June 16, 2018 is a special milestone in the journey to realize the vision and aspiration of the global Vietnamese brand of Trung Nguyen Legend Group with the announcement of the new name "Trung Nguyen Legend - Energy Coffee Group - Life-Changing Coffee" and the "Different - Special - Unique" Heart Strategy. In the past 5 years (June 16, 2018 - June 16, 2023), Trung Nguyen Legend Group has initially implemented the Heart Strategy.
Different perspective: Energy coffee - Life changing coffee
Unlike hundreds of thousands of other coffee brands that only consider coffee as a regular drink for the stomach, Trung Nguyen Legend considers coffee as a source of energy for the mind to be awake and creative. Based on this different point of view, the brand changed its name and title to "Trung Nguyen Legend - Group specializing in Energy Coffee - Life-changing Coffee" to demonstrate the group's full commitment to the coffee industry. The entire ecosystem of physical coffee - spiritual coffee - social coffee of the Group has since undergone a strong transformation.
With the message "Even if we have to turn this earth upside down, we must do it to create the best energy coffee masterpieces in the world, specializing in stimulating the creative brain to succeed" , Trung Nguyen Legend has researched and applied modern technology to extract and preserve the special qualities of the world's best Buon Ma Thuot Robusta coffee beans, creating excellent energy coffee products, fully encapsulating the flavor of Vietnamese coffee and stimulating the creative brain. Since announcing the new name on June 16, 2018, over the past 5 years, along with Trung Nguyen and G7 products, more than 30 new energy coffee products in the lines of instant coffee, coffee capsules, paper filter coffee, and coffee beans, under the Trung Nguyen Legend brand have been introduced to coffee lovers in 80 countries and territories. According to Kantar data, as of December 2022, Trung Nguyen is the most chosen roasted coffee brand for 10 consecutive years.
Runner-up Truong Thi May, Artist - Designer Anh Thu and Miss Giang My are passionate about the strong creative energy for new ideas of the Breakthrough Coffee Meditation product line.
In particular, Trung Nguyen Legend's energy coffee masterpieces are named to awaken conscious and creative thinking such as Dận Thân - Awakening - Aspiration - Strength - Success - Breakthrough, or Philosopher - Expert - Artist... The packaging design is also inspired by books, the source of human knowledge, along with images of great people and inspirational quotes, promoting passion and realizing the desire for success.
On the occasion of the 5th anniversary of the new brand launch, Trung Nguyen Legend continues to introduce the masterpiece Trung Nguyen Legend Americano - a new version of roasted and ground instant black coffee. Inspired by cowboys who always carry coffee with them to maintain their mental strength to overcome all challenges, creating a "new world" of brilliant development, Trung Nguyen Legend Americano will bring a strong source of energy for the liberal and inspired spirit to conquer new successes. The product has been well received in the Korean market as well as covered in all sales channels from supermarkets, grocery stores, e-commerce platforms, ... and Trung Nguyen Legend space system.
Trung Nguyen Legend Coffee World in Shanghai, China attracts a large international coffee-loving community to experience
Since 2018, the Trung Nguyen Legend space system has also changed its identity and positioning as an energy coffee space - life-changing coffee, "A gathering place for great souls" . With the message "Here we not only provide excellent energy coffee but also provide dreams" , the Trung Nguyen Legend store system has been created to become different coffee models, bringing wealth and success to individuals and the community. Images of great people with inspirational quotes about success, excellent energy coffee cups and Trung Nguyen Legend's coffee masterpieces and especially the Life-changing Foundation Bookcase are distinct and familiar marks for those who come to the Trung Nguyen Legend space.
Creative, different and constantly introducing new models, Trung Nguyen Legend's chain of stores has grown strongly, expanded throughout Vietnam and created a buzz in the international market. As of June 2023, there were more than 1,000 spaces and stores under 3 brands: Trung Nguyen Legend Coffee World, Trung Nguyen Legend and Trung Nguyen E-Coffee.
Miss Huong Giang, runner-up Hoang My, Mau Thuy and singer Uyen Linh participated in the Journey From the Heart - The Journey of Great Will to Start a Business and Build a Nation initiated by Trung Nguyen Legend Group for over 10 years, has given away tens of millions of precious life-changing books to all parts of the country, from rugged mountains to remote islands and crisscrossing canals to young people, students and soldiers across the country.
Along with that, Trung Nguyen Legend has implemented social service activities, aiming to build great ambitions and aspirations for Vietnamese youth to start a business and build the country. In particular, "Journey from the Heart - Journey of Great Ambition - Starting a Business to Build the Country for 30 million Vietnamese Youth" was initiated and developed by Trung Nguyen Legend from the series of Creative Festivals for Vietnamese brands in 2012, to encourage young people to learn, absorb and apply the quintessence of human knowledge to change their thinking, build the strength to achieve true success and happiness. Implemented from 2018 to present, Journey from the Heart has organized many programs to spread knowledge, giving away tens of millions of books from the Life-Changing Foundation Bookcase.
Special positioning: Convergence of the quintessence of 3 world coffee civilizations
With the desire to create a position for the Vietnamese coffee industry and become a leader in the world coffee industry, Trung Nguyen Legend is passionate about researching the history, culture, economy... of coffee throughout the development of mankind and distilling the world of coffee through 3 typical coffee civilizations: Ottoman - Roman - Zen. In 2018, for the first time, Trung Nguyen Legend created a system of energy coffee masterpieces, brewing tools, coffee exhibition spaces, coffee art programs, and experience tours according to 3 coffee civilizations.
Up to now, Trung Nguyen Legend has had more than 200 energy coffee masterpieces crafted according to 3 popular coffee cultures around the world. The beverage menu and brewing tools in Trung Nguyen Legend's space system are also created according to 3 coffee cultures Ottoman - Roman - Zen.
Runner-up Phuong Anh and Runner-up Ngoc Thao experience Zen coffee at Trung Nguyen Legend Coffee World, No. 7 Nguyen Van Chiem (District 1, HCMC)
In particular, Trung Nguyen Legend Coffee World is the first and only model that converges and distills the essence of 12 centuries of coffee development according to 3 typical coffee civilizations Ottoman - Roman - Zen. From space architecture, layout to F&B product system, or retail products, all are created and arranged according to 3 coffee civilizations. Not only bringing special coffee flavors, Trung Nguyen Legend's leading coffee experts are ready to advise, share interesting and inspiring stories about the history, culture, and art of coffee. Customers can also directly experience the differences and specialities of the 3 world coffee civilizations through performances and tastings.
Following the success in Vietnam and China after more than 1 year of launching, the Trung Nguyen Legend Coffee World model has just introduced a new version honoring the land of Buon Ma Thuot - the homeland of the best Robusta coffee beans in the world. At the same time, it is expected that in July 2023, Trung Nguyen Legend Coffee World will continue to open the second space in China.
The ballet "The Story of 3 Coffee Civilizations" - an artistic coffee show converging 3 world coffee civilizations, launched by Trung Nguyen Legend at the World Coffee Museum, created a strong impression.
In particular, Trung Nguyen Legend has created unique and exclusive works of art that converge three world coffee cultures such as: "Show of experiencing three coffee cultures" on the 3D mapping technology platform; the ballet "Stories of three coffee cultures" - The Beginning of Dao Coffee is being introduced at Trung Nguyen Legend Light Library (12 Alexandre de Rhodes, District 1, Ho Chi Minh City) and the World Coffee Museum, a symbolic work of the Vietnamese coffee industry located in the Coffee City, which preserves more than 11,000 artifacts and rich activities about coffee culture and world coffee history.
On the occasion of the 5th anniversary of the announcement of the Strategy of the Heart, the Specialty Coffee City launches a tour to experience 3 coffee civilizations. The tour schedule will bring interesting experiences created according to the characteristics of the coffee civilization that visitors choose.
The Mind Only Strategy: Making Coffee a Lifestyle
In 2019, the essays "Coffee Philosophy" were first widely published by Trung Nguyen Legend in the press, providing a new understanding of coffee, authenticating that coffee is the catalyst that creates most of the important ideas, inventions, and initiatives in the turning points of world history; is the energy that connects cultures and civilizations, gathers the elite, and has influence in all areas of life. Up to now, the series of articles on Coffee Philosophy has also been made into clips and published in books to introduce to the community.
From those studies, Trung Nguyen Legend no longer only sells regular physical coffee, but has been gradually building a new lifestyle, Coffee Lifestyle - Successful Lifestyle - Mindful Lifestyle.
Notably, the Coffee City project - "Model City - Mindful Community" has been constantly improved by Trung Nguyen Legend Group, creating a mindful living space, helping to shape a new lifestyle for the community. Converging Special - Different living spaces following the Green - Identity - Prosperous lifestyle, Coffee City focuses on quality and harmony between people and nature to bring residents richness in Body - Mind - Spirit expressed through architecture, materials, construction infrastructure, overall environment and service ecosystem, utilities.
The journey to experience Mindful Lifestyle at Zen Garden - a mindful space in the Coffee City project brings a special experience, awakening the most elegant emotions in each person.
The Mindful Lifestyle Experience Journey has been organized by Trung Nguyen Legend 3 times in the Coffee City, initially introducing the beauty of the art of mindful living through "Eat Mindfully - Dress Mindfully - Live Mindfully" as well as the Mindful Lifestyle value system that this brand pursues.
In particular, only Trung Nguyen Legend has created the Zen Coffee ecosystem from the Zen Coffee product system, brewing tools, Zen clothing to the Zen Coffee ritual. Zen Coffee is a special and unique concept created by Trung Nguyen Legend. Currently, a Zen Coffee space, a specialized and special place for enjoying and experiencing the Zen Coffee civilization, has been included in the Trung Nguyen Legend Coffee World model. Participants will be guided to experience the purification process of Body - Mind - Spirit; learn how to create and enjoy cups of coffee with the spirit of Harmony - Respect - Purity - Responsibility and Enrichment in the sound of awakening by the healing music of Trung Nguyen Legend.
Miss Tieu Vy and Runner-up Kim Duyen experience Coffee Zen - a different style of coffee enjoyment created by Trung Nguyen Legend, contributing to elevating coffee to become cultural coffee, artistic coffee, spiritual coffee.
After 5 years of announcing the new name "Trung Nguyen Legend - Group specializing in Energy Coffee - Life-changing Coffee", with creative efforts, realizing the Heart Strategy, Trung Nguyen Legend has initiated consumption trends and experienced Different - Special - Unique coffee culture with its own Vietnamese identity, contributing to the world coffee industry, conquering the world's leading coffee markets in Southeast Asia, Asia, Europe, America...
In the context of the challenging world economy, with initial achievements, Trung Nguyen Legend shows its determination to realize the global brand vision, establish the position of a Robusta coffee powerhouse in the world, as well as contribute to creating motivation for the community of Vietnamese brands to take off, contributing to the strong development of the country and nation.
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