Following the global broadcast of the documentary film “The Tao of Coffee” by Warner Bros. Discovery, the philosophy of Vietnamese coffee continued to receive extensive coverage on the international media giant CNN.
CNN, a prominent U.S. media company with global coverage in over 212 countries and territories, is fascinated by the philosophy of “The Tao of Coffee” developed by Dang Le Nguyen Vu, Founder and Chairman of Trung Nguyen Legend Group. Impressed by its themes of meditation, enlightenment, and creativity, CNN reached out to Trung Nguyen Legend Group to delve into the unique cultural significance of Vietnamese coffee and share these insights with its worldwide audience.
On July 9, 2024, CNN officially published an article titled “The Tao of Coffee: From Beans to Beauty” on the global news website CNN.com and on CNN’s Instagram channels in the U.S., South Korea, Southeast Asia, Europe, etc., attracting significant attention from readers around the world.
In the article, Nguyen Thuc Thuy Tien, Miss Grand International in 2021 and a close companion of Trung Nguyen Legend in promoting Vietnamese coffee and its culture globally, shared with CNN about “The Tao of Coffee” and Trung Nguyen Legend’s efforts to enhance the value of Vietnamese coffee.
After the worldwide airing of the documentary “The Tao of Coffee” by Discovery, CNN’s article titled “The Tao of Coffee: From Beans to Beauty” demonstrates international experts’ and communities’ support for Dang Le Nguyen Vu’s philosophy behind “The Tao of Coffee.” It also highlights Vietnam’s role and position in the global coffee industry and its significance for humanity’s collective future.
Here is an excerpt from the article “The Tao of Coffee: From Beans to Beauty” on CNN.com that we would like to share with our readers. (For the complete article, visit: https://sponsorcontent.cnn.com/int/trung-nguyen-legend/tao-of-coffee/)
Miss Nguyen Thuc Thuy Tien was crowned Miss Grand International 2021, the first Vietnamese woman to achieve this title. For the beauty queen, the crown represents more than just a personal achievement; it is a life-changing opportunity that strengthens her belief in sharing her Vietnamese culture with the world. “With enough passion and enough patience, everything is possible,” says Thuy Tien. “Dare to dream,” she adds, explaining that her achievements are a testament to the power of pursuing dreams with mindfulness and purpose. “Believe in yourself.”
Her desire to promote Vietnam on the global stage is mirrored by Trung Nguyen Legend, a homegrown coffee producer and distributor with which Thuy Tien works closely, and which exports coffee products worldwide including to the U.S., China, the UK, and the EU and ASEAN markets. “I really appreciate Trung Nguyen Legend’s achievements in sharing Vietnamese culture with the world,” says Thuy Tien. “I admire their passion for coffee and their dedication, not just for their own benefit but for the entire country.” In its effort to develop Vietnam’s coffee culture, the company is planning to transform Buon Ma Thuot, the birthplace of Trung Nguyen Legend in Vietnam’s Central Highlands, into a themed ‘The Coffee City of the World.’
Vietnamese Robusta Coffee – Iconic energy of new lifestyle
Coffee first arrived in Vietnam in the mid-1800s, brought by the French who recognized the country’s ideal climate for its cultivation. Today, the Southeast Asian country has become one of the world’s largest coffee exporters. “Robusta beans reflect the defining characteristics of the Vietnamese people and our country: strength, resilience, and fortitude, alongside societal harmony. These qualities not only provide stability in our volatile and uncertain world, but also form the core foundation of the world-renowned Vietnamese iced coffee with condensed milk,” says Duong Hai Dang, Chairman Assistant of Trung Nguyen Legend.
Combining these virtues into a symbolic experience, Trung Nguyen Legend’s Chairman Dang Le Nguyen Vu has developed a unique coffee meditation method specially designed to “draw inspiration, energy, and wisdom from coffee and its vast heritage” in pursuit of what he calls the “Tao of Coffee.” According to Chairman Vu, the meditation practice is aimed at fostering mindfulness and holistic prosperity by embodying the principles of the Tao of Coffee: harmony, respect, purity, tranquility, accountability, and nurturing.
“Through our coffee meditation experience,” explains Hai Dang, “we hope to inspire participants to elevate their self-awareness, transform their passion into compassion, and develop patience into resilience in the face of greater responsibilities.”
Participants in the basic half-hour coffee meditation experience engage in mindfulness practices as they await their coffee’s brew. Deliberate sips of coffee are savored as guests reflect on the resilience of the Robusta beans, appreciating the labor and heritage that come together in each cup, before they’re invited to share their own stories over coffee. “Meditation gives me time to relax and find balance, but coffee meditation provides both mindfulness and energy at the same time,” Thuy Tien says.
Enhancing cultural value of Vietnamese coffee
Passion and patience have brought Thuy Tien to where she is today. Especially, after being crowned Miss Grand International, she is now using her voice to nurture compassion and resilience in others.
Thuy Tien has also partnered with Trung Nguyen Legend to promote the company’s E-Coffee program. The program currently has 700 outlets in operation, which the company projects will double in 2025.
The Trung Nguyen E-Coffee initiative represents a culmination of the company’s strategy to elevate Vietnamese coffee culture, drawing inspiration from the holistic approach the Japanese take with their traditional tea ceremonies. This vision encompasses the physical ca phe sua da coffee, a spiritual dimension through meditation, and a societal component with Trung Nguyen E-Coffee aimed at nation-building and empowering the youth.
“One day, when people think of coffee, they will think of Vietnam,” says Dang Le Nguyen Vu, Founder and Chairman of Trung Nguyen Legend Group.
