Vietnam Specialty Coffee: Trung Nguyen & Highlands History

Ever wondered how two Vietnamese coffee giants—Trung Nguyen and Highlands—rose to fame with such different strategies? One dominates the local market with bold flavors and mass reach, the other attracts international tourists with sleek cafés and premium branding. This article unpacks the real origins, business models, and even the unique processing behind their most iconic products.

Trung Nguyen was founded in 1996 by 25-year-old medical student Dang Le Nguyen Vu in Buon Ma Thuot, Vietnam’s central coffee region. It now operates 400 company-owned stores and 1,000 franchises across Vietnam, and exports to over 40 countries including the US, UK, Japan, and China.

The Origins of Trung Nguyen Coffee

Trung Nguyen was launched in 1996 in Buon Ma Thuot, the heart of Vietnam’s coffee-growing area, by Dang Le Nguyen Vu. At just 25 and a former medical student, Vu spotted Vietnam’s coffee potential and co-founded the brand with three friends. Beyond selling coffee, he aimed to improve the lives of the local ethnic Ede people (also called the 'Trung Nguyen' in Vietnamese). Over ten years, fueled by local demand and global interest, the brand earned seven “Best Product of Vietnam” awards starting in 2000. Today, it has 400 corporate stores and 1,000 franchises in Vietnam alone, and exports to 40+ countries including the US, Canada, UK, Germany, Netherlands, Sweden, Russia, Ukraine, Australia, Japan, Singapore, China, Cambodia, and Thailand.

Vu has also been recognized with multiple awards: ASEAN Best Young Entrepreneur, Vietnam’s Third-Class Labor Medal (2004), Sao Vang Dat Viet (2003–2005), and Doanh Nghiep Sao Do (2002). He has expanded the brand model to other Vietnamese products like Dalat wine, Phu Quoc fish sauce, Binh Thuan pitaya, and Can Tho Royal No. 5 pomelo. Beyond business, he supports low-income households, war victims, students, and victims of the Agent Orange disaster.

What Makes Trung Nguyen Coffee Unique?

Trung Nguyen is known for its bold, intense flavor profile, targeting local workers and rural consumers. Unlike many local competitors, it does not use vacuum packaging, as the process can strip coffee of aroma. Instead, it employs alternative preservation methods to maintain freshness.

Among its most distinctive offerings is CAPHE CHON—also called Legendee or Coffee Weasel. This rare coffee is inspired by the traditional legend of weasel-like animals (civets in Indonesia, referred to locally as 'chon') that eat ripe coffee cherries, ferment the beans in their digestive tracts, and excrete them intact. The beans are then collected, washed, dried, and roasted, often with butter, resulting in a chocolatey, smooth cup. Due to the scarcity and unusual production method, it’s considered one of the world’s most premium coffees, alongside Indonesia’s Kopi Luwak.

To make Legendee more accessible, Trung Nguyen worked with German specialists to replicate the digestive enzymes artificially. The result is a lower-caffeine version that mimics the famed weasel coffee experience—without the need for animal digestion. This allows consumers to enjoy a rich, chocolatey cold brew with a smooth finish.

Other notable Trung Nguyen blends include:

• Premium Culi 4: A dark roast with strong chocolate and tamarind notes, ideal for those who prefer intense flavors.
• Passiona 9: A newer low-caffeine option, similarly priced to Legendee but marketed toward women.
• House Blend: A versatile, entry-level boxed blend designed for beginners.
• G7: A popular instant three-in-one coffee mix targeted at developing markets, including China.

The Rise of Highlands Coffee

Highlands Coffee represents a completely different approach. While Trung Nguyen focuses on product innovation and local impact, Highlands emphasizes premium in-store experiences and modern design. It’s often dubbed the “Starbucks of Vietnam.”

Highlands outlets are easily recognizable by their bold signage, multilingual seating areas, and staff in red-black uniforms. The cafés feature stylized lantern lighting, cozy sofas, and free Wi-Fi—creating an inviting atmosphere for both locals and visitors. This branding appeals strongly to international tourists, business travelers, stylish urban professionals, and Vietnam’s growing middle class.

How Is Vietnamese Coffee Packaged?

Trung Nguyen avoids vacuum sealing for its specialty beans, as the process can diminish aroma. Instead, it uses alternative packaging techniques to retain freshness. For its legendary CAPHE CHON (Legendee), the brand has developed a synthetic enzyme process in collaboration with German experts to recreate the unique digestive qualities of civet-like animals, resulting in a lower-caffeine coffee with rich chocolate notes.

The brand also packages several other blends for varied audiences—from dark, bold Premium Culi 4 to the fruitier, lower-caffeine Passiona 9. House Blend serves as an easy entry point for new drinkers, while G7 offers a practical instant option for global markets.

Frequently Asked Questions

What is Trung Nguyen coffee and where is it from?

Trung Nguyen is a Vietnamese coffee brand founded in 1996 in Buon Ma Thuot, the country’s central coffee-growing region. It was established by Dang Le Nguyen Vu, a former medical student, and has grown to include 400 stores and 1,000 franchises in Vietnam, exporting to over 40 countries.

What is CAPHE CHON or Legendee coffee?

CAPHE CHON, also called Legendee or Coffee Weasel, is a premium Vietnamese coffee inspired by the traditional process where animals eat ripe coffee cherries and excrete the beans. Trung Nguyen replicates this using German-engineered enzymes to create a chocolatey, low-caffeine coffee without actual animal digestion.

Does Trung Nguyen use vacuum packaging for its coffee?

No, Trung Nguyen avoids vacuum packaging because it can reduce the coffee’s aroma. The brand uses other preservation methods to maintain freshness, especially for specialty blends.

How is Highlands Coffee different from Trung Nguyen?

Highlands Coffee focuses on a premium café experience with international branding, appealing to tourists and the Vietnamese middle class. Trung Nguyen targets local consumers with strong, bold flavors and a focus on product R&D and social impact.

What are some popular Trung Nguyen coffee blends?

Popular blends include Premium Culi 4 (chocolate and tamarind, bold flavor), Passiona 9 (low-caffeine, marketed to women), House Blend (easy entry-level option), and G7 (instant coffee mix for export markets).

Recommended FrontStreet Beans for Vietnamese Coffee Fans

If you enjoy the bold and chocolatey profile of Vietnamese coffee, try FrontStreet’s Ethiopia Humbera (flower, tropical fruit, juicy), Kenya Little Tomato (bright acidity, tomato, plum, winey), or Yirgacheffe Gedeb (citrus, berry, floral). All are light- to medium-roasted for vibrant flavor, clean cups, and balanced sweetness. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.