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| Trung Nguyen Legend's special mark at ASEAN Future Forum 2025 |
Only Trung Nguyen Legend was chosen to supply coffee at the ASEAN Future Forum 2025
The ASEAN Future Forum 2025 (AFF 2025) is an important multilateral event hosted by Vietnam in Hanoi , taking place at a meaningful time, marking 30 years of Vietnam's accession to ASEAN and 10 years of the formation of the ASEAN Community. The forum has the participation of more than 600 delegates including senior ASEAN leaders, experts, international partners and representatives of large enterprises in the region to discuss the challenges and trends shaping the future of ASEAN.
With the theme “Building a united, inclusive and resilient ASEAN in a changing world ”, the forum included 5 official plenary sessions and many important activities that were considered to create a stepping stone for the ASEAN Community Vision 2045 to strengthen regional connectivity and seek opportunities to break through and promote the central role. The event received attention from international media, which assessed this as a strategic platform to shape the future of the ASEAN region in the context of challenging global transformation.
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| Many delegates and guests were impressed with the diverse and unique coffee ecosystem, especially Trung Nguyen Legend brought to the ASEAN Future Forum 2025. |
At AFF 2025, Trung Nguyen Legend is the only brand chosen to supply coffee to delegates and guests, contributing to spreading the special value of coffee and Vietnamese coffee culture to the international community. Many delegates and guests attending AFF 2025 were especially impressed with the diverse and unique coffee ecosystem, and the excellent cups of energy coffee following the three coffee cultures Ottoman - Roman - Thien of Trung Nguyen Legend.
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| Experience Zen Coffee, a cultural coffee product created by Trung Nguyen Legend, bringing a deeper insight into Vietnamese coffee culture to delegates and guests at AFF 2025. |
Trung Nguyen Legend coffee products were also specially selected by the Ministry of Foreign Affairs as diplomatic gifts to send to senior leaders, heads of state, delegations, and international experts attending the program, conveying the spirit, culture, and philosophy of coffee from Vietnam, hoping to spread to the ASEAN community and international friends.
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| Trung Nguyen Legend presented a paper on solutions from coffee and Vietnamese coffee culture, contributing to promoting sustainable agricultural development and deep integration of the ASEAN community in the future. |
In particular, within the framework of AFF 2025, Trung Nguyen Legend introduced the Coffee Zen experience to ASEAN senior politicians, leading regional and international strategists, providing a deeper insight into the cultural value of coffee from Vietnam. At the same time, participating in the discussion "Promoting smart agriculture for regional food security", Trung Nguyen Legend presented a paper "Trung Nguyen Legend coffee ecosystem with comprehensive smart agriculture" with the main content being responsible and sustainable innovation in a volatile world with solutions from coffee, Vietnamese coffee culture, contributing to promoting sustainable agricultural development and deep integration of the ASEAN community in the future.
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| Trung Nguyen Legend was honored to receive a certificate of merit and a trophy recognizing its positive contributions to the success of the ASEAN Future Forum 2025. |
With positive contributions to the success of the ASEAN Future Forum 2025, the program's Organizing Committee awarded certificates of merit and trophies to recognize Trung Nguyen Legend's great support and strong commitment to the Forum.
Trung Nguyen Legend – Vietnam's diplomatic coffee ambassador
As the leading Vietnamese coffee brand founded in Buon Ma Thuot, the homeland of the world's best Robusta coffee beans, Trung Nguyen Legend Group has always strived to enhance the value of Vietnamese coffee and coffee culture globally.
Over the years, Trung Nguyen Legend coffee products have always been selected to serve and be present at global summits such as APEC, ASEM, ASEAN, WEF, as well as flights of the national airline Vietnam Airlines, becoming a "diplomatic ambassador" connecting Vietnamese culture with the world. Trung Nguyen Legend is also the only coffee brand chosen to supply and serve at political - economic - cultural events of national and international stature such as the 13th National Party Congress, National Assembly sessions, Global Women's Forum, Gumball 3000, ... contributing to affirming and enhancing the value of the Vietnamese coffee brand. Trung Nguyen Legend's energy coffee masterpieces are also prioritized as gifts for heads of state, international politicians, and ambassadors as a gift representing the culture and spirit of Vietnamese coffee. At the Vietnam International Defense Exhibition 2024, Trung Nguyen Legend coffee products were also chosen by the Ministry of National Defense as diplomatic gifts to express Vietnam's creative, strong and dynamic spirit to international friends.
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| Trung Nguyen Legend coffee products are always chosen to serve in many important national events and conferences and become "diplomatic coffee" gifts connecting Vietnamese culture with international friends. |
With the spirit of constant creativity, Trung Nguyen Legend has researched and condensed the essence of the world's three coffee cultures in products and shop spaces to introduce to international friends, in order to honor the value of coffee and coffee culture. Recently, from February 17-21, 2025, Trung Nguyen Legend participated in Gulfood 2025 in Dubai (UAE) - the largest exhibition in the Middle East, one of the world's largest trade exhibitions specializing in food and agricultural products. Here, the special energy coffee product system following the three coffee cultures Ottoman - Roman - Zen along with unique coffee culture from Vietnam attracted many international visitors to learn and expand cooperation opportunities.
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| Trung Nguyen Legend's exhibition space attracted the attention of many international partners and customers at the World Coffee Conference (India). |
In particular, since 2023, Trung Nguyen Legend has cooperated with the world's leading news agencies Warner Bros. Discovery, CNN, Bloomberg... to produce special films about coffee and Vietnamese coffee culture broadcast globally. The story of Trung Nguyen Legend "combining typical agricultural products with building and positioning a brand representing a culture and a comprehensive healthy lifestyle" has changed the world's perception of Vietnam, from a coffee exporting powerhouse that is gradually making important contributions to global coffee culture. In particular, the film "The Awakenings of Coffee" (The Road of Awakening from Coffee) co-produced by Warner Bros. Discovery and Trung Nguyen Legend, honoring the value of Buon Ma Thuot Robusta coffee beans through the philosophy of Coffee Dao created by Founder - Chairman Dang Le Nguyen Vu, has been and is being broadcast on the global Discovery channel until the end of March 2025.
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| The philosophy of “Coffee Religion” from Vietnam, created by the Founder and Chairman of Trung Nguyen Legend Group Dang Le Nguyen Vu, was spread by Warner Bros. Discovery in the movie “The Awakenings of Coffee”, creating a strong attraction globally. |
It is known that Trung Nguyen Legend is continuing to promote the development of product brands, models, projects, and business activities in Vietnam, the US, China, Korea, ASEAN, EU, India, etc. and globally. In particular, Trung Nguyen Legend Group is preparing to open its headquarters in the US this year to strongly promote Vietnamese coffee and coffee culture in this leading economic power.
With a special presence at the ASEAN Future Forum 2025, Trung Nguyen Legend continues to affirm its pioneering role in promoting and enhancing the value of Vietnamese coffee in the international arena. Not only realizing the aspiration of "bringing Vietnamese coffee to be recognized globally" so that "one day, when talking about coffee, the world will think of Vietnam", Trung Nguyen Legend shows its solidarity with the ASEAN community in building a creative, sustainable economy, towards a peaceful, stable and developed world community.
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