Trung Nguyen

Trung Nguyen Group is The Brand Who Brought Vietnamese Coffee Globally. In Over 80 Countries, 900+ Stores and 3 Brands, Dang Le Nguyen Vu made it Big. In 1996, Vu and his 3 friends rented a 2sqm shack in Buôn Ma Thuột to roast beans to sell to wholesalers. In 1998, they opened their first cafe with the first 7 days of free coffee. Scaling well by 2000, they opened 100 stores in Vietnam. In the Reunification Palace, Vu took to battle Nestlé in a blind tasting competition for the best instant coffee, winning over 89% publicly against Nestle, G7 rocketed to success and took over the instant coffee market. Today, E-Coffee is said to be preferred over Legend due to the quality and price but with their presence in over 800 stores in Vietnam, reach in Singapore, USA, China and Iceland, they’ve slowly rolled out Vietnamese Coffee to the world. In 2026, Highlands Coffee® is Undisputed in Vietnam with 950 stores and 40 in the Philippines but E-Coffee is at 900 and counting in Vietnam, 40+ all throughout the world. Have you even heard of them till today?