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 also widely gathered in the forest or produced in the farms in the islands of the Philippines (where the product is called "kape motit" in the Cordillera region, "kapé alamíd" in Tagalog areas, and "kapé melô" or "kapé musang" in Mindanao island), and in East Timor (where it is called "kafé-laku"). "Weasel coffee" is a loose English translation of its Vietnamese name "cà phê Chồn". The origin of kopi luwak is closely connected with the history of coffee production in Indonesia. In the early 18th century the Dutch established the cash-crop coffee plantations in their colony in the Dutch East