The Art of Coffee: Vietnam’s Finest Brew, as Featured by CNN

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.

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.