Titled “The Zen of Coffee: A Journey from Bean to Bliss,” this article delves into the collaboration between Nguyen Thuc Thuy Tien, Miss Grand International 2021, and Trung Nguyen Legend, as they set out to showcase Vietnamese coffee and its rich culture to the world.
In an interview with CNN, Thuy Tien expressed her passion for promoting her country on the global stage, a sentiment that resonates with Trung Nguyen Legend, a homegrown coffee producer and distributor that she closely works with. The company, which Thuy Tien is proud to be associated with, exports its products worldwide, including to major markets such as the United States, China, the UK, the EU, and ASEAN countries.
“I deeply admire Trung Nguyen Legend’s efforts in sharing Vietnamese culture with the world,” says Thuy Tien, applauding their dedication to coffee and their commitment to benefiting not just themselves but the entire nation.
The beauty queen highlights the company’s vision to transform Buon Ma Thuot, its birthplace in Vietnam’s Central Highlands, into a special area themed ‘The Coffee City of the World,’ as part of their mission to develop and celebrate Vietnamese coffee culture.
Thuy Tien’s enthusiasm for showcasing her country’s culture is evident, especially when it comes to the diverse culinary traditions and unique local experiences. She fondly mentions the variety of coffee drinking styles in Vietnam, catering to different moods and preferences. Her personal favorite, and a beloved classic among Vietnamese women, is the iconic ca phe sua da, an irresistible combination of robust coffee and sweetened condensed milk served over ice.
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The history of coffee in Vietnam is also explored in the article, mentioning its introduction by the French in the mid-1800s, who recognized the country’s ideal climate for cultivation. Today, Vietnam proudly stands as one of the world’s largest coffee exporters.
CNN highlights the unique coffee meditation method developed by Trung Nguyen Legend, a symbolic experience that invites participants to draw inspiration, energy, and wisdom from coffee and its heritage. This practice, known as the “Zen of Coffee,” embodies principles such as harmony, respect, purity, tranquility, accountability, and nurturing, fostering mindfulness and a holistic approach to prosperity.
The beauty of Thuy Tien and the allure of ca phe sua da seamlessly blend in the coffee meditation experience, as participants engage in mindful sipping and reflection on the resilience of Robusta beans and the labor of love that goes into each cup. This is followed by a heartwarming invitation to share personal stories, creating a sense of community and connection.
Thuy Tien’s partnership with Trung Nguyen Legend extends to their E-Coffee program, a strategic initiative that draws inspiration from the Japanese tradition of holistic tea ceremonies. The E-Coffee vision encompasses the physical coffee experience, a spiritual dimension through meditation, and a societal component aimed at nation-building and empowering the youth.
In conclusion, CNN quotes Vu, a representative of Trung Nguyen Legend, who confidently asserts, “One day, when people think of coffee, they will think of Vietnam.” This statement encapsulates the company’s ambition and the impact they strive to make on the global coffee landscape.
Reinforcing this ambition, in November last year, the documentary “The Zen of Coffee,” produced by Warner Bros. Discovery, aired on the Discovery Channel in Vietnam and several other countries across Asia, further spreading the enchanting story of Vietnamese coffee culture.
Bustling coffee harvest season in Central Highlands
NDO – When coffee peak harvest occurs from November to December every year, tourists at the Central Highlands will witness people rushing to harvest coffee from morning to evening in the fields as well as in drying yards. The work-hard gloved hands pick every bunch of ripe berries and drop them down to the canvas to spread under the trees.
10 Things to Buy in Vietnam
Shopping is one of the best ways to immerse yourself in the local culture during your Vietnam holiday, where you can find unique handicrafts, food items, and apparel at relatively affordable prices. Whenever perusing through Vietnam’s local markets, art galleries, and craft centres, it’s wise to take your time searching for good Vietnamese souvenirs and gifts for your family and friends. Bargaining (at least 75% lower than the retail price) is a must for better deals as vendors often charge higher for tourists. Locally produced coffee, conical hats and dipping sauces can be found in most shopping venues in Vietnam, but if you’re looking to purchase authentic Vietnamese silk, jewellery and antiques, make sure you’ve done your research and visit reputable brands to avoid getting scammed. Read on for our guide on the best things to buy in Vietnam.