Trung Nguyen Legend: A 30-year journey of growth, innovation, and enduring dedication to community development

Coffee provides energy, alertness, and a boost for action (By Author Franz Kafka (1883-1924)).

Elevating the Status of Vietnam's Coffee Industry and Culture Globally

Throughout its 30-year journey, Trung Nguyen Legend has continuously innovated, elevating Vietnamese coffee to the realm of culture, art, and philosophy. With a product line that inspires awakening, Trung Nguyen Legend has consistently developed unique spaces to spread Vietnamese coffee culture worldwide.

Following "Cà Phê Thứ Bảy" (Saturday Coffee) – recognised by the British Council as a creative cultural space and described as an "important social hub" by Financial Times, USA, Trung Nguyen Legend, in collaboration with Musician Dương Thụ for over a decade, introduced the "Coffee Music" cultural and artistic space on March 20. Located at Trung Nguyen Legend World Coffee - 164 Pasteur, Sai Gon Ward, Ho Chi Minh City, the launch featured a press conference for the debut EP, "IZARA," by young artist Izara Thien Nga. The event attracted numerous artists, celebrities, and art enthusiasts through its unique experiences that blend coffee, music, and lifestyle, quickly becoming a cultural and artistic destination within the Trung Nguyên Legend café chain in Ho Chi Minh City.

The new "Coffee Music" cultural and artistic space was introduced at Trung Nguyen Legend World Coffee (164 Pasteur, Sai Gon Ward, Ho Chi Minh City), starting with the press launch of the EP "IZARA" by young artist Izara Thien Nga.

Additionally, in Q1 2026, Trung Nguyen Legend has significantly expanded its café network domestically and internationally. In Vietnam, over 30 cafés under three models – Trung Nguyen Legend World Coffee, Trung Nguyen Legend, and Trung Nguyen E-Coffee – have consistently secured prime locations in major cities. Simultaneously, three new Trung Nguyen Legend spaces have opened in bustling centres in Shanghai, China.

Trung Nguyen Legend World Coffee in Houston, Texas, USA, attracts numerous international customers who come to experience Vietnamese and global coffee cultures.

Notably, on March 21, Trung Nguyen Legend World Coffee at 11754 Bellaire Boulevard, Houston, Texas, officially opened, marking the 10th franchise in the USA. Prominently located on vibrant Bellaire Boulevard in the state with the second-largest economy in the USA, Trung Nguyen Legend World Coffee continues to captivate with its coffee ecosystem and the unique Ottoman–Roman–Zen coffee culture experience in a space rich with Vietnamese cultural imprints.

The network of over 1,000 Trung Nguyen Legend cafés has become a distinctive "coffee destination" and a bridge that promotes Vietnamese coffee culture and fosters international exchange.

In 2026, Trung Nguyen Legend plans to open hundreds of new cafés in central locations across Vietnam, targeting cities like Westminster and San Jose (California), Portland (Oregon), Philadelphia (Pennsylvania), Houston (Texas)... aiming for 100 cafés in the USA, and expanding to 130 cafés in China, as well as entering markets in Melbourne, Australia, Canada, India, Japan, South Korea, Dubai, France, Asia, and Europe...

Trung Nguyen Legend - 30 Years of Creativity and Community Service

Combining "coffee spaces rich in Vietnamese identity and culture globally", Trung Nguyen Legend has, over 30 years, strived to elevate the status of Vietnamese coffee, continuously creating exquisite coffee masterpieces, becoming a "diplomatic ambassador" connecting Vietnamese culture with the world.

In 2025, U.S. Ambassador to Vietnam Marc Evans Knapper experienced Zen Coffee at the World Coffee Museum and described it as a "profound, unprecedented experience".

Notably, the Coffee Philosophy - "The Tao of Coffee" - which was enlightened and created by Founder and Chairman of Trung Nguyen Legend Group, Dang Le Nguyen Vu, aims at a humane and humanistic lifestyle and at opening a sustainable future for humanity, and has been spread globally. Accordingly, Trung Nguyen Legend has been recognised by international media such as Discovery, CNN, and Bloomberg as a symbol of "The Tao of Coffee".

Miss Tieu Vy and Runner-up Kim Duyen were experiencing Zen Coffee - a practice of The Tao of Coffee, aiming at a humane and humanistic lifestyle, opening a sustainable future for humanity.

Following the scientific conference – international forum "The Global Coffee Industry Value Chain - Global, Local, and Sustainable Development" held in December 2025, from April 17 – 19, 2026, Trung Nguyen Legend will collaborate with the Department of Culture, Sports and Tourism of Dak Lak Province, UNESCO, and others to organize the World Coffee Heritage Forum – "From Diverse Traditions to a Shared Heritage of Humanity" at the World Coffee Museum, Buon Ma Thuot. The forum will gather experts, policymakers, and organisations both domestically and internationally to establish a high-level international dialogue space on heritage, culture, and the future of coffee. The program contributes to promoting the "Knowledge of Coffee Cultivation and Processing in Đắk Lắk" dossier for listing as a good practice in intangible cultural heritage protection, aiming for Vietnamese coffee culture to be recognised by UNESCO as a Heritage of Humanity.

Trung Nguyen Legend shared initiatives to preserve and promote the value of Vietnamese coffee and coffee culture at the international forum "The Global Coffee Industry Value Chain - Global, Local, and Sustainable Development".

On March 24, 2026, the "Journey from the Heart – The Journey to Great Ambition – Entrepreneurship for 30 Million Vietnamese Youth", initiated by Trung Nguyen Legend in 2012, will continue to reach the highlands, remote areas, and the Truong Sa archipelago. The journey will traverse 19 provinces over 24 days (from March 24 to April 16), covering nearly 5,000 km, continuing to donate tens of thousands of valuable books from the Life-Changing Bookshelf curated by Trung Nguyen Legend Group Chairman Dang Le Nguyen Vu, carefully selected from thousands of the most successful figures in human history.

The Journey from the Heart has travelled continuously for 14 years from plains and cities to rural areas, intricate canal networks, remote areas, high mountains, and distant islands, donating over 5 million valuable books and organising over 1,000 exchange programs to inspire great aspirations among students, youth, and citizens nationwide.

The Journey from the Heart also organises exchange programs, scholarships, and more to spread the spirit of learning and the aspiration to contribute among the young generation of Vietnam, with the support of artists and celebrities such as singer Izara Thien Nga, Uyen Linh, Phạm Anh Khoa, and Misses Ky Duyen, Ngoc Chau, Phuong Linh, Truc Linh, Runners-up Phuong Anh, Cam Ly, Artist - Designer Anh Thu, and many other special guests. Notably, in early May 2026, the Journey from the Heart is proud to visit the Truong Sa archipelago for the first time, donating valuable books to soldiers stationed there.

As a leading coffee brand founded in Buon Ma Thuot, with a spirit of creativity and a desire to serve, Trung Nguyen Legend has, throughout its 30-year journey, continuously strived to enhance the value of Vietnam's coffee industry, making Buon Ma Thuot, Dak Lak, the "Coffee City of the World", contributing to the country's robust development.

Vietnamese community in Belarus celebrates Lunar New Year 2026 WVR - On February 23, in the capital city of Minsk, the Vietnamese Embassy in Belarus, in collaboration with the Vietnamese Association in Belarus, organized ...

Lunar New Year Binh Ngo community Tet connects Vietnamese in Indonesia WVR - On the evening of February 28, in the warm atmosphere of early spring, the Vietnamese Embassy in Indonesia organized the Spring Lunar New ...