A documentary about Vietnamese coffee aired on Bloomberg for the first time

​​​​​​The short documentary titled “Trung Nguyen Legend's Vision for Vietnamese Coffee - The Robusta Awakening” is produced by Bloomberg and broadcast in Asia Pacific, the United States, Europe, and India.

Trung Nguyen Legend has witnessed the success of “The Tao of Coffee,” produced by Warner Bros. Discovery and aired globally since November 2023, alongside the "The Tao of Coffee: From Beans to Beauty" article published on CNN.com in July 2024.“Trung Nguyen Legend’s Vision for Vietnamese Coffee: The Robusta Awakening” on Bloomberg continues to leave an impression on an international audience.

Miss Tieu Vy and runner-up Kim Duyen experienced the coffee culture of the Central Highlands at the Buon Ma Thuot coffee hub, a major supplier of Robusta coffee beans to the world.

World-famous for its in-depth content on economics, finance, and global consumer trends, with influence across more than 100 countries, Bloomberg provides an objective and realistic perspective on the journey of Trung Nguyen Legend’s efforts to enhance the value of Vietnamese Robusta coffee beans globally.

With a 3-minute duration, “Trung Nguyen Legend’s Vision for Vietnamese Coffee - The Robusta Awakening” has brought to international audiences vivid, fast-paced, and captivating footage of the Buon Ma Thuot coffee hub and the image of Vietnam as a coffee powerhouse. The film also highlights the great vision of founder and chairman of Trung Nguyen Legend Group Dang Le Nguyen Vu and Trung Nguyen Legend’s efforts to “awaken Vietnamese Robusta coffee beans," regaining a worthy position for Vietnam’s coffee industry with a $20 billion vision.

Trung Nguyen Legend pioneers in awakening Vietnamese Robusta coffee beans

Beginning “Trung Nguyen Legend’s Vision for Vietnamese Coffee - The Robusta Awakening,” Bloomberg stated, “So much of the world's Robusta beans are grown in Buon Ma Thuot, Dak Lak province, that Vietnam is now the world's second-largest producer of coffee.” However, citing data on Robusta and Arabica coffee transactions, Bloomberg noted, “The value and versatility of Robusta haven’t always been reflected in its trading price, which is usually lower than Arabica.”

Miss Grand International Thuy Tien experienced coffee meditation civilisation at the launch of the Trung Nguyen E-Coffee 2024 version—Three coffee civilisation community.

As a result, the trading price of Robusta coffee also limits the recognition of Vietnamese coffee culture values and the position of Vietnamese coffee in the international market. This is a challenging problem that Bloomberg has suggested for Vietnam’s coffee industry.

The documentary features rich natural scenery, vast coffee farms, and the diverse coffee ecosystem of Trung Nguyen Legend in the Vietnamese Robusta coffee hub, from coffee processing factories to coffee enjoyment models, Coffee World, Coffee World Museum, and Coffee City. Bloomberg leads international audiences to explore the journey of "awakening" Vietnamese Robusta coffee beans of Vietnam’s No. 1 coffee brand.

Along with G7, in July 2024, Trung Nguyen E-Coffee, one of three shop models by Trung Nguyen Legend, "represents a culmination of the company's strategy to elevate Vietnamese coffee culture,” according to CNN.

A $20 billion vision for Vietnam’s coffee industry

10 years ago, at the World Economic Forum, Dang Le Nguyen Vu, founder and chairman of Trung Nguyen Legend Group, initiated “7 initiatives for the global coffee industry” and received enthusiastic responses from experts across many fields around the world. Chairman Dang Le Nguyen Vu shared, "Vietnam's coffee industry can fetch a profit of $20 billion per year if we know how to do better than now as well as formulate a national coffee industry development strategy."

Trung Nguyen Legend has pioneered in realising the initiatives “Rethinking the concept of coffee” and “Diversification of coffee styles, habits, standards, and culture,” gradually elevating Vietnam’s coffee industry to a higher level. Today, Vietnam is not only the world’s Robusta coffee producing powerhouse but also a centre of initiating unique coffee culture and philosophy.

In particular, Trung Nguyen Legend has contributed to changing the world's perception. Besides Arabica, there are Robusta coffee beans. There are not only the American and Italian coffee styles, but also the styles of Vietnam, Turkey, and Ethiopia. Along with coffee brands from Europe and America, it is vital to prioritise brands from other coffee-growing countries to create diversity in the global coffee culture. Coffee is not just a drink; it is also an experience and a lifestyle.

Miss USA runner-up Chhavi Verg experienced Trung Nguyen Legend Coffee World in the US, which serves phin- and espresso-based coffee drinks using 100-percent Vietnamese-grown Robusta and Arabica beans.

In “Trung Nguyen Legend’s Vision for Vietnamese Coffee - The Robusta Awakening”, the founder’s vision is illustrated by Bloomberg via the statistics from international coffee organisations. “In 2024, the price of Robusta soared to a 45-year high,” from $2.225 per ton to over $5,000 per ton and even $6,000 per ton.

In nearly the first six months of the year, Vietnam's coffee exports reached $3.2 billion, marking a 34.5 per cent increase compared to the same period last year. Vietnam's coffee export revenue is estimated to reach a new record of $6 billion in 2024, according to the Ministry of Agriculture and Rural Development.

Along with the soaring demand of Vietnamese Robusta coffee consumption globally, the unique selling point of Buon Ma Thuot Robusta coffee beans is “blending harmoniously without losing their identity as the best Robusta beans in the world from Vietnam." “As Vietnam and the future of coffee become increasingly entwined, your next cup is never too far from the beans of Buon Ma Thuot,” Bloomberg comments.

Regarding the journey to realise the $20 billion vision for Vietnam’s coffee industry, Bloomberg emphasised the Robusta awakening efforts of Trung Nguyen Legend to turn Robusta coffee beans into coffee products, coffee experiences and coffee lifestyles that are loved and welcomed on a global scale.

G7 Instant Coffee – a brand representing Robusta awakening

Bloomberg noted Trung Nguyen Legend’s signature G7 Instant Coffee is the brand representing “The Robusta Awakening,"bringing Vietnamese coffee beans to the world and "achieving a balance between coffee-producing and coffee-consuming countries.”

G7 is named after Trung Nguyen Legend’s ambition to reach all G7 nations, the world’s largest coffee consumption markets. The charm, difference, and superior quality of G7 come from the world's most delicious Buon Ma Thuot Robusta coffee beans. This, coupled with modern processing technology, creates a leading Vietnamese coffee product brand. G7 not only meets the needs and tastes of global coffee consumption, but also creates a wave of Robusta coffee consumption in coffee powerhouses.

G7 Gold – The new generation of G7 coffee has officially appeared on Amazon, continuing to bring global coffee lovers new coffee experiences from Vietnam.

As of present, G7 has been present in 100 countries and territories, supplying 2.5 billion coffee packets per year. G7 is ranked one of five leading coffee brands in China, according to Discovery. As a new generation G7, G7 Gold features three flavours of Ottoman, Roman, and Thien coffee civilisations. Since its launch in late 2024, the brand is leading consumption trends, bringing new experiences for global coffee lovers.

The representative of Trung Nguyen Legend stated in the documentary, “Chairman Vu's prophecy has come true. Coffee is the solution for a more harmonious and sustainable future.” At the end of the documentary, Bloomberg once again stated the unique and special value of Robusta coffee beans from Vietnam and the $20 billion vision for the Vietnamese coffee industry initiated by Trung Nguyen Legend. "In Vietnam, coffee is more than a drink. It is also a future," Bloomberg stated.

The documentary “Trung Nguyen Legend’s Vision for Vietnamese Coffee - The Robusta Awakening” is being broadcast on Bloomberg TV and social networking sites like LinkedIn, YouTube, and Bloomberg websites in the markets of Asia Pacific, the US, the EU, and India until November 7, 2024. Please watch the film at: The Robusta Awakening.