Mission:

"Creating the leading brand is carried out by bringing to everyone drinking coffee a source of creative inspiration and pride of Trung Nguyen" style that is rich in Vietnamese culture"

Vision:

To become a major force in boosting the Vietnamese economy; To uphold stability of the national economy; To partake in the establishment of a Great Vietnam, with hopes of discovering and conquering new ideals

• Corporate Values:

1 - Inspired Creativity: Creativity is one of the many values Trung Nguyen encourages among its valued consumers and employees.

2 -Develop and protect our brand: Every member has a responsibility of building, expanding, maintaining and protecting the Trung Nguyen trademark.

3 - Consumer'sOrientation: Consumer satisfaction is the top priority in every activity and the target goal.

4 - Build our success upon our partner's success: A good partnership is based on belief, respect, and equality. The success of a partner is the success of the whole Trung Nguyen group.

5 - Develop strong human resource: Providing proper benefits-- both material and spiritual needs through training and developing opportunities for its employees.

6 - Base on effectiveness.

7 - Promote social responsibility and community development: Actively contributing to the welfare of the community and the development of society.