Continuing the philosophy of Dao Coffee from Vietnam reported by leading international news agencies Warner Bros. Discovery and CNN, recently, the global news and financial information media company Bloomberg continued to produce and broadcast a documentary about Trung Nguyen Legend's vision for the Vietnamese coffee industry, making a strong impression on international audiences.
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Film about Vietnam's Robusta coffee airs for the first time on Bloomberg
“Trung Nguyen Legend's Vision for Vietnamese Coffee – The Robusta Awakening” is a short documentary produced by international media company Bloomberg (USA) and broadcast in Asia Pacific, America, Europe, and India.
Following the success of “The Tao of Coffee” produced by Warner Bros. Discovery, broadcast globally from November 2023 to present, along with the article “The Tao of Coffee: From Beans to Beauty” on CNN.com in July 2024, “Trung Nguyen Legend's Vision for Vietnamese Coffee – The Robusta Awakening” on Bloomberg (USA) continues to impress international audiences.
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| Miss Tieu Vy and runner-up Kim Duyen experienced the indigenous coffee culture of the Central Highlands in the coffee capital of Buon Ma Thuot, which supplies “a large amount of Robusta coffee to the world” (according to Bloomberg). |
World-famous for its in-depth content on economics, finance and global consumer trends, with influence in more than 100 countries, Bloomberg brings an objective and authentic perspective on the journey of efforts to raise the value of Vietnamese Robusta coffee beans globally by Vietnam's No. 1 coffee brand.
With a duration of only 3 minutes, “Trung Nguyen Legend's Vision for Vietnamese Coffee – The Robusta Awakening” has truly brought to international audiences vivid, fast-paced, and captivating footage of the energetic coffee capital of Buon Ma Thuot, and the image of the powerful Vietnamese coffee nation. The film also highlights the great vision of Founder and Chairman of Trung Nguyen Legend Group Dang Le Nguyen Vu and the efforts of Trung Nguyen Legend to “awaken Vietnamese Robusta coffee beans”, regaining a worthy position for the Vietnamese coffee industry with a vision of 20 billion USD.
Trung Nguyen Legend pioneers in awakening Vietnamese Robusta coffee beans
At the beginning of “Trung Nguyen Legend’s Vision for Vietnamese Coffee – The Robusta Awakening”, Bloomberg affirmed that “a large amount of the world’s Robusta coffee is grown in Buon Ma Thuot, Dak Lak province, making Vietnam the second largest coffee producer in the world” supplying the global market. However, citing historical data on Robusta and Arabica coffee transactions, Bloomberg showed that in reality, “the value and versatility of Robusta coffee are not always reflected in its trading price, which is often lower than Arabica”.
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| Miss Grand International Thuy Tien experienced the Zen Coffee civilization at the launch of "Trung Nguyen E-Coffee version 2024 - Community of 3 coffee civilizations". |
The limitation of the economic value “in the transaction price” of Robusta coffee, according to Bloomberg, also limits the recognition of the cultural value of Vietnamese coffee and the position of Vietnamese coffee in the international arena. This is a challenging problem that Bloomberg has suggested and posed for the Vietnamese coffee industry.
With the rich natural scenery, vast coffee farms and diverse coffee ecosystem of Trung Nguyen Legend in the homeland of Vietnam's Robusta coffee beans, from coffee processing factories, coffee exhibition models to the Coffee World, the World Coffee Museum, Coffee City, ... Bloomberg leads international audiences to explore the journey of "awakening" Vietnamese Robusta coffee beans of the No. 1 coffee brand, aiming to "promote the balance between coffee producing and consuming countries", bringing Vietnamese coffee to the world and contributing to the world's coffee culture.
Along with G7, in July 2024, Trung Nguyen E-Coffee, one of the three shop models of Trung Nguyen Legend, was commented by CNN: "representing part of the strategic vision of Trung Nguyen Legend Group to elevate the enjoyment of Vietnamese coffee culture".
A $20 billion vision for Vietnam's coffee industry
More than 10 years ago, at the World Economic Forum, Founder and Chairman of Trung Nguyen Legend Group Dang Le Nguyen Vu proposed 7 initiatives for the global coffee industry and received enthusiastic responses from experts in many fields around the world. Chairman of Trung Nguyen Legend Group Dang Le Nguyen Vu shared: "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 developing the coffee industry".
Trung Nguyen Legend has pioneered the responsibility of realizing the initiative of "Rethinking the concept of coffee" and "Diversifying styles, habits, standards, and coffee culture", gradually opening up the Vietnamese coffee industry to reposition itself at a higher level, not only as the world's leading Robusta coffee exporting powerhouse, but also as the center of initiating unique coffee culture and philosophy.
In particular, Trung Nguyen Legend has contributed to changing the world's perception: not only Arabica but also Robusta; not only the American-style of enjoying Italian coffee, but also the styles of Vietnam, Turkey, Ethiopia...; not only coffee brands from Europe and America but also prioritizing brands from coffee-growing countries to create diversity in the unity of global coffee culture; not just a drink, but also an experience, a lifestyle...
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| Miss USA runner-up Chhavi Verg experienced Trung Nguyen Legend Coffee World in the US, "a special destination to enjoy filter coffee and espresso using 100% ingredients from Robusta and Arabica coffee beans grown in Vietnam" (according to Eater Los Angeles, USA). |
In “Trung Nguyen Legend's Vision for Vietnamese Coffee – The Robusta Awakening”, the vision of the founder of Trung Nguyen Legend is demonstrated by Bloomberg with statistical research data from the International Coffee Organization. “In 2024, the price of Robusta coffee futures skyrocketed to a record high in 45 years”, from about 2,225 USD/ton to more than 5,000 USD/ton and at times up to more than 6,000 USD/ton.
Cumulative data for the first 6 months of 2024 showed that Vietnam's coffee exports reached 3.2 billion USD, up 34.5% over the same period last year. The Ministry of Agriculture and Rural Development forecasts that in 2024, coffee export turnover will certainly exceed 5 billion USD, possibly reaching 6 billion USD - the highest level in history.
With the strong global demand for Vietnamese Robusta coffee, the difference of Buon Ma Thuot Robusta coffee beans that can “easily blend harmoniously with other beans without losing their identity” is an opportunity for “the world’s best Robusta coffee beans from Vietnam” to affirm their value. According to Bloomberg, “as Vietnam and the future of coffee become increasingly connected, your next cup of coffee will never be without Buon Ma Thuot Robusta coffee beans”.
According to records in the first 6 months of 2024, the export value of Vietnamese coffee increased sharply in countries that are world coffee powers such as Germany (up 37%), Italy (up 37%), China (up 44%), Japan (up 47%), Spain (up 82%), Indonesia (up 95%), Philippines (up 113%),...
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| Miss Tieu Vy and runner-up Kim Duyen experienced Thien coffee - a product created by Trung Nguyen Legend that Discovery said "enhance the value of the Vietnamese coffee industry, not just as a regular drink but at the level of cultural coffee, artistic coffee, spiritual coffee". |
In particular, the journey to realize the 20 billion USD vision for the Vietnamese coffee industry was emphasized by Bloomberg through Trung Nguyen Legend's efforts to "awaken Vietnamese Robusta coffee beans", turning the world-famous delicious Robusta coffee beans into "coffee products", "coffee experiences" and "coffee lifestyles" that are loved globally.
G7 Coffee – The representative brand “awakening Vietnamese Robusta coffee beans”
Appearing in “Trung Nguyen Legend's Vision for Vietnamese Coffee – The Robusta Awakening”, the G7 instant coffee brand was identified by Bloomberg as the representative brand of “awakening Vietnamese Robusta coffee beans”, pioneering in bringing Vietnamese coffee to the world, “restoring the balance between coffee producing and consuming countries”.
From the very first days of its birth under the name G7, with a spirit of great aspiration, wishing to bring fairness to coffee growing countries like Vietnam, G7 has shown its determination to bring this brand to conquer the G7 group of countries - symbols of developed countries, leading consumers in the world. The charm, difference, and superior quality of G7 come from the most delicious Buon Ma Thuot Robusta coffee beans in the world, combined with a focus on investing in modern technology and a typical marketing story about the young "David" who did the unimaginable, defeating the giant Goliath right at home, has created a leading Vietnamese coffee product brand that not only meets the needs and tastes of global coffee consumption, but also creates a wave of Robusta coffee consumption from coffee powerhouses.
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| G7 Gold – The new generation of G7 coffee officially appeared on Amazon, continuing to bring global coffee lovers new coffee experiences from Vietnam. |
To date, G7 has been present in more than 100 countries and territories, "providing 2.5 billion coffee packages each year", "ranked as one of the top five coffee brands in China" (according to Discovery). The new generation of G7 called G7 Gold with the flavors of the three world coffee civilizations Ottoman - Roman - Zen, just launched at the end of 2023, has been leading the consumer trend, continuing to bring new experiences to global coffee lovers.
The film quotes the representative of Trung Nguyen Legend "Chairman Vu's prophecy has come true, coffee is the solution for a more harmonious and sustainable future" to close the film "Trung Nguyen Legend's Vision for Vietnamese Coffee - The Robusta Awakening", Bloomberg once again affirms the unique, different, and special value of Robusta coffee beans from Vietnam, as well as the $20 billion vision for the Vietnamese coffee industry that Trung Nguyen Legend outlined and committed to implementing, because "In Vietnam, coffee is not only a drink but also the future..."
The documentary “Trung Nguyen Legend's Vision for Vietnamese Coffee – The Robusta Awakening” is being broadcast on Bloomberg TV and the social network system LinkedIn, youtube, and Bloomberg's website in the markets: Asia-Pacific, US, EU, India until November 7, 2024. Please watch the film at: The Robusta Awakening
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