beans, Vietnam, and promote tourism promotion associated with the cultural and historical values of Buon Ma Thuot city, step by step to realize the vision of becoming the “Coffee City of the world”.
On November 20th, 2021, Trung Nguyen Factory in Bac Giang province officially participated in the production, supply chain of Trung Nguyen Legend Group with the batches of G7 instant coffee under the standards of Trung Nguyen Legend. This is the effort of Trung Nguyen Legend Group to make Trung Nguyen Factory in Bac Giang Province become a complete piece in the production – supply chain of Group, ensuring the consistency of taste and quality of G7 coffee products globally, as well as ensuring the timely supply of G7 energy coffee products under standards of Trung Nguyen Legend for domestic and foreign orders.
Participating in the tasting session of the first batch of G7 instant coffee production that has just been made on the assembly line system invested by Trung Nguyen Legend Group, the employees of Trung Nguyen factory in Bac Giang are proud and confident with the quality and taste of the products that are completely identical with those of G7 products produced at other factories of the Group in Binh Duong city or Buon Ma Thuot city.
Brothers and sisters of Trung Nguyen factory in Bac Giang are proud of the first batch of G7 energy coffee that has the quality and taste up to the usual standards of Trung Nguyen Legend coffee
From the early days of establishment, Trung Nguyen factory in Bac Giang aims to supply G7 products mainly for the Northern key markets of Vietnam and the Chinese billion-dollar market. To meet the demands of the market, especially in the context that the production – supply chain of Group has been seriously affected by the Covid-19 pandemic in hot spots in Binh Duong and Buon Ma Thuot, therefore, Trung Nguyen Legend Group has invested in expanding production lines, upgrading machinery, equipment and facilities to expand the scale, increase productivity, output and quality of Trung Nguyen factory in Bac Giang. At the same time, to maintain production activities and ensure jobs, health, and safety for employees of Trung Nguyen factory in Bac Giang in the complicated situation of epidemics, Trung Nguyen Legend Group has rearranged the organizational structure and welfare policies for staff, workers, as well as conducted close inspection and supervision of pandemic prevention and control.
All employees of Trung Nguyen factory in Bac Giang get ready to officially put the factory into production.
The participation of Trung Nguyen factory in Bac Giang in the production, supply chain organized by Trung Nguyen Legend Group in the spirit of solidarity, loving, and sharing has created favorable conditions for the factory to come into operation stably in the early days. In particular, this participation of Trung Nguyen factory in Bac Giang in the production of Trung Nguyen Legend Group right in November 2021 will strengthen the Group’s production activities, not only in terms of increasing productivity and output but also helping to reduce production costs, transportation costs. This also ensures Trung Nguyen Legend’s ability to supply delicious energy coffee products to coffee lovers and enthusiasts around the globe during the end of 2021 and the beginning of 2022, especially the Northern key markets of Vietnam and the Chinese billion-dollar market. It is expected that in 2022, Trung Nguyen factory in Bac Giang will increase production by 25-50%, promote recruitment of more workers, create jobs for more than 400 local workers.
The Trung Nguyen factory in Bac Giang officially went into production, contributing to strengthening the production – supply chain of Trung Nguyen Legend Group in the context of the current pandemic, affirming the position of the No. 1 coffee brand in the world with G7, Trung Nguyen, Trung Nguyen Legend energy coffee products specializing in serving new lifestyles, Coffee Lifestyle – Awakening Lifestyle./.
Ho Chi Minh City, June 16, 2021
Dear Brothers and Sisters of the Trung Nguyen Legend Family,
This letter is sent to our brothers and sisters in these very special days, in a situation of unprecedented challenges – not only for our country but also for our own Trung Nguyen Legend Family during the 25-year Journey of Aspiration – Creativity – Goodness and Service (June 16, 1996 – June 16, 2021).
In less than two years, the Covid-19 pandemic, with many variants growing stronger and faster, has swept through hundreds of countries and territories, large and small, affecting the lives of billions of people around the world, costing the global economy trillions of dollars in damage. In parallel with the Covid-19 pandemic, there have been natural disasters caused by floods, fires, blizzards, droughts…; there have been intense conflicts caused by wars, riots, conflicts, civil wars… with increasing severity and frequency, simultaneously in many countries, including those that are considered the most civilized and advanced.
In the case of Vietnam, the fight against the Covid-19 pandemic is still a non-stop “fighting against the pandemic like fighting against the enemy” war of the whole nation, affecting the livelihoods of millions of people – including the brothers and sisters of our Trung Nguyen Family. This war, so far, has not shown any sign of ending, but continues to drag on and is ever complicated and unpredictable. Never before has humanity seen the interdependence, the close mutuality on the common life as it does now; yet, never before has the world witnessed such deep division and disagreement as it does today.
Referring to the above so as to clearly affirm that the Covid-19 pandemic, epidemics, natural disasters, wars, poverty, diseases, etc. could occur, without exceptions, to rich or poor individuals, large or small entities, powerful or not-so-powerful nations…- and the root cause lies in the errors of lifestyles, misperceptions, disrespect, and breaking the values of Truthfulness – Goodness – Aesthetics.
So first of all, each of us, brothers and sisters, should feel fortunate that we can still work every day, that we are proud to have the opportunity to contribute to the development of the organization in a new and more challenging environment, that we are confident when we stay connected with each other across all spaces, all distances to keep the continuity in production – business – information – operation of the whole corporation in Vietnam and international markets.
Above all, we can now see more clearly that: The new way of life – The Way of Wisdom taught by our HONOURABLE CHAIRMAN is the right way to live comprehensively and is the very Strategy of Difference – Specialty – Uniqueness for our organization on the way to becoming a global Trung Nguyen Legend Empire!
The Wisdom Way of Life is an indispensable path for each individual and organization to achieve Comprehensive Physical, Material and Spiritual Wealth – but such a path is not easy, it is in fact full of thorns and obstacles – if it goes without empathy, self-realization, or transitional phases – and to make it even more special, our organization commits to and offers a Wisdom Way of Life – the Lifestyle of Success coming from the global Trung Nguyen Legend comprehensive Coffee Ecosystem!
WITH ONLY LOVE, KIND-HEARTEDNESS ON THE FOUNDATION OF SOLIDARITY SERVING THE GREAT PURPOSE OF THE ORGANIZATION, WE WILL DEFINITELY OVERCOME GREATER CHALLENGES TOGETHER!
Challenges have brought threats, unprecedented pressures and, at the same time, opportunities for change and innovation, forcing us to be more proactive and adaptive in all diverse, multifaceted and multidimensional situations; to proactively act faster, change more profoundly, practice more savings to proactively prepare for the most critical situations that our organization may face – this is also an opportunity for each Trung Nguyen Legend warrior to be trained and hardened towards the qualities of Solidarity – Discipline – Creativity.
In these special challenging moments, although we have to work in divided space and time… to adapt to the pandemic situation, we would never forget the qualities of Love – Solidarity – Creativity – Discipline – Accountability which make the Trung Nguyen Legend warrior.
NEW CHALLENGE FOR THE STRENGTH OF KIND-HEARTEDNESS, DISCIPLINE AND CREATIVITY IN EVERY TRUNG NGUYEN LEGEND WARRIOR!
Today is also the first time in the development history of Trung Nguyen Legend, we did not hold any events to celebrate the 25th anniversary of Trung Nguyen’s founding on June 16 (June 16, 1996 – June 16, 2021) – but that does not mean that we forget the fundamental values of Aspiration – Creativity – Goodness – Service that have created our organization.
Our 25-year journey is full of memorable milestones, from the early days of our founding we started with a coffee company built on a humble space, yet we brought into it the Great Aspiration to put Vietnam’s coffee industry onto the global coffee map;
From simple cups of guaranteed coffee quality to becoming a representative of the spirit of Inspiring Creativity, becoming a national brand with an international spirit when it dares to compete with the No. 1 global coffee brands;
From continuously pondering and thinking about the destiny of the people, the nation, to taking on the mission of becoming the Energy Coffee, making our contributions to the Vietnamese coffee industry, the Build-Nation Start-up movement for the generation of 30 million Vietnamese youths;
From continuously being creative and committedly passionate about coffee to creating masterpieces of Energy Coffee – Life-changing Coffee, converging the essence of the 3 civilizations of Ottoman – Roman – Zen;
And now, we are the one and only organization that has been bringing coffee into a new era, the era of Philosopher’s Coffee – Coffee of Knowledge and Wisdom Lifestyle – Lifestyle of thorough Success and Wealth.
THE LARGER THE MISSION, THE HIGHER THE CHALLENGE, THE HIGHER THE CHALLENGE THE BETTER IT PROVES OUR BRAVERY, QUALITY, VIRTUE, AND PERFECT EXECUTION CAPACITY; AND THE SWEETER AND MORE MEANINGFUL OUR SHARED VICTORY WILL BE!
First things first, staying healthy for each and very brother and sister ourselves is for our own safety, for peace of mind for our colleagues, customers, family members, and for the security for the whole community, so as, together with the Government, to prevent, control and prevent the spread of the Covid-19 epidemic.
Let’s be conscious and share a high commitment that, in the midst of many new difficulties and new challenges, each and every member of the Trung Nguyen Legend family Unites to show the highest spirit of Innovation and Creativity in all circumstances, to demonstrate the spirit of the Warrior in all adversity to continue to maintain the position of the No. 1 coffee brand.
And most importantly, in these times of difficulties, keep the spirit of optimism and firm conviction in the Strategy of Difference-Specialty-Uniqueness taught by our HONOURABLE CHAIRMAN towards a new Way of Life – Lifestyle of Wisdom, and act more swiftly, more urgently; keep the spirit of Solidarity to overcome difficulties, Love one another, take the Accountability to share the burden of difficulties with the organization.
Let’s hold each other’s hands tightly, warmly, and send each other good wishes for health, Love, energy of Goodness; join in Solidarity and firm conviction that we shall definitely overcome this most challenging decisive moment of the Trung Nguyen Legend Family!
GREAT ASPIRATIONS MAKE GREAT ORGANIZATIONS!
TOGETHER, NOTHING IS IMPOSSIBLE!
TRUNG NGUYEN LEGEND CORPORATION
Along with series of international and national sales, marketing activities in January 2021, recently, Trung Nguyen Legend coordinate with Consulate General of Vietnam in Fukuoka, Japan, and Kyushu Economic Federation to introduce G7 energy coffee products to Japanese coffee lovers at “Vietnam Smile Fair” in Japan. Especially, Trung Nguyen Legend coffee products are proud to be selected as the No. 1 famous Vietnamese coffee brand to be an extraordinary diplomatic gift of Consulate General of Vietnam in Fukuoka, Japan in important economic and cultural events, contributing to the development of Vietnam – Japan relations.
Trung Nguyen Legend Coffee coffee’ s positive energy resonated at “Vietnam Smile Fair” in Japan
With its different, special bold taste and good aroma, Trung Nguyen Legend’s G7 coffee products attracted the most attention of hundreds of participants and was the best-selling products at the event. Moreover, the revenues from selling Trung Nguyen Legend products will be used to support Vietnamese international students in Japan who are struggling during the Covid-19 pandemic.
Trung Nguyen Legend’s contribution to economic, cultural activities and community in Japan has received high appreciation from the Consulate General of Vietnam in Japan. Especially, Trung Nguyen Legend coffee products are selected as an extraordinary diplomatic gift of Consulate General of Vietnam in Fukuoka, Japan in important economic and cultural events in this country.
In Thank-you letter sent to our group, Consulate General of Vietnam in Fukuoka, Japan acknowledged and affirmed: “Sincerely thank you for your cooperation and support in the past event and would like to continue to receive your attention, companionship and support in the activities of the Consulate General of Vietnam in Fukuoka in the coming time.”
Trung Nguyen Legend made efforts to promote Vietnamese coffee brand in international markets
Along with Japanese market, our masterpieces of instant specialty coffee Trung Nguyên Legend Cappuccino and Trung Nguyên Legend Classic are selected as a diplomatic gift of Vietnam Embassy in Korea to donate to Korean agencies, associations and partners on the occasions of Tet holiday 2021 and the Korean mid-Autumn Festival. This is truly the honor and pride of our Trung Nguyen Legend Group when the different, special energy coffee products which become a diplomatic gift and contribute to promoting Vietnamese coffee culture – the country of the most delicious Robusta coffee beans of the world.
In the coming time, Trung Nguyen Legend will continue to implement other activities, including the traditional Vietnamese New Year Festival in Fukuoka – a Big special event in Japan at the end of January 2021.
With the positive energy and the different, special, unique features of Trung Nguyen Legend coffee, the companionship of the Distributors, the support of coffee lovers and especially the efforts, creativity and serving spirit of all national and international Brothers and Sisters, we will together continue to make impressive growth marks for Trung Nguyen Legend in 2021, toward celebrating the 25-year serving journey!
On November 26th – 29th, Trung Nguyen Legend Group and the Ministry of Science and Technology jointly held “Techfest 2020 – The national festival for innovative startups” at the University of National Economics, Hanoi. This has been the first activity marking the cooperation between the Ministry of Science and Technology and Trung Nguyen Legend to promote the Vietnamese startup ecosystem for innovation, adaption and breaking through in the new era, becoming the leverage to help Vietnam develop strongly.
Prime Minister Nguyen Xuan Phuc at Techfest Vietnam 2020
“Techfest Vietnam” is the biggest annual event bringing together domestic and international individuals, organizations and networks supporting innovative startups community by the Ministry of Science and Technology. Techfest 2020 with the theme “Adapt – Transform – Breakthrough” will be the connection and convergence of domestic and international resources to support Vietnamese startups.
“The national festival for innovative startups – Techfest 2020” brings together more than 300 booths from typical innovative startups, attracting more than 600 reputable individuals and organizations in the startups ecosystem, domestic and international innovative startups. The highlight of Techfest 2020 is the Youth Startup Forum “Overcoming challenges with the country” with the participation of our Prime Minister, the youth and other businesses. This core activity is to connect investment with the competition “Looking for national innovation startup talent” to select the best representative of Vietnam to participate in the global Startup Worldcup contest.
At the opening ceremony, Minister of Science and Technology Huynh Thanh Dat emphasized: “2020 has been a year with many changes and challenges worldwide, requiring movement, adaptation and transformation to break through. In order to do that, the core depends on the startup businesses’ capability to exploit, utilize resources at their highest best, develop their advantages to overcome challenges. In particular, its focus on linking the development of startups and innovation centers, especially universities and colleges to commercialize research results; exploiting infrastructure, forming a technical support zone for innovative startups, taking people as core values, developing resources via education and training.”
In particular, at the Youth Startup Forum 2020 – “Overcoming challenges with the country”, Prime Minister Nguyen Xuan Phuc participated in a dialogue with young startup people upon 4 issue categories: Financial policies for startups; Digital transformation, innovation, opportunities and the role of the startup youths; High quality human resources – the key factor for startup youths to contribute to the economy; An ecosystem for startup youths – reality and completion solutions. Prime Minister said: “It is necessary to clarify the complications and obstacles that prevent startups from developing. And we will create the best environment for innovative startups and startup ecosystems for Vietnam to become a country of innovation, a start-up nation.”
Within the framework of Techfest 2020, the organizers and the Ministry of Science and Technology continue to select the set of precious books including: “Khuyen hoc”, “Dac nhan tam”, “Nghi giau lam giau”, “Khong bao gio la that bai, tat ca la thu thach”,”Quoc gia khoi nghiep” wholeheartedly, carefully selected by Founder – Chairman of Trung Nguyen Legend Group Dang Le Nguyen Vu and awarded to all pupils, students and the youth participating in the festival nationwide. This set of precious books motivates, establishes great mindsets, startup and building-up the nation aspirations for the Vietnamese youth generation.
The set of precious books of Trung Nguyen Lengend wholeheartedly received by the youths at Techfest 2020
Upon having participated in The national festival for innovative startups – Techfest 2020 and fortunately received the set of life-changing books from Trung Nguyen Legend, Nguyen Thanh Tung – National Economics University shared: “For a long time, I’ve been admiring the great aspiration and entrepreneurial spirit being inspired by Chairman Dang Le Nguyen Vu for the young generation. Therehenceforth, I chose to persuade my study in international business because someday I will start my own business and be able to bring the business to the world. I believe that the fundamental knowledge gained from the precious books given by Trung Nguyen Legend will help me and the youths confidently cope with all difficulties and challenges in the future.”
The initial successes in organizing the The national festival for innovative startups – Techfest 2020 with the Ministry of Science and Technology, once again affirms the ceaseless efforts of Trung Nguyen Legend Group with the mission of serving the society with practical multi-benefits projects and programs for the community, altogether establishing the startup and building-up the nation aspirations for the Vietnamese youth generation.
GREAT MINDSET CREATING GREAT PEOPLE!
TOGETHER, NOTHING IS IMPOSSIBLE!
Visiting Can Tho (the capital of Mekong Delta) and talking with our partners there to understand why there is a saying: “People in Mekong Delta are generous, honest and gentle, … “. Acknowledging about “Connecting – Succeeding with Trung Nguyen E-Coffee” seminar on June 25th in Can Tho, there were nearly a thousand partners from neighboring provinces and cities in the Mekong Delta registered to participate and sign contracts with Trung Nguyen E-Coffee.
As a young entrepreneur, Mr. Nguyen Xuan Quang came from Kien Giang to Can Tho to receive direct advice from the Brothers and Sisters who develop the business of Trung Nguyen E-Coffee. He shared: “Trung Nguyen E-Coffee is like “a new breeze”. I am very impressed with the architecture, design, and the arrange of the store. After many experiences at stores in Ho Chi Minh City and Can Tho City, finding this model suitable in Rach Gia market, I decide to sign a contract to open 2 stores to initially get acquainted and learn how to manage and operate”.
With the love for Trung Nguyen E-Coffee, Ms. Nguyen Thi Hoa Huong, a partner of Trung Nguyen E-Coffee, came from Dong Thap to Can Tho to participate the seminar to share her start-up story with the business and startup community in the Mekong Delta. She said: “At the beginning of startup, I had many obstacles. However, thanks to the enthusiastic support of the consulting team, from 2019 October to now, my Trung Nguyen E-Coffee store has had loyalty customers and be received by students, office workers and local people. In the future, my group of 5 friends and I intend to continue to expand the system of Trung Nguyen E-Coffee stores in the Mekong Delta.
The different – special – unique features of Trung Nguyen E-Coffee have attracted the partners from office workers, owners of grocery stores and traditional coffee stores, students, …, in 13 provinces and cities in the Mekong Delta. Not only owns a flexible design for all locations but also Trung Nguyen E-Coffee has the policy of maximizing cooperation to benefit all partners from the cooperation package policy to programs from training, supporting, to operation. Especially, Trung Nguyen E-Coffee gathering three coffee cultures of the world: Ottoman – Roman – Thien, providing energy coffee products to accessories to meet the demand of all of the coffee lovers.
Mr. Phan Minh Hien Triet, Ninh Kieu District, Can Tho, a Trung Nguyen coffee lover shared: “Trung Nguyen coffee has been famous for a long time, so I am very confident in choosing to cooperate with Trung Nguyen E-Coffee. I would like that the local people in Ninh Kieu District, Can Tho have the opportunities to enjoy the best coffee taste at my upcoming Trung Nguyen E-Coffee”.
With the support of partners, more than 200 cooperation contracts with Trung Nguyen E-Coffee were signed at “Connecting – Succeeding with Trung Nguyen E-Coffee” seminar on June 25th in Can Tho. With the difference and specialty of a world of coffee refined in the most profitable business shops, Trung Nguyen E-Coffee has rapidly grown and become the best choice of more 1.000 partners all over the country, with a new registration rate of over 10 new stores every day on average, moving closer to the goal of having 3.000 stories in 2020.
The trust and love of our partners is a motivation for Trung Nguyen Legend to continue to make efforts with the spirit “Change to be great”, determine to accomplish the goals. It will contribute to affirming the position of the No.1 Corporation, ready for the development on the global scale with the mind of a coffee leader and giving positive energy to the community.
CHANGE TO BE GREAT!
TOGETHER, NOTHING IS IMPOSSIBLE!
After celebration activities in the 24th birthday anniversary of Trung Nguyen Legend Corporation (16/6/1996-16/6/2020) and the 2nd year of the new brand name – The Energy Coffee That Changes Life (16/6/2018 – 16/6/2020), Trung Nguyen E-Coffee officially launched the new 2020 version gathering 3 coffee cultures of the world Ottoman – Roman – Thien. At the same time, the seminar “Connecting – Succeeding with Trung Nguyen E-Coffee” was successfully held in Can Tho on June 25th, bringing cooperation opportunities for thousands of businesses and start-up community in the coffee industry in the Mekong Delta region.
Nearly a thousand partners from 13 provinces and cities in the Mekong Delta registered to participate and more than 200 cooperation contracts with Trung Nguyen E-Coffee were signed at “Connecting – Succeeding with Trung Nguyen E-Coffee” seminar. With the difference and specialty of a world of coffee refined in the most profitable business shops, Trung Nguyen E-Coffee has rapidly grown and become the best choice of more 1.000 partners all over the country, with a new registration rate of over 10 new stores every day on average, moving closer to the goal of having 3.000 stories in 2020.
The successful stories of the great people such as Ernest Hemingway, Ludwig Van Beethoven, Napoleon Bonaparte,… are the inspiration for coffee lovers when coming to Trung Nguyen E-Coffee – “The sidewalk Academy”
Trung Nguyen E-Coffee launched the new 2020 version: Gathering three coffee cultures of the world Ottoman – Roman – Thien
Different from the thousands of coffee companies in the world, our Trung Nguyen Legend Corporation honors coffee as the elixir for the brain and creative mind. Trung Nguyen Legend has focused on researching and refining mostly compact the world of the coffee into three coffee cultures Ottoman – Roman – Thien. These have expressed through the viewing and experiencing space, the energy coffee products, accessories, the cups of energy coffee bringing the flavor of three coffee cultures of the world.
Cotinually affirming the Different – Special – Unique features, promoting achievements and renew after nearly one year of establishment, our Corporation officially launched the new 2020 version of Trung Nguyen E-Coffee which gathers the quintessence of three coffee cultures Ottoman – Roman – Thien, located at No. 38 Nguyen Hue Street, District 1. This is the new version, futher clarifying and condensing three coffee cultures of the world: Ottoman – Roman – Thien to create the differences toward the global expansion…
Trung Nguyen E-Cofee has filtered the whole the World of the Coffee in three coffee cultures Ottoman – Roman – Thien, affirming the expertise of the No. 1 coffee brand Trung Nguyen Legend
The design of the new version of Trung Nguyen E-Coffee focuses on the mobility of each module helping to create flexibility and leanness in operation. At the same time, the new version also promotes adapting technology in operation, payment, promotion on mobile devices. Along with clarifying the position of The Energy Coffee That Changes Life through messages, images, and stories proving that coffee is the awakening and creative energy source of the great people, Trung Nguyen E-Coffee new 2020 version schedules the entire retail product system and F&B as well as arranges the spaces following three coffee cultures Ottoman – Roman – Thien, strongly affirming the expertise of the No.1 coffee brand Trung Nguyen Legend.
Among many energy coffee products bringing the taste of Ottoman coffee and the most unique convergencing of the three coffee cultures of the world, Trung Nguyen Legend Capsule is one of the special products with full flavor of Ottoman – Roman – Thien coffee.
The imprint of the Roman coffee cultures is also very rich through many Trung Nguyen Legend coffee products such as: Trung Nguyen Legend Success, Trung Nguyen Legend Cappuccino, Trung Nguyen Legend Special Edition, Trung Nguyen Legend Passiona … Especially, on this occation, Trung Nguyen Legend officially launched the new product Trung Nguyen Legend Drip Coffee. This is the creative combination traditional Vietnamese coffee brewing and European drip coffee with three flavors Vietnamese Blend, Americano và Fusion Blend.
As a young entrepreneur, Mr. Nguyen Xuan Quang, Rach Gia, Kien Giang decided to sign a contract to open two stores in Rach Gia city shared: “Trung Nguyen E-Coff is like “a new breeze”. I am very impressed with the architecture, design, and the arrange of the store. After many experiences at stores in Ho Chi Minh City and Can Tho City, finding this model suitable in Rach Gia market, I decide to sign a contract to open 2 stores to initially get acquainted and learn how to manage and operate”.
Researching and creating from Japanese tea ceremony and racket coffee of the Southeast Asian countries to create the special Thien coffee culture, Trung Nguyen Legend would like to take Vietnam’ s coffee industry to the new level transforming coffee from a regular drink into a cultural coffee, art coffee, spiritual coffee, and a philosophical coffee. Sets of Trung Nguyen Legend energy coffee products such as Trung Nguyen Legend Ca Phe Sua Da, “Spirit of the Warriors” and accessories following the Thien coffee culture have brought a special style of coffee experience.
The World Coffee Museum was appreciated by The Associated Press as “The largest, liveliest and most unique living museum” and will be also the venue for the show of the three coffee cultures on July 30th, 2020
The different – special – unique features of three coffee cultures Ottoman – Roman – Thien will be continually introduced in the show 3 world coffee cultures combining art and modern technology. The audiences were immersed in a space that combined impressive and unique between the light, music, coffee-making art, seductive scent coffee and interesting stories about history and culture of three coffee cultures Ottoman – Roman – Thien on 3D mapping technology basis.
Miss Giang My, and Runner-up Huyen My, and Runner-up Hoang My were excited to experience the Ottoman coffee culture – one of the three coffee cultures of the world converging in Trung Nguyen E-Coffee
This special program will also be developed in the coffee art program and introduced on July 30th at The World Coffee Museum with the participation of prestigious directors and artists. It is expected that on July 6th, 2020, the first show will be launched at Trung Nguyen Legend Cafe 12 Alexander de Rhodes, District 1, Ho Chi Minh City.
Trung Nguyen E-Coffee has continuously drastically grown
Despite the difficulties of the Covid-19 pandemic, Trung Nguyen E-Coffee still maintained strong growth. In May and June, Trung Nguyen E-Coffee had more than 50 new stores, expanding the system from Delta river in the North West to mountainous South-West area of Vietnam. This is the achievement of the efforts with spirit “Change to be great” of all Brothers and Sisters, especially the Brothers and Sisters who develop business of Trung Nguyen E-Coffee and related operating departments.
Trung Nguyen E-Coffee has considered an optimal solution for business and start-up communities and become the best choice of more 1.000 partners all over the country, with a new registration rate of over 10 new stores every day on average
The strong explosion of Trung Nguyen E-Coffee and the launch of the new 2020 version of Trung Nguyen E-Coffee with special mark gathering three coffee cultures Ottoman – Roman – Thien have created a different impression for our Corporation on the journey realizing “Different – Special – Unique” Stratagem. These also affirmed the position of the No.1 Corporation, ready for the development on the global scale with the mind of a coffee leader and giving positive energy to the community.