Trung Nguyên Lê Tourism Company JSC, Trung Nguyên Franchising Company JSC and Coffee Hypermarket. Its chairman and CEO is Dang Le Nguyen Vu (in Vietnamese: Đặng Lê Nguyên Vũ), who is known as Vietnam's Coffee King. Trung Nguyên is known as an important producer and distributor of kopi luwak (Vietnamese: cà phê chồn), weasel coffee Trung Nguyen, also known as civet coffee, both natural and simulated. Kopi luwak, widely noted as the most expensive coffee in the world, is coffee made from the beans of coffee berries which have been eaten by the Asian Palm Civet (Paradoxurus hermaphroditus) and other related civets,
Kopi Luwak has two farms with 200 (in Davao City) and 100 (Iligan City) wild civets. But the archipelago of Indonesia where the famous "kopi luwak" was first discovered and produced is leading in supplying the world market for almost three centuries, where many small-scale civet farms are proliferating in the countryside. Several studies have examined the process in which the animal's stomach acids and enzymes digest the beans' covering and ferment the beans. Research by food scientist Massimo Marcone at the University of Guelph in Ontario, Canada showed that the civet's endogenous digestive secretions seep into the beans. These secretions carry