"The Tao of Coffee" philosophy promoted by CNN

July 12, 2024 | 16:33

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"The Tao of Coffee", a philosophy initiated by coffee firm Trung Nguyen Legend, continues to be promoted globally by CNN.

The move follows the documentary “The Tao of Coffee”, produced by Warner Bros. Discovery, which aired globally.

CNN is one of the most influential television channels and is broadcast in 212 countries. It has been impressed by “The Tao of Coffee” philosophy created by founder and chairman of Trung Nguyen Legend Group Dang Le Nguyen Vu. CNN contacted Trung Nguyen Legend Group with a view to sharing fascinating stories about the unique cultural values of Vietnamese coffee with a global audience.

"The Tao of Coffee" philosophy promoted by CNN

On July 9, CNN published an article titled “The Tao of Coffee: From Beans to Beauty” on global newswire CNN.com and CNN’s Instagram page.

The article highlights “The Tao of Coffee” and Trung Nguyen Legend’s efforts to elevate the value of Vietnamese, which are shared by Miss Grand International Nguyen Truc Thuy Tien. She is an ambassador accompanying Trung Nguyen Legend on its journey to promote Vietnamese coffee and coffee culture around the world.

Following the documentary “The Tao of Coffee” by Discovery, “The Tao of Coffee: From Beans to Beauty” by CNN shows the support of experts and the international community for the “The Tao of Coffee” philosophy, and lauds the role of Vietnam in the global coffee industry and the future of humanity.

VIR would like to share some parts of the article titled “The Tao of Coffee: From Beans to Beauty” on CNN for readers. (Click here to read the full article: sponsorcontent.cnn.com/int/trung-nguyen-legend/tao-of-coffee)

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,” said Thuy Tien. “Dare to dream,” she added, explaining that her achievements are a testament to the power of pursuing dreams with mindfulness and purpose. “Believe in yourself.”

Nguyen Thuc Thuy Tien is the first Vietnamese woman crowned Miss Grand International 2021, helping her to spread Vietnamese culture to the world. Image source: CNN

Her desire to promote Vietnam on the global stage is mirrored by Trung Nguyen Legend, a home-grown coffee producer and distributor with which Thuy Tien works closely, and which exports worldwide, including to the United States, China, the United Kingdom, EU and ASEAN markets.

“I really appreciate Trung Nguyen Legend’s achievements in sharing Vietnamese culture with the world,” said 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 - an energy symbol of a new lifestyle

Coffee first arrived in Vietnam in the mid-1800s, brought by the French, who recognised 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,” said Duong Hai Dang, chairman assistant of Trung Nguyen Legend.

"The Tao of Coffee" from Vietnam promoted by CNN globally

Miss Thuy Tien and runner-up Kim Duyen experienced coffee mediation, an initiative of coffee culture and coffee art initiated by Trung Nguyen Legend, bringing awareness and energy at the same time. Image source: TNL

Combining these virtues into a symbolic experience, Trung Nguyen Legend’s chairman 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, tranquillity, accountability, and nurturing.

“Through our coffee meditation experience,” explained 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. Deliberate sips of coffee are savoured as guests reflect on the resilience of the Robusta beans, appreciating the labour 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 shared.

Honouring the value of Vietnamese coffee culture

Passion and patience have brought Thuy Tien to where she is today, and having been 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 initiative. The initiative currently has 700 outlets in operation, which the company projects will double in 2025.

Thuy Tien has accompanied the "Journey from the Heart" campaign with Trung Nguyen Legend since the early days, and she hopes to promote the Trung Nguyen E-Coffee model and coffee meditation to the world. Image source: CNN

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,” Vu, founder and chairman of Trung Nguyen Legend Group, noted.

Vietnamese coffee documentary aired on Discovery Channel

The documentary "The Tao of Coffee," produced by Warner Bros. Discovery, featuring insights about the aspirations and journey of the Vietnamese coffee industry to conquer the world, was first aired on Discovery's channels in Australia and New Zealand on November 24.

The Tao of Coffee by Warner Bros. Discovery promotes Vietnamese coffee

On November 30, the documentary The Tao of Coffee, produced by global media company Warner Bros. Discovery, aired on the Discovery Channel in Vietnam, South Korea, Japan, India, and other countries and territories in Asia.

Trung Nguyen Legend launches G7 Gold instant coffee product

Trung Nguyen Legend, dubbed a pioneer in the Vietnamese caffeine revolution by Discovery, has launched its G7 Gold products. As the first generation of instant coffee combines the flavours of the world's three coffee civilisations, Trung Nguyen Legend affirms its innovation efforts.

By Thanh Van

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