The story of coffee beans!

Continuing the video series "7A.M Start" - "Why Do We Start?" produced by Travellive Media Group in collaboration with our partner Ford Territory, episode 5 will take viewers into the fragrant coffee world of Trung and "Chuyện".

Da Lat has long been famous for its dreamy scenery, making it an ideal destination for coffee lovers. Trung, a passionate young man, has transformed his love of coffee and passion for travel into vibrant values embodied in every cup of coffee at Chuyen Cafe. More than just a fusion of people and flavors, it's a journey of discovery and self-affirmation.

Trung, a man born in the 1980s from Long An province, has been captivated by the rich flavor of coffee since his early days. From his initial encounters with coffee, he has continuously explored, researched, and even personally crossbred, cultivated, roasted, and ground the beans to create his own unique products. For Trung, coffee is not just a beverage, but a constant companion throughout his journeys around the world.

After inspiring journeys from Africa and the Middle East to Tibet, Trung realized that high-quality Vietnamese Arabica coffee was still not widely known internationally. This prompted him to return to Da Lat, a place with ideal conditions for cultivation, and begin his business venture in high-quality coffee. This is also when Chuyen – a coffee shop with a distinctly old Da Lat feel – was born.

On every trip abroad, Trung brings his coffee beans to promote and supply to international customers. For him, each day is an opportunity to further improve the production process, from caring for the coffee plantation, processing, and preserving... to minimizing negative impacts on the environment. Trung loves growing coffee in a forest-like style, creating a multi-layered, multi-canopy space with interwoven trees and flowers.

"That journey also began with much hope, that high-quality Vietnamese coffee beans would be accepted by international friends, bringing high value, and that coffee would become a sustainable staple crop in the lives of farmers," Trung shared.

It's no coincidence that Trung's cafe is named "Stories," because every little corner of the cafe holds fragments of memories, where stories are told and shared. Designed in a nostalgic style, it evokes the old days of Da Lat, with a cozy, rustic yet sophisticated atmosphere.

Located at 91/8 Xô Viết Nghệ Tĩnh Street, Ward 7, Chuyện Cafe's charming little wooden house is one of the oldest houses in Da Lat, having stood for decades. The old wooden planks, sun-drenched windows, and rustic interior remain intact, creating a cozy atmosphere like your own home. The small fireplace in the center of the house, along with the "old-fashioned" furniture, further attracts young people to experience and take photos there.

The witty young man from the 80s generation shared: "What are Chuyen's strengths? For me, Chuyen's greatest strength is that it has me. When Trung is there, Chuyen has everything. The fact that Chuyen Cafe is loved and accepted by everyone is the biggest asset the cafe has."

These sentiments have motivated Trung to maintain the quality of his coffee, creating products that bear his unique personal touch. For him, his love of coffee is not just a career, but an unceasing passion. His travels exploring the world and his encounters with coffee from different regions have given him invaluable experiences, helping him create a product that is very "Trung," very "Chuyện," and very Vietnamese.

What makes Chuyện special is not just its products, but also its people. Trung considers each customer a partner, a potential marketing employee, because they are the ones who spread the cafe's story to more people. Trung is also proud to talk about his small team of only 8 people, but full of enthusiasm, each member contributing an important part to Chuyện's journey.

The core value of Chuyện Cafe is to bring happiness, both to the coffee makers and the customers. Trung shared: “I really like the saying 'happy coffee makers mean happy customers.' That spirit is what customers feel every time they step into the cafe.”

These journeys opened up a vast world of coffee for Trung, where he accumulated not only knowledge but also profound insights. Each cup of coffee at Chuyện is the culmination of those journeys, carrying with it genuine love and an endless passion for Vietnamese coffee.

The feeling of smelling the rich aroma of coffee, even before the customer touches it to their lips, is a wonderful moment he will never forget. However, creating a product that suits the customer's taste is a big challenge. But for Trung, discerning customers will appreciate the value he puts into each cup of Chuyện coffee.

Trung's target audience consists of coffee lovers who are open to differences and new perspectives in the world of coffee. They are the type of people who value themselves and prioritize their health, so they choose coffee that is not only delicious but also environmentally friendly. "Even though it's just a small coffee shop in Da Lat, I hope that 'Chuyện' can spread further, bringing the flavor of Da Lat coffee to many people across the country and even beyond," he shared.

In the highly competitive coffee market, differentiation is key. The uniqueness of Chuyện Cafe lies in its proprietary fermentation process using indigenous yeast, creating a distinctive coffee flavor unlike anywhere else. Trung understands that quality must always be guaranteed to retain customers. Therefore, each cup of coffee is the result of meticulous attention to detail and passion, from ingredient selection to brewing. In particular, the egg coffee recipe, with its unique ratio and extraction time, delivers a distinct Chuyện product unlike any other.

Each coffee bean at Chuyện carries its own story, a journey from the coffee fields to the cup you're enjoying. The story of Trung, of high-quality coffee, and of Da Lat continues to be written. And you, would you like to join us on this journey?

TRAVELLIVE readers are invited to watch Episode 5 of the "7A.M Start" video series to discover Trung's journey of self-discovery and self-affirmation, his love for coffee, and his aspiration to bring Vietnamese coffee beans to the world.