On November 25 and 26, Trung Nguyen Legend Group organized an experience journey on awakened lifestyle with the theme "Practice Awakeness and Gratitude Together" at the Coffee City (Buon Ma Thuot City, Dak Lak Province), which led visitors to the legendary basalt land of Buon Ma Thuot to contemplate, express gratitude and convey the message of upholding the value of Vietnamese coffee globally.

This is an activity to show gratitude to the land of Buon Ma Thuot - the birthplace of Trung Nguyen Legend, and to the community of consumers, partners, and precious friends who have always accompanied and supported the Group on its current journey to promote Vietnamese coffee globally. 

The season worshiping ceremony, which is a traditional activity of the Ede people to express gratitude to heaven, earth and the gods for their blessing and to celebrate a bountiful harvest, for wealth and happiness to pervade the village, was recreated for visitors at the World Coffee Museum.

Located at the heart of the Central Highlands, Buon Ma Thuot city, Dak Lak province has favorable conditions to connect with the Central Highlands provinces, Ho Chi Minh City, Southeast provinces, and is the gateway for exchanges and cooperation in the triangle of Vietnam - Laos - Cambodia. With a strategic location in the South of Indochina, Buon Ma Thuot plays an important role in terms of economy, politics, culture, and social development of Dak Lak province in particular and the whole Central Highlands in general, as well as the connecting localities in the region.

Miss World Viet Nam Tieu Vy and Miss Supranational Runner-up Kim Duyen experience the indigenous coffee culture of the Central Highlands at the coffee capital of Buon Ma Thuot

In the Chronicle of the Greater Vietnam, the Greater Vietnam Stories, the Central Highlands is known as the area of two countries Thuy Xa and Hoa Xa, the origin of the Ede, M'nong, Gia Rai people. The existence of 49 ethnic groups has an epic culture, a culture of customary law, and unique community values that have created an extremely rich and diverse culture, with tangible and intangible heritages. In particular, Buon Ma Thuot, the center of the Central Highlands, becomes a place to preserve cultural and festive spaces identical to this land such as the Water Wharf Worshiping Ceremony, Rain Prayer Ceremony, Maypole Ceremony, narrative singing, and the gong cultural space (recognized by UNESCO as an oral masterpiece and intangible cultural heritage of mankind).  

In particular, Buon Ma Thuot is also the central city of the world famous coffee raw material region, which produces delicious Robusta coffee beans, favored by the global coffee enthusiasts. In 1857, the French introduced coffee into Vietnam, however, it was not until 1914 that they chose Buon Ma Thuot as a place to specialize Robusta coffee cultivation, which was based on careful assessment of the soil, climate, altitude, ancient alluvial layers.

According to explorer - doctor Yersin, this place has the best soil in the world, very suitable for setting up plantations of industrial crops, especially coffee. With basaltic soils with good physical and chemical properties, high water holding capacity and nutrient absorption, an altitude of about 500 - 600 meters above sea level, a cool climate in both rainy and sunny seasons, Buon Ma Thuot and the surrounding areas within a radius of 20km are selected to become Robusta coffee farms with the best taste and quality.

French roasters at that time evaluated the quality and natural flavor of Buon Ma Thuot coffee as more aromatic and physically stronger than Ivory Coast coffee, which was famous throughout Europe at the time. Since then, coffee farms have been formed and developed strongly for more than 100 years in Buon Ma Thuot.

With the leading Robusta coffee production in the country and the special quality of coffee beans crystallized from the quintessence of heaven and earth, nature and the love and culture of local people, Buon Ma Thuot has become the homeland of Robusta coffee, making Vietnam the top coffee exporter.

As a strategic city of the Central Highlands, converging elements of natural landscape, historical values and rich cultural identity, Buon Ma Thuot has been granted many specific development policies. In particular, Buon Ma Thuot is directed for becoming the central urban area of ​​the Central Highlands and the "coffee city of the world" according to Conclusion No. 67-KL/TW dated December 16, 2019 of the Politburo. Recently, on November 15, 2022, a number of mechanisms and policies specific to Buon Ma Thuot city were also officially approved by the National Assembly. This is the first time that these pilot mechanisms and policies have been applied to a district level locality.