Vietnam’s The Tao of Coffee promoted by CNN

Titled "The Tao of Coffee: From Beans to Beauty", the article also shared about the desire of Nguyen Thuc Thuy Tien, Miss Grand International 2021, who accompanied Trung Nguyen Legend in its journey in promoting Vietnamese coffee and coffee culture to international friends.

Tien shared with CNN that her desire to promote the nation on the global stage is mirrored by Trung Nguyen Legend, a homegrown coffee producer and distributor which Thuy Tien works closely with and which exports its products worldwide, including to the United States, China, the UK, the EU, and ASEAN.

“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,” she added.

The local beauty noted that in its effort to develop Vietnamese coffee culture, the company is planning to transform Buon Ma Thuot, the birthplace of Trung Nguyen Legend in Vietnam’s Central Highlands, into a special area with the theme of ‘The Coffee City of the World’.

Thuy Tien revealed that she is passionate about showcasing the country’s culture, emphasising the diversity found in everything from cuisine to local experiences.

“We have a variety of ways to drink coffee in Vietnam,” says Thuy Tien, “depending on your mood.” She fondly recalled how the women in her family enjoy ca phe sua da, the country’s iconic iced coffee with sweetened condensed milk which has now become her personal favourite.

The article also shared that coffee first arrived in the country 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,” says CNN.

According to CNN, combining these virtues into a symbolic experience, Vu 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 Vu, the meditation practice is aimed at fostering mindfulness and holistic prosperity by embodying the principles of the Tao of Coffee, which include harmony, respect, purity, tranquility, accountability, and nurturing.

CNN said that just as Thuy Tien exemplifies the beauty of the nation, ca phe sua da similarly represents the charm of Vietnamese coffee culture, taking centre stage in the coffee meditation experience.

The article stressed that 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,” it added.

Thuy Tien told CNN that she has also partnered with Trung Nguyen Legend to promote the company’s E-Coffee programme.

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 takes 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.

In the end of the article, CNN quoted Vu as saying, “One day, when people think of coffee, they will think of Vietnam.”

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