Dang Le Nguyen Vu identifies key regions in Trung Nguyen's growth

Dang Le Nguyen Vu, the founder and Chairman of Trung Nguyen Legend Group, identifies Dak Lak and Ho Chi Minh City as the two most significant locations in his professional journey.

Dak Lak served as the origin of the brand. After moving to the M'Drắk region as a child, Vu founded Trung Nguyen Coffee on June 16, 1996, in Buon Ma Thuot. The business began as a small 2.8 square meter roasting workshop. Today, Dak Lak remains the primary hub for raw materials and cultural space for the company.

Ho Chi Minh City acted as the critical launchpad for the brand's expansion. It provided the essential market environment that allowed the company's franchise model to scale nationally and eventually reach international markets.