On October 20, 2026, participants of AIT Vietnam’s CEO 2026 Executive Education Program visited the World Coffee Museum in Buon Ma Thuot to explore Vietnamese coffee culture and gain insights into the vision and business philosophy of Trung Nguyen Legend Group.
Exploring the Cultural Heritage of Coffee
At the World Coffee Museum, participants sampled different coffees and explored distinctive architectural spaces and artworks inspired by coffee. The visit also introduced them to Ede cultural traditions through a traditional coffee-making demonstration and musical performances featuring the T’rưng bamboo xylophone and flute, presented by young Ede performers.
These experiences offered participants a broader perspective on coffee beyond the product itself, highlighting the cultural, artistic, and experiential values associated with one of the Central Highlands’ signature agricultural products.
Discovering Trung Nguyen Legend’s Vision and Business Philosophy
During a discussion with the delegation, Ms. Nguyen Thi Le Thuy and Mr. Vu Viet Dung, Head of Communications at Trung Nguyen Legend Group, introduced the Group’s vision, mission, and core values.
Through the story of Mr. Dang Le Nguyen Vu’s entrepreneurial journey, participants learned more about his ambition to advance Vietnam’s coffee industry, including the aspiration to establish Dak Lak as a global coffee capital. The discussion also explored perspectives on leadership and people management, highlighting the importance of knowledge, positive energy, and a long-term vision in building and developing a business.
Another key topic was the concept of “Coffee Tao,” which promotes coffee appreciation as a thoughtful and mindful experience associated with reflection and inner awareness. This perspective illustrates how a business can develop a distinctive brand identity by connecting its products with cultural values and a broader business philosophy.
The visit concluded with a screening of The Tao of Coffee, a film exploring the journey of coffee from processing to tasting, evaluating, and selecting the distinctive flavors of G7 coffee.
Broadening Perspectives on Business Development
The visit to Trung Nguyen Legend was part of the CEO 2026 Executive Education Program’s field trip to Dak Lak. Alongside learning about business management and operations, participants had the opportunity to explore how an organization’s vision, business philosophy, and cultural identity can shape its development and brand positioning.
AIT Vietnam extends its sincere thanks to Trung Nguyen Legend Group and the World Coffee Museum team for welcoming the delegation and sharing their perspectives on coffee culture and the Group’s business journey.
Watch the highlights of the CEO Field Trip 2026 in Buon Ma Thuot:
