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,
Coffee in world cultures coffee across the world. The heritage of coffee grown all around the world can be found in the forests of Ethiopia, where the theory of its origins also resides. According to local legend, a goat herder named Kaldi saw his goats eating coffee "berries". This caused them to gain extreme amounts of energy, preventing them from sleeping at night. He brought this information to local monks, who created a drink with the coffee beans. One monk who drank the concoction found that it allowed him to stay up all night and pray. As this information spread to other Ethiopian monks,