After starting out as a four-person operation in 1996, Trung Nguyên Coffee has grown continuously by creating and then nurturing its brand name.

Now Ho Chi Minh City-based Trung Nguyen has 600 employees and 400 franchises in 61 cities and provinces.

Its latest franchise was opened in Singapore in August and the company is planning to open more shops in the lion city.

Vu's dream, however, hasn't slowed down. He still dream of turning his Central Highlands homeland into a coffee mecca.

Vu has spent about VND40 billion (US$2.4 million) building a Trung Nguyen Coffee Village in the center of Buon Me Thuot Town.

Some may agree with Vu's way, others may not. But everybody has to admit he deeply loves and cares about his business.

Imagine what the country would be like if everyone had such dedication to their work and their chosen careers.

By Huynh Ngoc Chenh
Thanh Nien Daily