Vietnamese coffee powerhouse Trung Nguyen Legend officially marked its entry into the Philippine market with an immersive brand launch that introduced Filipino consumers and content creators to Vietnam’s distinctive coffee culture, during the recently concluded World Bazaar Festival at the World Trade Center Metro Manila.
The launch made possible through Dygen Food Ventures Inc., the brand’s exclusive distributor in the Philippines, drew a diverse crowd of lifestyle bloggers, TikTok creators, UGC storytellers, and members of the media, signaling strong local interest in the globally recognized Vietnamese coffee brand.
Designed as more than a product unveiling, the event offered guests a firsthand experience of Trung Nguyen Legend’s heritage and philosophy—anchored on bold flavors, cultural storytelling, and everyday accessibility. Attendees were guided through a curated tasting of the brand’s signature blends, highlighting the deep, aromatic profile that has made Vietnamese coffee a staple in cafés and homes across Vietnam and beyond.
“We’re entering the Philippine market with a simple mindset: create things that fit naturally into people’s lives. And because we understand how Filipinos live, work, and connect, growth follows in a more meaningful way,” explains Miguel Paolo Salazar, General Manager of Dygen Food Ventures Inc.
Salazar further emphasized that launching in the Philippines isn’t just about expanding a brand. “It’s about showing up with a clear point of view—one that respects local culture while building something sustainable for the long term.”
Throughout the program, guests explored interactive stations and creator-friendly setups that encouraged content capture—from aesthetic flat lays and café-style reels to lifestyle photos and “day-in-the-life” videos. Many attendees noted that the tasting experience felt reminiscent of a Saigon café—distinctly Vietnamese, yet familiar and comforting to Filipino palates.
The launch highlighted three key brand pillars that resonated strongly with attendees: bold Vietnamese coffee taste, affordable indulgence, and energy rooted in culture. Together, these elements position Trung Nguyen Legend as both a premium and accessible option for consumers seeking stronger, more flavorful coffee experiences.
Trung Nguyen Legend’s initial Philippine lineup includes ground coffee, instant blends, and specialty variants that cater to a wide range of preferences—from traditional brews to convenient everyday cups. These products are set to roll out soon across select retail outlets and online platforms nationwide.
As the event concluded, guests were invited to further explore the Trung Nguyen Legend booth, which featured product displays and photo-ready corners designed to reflect the brand’s blend of heritage and modern lifestyle appeal.
With its Philippine debut, Trung Nguyen Legend aims to introduce not just a new coffee option, but a deeper appreciation of Vietnam’s coffee culture—one cup, and one story, at a time.
For updates on product availability and upcoming activities, follow Trung Nguyen Legend Philippines through Dygen Food Ventures Inc. on Facebook.
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