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,
Giling Basah called “luwak”. The coffee beans, still coated with mucilage, are then stored for up to a day. Afterwards the mucilage is washed off and the parchment coffee is partially dried for sale, retaining only 30% to 35% of the moisture content. Processors and collectors then hull the coffee in a semi-wet state, which gives the beans a unique bluish-green appearance. This method is thought to reduce acidity and increase body, resulting in the classic Indonesian cup profile. The Giling Basah process can create a "goat's foot," a split on one end, in green coffee beans. Sometimes the hulling machine partially