Vietnam’s Trung Nguyen Legend Marks 30th Anniversary with a New Coffee Culture Journey

At a Glance (China Coffee Network): On June 16, 2026, marking the important milestone of the 30th anniversary of the Trung Nguyen Legend Group, Trung Nguyen Legend Coffee officially launched an immersive brand experience event in Shanghai, China, presenting its signature Awakening Coffee experience to the Chinese market in full for the first time. Themed “Coffee Awakening Journey, Awakening Urban Energy,” the event draws on the brand’s distinctive coffee culture to bring Chinese consumers an authentic taste of Vietnamese coffee lifestyle aesthetics. Brand energy ambassador Zhu Jiejing attended the event, joining media, fans and coffee lovers to embark on an energy-awakening journey designed for city dwellers.

On June 16, 2026, marking the important milestone of the 30th anniversary of the Trung Nguyen Legend Group, Trung Nguyen Legend Coffee officially launched an immersive brand experience event in Shanghai, China, presenting its signature Awakening Coffee experience to the Chinese market in full for the first time. Themed “Coffee Awakening Journey, Awakening Urban Energy,” the event draws on the brand’s distinctive coffee culture to bring Chinese consumers an authentic taste of Vietnamese coffee lifestyle aesthetics. Brand energy ambassador Zhu Jiejing attended the event, joining media, fans and coffee lovers to embark on an energy-awakening journey designed for city dwellers.

Since entering the Chinese market, Trung Nguyen Legend Coffee has consistently focused on spreading its “Energy Coffee” brand philosophy and promoting the “coffee-awakening lifestyle,” working to weave distinctive Vietnamese coffee culture into everyday urban life and offering a new way to relax and balance one’s energy amid the fast pace of modern living. As brand energy ambassador, Zhu Jiejing, after a sourcing trip to Vietnam last July, came to deeply identify with the brand’s cultural core and was drawn to the philosophy of inner balance and self-awakening conveyed by Trung Nguyen Legend Coffee.

Amid a busy schedule of daily training, refining her work, and the national tour of the fifth-anniversary special edition of “Love in a Fallen City,” Trung Nguyen Legend Vietnamese drip coffee has constantly accompanied Zhu Jiejing, helping her settle her mind and spark creative inspiration, and becoming an important companion in balancing life and work and awakening her inner energy. Based on this deep resonance with the brand philosophy, Zhu Jiejing took the initiative to propose this experience invitation, hoping to let more Chinese consumers sense the unique aesthetics and attitude toward life behind Vietnamese drip coffee.

The immersive experience space in Shanghai is built around minimalist Eastern aesthetics, stripping away urban clutter to focus on the brand’s core life philosophy of “pause, wait a while,” and fully interpreting Trung Nguyen Legend’s distinctive “Coffee Dao” culture. With Zhu Jiejing sharing on site and professional instructors guiding them, guests immersed themselves in the complete drip-coffee brewing process — from opening the lid and taking the grounds, placing the press, pouring hot water, to quietly waiting for the drip — emptying their minds and regulating their breath in the slow-paced ritual. Accompanied by soothing music and the rich aroma of Robusta coffee, the guests returned to themselves and conversed with their inner selves, gaining inner calm and renewed energy over the 30-minute immersive experience.

This Awakening Coffee immersive event in Shanghai not only delivers the mellow, authentic flavor of Vietnamese drip coffee, but also teaches city dwellers to slow down amid a fast-paced life and find a fulcrum for balancing their own energy. Going forward, Trung Nguyen Legend Coffee will continue to deepen its presence in the Chinese market, bringing Chinese consumers more high-quality coffee products from the Buon Ma Thuot plateau in Vietnam and helping the coffee-awakening lifestyle become part of more people’s daily lives.