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,
History of coffee his flock nibbled on the bright red berries of a certain bush, chewed on the fruit himself. His exhilaration prompted him to bring the berries to a monk in a nearby monastery. But the monk disapproved of their use and threw them into the fire, from which an enticing aroma billowed, causing other monks to come and investigate. The roasted beans were quickly raked from the embers, ground up, and dissolved in hot water, yielding the world's first cup of coffee. Since this story is not known to have appeared in writing before 1671, 800 years after it was supposed