Author: Victoria Van

February 02, 2021

G7 Logo

The Highlights:

  1. In 1996, Vu, Nguyen Le Dang and three of his roommates set up Trung Nguyen Coffee Company in Buon Ma Thuot City.
  2. In 2003, the G7 product was born, officially marking the beginning of Trung Nguyen dominating the Vietnamese market.
  3. In 2012, National Geographic Traveler magazine named Vu, Nguyen Le Dang as "The King of Coffee”

G7 Coffee


While Vietnam is known for being one of the largest Robusta producers in the world, its domestic industry is focusing on exporting a finished product over green beans. Trung Nguyen coffee has already become one of only a handful of Vietnamese brands that have gained international recognition, with high-profile political leaders asking for it by name. Top Vietnam’s coffee company, Trung Nguyen, is trying to help move the nation’s coffee up the value chain from primarily an exporter of beans into a recognizable symbol of quality in its own right. The Vietnamese roaster Trung Nguyên Legend is at the forefront of the local coffee industry, with the launch of its Trung Nguyen Legend and G7 instant coffee products. These products offer drinkers in more than 80 countries and territories a sense of awakening and creativity.


Founder and CEO Vu, Nguyen Le Dang launched the instant coffee G7 brand and it was met with instant success. As soon as it launched, the instant coffee impressed consumers around the globe. Vu, Nguyen Le Dang organized a "blind testing" (product testing without revealing the brands) at the Independence Palace, Ho Chi Minh City, in which an unknown coffee brand at the time name was G7, competing against strong brands like Nestle. G7 handedly won the blind taste test with a whooping 89% of participants voting as their favorite coffee. Even now, through creativity and constant improvements, G7 and its other coffee products continue to make a mark on coffee lovers around the world as a powerful energy source.


G7 and Trung Nguyen Legend products have made a strong impression in more than 80 countries and territories. These products have been selected to serve at global summits such as the Asia-Pacific Economic Cooperation, Asia–Europe Meeting, Association of Southeast Asian Nations, and the World Economic Forum. Its G7 instant coffee can be found at major supermarket chains around the world, such as Costco in the United States.

In 2011, Trung Nguyen hosted a coffee festival in Buon Ma Thuot, Vietnam’s coffee-producing hub, welcoming 500 international ambassadors and domestic and foreign coffee experts. Trung Nguyen has proposed to the government a strategy to develop a National Coffee Industry, which has three main objectives: prosperity, sustainability, and national character. The company projects the coffee industry could provide 5 – 6 million jobs and grow to a $20 billion USD annual business over the next 15 years. In the series of success, Trung Nguyen recently opened its fifth factory, a $110 million USD G7 instant coffee plant in Bac Giang province. The factory will operate at a capacity of more than 100 tonnes a day and employ more than 300 employees during its first phase.

For many consecutive years, G7 has maintained the top position on many popular product rankings, such as Nielsen, Kantar Worldpanel, AllTopGuide, and Ipsos Vietnam. In March 2017, AllTopGuide rated G7 as a “favorite product across Southeast Asia”. Beginning in April 2019, G7 is distributed in the nation’s leading retail supermarket chain, Costco. Since then, G7 export orders to the United States have been continuously improved as it is often consumed by American consumers to benefit from G7’s “universal brain’s remedy stimulation to boost creativity” qualities.

Throughout its 24-year journey, Trung Nguyen Legend will proceed to improve the competitiveness of Vietnamese coffee worldwide while realizing its global aspirations. The “leading Vietnamese coffee”, G7, always provides a strong boost of energy, promotes creativity, and embodies the awakening power of coffee to its customers.

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