The brand introduction of Vietnamese coffee and the culture of Vietnamese coffee

Follow the caf é (Wechat official account vdailycom) and found that Beautiful Cafe opened a small shop of its own.

The representative products of Vietnamese coffee are Zhongyuan Coffee (TRUNG NGUYEN) and Highland Coffee (HIGHLANDS). If Central Plains Coffee has a strong and strong taste, then Highland Coffee is elegant and mellow; if Central Plains Coffee focuses on product research and development, then Highland Coffee emphasizes store decoration; if Central Plains Coffee is the first choice for Vietnamese, then Highland Coffee is favored by tourists; if Central Plains Coffee catches the worker and peasant class, Highland Coffee dominates the middle class. If we say that the boss of Central Plains Coffee is a local talent, then the head of Highland Coffee is a representative of overseas Chinese.

The history of Central Plains Coffee is not long. Its founder and current general manager, Dang Le Nguyen Vu, is 36 years old. In 1996, he was a 25-year-old medical student. Seeing that coffee is the most potential industry in Vietnam, he founded Zhongyuan Coffee with three friends in Bangmeishu, a coffee producing area in central Vietnam. In addition to hoping to expand Vietnamese coffee to the world. It is also expected to improve the lives of local ethnic minorities through coffee (whose name is the Central Plains). Over the past ten years, with the cooperation of weather, geography and human conditions, Central Plains Coffee has successfully leapt onto the international stage. Since 2000, Zhongyuan Coffee has won the Best Product Award in Vietnam for seven consecutive years. At present, Zhongyuan Coffee has 400 chain stores and 1000 franchise stores in Vietnam. Their coffee has also been sold to more than 40 countries around the world, including the United States, Canada, Britain, Germany, the Netherlands, Sweden, Russia, Ukraine, Australia, Japan, Singapore, China, Cambodia and Thailand. He also won the title of ASEAN Best Young Entrepreneur and Vietnam third Class Labor Medal (2004), Greater Vietnam Star Medal (Sao Vang Dat Viet,2003-2005) and Vietnamese Entrepreneur Red Star Medal (Doanh Nghiep Sao Do,2002). At the same time, he also extended the successful model of Central Plains Coffee to other excellent domestic agricultural products (market forum), such as Dalat wine, Phu Quoc fish sauce, Binh Thuan dragon fruit, Can Tho Royal No. 5 pomelo and so on. In addition, he provides financial assistance to Vietnamese low-income families, martyrs, students in need, entrepreneurial youth, and even dioxin victims. From the "deserter" of medical school at that time to the act of great love and righteousness now, it may also be another manifestation of Deng Li Yuanyu's hanging pot to save the world.

Zhongyuan coffee does not use vacuum packaging, because the process of vacuum packaging will make coffee lose part of its aroma, of which the advanced is the so-called "ferret coffee" CA PHE CHON, also known as Legendee or Coffee Weasel. It is said that the ferrets in early Vietnam liked to pick coffee beans that tasted ripe. Because the ferrets could not digest the coffee beans themselves, they had to excrete them by secreting some special digestive enzymes. The next day, coffee workers would look for complete coffee beans from ferret feces, wash and dry them with cream, and finally produce coffee similar to chocolate flavor. Due to its special "achievement" process, the yield is rare. Therefore, it is expensive and, together with Indonesian civet coffee (Kopi Luwak), is regarded as the top coffee in the world.

Other special Central Plains coffee is Zhongyuan 4 Premium Culi, which combines chocolate, tamarind and other aromas, suitable for heavy tastes; Zhongyuan 9 Passiona is the latest low-caffeine product with the price almost the same as Legendee, but I think it is more suitable for women, especially girls; boxed House Blend is the best entry for Zhongyuan coffee. In addition, the G7 (said to be hoping to enter seven major developing country markets, including China) three-in-one instant coffee, taste good.

Unlike the localized Central Plains Coffee, Highland Coffee takes the international route, so it is called the Starbucks of Vietnam: from afar, there are eye-catching signs, outdoor seating is full of different languages, waiters all wear red and black uniforms, deliberately built lantern optical fiber with lazy sofas, the most suitable for people to nest Free Wifi all day. Attracting foreign tourists, business people and modern Miss Saigon, it also satisfies the middle class, a new ethnic group emerging in Vietnam's economic development.

David Thai, founder of Highland Coffee, was born in South Vietnam in 1972 and emigrated to Seattle at the age of 6. Under the influence of Starbucks' hometown, he decided to return home to start a business at the age of 24. In 1996, he went to Hanoi to study Vietnamese for a year, during which time he also visited Japan, Thailand, Singapore and other Asian countries. Two years later, he founded Highland Coffee, a subsidiary of Yue Thai International Joint Stock Co., Ltd. (Viet Thai International Joint Stock Company,VTI). Initially, it was mainly promoted in major hotels and supermarkets in Vietnam. In 2002, the first Highland Cafe opened opposite the Red Church in Ho Chi Minh City, offering cinnamon coffee that foreign tourists are most familiar with, while its Espresso Arabica Supreme strictly selects 100% Arabica, which is representative of the top taste. In addition to coffee, Highland Coffee also offers a variety of light meals and teas, so it achieved brilliant results in its first year. At present, Highland Coffee has dozens of branches in Vietnam, most of the five-star restaurants, high-end Western food and 3gamer 4 tourists unanimously trust the coffee brand is Highlands Coffee.

No matter what kind of Vietnamese coffee it is, it has a "resilience" different from Eurasian bourgeois coffee culture, and this toughness comes from its constant "mixed race". From the beginning with France, Vietnamese coffee has continued to "mix", even now is still mixed, such as VINACAFE launched a Korean red ginseng flavor of four-in-one instant coffee, well received. However, I have also heard that some Taiwanese have taught Vietnamese to add monosodium glutamate to their coffee, so this kind of desktop mixed-race taste is more difficult to imagine, at least it is not good for health.