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 Coffee Coffee is a brewed drink prepared from roasted coffee beans, the seeds of berries from certain "Coffea" species. The genus "Coffea" is native to tropical Africa (specifically having its origin in Ethiopia and Sudan) and Madagascar, the Comoros, Mauritius, and Réunion in the Indian Ocean. Coffee plants are now cultivated in over 70 countries, primarily in the equatorial regions of the Americas, Southeast Asia, Indian subcontinent, and Africa. The two most commonly grown are "C. arabica" and "C. robusta". Once ripe, coffee berries are picked, processed, and dried. Dried coffee seeds (referred to as "beans") are roasted to varying