The thematic exhibition “Nearly two centuries of Vietnamese coffee conquering the world” organized by Trung Nguyen Legend and the World Coffee Museum aims to introduce the development journey of the Vietnamese coffee industry over nearly two centuries. The exhibition features the convergence of coffee production units meeting OCOP standards from famous coffee growing regions in Vietnam.
A Journey with Vietnamese Coffee Through Two Centuries
According to many studies, the development journey of Vietnamese coffee can be divided into three basic stages: the introduction stage from the late 18th century to the early 20th century; the development stage from around 1925 when coffee was grown on a large scale in Vietnam; and the renovation stage from 1986 to the present, becoming the world's leading coffee exporting power. With the desire to introduce and clarify the difference - special - uniqueness of Vietnamese coffee culture to the tourist community when coming to the coffee capital of Buon Ma Thuot, the thematic exhibition "Nearly two centuries of Vietnamese coffee conquering the world" will take place from August 19 to November 2023.
 |
| The space recreates the laboratory and working space of doctor, scientist, explorer A. Yersin on the top of Hon Ba – Khanh Hoa. He was the one who explored and experimented with growing coffee trees in the Central Highlands provinces. |
Through the exhibition, visitors will be able to travel along the journey of coffee trees in Vietnam over two centuries from the first lands and coffee plantations in Vietnam; the process of exploiting the potential of the Central Highlands in planting and developing coffee trees, helping Vietnam become the world's leading robusta coffee exporting powerhouse, conquering the global community of coffee lovers and enthusiasts.
With a lively and creative display, visitors will enjoy many unique spaces such as: the living and working space of doctor, scientist, explorer A. Yersin - an honorary citizen of Vietnam. During the period when coffee first appeared, he made many expeditions and experimental coffee plantings in the Central Highlands provinces, including Buon Ma Thuot today. Coffee shop spaces and hundreds of coffee cultural artifacts from the "ration card" period are recreated along with trading shops, sidewalk cafes... during the period when coffee trees developed in Vietnam, helping visitors to experience and interact. When it comes to the period of innovation and integration from 1986 to present, the exhibition introduces 7 initiatives for the global coffee industry that Founder - Chairman of Trung Nguyen Legend Group Dang Le Nguyen Vu proposed and the journey of more than 2 decades of efforts to realize. Iconic works of the Vietnamese coffee industry, national festivals to honor coffee culture; shop spaces contribute to building the Vietnamese coffee brand globally. This is also the period when Vietnamese coffee grew from 258.7 million USD in 1996 to 4 billion USD for the first time in 2022, an increase of more than 16 times and exported to more than 80 countries around the world.
 |
| Cannes 2023 Best Director Tran Anh Hung and actress Tran Nu Yen Khe visit the exhibition |
Ms. Cam Thi Mon - Director of Ara-Tay Cooperative from Long Nghiu Village, Chieng Chung Commune, Mai Son District, Son La Province shared: "The visual and creative exhibition space helps all participating units and visitors clearly see that Vietnamese coffee has been elevated to the level of enjoying coffee culture, not just a drink. We have learned how to display and introduce, bringing interactive experiences and can apply it to the Cooperative's own products in promoting and enhancing the value of coffee trees in Son La".
Convergence of famous coffee raw material regions in Vietnam
With the desire to introduce famous coffee growing provinces in Vietnam such as: Dak Lak, Dak Nong, Kon Tum, Son La, Dien Bien, Quang Tri... In addition to introducing coffee products from famous raw material regions in Vietnam, participating units also introduce and display unique cultural products such as: labor tools, brocade, musical instruments... typical of each ethnic community that is closely associated with coffee trees in each locality.
At the opening ceremony, Mr. Nguyen Quoc Te - Director of Hong Ky International Coffee Joint Stock Company from Tuan Giao district, Dien Bien province said: "In the OCOP standards, in my opinion, the most important criterion to help coffee beans improve their position and develop sustainably is the human factor, the strength of the local ethnic community that directly participates in the process of caring for and producing good quality coffee material areas for coffee products that meet OCOP standards".
 |
 |
| Visitors visit the space introducing iconic works of the Vietnamese coffee industry. |
In addition, Mr. Tran Dinh Trong - Director of Ea Tu Agricultural Service Cooperative, Buon Ma Thuot City also shared: “I sincerely thank Trung Nguyen Legend Group for creating conditions for us to come to the exhibition to introduce and display coffee products; at the same time creating valuable opportunities to connect and exchange with coffee cooperatives in other regions across the country. For many years, Trung Nguyen Legend has been one of the leading coffee groups, actively promoting the Vietnamese coffee brand to the world market. Thanks to that, world customers have better understood the delicious quality of Vietnamese coffee with a variety of specialty coffees similar to other countries. With this spread, small and medium enterprises like us can also learn, contribute to building the quality of Vietnamese coffee better and better, at the same time farmers also benefit when the value of Vietnamese coffee is increasingly enhanced".
The coffee-themed exhibition is a quarterly activity held at the World Coffee Museum. Typical exhibitions include: "History of World Coffee" (2019 and 2023); "Coffee - A miracle drug for the brain, a miracle drug for creativity"; "The art of enjoying coffee"; "Coffee civilization - A journey to discover human values"; "Coffee - the energy of artistic creation"; "Coffee and the return to nature"; "Coffee - the energy of the knowledge economy"; "Coffee and the conscious lifestyle"; "Coffee in the sacred lands of the East"; "Trinh Cong Son - Inspiration from Zen and Coffee"; art photo exhibition "Vietnamese Coffee - the journey to create world cultural heritage"...
According to Trung Nguyen Legend's vision, the Vietnamese coffee industry can bring in profits of about 20 billion USD/year if we know how to do better than now and build a national strategy for coffee industry development. With that vision, Trung Nguyen Legend always wonders: where is the Vietnamese coffee industry currently in that vision? Especially in the current context, the quality of Vietnamese coffee has begun to be recognized by experts in the global coffee and culinary industry, occupying a high position, meeting the world's strict standards. In addition to key projects and works such as Coffee City - the world's first urban area built on coffee inspiration, including the World Coffee Museum, "La Forêt En Ville" hotel and "The World Coffee Center" conference center... Trung Nguyen Legend is also the organization implementing the process of proposing "Iced milk coffee", "filter coffee" of Vietnam and Buon Ma Thuot coffee growing area to become cultural heritages recognized by UNESCO; Accompanying the construction of Buon Ma Thuot Coffee Festival to become an international festival, accompanying Dak Lak province in the project to develop Buon Ma Thuot brand to become "the coffee city of the world". |
Source
Comment (0)