“Stories” about coffee beans!

Continuing the video series "7A.M Start" - "Why do we start?" produced by Travellive Media Group with companion Ford Territory, episode 5 will take readers into the fragrant world of coffee of Trung and "Story".

Da Lat has long been famous for its poetic scenery, a place where coffee lovers find an ideal resting place. Trung - a young and enthusiastic person, has turned his love of coffee and passion for traveling into vivid values, hidden in each cup of coffee at Chuyen cafe. It is not only a combination of people and flavors, but also a journey of discovery and self-affirmation.

Trung, a young man born in the 80s from Long An, was captivated by the rich flavor of coffee. From the first days of getting acquainted with coffee, he has constantly researched, studied, and even personally crossbred, cultivated, and roasted coffee to create unique products. For Trung, coffee is not only a drink, but also a companion throughout his journeys around the world.

After inspiring trips from Africa, the Middle East to Tibet, Trung realized that high-quality Arabica coffee from Vietnam was still not widely known in the international market. This prompted him to return to Da Lat, where the conditions were ideal for growing and starting a high-quality coffee business. This was also the time when Chuyen - a coffee space imbued with the old Da Lat style was born.

On each trip abroad, Trung brings his coffee beans to promote and supply to international customers. For him, every day is an opportunity to improve the production process, from caring for the coffee garden, processing, preserving... to minimizing negative impacts on the environment. Trung loves growing coffee in a forest garden 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 welcomed by international friends, bring high value, and coffee trees would become a sustainable staple crop in the lives of farmers,” Trung shared.

It is no coincidence that Trung's coffee shop is named "Story", because every small corner of the shop contains pieces of memories, where stories are told and shared. This place is designed in a nostalgic style, reminiscent of a Dalat of the old years, with a cozy, rustic but sophisticated space.

Located at 91/8 Xo Viet Nghe Tinh, Ward 7, the small, pretty wooden house of Cafe Story is one of the ancient houses in Da Lat, which has existed for decades. The old wooden planks, the glass windows to welcome the sunlight and the rustic interior are still intact, creating a space as close as your own home. The small fire in the middle of the house and the "grandparents' era" furniture further attract young people to experience and check-in.

The 8x guy humorously shared: “What is the strength of Chuyen? For me, the strongest strength of Chuyen is that Chuyen has me. When Trung is there, Chuyen has everything. The fact that Chuyen Cafe is loved and accepted by everyone is the greatest asset that the shop has.”

These feelings have motivated Trung to maintain the quality of coffee, creating products that bear his personal mark. For him, the love of coffee is not only a career but also a never-ending passion. The trips to explore the world, the times of "bumping into coffee" from many different lands have brought him valuable experiences, helping him create a product that is very "Trung", very "Chuyen", and very Vietnamese.

What is special about Story is not only the products but also the people. Trung considers each customer as a partner, a potential marketing staff, because they are the ones who bring the story of the shop to more people. Trung is also proud to talk about his small team, with only 8 people but full of enthusiasm, each member contributes an important part to Story's journey.

The core value of Cafe Story is to bring happiness, both to the coffee maker and the coffee drinker. Trung shares: “I really like the saying ‘the coffee maker is happy and the customer is happy’. That spirit is what customers feel every time they step into the shop.”

The trips opened up a vast world of coffee for Trung, where he accumulated not only knowledge but also profound vision. Each cup of coffee at Chuyen is the crystallization of those journeys, carrying with it a sincere love and endless passion for Vietnamese coffee.

The feeling of smelling the strong aroma of coffee, even before the customer touches his lips, is a wonderful moment that he can never forget. However, to bring a product that suits the customer's taste is a big challenge. But for Trung, sophisticated customers will feel the value that he puts in each cup of coffee of Chuyen.

Trung targets coffee lovers who are willing to accept differences and new winds in the coffee world. They are the type of people who know how to respect themselves and take care of their health, so they choose for themselves cups of coffee that are not only delicious but also environmentally friendly. “Although it is a small coffee shop in Da Lat, I hope that Chuyen can spread further, bringing the taste of Da Lat coffee to many people across the country and even further,” he confided.

In the competitive coffee market, differentiation is the deciding factor. The uniqueness of Chuyen Cafe lies in the exclusive fermentation process with native yeast, creating a distinctive coffee flavor that cannot be found anywhere else. Trung understands that, to retain customers, quality must always be guaranteed. Therefore, each cup of coffee is the result of meticulousness and passion, from the selection of ingredients to the preparation. In particular, the egg coffee recipe with its own ratio and extraction time, brings a product with the unique Chuyen flavor that cannot be found anywhere else.

Each coffee bean at Chuyen has its own story, a journey from the coffee fields to the cup of coffee you are enjoying. The story of Trung, of high-quality coffee and Da Lat is still being written. And you, do you want to join?

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