On March 22, 2011, Professor Stephen J. Sacca, Director of Massachusetts Institute of Technology (MIT) met with Trung Nguyen Corporation Chairman Mr. Dang Le Nguyen Vu as part of his visits to prominent business leaders in Vietnam and Malaysia. Mr. Sacca visited Trung Nguyen Corporation ahead of his MIT team (108 future leaders from 27 countries) to learn more about Chairman Vu’s strategic vision and how the Coffee Academy is instrumental to the attainment of this endeavor.

“We chose Mr. Vu because he has a strategic vision for (the) global and Vietnamese agriculture in which coffee itself is a strategy to bring Vietnam’s agriculture to the world,” said Mr. Sacca.


The discussion was on three main topics:
1. The motivation for Mr. Vu’s global strategic vision.
2.  The model of Coffee Academy that Trung Nguyen is developing; and
3. The Coffee Philosophy.

In response, Mr. Vu shared his Seven (7) Key Initiatives for the World’s Coffee, which he previously discussed at the Symposium for the Sustainable Development of Coffee. 


In response, Mr. Vu shared his Seven (7) Key Initiatives for the World’s Coffee, which he previously discussed at the Symposium for the Sustainable Development of Coffee.

The two leaders, well-respected within their own fields, both agree that Mr. Vu’s Seven Key Initiatives complements the MIT’s “Mind and Hand” philosophy, which espouses “Creative thoughts and good actions for the world”. “The Seven Initiatives is the evidence for MIT’s philosophy having existed during the past 80 years,” quipped Mr. Sacca.

Next, Mr. Vu shared his views on the current global economic crisis, encompassing societal impacts, environment, and food security, all of which he asserted should be re-assessed and approached from a different perspective.

When asked about the role of coffee in human development, Mr. Vu said – “We need to appreciate the important role of coffee in the development of mankind. We need to understand how coffee can bring the world to a new era consists by a community of coffee lovers, an event unprecedented in history”.

In this year, we will complete the final phase of the Coffee Philosophy, which we have been preparing for the last five years. This philosophy will unite more than 2.5 billion coffee lovers to form a community, which cuts across time, location, religion, culture, diversity and boundaries. We are building a sanctuary in Buon Ma Thuot City for this community to celebrate coffee. This is the Global Coffee Sanctuary.”

Mr. Sacca agreed exuberantly. “A great idea, a dynamic idea!”, he said.


Mr. Vu: We will issue the Declaration of Coffee (Coffee Philosophy?) which is aimed towards collaboratively building a global coffee culture celebrating the different values of humanity – particularly creativity and sustainable development. I have shared this idea with the world’s top coffee experts and have received their commitment and encouragement. Everyone wants to take part of it, even in small ways.

Mr. Sacca: These initiatives resemble MIT’s training programs in execution and business, but I do recognize the differences in strategic vision, encouragement, and motivation.”

Mr. Vu: Vietnamese culture both have its challenges and opportunities, which we can trace back to the way we think as a people. Currently, the world is facing problems in food security and climate change, which as I see it, gives an opportunity for Vietnam to contribute to the sustainable resolution of these concerns. Agriculture is the soft power of Vietnam and of the world.

Along with this vision, by 2020, Vietnam coffee will be worth $20 billion in revenue, not $2 billion as it is currently.

Professor Joseph Nye, the father of the Soft Power ideology, has agreed that coffee is indeed Vietnam’s soft power.


Mr. Sacca: I really admire this vision and I believe that it will radically change the world. By the way, I would like to know what the motivation is for such a great vision of yours.

Mr. Vu: My motivation comes from Vietnam and from the world. Vietnam has had thousands of years of development, with bountiful natural resources, diversity of cultures and yet it remains poor and underdeveloped. Take Singapore which is so small, Japan which is always hit by natural calamities, and Israel which is ravaged by wars. Why are these countries still prosperous and developing and Vietnam is not? Is it because Vietnam does not have great aspirations? Is it because Vietnam has fears of discovering and conquering new things? How can we change this? It is very important for a nation to have a strategic vision and smart plan to carry out its vision.


Vietnam needs to acquire these traits as a nation in order to compete with the rest of the world:
1. One strategic vision;
2. Attracting the world to Vietnam, encouraging the world to share and contribute to Vietnam’s development; and
3. Contributing positive values to the world.

Although Vietnam’s current contribution to the world is rather modest, I am confident that we can give more significant and more permanent legacy in the future via significant and sustainable models in rice and coffee agriculture and aquaculture. Asian and African countries aspire to contribute more to the world’s sustainability, addressing the climate change concern and ensuring food security.

Mr. Sacca: The ideas and share by Mr. Chairman make me feel new inspiration and a vision, aspire matching these new thoughts. This conversation is very valuable for MIT in aspects of thinking, acting, and leading.

Mr. Vu: Presently, we have a team of professors and academics who are developing the model of the Coffee Academy. Our various coffee shops worldwide will serve as the schools where we could share the formula of our success, ultimately leading to sustainable development. This formula is consists of three elements:

1. Identifying one’s core competencies
2. Developing the execution plan for these competencies
3. Identifying, approaching, connecting and persuading external resources to realize one’s vision.

Mr. Sacca: Frankly thank you for this idea. Coffee Academy is a great idea, and I am very glad to share it. I have connection with some world’s top professors, Drs, and academies and institutes; I am very happy to join and contribute to your project. I wish to get more shares from you.

On May 23-27, 2011, top Vietnamese government officials and prolific business leaders, Mr. Vu included, will be meeting with the contingent from Massachusetts Institute of Technology to further strengthen the collaboration between the two parties.