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,
Civet more common usage in English, the name also covers "Chrotogale, Cynogale, Diplogale, Hemigalus, Arctogalidia, Macrogalidia, Paguma," and "Paradoxurus" civets. The common name is used for a variety of carnivorous mammalian species, mostly of the family Viverridae. The African palm civet ("Nandinia binotata") is genetically distinct and belongs in its own monotypic family, Nandiniidae. Civets are also called "toddycats" in English, "Luwak" in Bahasa Indonesian and "musang" in Malay. The latter may lead to some confusion among Malay speakers and non-speakers alike as the indigenous word "musang" has been mistakenly appropriated to foxes by certain printed media over the years instead