The Central Highlands – basalt red land with sunshine, wind and immense rubber, coffee has been entered into poetry – singing – music – painting as a legend. Coming to the Central Highlands is coming to the land of coffee, a famous specialty here. If anyone has ever set foot in this land, they will surely enjoy and will enjoy the taste of coffee, will witness the life, scenery and people here with their very own features so that when they leave, they will be left alone. left many different impressions on the legendary Central Highlands. First, it must be mentioned the history of the birth of coffee in the Central Highlands in particular and in Vietnam in general. Around the 70s of the twentieth century, during the process of colonizing Vietnam, the French brought coffee trees to grow in our country, starting from Quang Binh, Son La, Ninh Binh, Thanh Hoa, Quang Tri and later. It was planted by French planters in the southern provinces and eventually they discovered coffee trees that are very suitable for the fertile basalt red soil in the Central Highlands of the South. Our Central Highlands today consists of 5 provinces: Gia Lai, Kon Tum, Dak Lak, Dak Nong, Lam Dong, perhaps the land of Dak Lak is the place where coffee trees grow with more quantity, output, and quality. chief. In 1975, the whole Central Highlands had nearly 10,000 hectares of coffee, Dak Lak province alone had nearly 7000 hectares, which accounted for nearly 70% of the coffee growing area of the 5 provinces of the Central Highlands. By 2013, the total coffee growing area of the whole region had reached 539,800 ha, of which Dak Lak province alone had a planting area of 201,340 ha, accounting for more than 37% of the coffee growing area in the whole region. Dak Lak became the coffee production center of the country. In the purely agricultural country of Asia, where from the people to the king and mandarins are used to tea (tea), few dare to believe that in just over 160 years, Vietnam has become one of the few countries producing and drinking tea. leading coffee exporter in the world. The policy of renovation and economic opening in 1986 was really a push to stimulate farmers to invest in production. The vast coffee forests in the Central Highlands also appeared from there. Not long after, Vietnamese coffee beans began to creep into the world market. But at that time, 100% coffee in the form of raw materials was only sold through the hands of intermediary companies in the region such as Singapore, Thailand, Hong Kong, Taiwan… Until the US lifted the embargo. Vietnam in 1994, the whole world was surprised and did not believe that Vietnam could export coffee. In 2000, Vietnam’s coffee production reached about 900,000 tons, by 2009, Vietnam had exported approximately 1.13 million tons and by 2018, nearly 1.9 million tons of coffee with a total turnover of 3.5 million tons. billion USD. With a growth rate said to be “explosive”, Vietnamese coffee quickly won the 4th and 3rd places and took the 2nd place of the major producing and exporting countries at that time from the Coast. Ivory, Indonesia, then Colombia. Although ranked second, Vietnam is still the world’s number one exporter of Robusta coffee. Vietnamese coffee beans have so far landed in more than 50 countries and territories, both consuming countries and producing countries, accounting for about 20% of the world coffee market, ie in a cup of coffee. Around the world enjoy 1/5 is “Made in Vietnam” (made in Vietnam). King Coffee is the result of over two decades of experience overcoming countless hardships and challenges while affirming Madame Le Hoang Diep Thao’s ambition: raise the bar for Vietnamese coffee on the world’s coffee map. King Coffee products satisfy 4 criteria: high quality, appreciating local coffee’s distinctive features, suitable multiple-preparation methods and transparently procuring from renowned raw coffee material production areas. King Coffee was introduced to the international market at the end of 2016 then quickly appeared in various countries such as China, Russia, Korea, Australia, Canada, France, the Netherlands, Singapore, and Thailand. With a strong worldwide distribution network established by Madame Le Hoang Diep Thao, at the moment, King Coffee has its presence in over 60 countries and territories from all over the world, receiving praise from academics and love from consumers. In 2018, Trung Nguyen International implemented the evolution plan, making preparations for the opening of over 1,000 King Coffee Shops and global franchises. The planned development for King Coffee franchises included various models: Luxury, Premium, and Express, so everyone may find their favorite and establish their King status on the market. Last July, by opening the King Coffee Shop chain and announcing the plan to establish the best premium café chain in Vietnam, Trung Nguyen International revealed an important message, reassuring the next phase in the quest to conquer the Vietnamese market.