Trung Nguyen Legend

About Trung Nguyen Legend

The lagend of Trung Nguyen Legend started on June 16, 1996, when Chairman Dang Le Nguyen Vu founded Trung Nguyen in Buon Ma Thuot – the capital of Vietnam coffee, with the first capital asset being a bicycle but with the strong will of youth and 3 aspirations

To try for the aspirations of a strong and influential Vietnam

To build Buon Ma Thuot to become the Global Coffee Capital

Right from the early days, even though it was just a small sign "Trung Nguyen Coffee Company" at a coffee roasting facility of a few square meters, the logo "Trung Nguyen Coffee Company" expressed the desire to conquer the world with the symbol of the arrow reflecting the communal house in the Central Highlands - where Trung Nguyen Legend Group was founded.

The image of an arrow pointing straight to the sky represents the will to conquer the peak, the desire to rise and develop beyond measure. The three white lines on the logo are a stylized image of the entrance to a stilt house, demonstrating the company's culture of always wanting to maintain its Indigenous cultural identity. White symbolizes purity, each white line represents an element of Heaven - Earth - Humanity in Eastern philosophy.

NAME

GLOBAL TRUNG NGUYÊN LEGEND GROUP

VISION

THE GREAT ORGANIZATION

THROUGH SERVING HUMANITY

MISSION

BUILD THE UNIFIED HUMANITY UNDER THE VALUE SYSTEM

OF THE ENLIGHTENED LIFESTYLE

FOR SUCCESS AND TRUE HAPPINESS

CORE VALUES

ABSOLUTE FAITH

SERVING COMMUNITY

SUPPORTED BY HUMANITY

STRONG ECO-FINANCE

Trung Nguyen Legend’s Milestones

2023

Opening of Trung Nguyen Legend representative office in Seoul, Korea.

Accompanying to build Buon Ma Thuot City to become the world's Coffee City.

Trung Nguyen was the most chosen coffee brand, according to Kantar's announcement

Groundbreaking for the hotel complex "La Forêt En Ville" and the convention center of "The World Coffee Center".

Celebrating 20 years of the G7 brand conquering the globe and 5 years of the Coffee World Museum coming into operation.

2022

Launching the Trung Nguyen Legend Coffee World model in Vietnam and China.

Announcing the Journey to experience the Mindful Lifestyle.

Forbes Vietnam magazine honored Trung Nguyen Legend as "Awakening Brand".

Launching the world's first dance play called "Tale of 3 Coffee Civilizations".

2021

Officially introducing the Coffee City project - the first and largest coffee eco-urban in the Central Highlands with the vision of becoming an exemplary Urban - A mindful community with a series of other destinations such as: Gym – Yog – Archery center, Arabian horse-riding range, Zen garden…

2020

Launching the experiencing show of Three Coffee Civilizations: Ottoman – Thiền (Meditation) – Roman, one of the different, special and unique new coffee tourism products, meticulously researched and created by Trung Nguyen Legend.

2019

Launching Trung Nguyen E-Coffee retail chain.

2018

Inauguration of the Coffee World Museum under the Coffee City project - a symbolic project for Vietnam's coffee industry in the "Global Coffee Capital" Buon Ma Thuot.

Launching Trung Nguyen Legend energy coffee product line.

Launching the Journey from the Heart – the Journey of Great Will – Nation-building Startup for 30 million Vietnamese Youth to all parts of the country.

2017

Officially opened a representative office in Shanghai, China - one of the world's leading commercial and financial centers.

2016

Celebrating 20 years of Service Journey, announcing new Name, Vision, and Mission. Trung Nguyen Legend Coffee Space - The Energy Coffee That Changes Life became the largest coffee shop chain in Southeast Asia.

Donating 2 million life-changing books in the Journey of Great Will – Nation-building Startup for 30 million Vietnamese Youth.

2013

Celebrating the 10th anniversary of the birth of the G7 brand, marking 3 years of leading market share and being the most popular brand.

The Journey of Great Will – Nation-building Startup spread widely with the Future Creation contest and the 2nd Creative for Vietnamese Aspiration Festival attracting 100,000 participants.

2012

Trung Nguyen coffee brand was most loved by Vietnamese consumers, with 11 million/17 million Vietnamese households choosing to buy Trung Nguyen coffee products.

Launching the Journey of Great Will – Nation-building Startup with the Creative for Vietnamese Aspiration Festival attracting more than 50,000 participants.

2010

Trung Nguyen coffee products were exported to more than 60 countries globally, became a cultural ambassador brand, chosen as gifts for world leaders and politicians.

2003

The G7 instant coffee brand was born with the event "G7 Instant Coffee Festival" at the Reunification Palace on November 23, 2003, attracting thousands of participants and making its mark with a blind test where consumers would pick their preferred instant coffee brand between G7 and the international leading brand. As a result, 89% of people chose G7.

2001

Successful franchising in Japan and Singapore. Announcing the slogan: "Unleashing creativity", with products distilled from the best coffee beans, modern technology, unique Oriental recipes that cannot be copied, combined with the ultimate passion that has helped Trung Nguyen conquer consumers across the country.

1998

The first Trung Nguyen Legend coffee shop was opened in Ho Chi Minh City, the first step for the formation of Trung Nguyen café system in provinces and other cities in Vietnam and other countries around the world.

1996

On June 16, 1996, Dang Le Nguyen Vu founded Trung Nguyen in Buon Ma Thuot city – Vietnam’s coffee capital. The initial capital investments consisted of an old bicycle, faith and strong will of youth as well as an aspiration to build a globally famous Vietnamese coffee brand.

Explore more