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 2013, "The Seattle Times" reported that global coffee prices dropped more than 50 percent year-over-year. The downward trend continued, and in September 2018 coffee futures dropped to a 12-year low, below the cost of production for many farmers in mountainous regions who cannot use mechanized harvesting methods. In Thailand, black ivory coffee beans are fed to elephants whose digestive enzymes reduce the bitter taste of beans collected from dung. These beans sell for up to $1,100 a kilogram ($500 per lb), achieving the world's most expensive coffee some three times costlier than beans harvested from the dung of Asian palm