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The ambition of Mr. Dang Le Nguyen Vu: Building a themed city for Buon Ma Thuot, making Vietnamese coffee a UNESCO heritage


Trung Nguyen Legend will also directly promote contracts for Buon Ma Thuot City.

At the 2023 International Trade Connection Conference, within the framework of the 8th Buon Ma Thuot Coffee Festival, Deputy Chairman Dang Le Nguyen Vu – Dr. Tran Huu Duc had a speech to create a conscious living, proposing to make Buon Ma Thuot the Coffee Capital of the world.

To build a themed city for Buon Ma Thuot, the city needs to design, operate step by step to achieve a level of difference, especially and unique. Inside of:

Differentiation: Buon Ma Thuot is a community of up to 49 ethnic groups, with diverse and rich folk cultural characteristics, but all share coffee.

Specialty: Intending to become a convergence of coffee civilizations, in which the typical one is the civilization of Ottoman, Roman, and the Eastern philosophical perspective of Vietnam, Buon Ma Thuot wants to contribute to the coffee meditation civilization, towards a community with a conscious lifestyle.

Uniqueness: The city already has some advantages for physical coffee. However, with Trung Nguyen Legend, it is necessary to develop spiritual coffee, and social coffee.

We already know about physical coffee, but the potential of Vietnamese coffee in general and Dak Lak in particular, we need to see the essence of spiritual coffee, social coffee. It is the idea, the spirit of coffee that is comprehensive, and pervasive, the source of inspiration and stories for coffee in the world, leading humanity to continue to develop harmoniously and sustainably.

Coffee is the second most popular drink after water. Coffee transcends language, and religion, and does not discriminate between rich and poor. If tea is for the elderly, tea with milk is for the young, liquor is for the sun, but coffee is the main drink, awakening consciousness, and creativity,” said Mr. Tran Huu Duc.

Representatives of Trung Nguyen Legend Group believe that to elevate the philosophy of coffee, there needs to be a harmonization of five pillars: public policy, infrastructure, human resources, finance, and technology. These elements are interrelated, connected, and inseparable. Therefore, it is essential for the central government and local authorities to create breakthrough platforms for Buon Ma Thuot City in particular and Dak Lak province, the Central Highlands, and the coffee industry in general.

Previously, as early as 2012, at a World Economic Forum conference, the founder himself, Chairman of the Board of Directors – Dang Le Nguyen Vu, proposed seven initiatives for the world’s coffee industry, thereby not only bringing in 10 billion USD for the Vietnamese coffee industry but also 20 billion USD.

The seven initiatives begin with rethinking the concept of coffee, not just physical coffee, but also spiritual coffee and social coffee.

Second, to envision a global coffee community.

Third, to diversify styles, standards, and coffee culture appreciation.

Fourth, to holistically integrate the coffee production chain.

Fifth, to promote fairness in value chain exchange.

Sixth, to contribute to the formation of a commodity regime in the global system, in which coffee is the most valuable candidate in the future commodity system of humanity.

Seventh, to work together to create model conditions, transforming Buon Ma Thuot City into a global coffee city.

For Trung Nguyen Legend, the group is currently implementing three strategic tasks.

“Advancing coffee into something different, special, and unique. We are positioning Trung Nguyen Legend coffee as conscious coffee, specialized for the brain and creativity. Second, we are working with the province to make this place a convergence of the essence of three coffee civilizations. Trung Nguyen is investing in a Gen garden, a coffee meditation garden, and gradually spreading it throughout the community with a conscious lifestyle through coffee meditation,” said the assistant of Chairman Dang Le Nguyen Vu.

These strategies are realized through five essential action groups:

– Together with the People’s Committee of Dak Lak Province and Buon Ma Thuot City, propose Vietnamese iced coffee, Vietnamese drip coffee, and some coffee-growing areas in Buon Ma Thuot to be recognized as UNESCO coffee heritages.

– Commit to bringing international coffee events back to Buon Ma Thuot.

– Contribute ideas and methods to implement the global coffee social network.

– Collaborate with the locality to build the world coffee museum as the core of the center, then develop satellite museums around it.

– Implement direct advertising contracts for Buon Ma Thuot coffee.

At present, many projects in Trung Nguyen Legend’s ecosystem in Dak Lak have been put into operation. The most outstanding and attracting top tourists is the World Coffee Museum, which officially opened in November 2018.

This museum is located in Trung Nguyen Legend’s first real estate project in Buon Ma Thuot City. The real estate project has a scale of 45.45 hectares and was also started in January 2017.

In addition, there are other projects such as the Dray Nur – Dray Sap waterfall cluster project, Trung Nguyen Coffee Resort, and Coffee Village.


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