Unique and distinctive

Following its success in major cities of Vietnam and China over a year after its launch, the Trung Nguyen Legend Coffee World model has officially introduced a new version honoring Buon Ma Thuot - the birthplace of Philosophical Coffee.

Bringing together the best of three world coffee civilizations.

The Trung Nguyen Legend coffee world, a convergence of three coffee civilizations, was first launched in January 2022 on Dong Khoi Street, in the heart of Ho Chi Minh City, at a time when the F&B industry was facing many difficulties and challenges in the aftermath of the Covid-19 pandemic.

With its innovative design, impressive details, imagery, and products, as well as its focus on the connoisseur's experience, Trung Nguyen Legend Coffee World embodies expertise, artistry, and the profound coffee philosophy of the Trung Nguyen Legend Group.

Only at Trung Nguyen Legend can you find delicious, energizing coffees and unique, distinctive ways of enjoying them, inspired by three coffee civilizations: Ottoman, Roman, and Zen.

Celebrating the world's coffee heritage, Trung Nguyen Legend Coffee World is the first and only model that brings together and distills the essence of 12 centuries of coffee development from three representative coffee civilizations: Ottoman, Roman, and Zen. From the spatial architecture and layout to the F&B product range and retail products, everything is creatively designed and arranged according to these three coffee civilizations. Beyond offering exceptional coffee flavors, Trung Nguyen Legend's leading coffee experts are ready to advise, share fascinating stories, and inspire about the history, culture, and art of coffee. Customers can also directly experience the unique differences of these three world coffee civilizations through demonstrations and tastings.

The Trung Nguyen Legend Coffee World model also offers famous coffees that have accompanied the lives and careers of great figures, or the world's most beloved drinks, prepared by professional baristas with at least 1,000 hours of practice. Particularly noteworthy are the creative and invigorating corners, featuring a "Life-Changing Foundation Bookshelf" along with a range of coffee products named "Awakening Energy," "Aspiration Energy," "Strength Energy," or the "Philosopher - Expert - Artist" product line, along with images of famous figures and inspirational quotes – a unique highlight not found in any other coffee chain.

The Trung Nguyen Legend coffee world in Shanghai, China, is attracting a strong international community of coffee lovers and enthusiasts seeking a cultural experience of enjoying Vietnamese and world coffee.

Offering unique and exciting experiences for coffee lovers and enthusiasts in the new context, Trung Nguyen Legend Coffee World quickly became a familiar space for coffee connoisseurs, elites, intellectuals, those who appreciate creativity, and those who aspire to a mindful lifestyle immediately after the pandemic.

For over a year, the Trung Nguyen Legend Coffee World model has been present and strongly embraced in important cities of Vietnam such as Ho Chi Minh City, Hanoi , Nha Trang, Buon Ma Thuot, and Da Nang. Notably, in September 2022, while the Covid-19 pandemic was still ongoing in China, Trung Nguyen Legend Coffee World officially opened, making a strong impression in the commercial and financial center of Shanghai. Just 10 days after opening, Trung Nguyen Legend Coffee World quickly rose to the top of Shanghai's "Must Try" category; and became the hottest coffee shop on West Nanjing Road on the Dazhongdianpin app (China's number one app for reviewing food and beverage establishments). By the end of 2022, Trung Nguyen Legend Coffee World had won two prestigious awards in the Chinese market: "Best Coffee Shop of 2022" and "Famous Coffee Shop of the Year".

Proud of our origins, the birthplace of Philosophical Coffee.

Driven by the ambition to establish a leading position for the Vietnamese coffee industry and become a global leader, Trung Nguyên Legend has, over the past 27 years, pioneered the development of the Buon Ma Thuot brand – the birthplace of the world's finest Robusta coffee – to an international stature, a global destination for coffee lovers.

"The World Coffee Museum in Buon Ma Thuot is a place where you can immerse yourself in coffee culture" - According to the world's leading magazine, National Geographic.

To achieve that goal, at the 8th Buon Ma Thuot Coffee Festival last March, Trung Nguyen Legend continued to present many important initiatives aimed at building and developing the Buon Ma Thuot brand into the "Coffee City of the World." Along with unique activities honoring the culture and people of the sacred land of Buon Ma Thuot, the birthplace of Philosophical Coffee, such as calling for the implementation of the proposal to have "iced milk coffee," "filter coffee" of Vietnam, and the Buon Ma Thuot coffee growing region recognized as a UNESCO cultural heritage site. At the same time, the group also committed to accompanying the Buon Ma Thuot Coffee Festival to become an international-scale event; bringing international coffee events to Buon Ma Thuot; and contributing ideas and methods to build a global coffee social network – a center for building and communicating for Buon Ma Thuot. In particular, Trung Nguyên Legend has implemented and broadcast promotional videos and healing tourism activities aimed at promoting cultural values ​​associated with national monuments in Buon Ma Thuot and the surrounding mountainous region. Programs and experiential spaces focusing on the philosophy, culture, and spirit of coffee, such as the World Coffee Museum, Coffee City, and the series of articles, books, and films on the Philosophy of Coffee, have been continuously created and realized by Trung Nguyên Legend over the years.

Miss Intercontinental Bao Ngoc and Miss Grand Vietnam Thien An enjoy coffee at Trung Nguyen Legend Coffee World, 7 Nguyen Van Chiem Street (District 1, Ho Chi Minh City).

Continuing those commitments, the new 2023 version of the Trung Nguyen Legend Coffee World model was recently launched at the Creative Youth Club - 7 Nguyen Van Chiem Street, District 1, Ho Chi Minh City, further highlighting the unique local characteristics of the homeland of the world's finest Robusta coffee beans.

The spatial architecture of the exhibition areas in the new Trung Nguyen Legend Coffee World model is reminiscent of the characteristic houses of the mountainous region of Buon Ma Thuot, with dark brown tones, clad in recycled wood scraps, and a frame and roof structure stylized after the longhouses of the Ede people.

A complete coffee-making process, from drying and selecting beans to sifting and grinding, is recreated and neatly arranged, with the highlight being a rustic, traditional hearth. In the cultural traditions of Vietnam in general and the ethnic minorities in particular, the hearth is considered the soul of the home, carrying the breath of life in each family and creating the energy of life, connecting and spreading the cultural values ​​of the family and community. Especially, by the hearth, with experience, passion, and traditional local secrets, the quality of the delicious Robusta coffee beans characteristic of Buon Ma Thuot is enhanced, creating superb cups of coffee.

Miss Thanh Thuy and First Runner-up Trinh Thuy Linh were impressed with Trung Nguyen Legend Coffee World at 7 Nguyen Van Chiem (District 1, Ho Chi Minh City) – a space that brings together the essence of three typical coffee civilizations and bears the imprint of the local culture of the homeland of the world's best Robusta coffee beans.

Focusing on a harmonious lifestyle, the model emphasizes the use of recycled, sustainable, and environmentally friendly materials, combined with restraint and minimalism in color. This creates an optimal space that highlights the flavor of coffee, and people, as the vibrant subjects within that space, can fully appreciate the essence of three world coffee civilizations.

At the same time, agricultural tools and harvesting and processing implements such as mortars, pestles, baskets, and containers dating back hundreds of years, brought from the Coffee Village collection, are displayed, creating a miniature museum model to introduce to tourists and coffee lovers around the world a richer aspect of Vietnamese life.

In particular, the Trung Nguyen Legend Coffee World model at 7 Nguyen Van Chiem features a Zen Coffee space, a dedicated area for appreciating and experiencing the Zen coffee culture. Participants will be guided to experience the purification process of body, mind, and spirit; learn how to create and enjoy cups of coffee with a spirit of harmony, respect, purity, responsibility, and appreciation, accompanied by the soothing sounds of Trung Nguyen Legend's healing music. The Zen coffee culture appreciation and experience at Trung Nguyen Legend Coffee World, 7 Nguyen Van Chiem, will take place regularly every Saturday.

With its unique and distinctive model, Trung Nguyen Legend Coffee World continues to spread the philosophy of Zen Coffee, honoring Buon Ma Thuot, the birthplace of Philosophical Coffee, rightfully earning its title as the "Coffee City of the World," and contributing to the global promotion of Vietnamese coffee and coffee culture.

Some photos from the launch event of the new Trung Nguyen Legend Coffee World model in 2023 at the Creative Youth Club - 7 Nguyen Van Chiem Street, District 1, Ho Chi Minh City.

Unique features of Trung Nguyen Legend Coffee World

• The second Trung Nguyen Legend Coffee World space in Shanghai is scheduled to open in July 2023.

• The Youth Creative Club, where the Trung Nguyen Legend Coffee World model launched its new version, is the former Friends Club, a meeting place for discussions about music and musical performances by the "Friends" group of 7 famous musicians, leading the youth music movement, including: composers Ton That Lap, Tran Long An, Nguyen Ngoc Thien, Nguyen Van Hien, and the late composers Trinh Cong Son, Tu Huy, and Thanh Tung.

• Since the 2000s, with the collaboration of Trung Nguyen Group, the Youth Cultural Center, and the late musician Tu Huy, the Creative Youth Club has become a familiar meeting place for many generations of artists in Saigon, and a special space that brings together coffee lovers from Vietnam and abroad to enjoy and experience Vietnamese coffee culture.

• Located approximately 500 meters from the Trung Nguyen Legend Coffee World at 7 Nguyen Van Chiem Street is the Trung Nguyen Legend Light Library at 12 Alexandre de Rhodes, District 1, Ho Chi Minh City, where you can enjoy a unique 3D mapping show showcasing three coffee civilizations in Ho Chi Minh City (Reservation Hotline: 0912 831 733)

• As of June 2023, Trung Nguyên Legend's chain of cafes and restaurants in Vietnam comprises over 1,000 spaces and stores under three brands: Trung Nguyên Legend World of Coffee; Trung Nguyên Legend; and Trung Nguyên E-Coffee.

Source: https://baoquocte.vn/trung-nguyen-legend-dac-biet-va-khac-biet-231177.html