Trung Nguyen E-Coffee won the ASEAN Strong Brand award

Trung Nguyen E-Coffee was honored in the Top 5 Strong ASEAN Brands 2025

Within the framework of the Vietnam - ASEAN Economic Cooperation Forum 2025 held in Singapore (April 2025), Trung Nguyen E-Coffee was honored as one of the Top 5 Strong ASEAN Brands 2025. The award continues to affirm Trung Nguyen E-Coffee's leading position in the regional F&B industry, and "represents part of the strategic vision of Trung Nguyen Legend Group to elevate the culture of enjoying Vietnamese coffee" (according to CNN).

"ASEAN Strong Brand" is the recognition from the community of partners, investors, and regional and international customers for brands that have made positive contributions to the economic, trade, and investment development of the ASEAN region. According to the assessment of the International Appraisal Council, Trung Nguyen E-Coffee is one of the few Vietnamese brands that fully meet the factors of "quality - standards - sustainability - inspiration".

Trung Nguyen E-Coffee was honored in the Top 5 ASEAN Strong Brands 2025, affirming "international quality standards" and high trust from investors, partners, ASEAN and international customers.

With a flexible and effective business model, Trung Nguyen E-Coffee has "inspired successful startups" for thousands of franchise partners in the coffee industry (according to CNN). From the F&B menu to retail, Trung Nguyen E-Coffee serves delicious coffee products made from the world's best Buon Ma Thuot Robusta coffee beans, bearing the quintessence of three coffee cultures Ottoman - Roman - Thien , creating a unique mark for the model. At the same time, the optimal franchise policy, maximizing benefits, helps Trung Nguyen E-Coffee receive high trust from investors, partners, customers in the ASEAN market and globally.

Miss Thanh Thuy, Runner-up Ngoc Hang, Runner-up Ngoc Thao enjoy exploring the unique coffee product ecosystem of the Trung Nguyen E-Coffee model.

Currently, Trung Nguyen E-Coffee has more than 800 stores in operation, 1,000 franchise contracts signed with a new opening rate of up to 30 stores/month. Following the new opening in February 2025 in Long Beach, California (USA), the Trung Nguyen E-Coffee model is promoting expansion in the US, China, Australia, Canada, India, Korea, Dubai, France and many Asian - European countries, aiming for 3,000 stores in 2025.

Trung Nguyen Legend promotes "Vietnam Robusta coffee consumption wave" globally

With the strong development of the Trung Nguyen E-Coffee model, the Trung Nguyen Legend and Trung Nguyen Legend Coffee World space systems are constantly expanding their presence in beautiful locations, in the centers of major cities in Vietnam, the US, China, etc. At the same time, the Trung Nguyen Legend coffee product system is increasingly popular in more than 100 countries and territories, especially large markets such as the US, China, India, Japan, Korea, Dubai, France and countries in Southeast Asia, Asia, Europe, etc. All are contributing to strongly promoting the "wave of consumption of Vietnamese Robusta coffee" globally.

Trung Nguyen Legend coffee shops in China always attract a large number of coffee lovers and international youth because of their unique and special coffee enjoyment styles and creative energy.

Standing out in China, in the first 4 months of 2025, Trung Nguyen Legend expanded with 34 more distributors and 3 new spaces in Nanjing, Hangzhou, and Shanghai, bringing the total to 21 stores in the billion-dollar Chinese market.

Outstanding marketing campaigns such as "Energy Monday - Book Mark energy" (from 7.4 - 4.5), "Thousands cups of coffee to awaken the Energy of the city" (from 9 - 13.5) created a strong effect through social networks and the WeChat Moments platform, attracting thousands of young Chinese people to experience coffee, read books, and spread a positive lifestyle.

In particular, the G7 coffee brand of Trung Nguyen Legend Group was honored as "The No. 1 imported instant coffee brand in terms of sales in China" (March 2025), according to the certification of Beijing Winwin Network Technology Ltd - an independent data testing organization in China. This continues to affirm G7's position as the most favorite Vietnamese coffee brand in China.

Trung Nguyen Legend brings special experiences about 3 world coffee civilizations at exhibitions in the US, Russia, India, Dubai... attracting the attention of many international partners and customers.

Meanwhile, in the US, G7, Trung Nguyen, Trung Nguyen Legend products are present at Costco supermarket system, and cover nearly 100% of Asian supermarkets here, as well as online sales channels Amazon, Walmart, eBay, Say Weee, .... In particular, from March 4 - 7, 2025, Trung Nguyen Legend participated in Natural Product West Expo 2025 - the largest food exhibition in the US. Trung Nguyen Legend booth with the 3 coffee civilization products Ottoman - Roman - Thien has attracted thousands of global partners, reaching hundreds of distributors, retail chains such as HEB, Costco, Walmart, Albertsons, UNFI, Eastland, TJMaxx, Grocery Outlet, ....

In the Middle East, from February 17 to 21, 2025, Trung Nguyen Legend attended Gulfood 2025 - the largest food trade exhibition in the region, and received high praise for the quality, diversity of the Trung Nguyen Legend product ecosystem and the special coffee enjoyment style. Accordingly, Trung Nguyen Legend has connected with more than 150 distributors, including many multinational systems such as Lulu Hypermarket, Costco Australia - Canada - France, Loblaws Canada, North African supermarket chains, etc.

Delegates and guests at the ASEAN Future Forum 2025 were impressed with Coffee Zen - a special experience of Vietnamese coffee culture created by Trung Nguyen Legend.

Particularly, the ASEAN market - "one of the fastest growing regions in the world in the period of 2024 - 2029" according to the International Monetary Fund (IMF) - is being promoted by Trung Nguyen Legend. In the first 4 months of 2025, Trung Nguyen Legend signed a strategic development cooperation agreement with leading partners in Singapore - Malaysia - Philippines. Trung Nguyen Legend's diverse product line from roasted coffee to instant coffee has quickly spread widely in major supermarket chains in Malaysia, Thailand, Singapore...

Trung Nguyen Legend - Vietnam's international coffee diplomacy

Along with the efforts to promote and enhance the value of Vietnamese coffee and coffee culture globally, Trung Nguyen Legend continues to affirm its role as "Vietnam's diplomatic coffee ambassador". In the first months of 2025, Trung Nguyen Legend was honored to be the only coffee brand chosen to serve in political - economic - cultural - diplomatic events of national and international stature such as: high-level talks between Vietnam and countries around the world, programs to welcome leaders of countries, international diplomatic delegations...

Within the framework of the 9th Buon Ma Thuot Coffee Festival taking place in March 2025 in Buon Ma Thuot, the homeland of the world's best Robusta coffee beans, US Ambassador to Vietnam Marc Evans Knapper, after experiencing Coffee Zen - a fundamental practice method of Coffee Dao created by the Founder - Chairman of Trung Nguyen Legend Group, shared: " This is an unprecedented profound experience; helping me realize the meaningful gaps in life, busy work, with a cup of coffee and precious friends. We are grateful to Chairman of Trung Nguyen Legend Group Dang Le Nguyen Vu for creating the Coffee Zen method and wishing to share it with the whole world ."

US Ambassador to Vietnam Marc Evans Knapper experiences Coffee Meditation at the World Coffee Museum and calls it a "profound, unprecedented experience"

Following these special milestones, in the following months of 2025, Trung Nguyen Legend plans to launch new products, expand its store system, and at the same time accelerate the opening of a headquarters in the US and implement trade promotion activities in Vietnam, the US, China, Russia, Australia, Canada, Japan, Korea, ASEAN countries, Asia, Europe... and more than 100 countries and territories. Communication and brand promotion activities on international social networking platforms are also enhanced to expand the market and develop new points of sale and distribution channels.

In the context of Buon Ma Thuot Robusta coffee "creating a global boom" , increasingly popular in coffee powerhouses such as Germany, Italy, China, the US, Japan, Spain, Indonesia... and being recognized by the World Coffee Organization as "the future of the coffee industry" , Trung Nguyen Legend's efforts have been contributing to gradually affirming Vietnam's new position globally, contributing to realizing the vision of 20 billion USD/year for the Vietnamese coffee industry, so that one day "when talking about coffee, the world will think of Vietnam" .

Source: https://thanhnien.vn/trung-nguyen-e-coffee-dat-giai-thuong-thuong-hieu-manh-asean-18525052510401215.htm