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 production in Indonesia farmers remove the outer skin from the cherries mechanically, using rustic pulping machines, called "luwak". The coffee beans, still coated with mucilage, are then stored for up to a day. Following this waiting period, the mucilage is washed off and the coffee is partially dried for sale. At least one U.S. manufacturer, soft drink producer Bai, purchases the non-bean remnants of coffee cherries for use in their products. Otherwise, these remnants are discarded. Collectors and processors then hull the coffee in a semi-wet state, which gives the beans a distinctive bluish-green appearance. This process reduces acidity and increases body, resulting