The Tao of Coffee Part 3: Crafting the Legacy of G7 Coffee ☕

A Vietnamese coffee producer, Trung Nguyen Legend, has set out to transform the way Vietnamese coffee is seen on the global stage. But it also hopes to spread the message that coffee can be a tool to shape society. We are living in a globalized world, where there are problems that no country or organization can solve. That's why our chairman, Mr. Tuan Kinh, believes that we need to research and integrate all the elements of human civilization to solve global problems and create a harmonious development between civilizations. Beyond its stores, the company has found ways of instilling its unique philosophy within the coffee products themselves. This factory, outside of Ho Chi Minh City, is where roasted beans are transformed into Trung Nguyen Legend's iconic instant product, G7 Coffee. The key thing about instant coffee is it makes coffee accessible, and that really drove instant coffee into new markets where coffee hadn't been appreciated before. In this 57,000 square meter facility, up to 1,500 tons of G7 instant coffee is produced monthly to be exported to markets across the world. From this centralized control room, factory manager Le Long Vu and his team are able to closely monitor the entire automated production line. To create instant coffee, roasted beans are ground, then put through an extraction process where hot water is added to draw out the flavor. As the coffee passes through extraction cells, the extract becomes increasingly concentrated. It is then dried through a process called spray drying, in which the liquid coffee extract is sprayed through a jet of hot air, evaporating the water and leaving behind a fine coffee powder. Then it is passed through a state-of-the-art nano-grinding system, reducing the size of each grain further while retaining its freshness and flavor. But to really capture the essence of G7, one has to go beyond the machines. For Chong Nguyen Legend, this secret recipe draws on traditional methods and know-how. Every Chong Nguyen Legend product, including its iconic G7, is said to have a custom blend of Asian ingredients and medicinal plants, like ginkgo, reishi, coconut grass, and cardamom, which they believe allows the drinker to harness their full creative potential. The secret to the success of Chong Nguyen coffee lies not only in the application of advanced Western technology, but also in the use of the secrets of the Eastern region in the process of manufacturing and completing the product. Back at the factory, a batch of G7 product is bound for delivery. 2.5 billion packets of powdered coffee are sold every year, all with Eastern magic infused and ready to elevate your caffeine experience. With the 21st century technology, and the 20th anniversary of G7 just around the corner, Chong Nguyen Legend is planning a special celebration, which is said to include this dance, celebrating the spirit of coffee. Like most of the company's practices, this dance promotes mindfulness, this time in the form of movement, and what they refer to as dynamic meditation. With this combination, we bring in the dance moves and get inspiration from the movements. In this cafe in the heart of Ho Chi Minh City, Chong Nguyen Legend Coffee Company is elevating its Three Coffee Civilizations message to an immersive history experience. All told through projection mapping and even live demonstrations. First, what they refer to as the Ottoman Coffee Civilization, drawing back to the early adopters of coffee drinking. Next, what they call the Roman Coffee Civilization, referencing the growth of coffee drinking in the Western world. And finally, Vietnam's own contribution. Chong Nguyen Legend The humble cup of coffee, elevated as a source of national pride and inspiration. A strong brew indeed. With over 100 stores in Vietnam and an extensive product range, Chong Nguyen Legend has made a name for itself as one of the premium coffee brands in Vietnam over the past three decades. Now, the company is taking the next step in its quest to dominate the global coffee market. And where better to start than the world's second biggest economy, China? Opened in 2022, this coffee world space was the company's first overseas flagship location. Situated along Shanghai's cosmopolitan West Nanjing Road, it aims to give coffee lovers a taste of Vietnam, right here in the bustling heart of the city. In Shanghai alone, there are over 7,000 cafes, more stores than any other city in the world. But with so much competition, the brand needs to stand out. And to do that, and that's where the company relies on creating a holistic coffee attraction for visitors. Showcasing Vietnamese heritage, premium products, and of course, based on the Three Coffee Civilizations philosophy, its beloved drinks. There's even its very own mascot. Local staff at this flagship location are trained to introduce customers to the ways of Vietnamese coffee, including Ryan, a Shanghai native who has been with the store since it first opened. His speciality is the classic Vietnamese iced coffee. Ryan has close to 10 years of experience as a barista, but Vietnamese coffee and culture were totally new to him. It takes up to seven minutes for the coffee to drip down, so patience is key. With plans to establish up to 1,000 outlets across China by 2027, Chung Win Legend has huge overseas ambitions. Coffee is not just a drink, it's a drink of energy, passion, and spirit. We're never satisfied with anything. We're always told that what we can do is just a grain of sand. There's so much more. In Vietnam, everything we do is prepared so that one day, our coffee will be available all over the world. And we're taking steps to realize this vision. It's like coffee beans here. The letter S in the middle is like Vietnam. It's like God gave Vietnam a mission to honor coffee beans and pass on coffee beans to bring about the most harmonious ideas. From its birthplace in Vietnam, the company, with its own unique philosophical approach to coffee, is setting out to change how the world consumes and views this special bean.