ShanghaiJune 18, 2026 /PRNewswire/ — On June 16, 2026, coinciding with the 30th anniversary of the founding of Vietnam’s Trung Nguyen Legend Group, Trung Nguyen Legend Coffee brought its unique awakening coffee experience to China for the first time in its entirety, creating an immersive event in Shanghai themed “Coffee Awakening Journey, Revitalize Urban Energy.” Brand Energy Ambassador Zhu Jiejing attended the event in person, embarking on a journey of urban energy awakening alongside fans, media, and coffee enthusiasts.
Cultural Transmission: The Life Aesthetics of Vietnamese Drip Coffee Culture
Since entering the Chinese market, Trung Nguyen Legend Coffee has been committed to conveying the brand philosophy of “Energy Coffee” and the “Awakening Coffee Lifestyle” to more consumers. As the Brand Energy Ambassador, Zhu Jiejing’s connection with awakening coffee began in July last year. After being invited to Vietnam for a traceability experience, she fell in love with this culture and the awakening lifestyle that helps her unlock her inner self and balance her energy.
Whether refining stage works in the practice room or performing at the national tour of the fifth-anniversary special edition of “Love in a Fallen City,” a cup of drip coffee has been her energy partner for calming her mind and unlocking creative inspiration. To bring this lifestyle to more people, she initiated an invitation to “Embark on a Coffee Awakening Journey, Awaken Your Inner Energy,” hoping to help more people experience the life aesthetics derived from Vietnamese drip coffee culture.
Immersive Space: Experiencing Life Philosophy Through Drip Coffee
The event venue used minimalist Eastern aesthetic language to create an energy zone far removed from the urban hustle. Every detail conveyed the life philosophy of “stop and wait” from Trung Nguyen Legend. “The ‘Coffee Way’ advocated by Trung Nguyen Legend, this life philosophy of focusing on the present and awakening inner energy, resonates with me in a special way,” Zhu Jiejing shared after describing the feelings awakening coffee brought her, and then the experience officially began.
“Open the drip pot lid, scoop coffee powder, place the press, pour hot water, cover the drip pot lid…” During the process of waiting for the coffee to drip and tasting it, the on-site guests, led by Zhu Jiejing and the guiding instructor, began to close their eyes for the experience. Listening to soothing, gentle music and smelling the aroma of Robusta beans, they focused entirely on themselves, balancing various energies within their bodies by adjusting their breathing rhythms, achieving inner peace and tranquility.
During this 30-minute experience, everyone present shifted their attention from the outside world to themselves, gaining time for an inner dialogue. They stepped into their inner world and also drew closer to Vietnamese drip coffee culture. Breathing gradually slowed, and energy flowed and spread through the body—this is the “Awakening Coffee Lifestyle” advocated by Trung Nguyen Legend.
Experience Continuation: Complete Awakening Coffee Experience to Launch at Offline Stores
This complete awakening coffee experience not only brought the rich flavor of authentic Vietnamese drip coffee but also taught people to slow down in a fast-paced life, converse with their inner selves, and find a balance of energy. In the future, Trung Nguyen Legend Coffee will continue to deepen its presence in the Chinese market, bringing Chinese consumers more high-quality coffee products from the Buon Ma Thuot Highlands in Vietnam, and will persistently create culturally distinctive brand experiences, making awakening coffee one of the lifestyles of modern urbanites.
After this event, the awakening coffee experience will gradually launch at Trung Nguyen Legend Coffee’s offline stores nationwide, giving more urbanites the opportunity to immersively feel this energy awakening ritual from Vietnam. For more event details and store reservation information, follow Trung Nguyen Legend Coffee’s official WeChat, Xiaohongshu, and Weibo accounts.