The Discovery Channel brings Vietnamese coffee to global screens (07/12/2023, 07:57)

The documentary film "The Tao of Coffee" tells the story of the aspirations and efforts of the Vietnamese coffee industry to shape and promote the coffee culture of the nation on a global scale. Produced in collaboration with Warner Bros. Discovery, the film made its first broadcast on the Discovery Channel in Australia and New Zealand on November 24, 2023.

With beautiful cinematography and the distinctive storytelling style of the renowned media company, "The Tao of Coffee" is a 45-minute film that presents an intriguing story and a comprehensive view of the Vietnamese coffee industry. It aims to shape Vietnam's coffee culture globally.

The first documentary film on coffee culture and philosophy from Vietnam to be broadcast globally

Trung Nguyen Legend collaborated with Warner Bros. Discovery to produce and air the film on Discovery Channel. Discovery, a well-known international television channel from the United States, has a global influence with a broadcasting network reaching over 2.2 billion viewers in 230 countries and territories.

Discovery spent over a year researching, brainstorming the theme, and executing the production. To capture beautiful scenes that accurately depict the spirit of Vietnamese coffee culture, the channel spent over a month filming and conducting direct interviews with various individuals in Vietnam, China, the United States, the United Kingdom, and more. The post-production of the film took two months.

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The interesting story about "Vietnam, the coffee powerhouse of the world, supplying over half of the global Robusta coffee" was broadcast for the first time by Discovery.

It aired on the Discovery international channel for the first time in Australia and New Zealand on the evening of November 24, 2023, creating a significant impact worldwide, bringing emotions and surprises to coffee enthusiasts around the globe. The film will continue to be screened in Vietnam, South Korea, Japan, China, India, and other Asian countries on November 30, 2023, at 7:10 PM (SEA) | 6:10 PM (BKK/JKT) on the Discovery channel.

In the distinctive documentary style of Discovery, "The Tao of Coffee" utilizes data, opinions from Vietnamese and international experts, coffee farmers, agricultural engineers, and consumers. Through scenes of landscapes and people, the audience can witness the potential and resilience of the Vietnamese coffee industry.

In particular, Buon Ma Thuot (Dak Lak) is introduced as a crucial region for Vietnamese coffee. Currently, Vietnam supplies over half of the global Robusta coffee.

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In "The Tao of Coffee" Discovery acknowledges that "Buon Ma Thuot, Dak Lak province, has perfect conditions for producing high-quality Robusta coffee beans" and is gradually developing into the "Coffee City of the World."

Thanks to its soil conditions, Robusta coffee from this region has a unique quality and flavor, supplying a large quantity to the world. Buon Ma Thuot is also making efforts to become the "Coffee City of the World" with many activities attracting tourists and global coffee enthusiasts, such as the Buon Ma Thuot Coffee Festival, the World Coffee Museum, scenic spots like Dray Nur, Gia Long, and the distinctive local culture.

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The rich and distinctive coffee culture of Vietnam, especially in the Buon Ma Thuot region, is broadcast globally for the first time by Discovery.

Discovery has led international tourists to Buon Ma Thuot to understand this: "I have not seen anything like this in Seattle (USA) or in Brazil, the homeland of Arabica coffee. In Vietnam, coffee has deeply permeated the culture and is evidence of the dedication of those who grow and work in the coffee industry here."

The film also provides a clear view of the creative spirit and efforts of farmers, experts, coffee production and business enterprises to shape the Vietnamese coffee culture and conquer the world.

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International Peace Queen Isabella Menin enjoys a cup of iced coffee - a fascinating experience of Vietnamese coffee culture with "a strong allure of a unique, distinctive coffee culture" (Discovery).

Not just a beverage, coffee is a way of life.

According to Discovery, alongside focusing on improving the quality of Buon Ma Thuot's Robusta coffee beans, the Vietnamese coffee industry continuously creates coffee masterpieces from delicious local ingredients. Vietnam's coffee industry is constantly enhancing cultural and brand value. With the support of the government, local authorities, and coffee industry experts and businesses, the Vietnamese coffee culture is gradually shaping and conquering the world. Discovery comments, "Vietnamese coffee is increasingly asserting its position in the global coffee industry."

At the same time, Discovery recognizes, "There is a single company leading the innovation of coffee in Vietnam, turning coffee from a common beverage into a lifestyle, a way of life." In 'The Tao of Coffee,' Discovery selected Trung Nguyen Legend to represent the aspiration and effort to bring Vietnamese coffee culture to the world.

The film takes viewers through the process of creating high-quality coffee products from Buon Ma Thuot's Robusta, such as G7, exported to over 100 countries and territories. The efforts to pursue the mission of "building a Vietnamese brand that conquers the world" by Trung Nguyen Legend are highlighted, contributing to elevating coffee from a beverage to an innovative energy, carrying the spirit of daring ambition.

The Japanese have shaped the Tea Dao into the nation's philosophy, an art of living conveyed through the appreciation of a cup of tea. In contrast, Vietnam – one of the world's leading coffee powerhouses, with the best Robusta coffee beans globally and a rich history of cultural coffee appreciation for hundreds of years – has yet to position the value of Vietnamese coffee appropriately on the global stage, mainly exporting raw coffee and not recognizing its inherent position in the industry and the nation.

Therefore, according to Discovery, "Trung Nguyen Legend's approach to enhancing the value of the Vietnamese coffee industry is not just an ordinary beverage but at the level of coffee culture, coffee art, coffee spirit, and even meditation methods..." with the desire to bring the Vietnamese coffee industry to new heights, elevating the value of coffee not only as a regular beverage but also in terms of coffee culture, coffee art, and coffee spirit. This is in line with the status of Vietnam as a global coffee powerhouse.

Buon Ma Thuot, the hometown of the world's best Robusta coffee beans, where the essence of the land and sky converges with a rich history of indigenous cultural heritage, is gradually becoming the Coffee City of the World.

Therefore, a comprehensive strategy involving government policies, comprehensive communication, collaborative efforts from local authorities, and the participation of national strategic planning experts will contribute to building a rich and attractive Vietnamese coffee culture, early recognition globally! This is also the foundation for the Vietnamese coffee industry to achieve a value of $20 billion, deserving to be a coffee powerhouse contributing to the overall economy, making Vietnam an influential nation in the new world.

"The Tao of Coffee" is being widely promoted by Discovery in countries worldwide: https://www.youtube.com/watch?v=3Gf-0kitN5Y.

Kim Bao