Trung Nguyên
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Trung Nguyên is a Vietnamese business group involved in the production, processing and distribution of
coffee Coffee is a beverage brewed from roasted, ground coffee beans. Darkly colored, bitter, and slightly acidic, coffee has a stimulating effect on humans, primarily due to its caffeine content, but decaffeinated coffee is also commercially a ...
. The firm was founded in 1996 in
Buôn Ma Thuột Buôn Ma Thuột or sometimes Buôn Mê Thuột or Ban Mê Thuột (, ), is the capital city of Đắk Lắk Province in the Central Highlands of Vietnam. Its population was 434,256 in 2023. The city is the largest in the Central Highlands and k ...
, Đắk Lắk Province by Dang Le Nguyen Vu and Le Hoang Diep Thao upon realizing the potential and opportunities for the development of the coffee industry in opening Vietnam’s economy. Trung Nguyên is the largest domestic coffee brand within Vietnam, and exports its products to more than 60 countries, including major markets such as the
United States The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...
, the
European Union The European Union (EU) is a supranational union, supranational political union, political and economic union of Member state of the European Union, member states that are Geography of the European Union, located primarily in Europe. The u ...
, the
United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Northwestern Europe, off the coast of European mainland, the continental mainland. It comprises England, Scotlan ...
,
Germany Germany, officially the Federal Republic of Germany, is a country in Central Europe. It lies between the Baltic Sea and the North Sea to the north and the Alps to the south. Its sixteen States of Germany, constituent states have a total popu ...
,
China China, officially the People's Republic of China (PRC), is a country in East Asia. With population of China, a population exceeding 1.4 billion, it is the list of countries by population (United Nations), second-most populous country after ...
,
Canada Canada is a country in North America. Its Provinces and territories of Canada, ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, making it the world's List of coun ...
,
Russia Russia, or the Russian Federation, is a country spanning Eastern Europe and North Asia. It is the list of countries and dependencies by area, largest country in the world, and extends across Time in Russia, eleven time zones, sharing Borders ...
,
Japan Japan is an island country in East Asia. Located in the Pacific Ocean off the northeast coast of the Asia, Asian mainland, it is bordered on the west by the Sea of Japan and extends from the Sea of Okhotsk in the north to the East China Sea ...
,
Dubai Dubai (Help:IPA/English, /duːˈbaɪ/ Help:Pronunciation respelling key, ''doo-BYE''; Modern Standard Arabic, Modern Standard Arabic: ; Emirati Arabic, Emirati Arabic: , Romanization of Arabic, romanized: Help:IPA/English, /diˈbej/) is the Lis ...
,
Australia Australia, officially the Commonwealth of Australia, is a country comprising mainland Australia, the mainland of the Australia (continent), Australian continent, the island of Tasmania and list of islands of Australia, numerous smaller isl ...
, and
ASEAN The Association of Southeast Asian Nations, commonly abbreviated as ASEAN, is a regional grouping of 10 states in Southeast Asia "that aims to promote economic and security cooperation among its ten members." Together, its member states r ...
countries, including its international hub in
Singapore Singapore, officially the Republic of Singapore, is an island country and city-state in Southeast Asia. The country's territory comprises one main island, 63 satellite islands and islets, and one outlying islet. It is about one degree ...
. The group is composed of several subsidiaries, among them Trung Nguyên Corporation JSC, Trung Nguyên Instant Coffee Company JSC, Trung Nguyên Coffee LLC, G7 Commercial Services Company, Đặng Lê Tourism Company JSC and Trung Nguyên Franchising Company JSC. Its most successful product is G7 instant coffee, which took top domestic position in 2016 and has recorded 200% growth in its export markets. Following a high-profile separation with her husband, in 2016 Le Hoang Diep Thao established an independent spin-off firm in Singapore, Trung Nguyên International, which she used as a springboard for her own coffee chain TNI King Coffee. King Coffee now exports its products to more than 120 countries worldwide.


Milestones

*1996: Dang Le Nguyen Vu and Le Hoang Diep Thao founded Trung Nguyên in Buôn Ma Thuột city – Vietnam’s coffee capital. *1998: The couple opened the first coffee shop at 587 Nguyễn Kiệm, Phú Nhuận in Hồ Chí Minh city. *2003: Launched G7 instant coffee at Saigon's Reunification Palace with blind taste test, in which 89% of participants prefer G7 over rival product *2006: Selected to serve at APEC 2006, commenced "Coffee sanctuary" project in Buon Ma Thuot. *2008: Launches operation in Singapore. *2010: Trung Nguyên coffee products exported to more than 60 countries around the world, especially the U.S, Canada, Russia, England, Germany, Japan, China, ASEAN, etc. *2012: G7 Coffee named favorite coffee brand in Vietnamese 3-in-1 instant coffee market.


Products

*Legendee simulated kopi luwak coffee *Fresh coffee *G7 instant coffee: G7 3in1, G7 2in1, G7 Strong X2, Pure Black, Cappuccino, Passiona, White Coffee. *Roasted and ground coffee: Filter Coffee (1,2,3,4,5), Creative Coffee (1,2,3,4,5,8), Espresso, Blend (I, S, N, Premium Blend, Gourmet Blend, House Blend). *Bean coffee *Trung Nguyên coffee products use a variety of different coffee beans, including Robusta, Arabica, and Excelsa.


Weasel and Legendee coffee

Trung Nguyên is known as an important producer and distributor of
kopi luwak Kopi luwak, also known as civet coffee, is a coffee that consists of partially digested coffee cherry, coffee cherries, which have been eaten and defecation, defecated by the Asian palm civet (''Paradoxurus hermaphroditus''). The cherries are Fer ...
(Vietnamese: cà phê chồn), weasel coffee Trung Nguyen, also known as civet coffee, both natural and simulated. Kopi luwak, widely noted as the most expensive coffee in the world, is coffee made from the beans of coffee berries which have been eaten by the Asian Palm Civet (''Paradoxurus hermaphroditus'') and other related civets, then passed through its digestive tract. After gathering, thorough washing, sun drying, light roasting, and brewing, these beans yield an aromatic coffee with much less bitterness. Trung Nguyên's LegendeeWeasel coffee, Trungnguyen.com.vn
brand coffee is a simulated kopi luwak product, which uses synthetic enzymes to mimic the civet's gastric acid, producing effects on flavour similar to actual kopi luwak, and reducing the need to rely on the civet, which is now endangered in Vietnam due to excessive hunting. In August 2010, Trung Nguyên CEO Dang Le Nguyen Vu reported that the company had begun manually producing its own natural (non-simulated) kopi luwak under its Weasel sub-brand. Due to the complicated production process, only 40–50 kg of Weasel coffee are produced annually. It is much more expensive than any of the company's other products: a 1 kg bag of Weasel coffee costs $3,000, six times higher than Indonesian kopi luwak. Dang has claimed, however, that Trung Nguyên's Vietnamese version is of higher quality, since production depends on wild or free range civets who choose the best coffee beans themselves, instead of being caged and force-fedWorld’s priciest coffee gifted to Vietnam’s VIP guests


Production and facilities

Currently, Trung Nguyen owns the system of four factories: *Bắc Giang Instant Coffee Factory *Buôn Ma Thuột Roasted and Ground Coffee Factory *Trung Nguyên - Saigon Coffee Factory *Bình Dương Instant Coffee Factory


Distribution

Along with producing and processing coffee beans, Trung Nguyên operates a nationwide chain of over 1,000 coffee shops in Vietnam to distribute its products, the first of which opened in October 1998 in Ho Chi Minh City. The first coffeehouse in Hanoi opened in the year 2000, by which time 100 outlets had already been established. Throughout the following years, franchises were opened in Japan,
Thailand Thailand, officially the Kingdom of Thailand and historically known as Siam (the official name until 1939), is a country in Southeast Asia on the Mainland Southeast Asia, Indochinese Peninsula. With a population of almost 66 million, it spa ...
,
Cambodia Cambodia, officially the Kingdom of Cambodia, is a country in Southeast Asia on the Mainland Southeast Asia, Indochinese Peninsula. It is bordered by Thailand to the northwest, Laos to the north, and Vietnam to the east, and has a coastline ...
,
Malaysia Malaysia is a country in Southeast Asia. Featuring the Tanjung Piai, southernmost point of continental Eurasia, it is a federation, federal constitutional monarchy consisting of States and federal territories of Malaysia, 13 states and thre ...
and
China China, officially the People's Republic of China (PRC), is a country in East Asia. With population of China, a population exceeding 1.4 billion, it is the list of countries by population (United Nations), second-most populous country after ...
. The first outlets outside of Asia opened in
Germany Germany, officially the Federal Republic of Germany, is a country in Central Europe. It lies between the Baltic Sea and the North Sea to the north and the Alps to the south. Its sixteen States of Germany, constituent states have a total popu ...
and
New York City New York, often called New York City (NYC), is the most populous city in the United States, located at the southern tip of New York State on one of the world's largest natural harbors. The city comprises five boroughs, each coextensive w ...
in the year 2006. The company's future plans include the further development of its international presence in China, the
United States The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...
and
Europe Europe is a continent located entirely in the Northern Hemisphere and mostly in the Eastern Hemisphere. It is bordered by the Arctic Ocean to the north, the Atlantic Ocean to the west, the Mediterranean Sea to the south, and Asia to the east ...
. Product distribution in
Australia Australia, officially the Commonwealth of Australia, is a country comprising mainland Australia, the mainland of the Australia (continent), Australian continent, the island of Tasmania and list of islands of Australia, numerous smaller isl ...
is unclear, due to a dispute between Trung Nguyên and Australian distribution company Dynamic Food Brokers, owner of the
domain name In the Internet, a domain name is a string that identifies a realm of administrative autonomy, authority, or control. Domain names are often used to identify services provided through the Internet, such as websites, email services, and more. ...
''trungnguyen.com.au'', which claims to be a formerly authorized distributor abandoned by Trung Nguyên without notice sometime before 2008. The Company's Asian Grocery Distributor in the USA is H L Foods in Los Angeles, CA. H L Foods does not supply what is termed "mainstream" supermarkets in the USA, the company specializes in distribution to Asian-themed groceries. The USA Online Distributor is Heirloom Coffee LLC, operating the URL http://www.Trung-Nguyen-Online.com since 2005. Authorized sales online in the UK and some continental European countries are performed by Dragon Coffee from the URL http://www.trung-nguyen-online.co.uk/ since 2008.


Prizes and titles

*The prize of "The Golden Star of the Vietnamese land in 2003" offered by The Vietnamese Young Enterprises Association. *Elected 4 years in a succession of "Top quality Vietnamese goods" by the customers (1999- 2002) *Elected in "Top 5" of The Branch of Agricultural Products & Food in choosing "Vietnamese goods of Top quality" in 2002. *General Director – Mr. Dang Le Nguyen Vu has won the Prize of Red Star Enterprise awarded by the Vietnamese Young Enterprise Association in 2001. *Being the first Vietnamese Company that has applied the form of franchising trademark in domestic and overseas. *Being the leading coffee trademark in Vietnam. Trung Nguyen coffee growers have been certified by EUREPGAP and Utz Kapeh for "safe and sustainable" coffee growing practice.


See also

*
List of coffeehouse chains This list of notable coffeehouse chains catalogues the spread and markets share of coffeehouses world-wide. This list excludes the many companies which operate coffeeshops within retail establishments, notably bookstores and department stores, or ...


References


External links

* {{official, url= https://trungnguyenlegend.com/?lang=en 1996 establishments in Vietnam Coffee companies of Vietnam Vietnamese brands Coffee brands Companies based in Ho Chi Minh City Companies established in 1996 Articles containing video clips Restaurant chains in Singapore