In the process of asserting its identity from the way coffee is enjoyed, the West has gradually discovered more clearly, and more modestly, the civilization of the East.
The Japanese have shaped the Tea Ceremony into a national ethic, an art of living conveyed through enjoying a cup of tea. Meanwhile, Vietnam – a coffee powerhouse in the world, has the best Robusta coffee beans in the world, has a long history of culture and enjoys coffee for hundreds of years. Vietnamese coffee is still in the low-end segment, mainly exported raw and has not been properly shaped the inherent position of the industry and the country. With the desire to bring Vietnam’s coffee industry to a new level, enhancing the value of coffee not only as a common drink but also at the level of cultural coffee, art coffee, spiritual coffee… Philosopher’s Coffee, worthy of the status of the world’s coffee powerhouse – Trung Nguyen Legend Group has spent time and enthusiasm for many years researching history, culture, art… field of human life so that coffee becomes “Coffee of Philosophy”. During Trung Nguyen Legend’s creative and development journey, the spirit of community service commitment has always been the core throughout with many action programs to create great aspirations and great intentions for the country; To build a new position for Vietnam’s coffee industry on the world coffee map and on this Journey, Trung Nguyen Legend wishes to join hands with national strategists so that Vietnam will soon become a country in the world. Mighty and influential all over the world! The Japanese did it! Even Vietnamese people can do it and do it better! Convection between Eastern and Western civilizations Anthropology has discovered and determined that Ethiopia – the original land of coffee trees is also the original homeland of humans to recognize Homo Sapiens. In ancient Ethiopian folk beliefs, coffee was not only for drinking but also for sacrifice and for eating. Coffee beans play a fundamental role in the Buna Qalmaa (blessing), Zar (evil and healing) rituals, and Waaq (Gods) offerings. Later, Sufi Muslims inherited and implemented the coffee ritual in the nights of Dhikr’s meditation to worship Allah. From the very beginning, coffee has been projected by people’s wishes and prayers into the mysterious universe. From the function of awakening, coffee as energy helps people to wake up in the dark night to realize the meaning of life and get closer to the extraordinary world. In the middle of the 17th century, when it was officially introduced into Europe and spread to the Americas, coffee opened the way for the minds of European and American intellectuals to promote their intellect and creativity needed to form a society. Knowledge. Coffee for the West from the beginning has been heavily ideological: to accumulate capital, increase labor efficiency to create a new life. The industrial revolution, the scientific revolution ushers in a new era – a world transformed by discoveries, inventions and technological achievements… Humans have moved from the place of following the heavens, to the logic of nature. Nature has ambition to master nature and is invincible. Technology has become a “new religion” that holds the key to a utopian dream. By the middle of the 20th century, after two world wars was the “age of extremism”, starting the process of young European and American generation questioning the meaning of economic growth for social development. Many creative people at the time believed that the creative energy nature was still being suppressed within each person and it was necessary to scrutinize the real aspirations, emotions, and actions of people to ” planetary healing”. On the other hand, scientists have made new discoveries about the original origin of matter and the nature of existence, leading to a fundamental change in the way people perceive the world and relationships. of man and the universe. From the Einstein Café – the residence of the great physicist Albert Einstein in Bern (Germany), the theories of special relativity (1905) and general relativity (1915) were developed, which broke out many “big bangs” in the thought process. contemplative thinking, exploding the boundary in the perception of opposites between reality and illusion, between time and space, between energy and matter, between existence and space, between subject and object, between reason and contemplation, between the minimum and the maximum, and also between the East and the West. In 1960, the famous psychoanalyst Eric Fromm and Zen scholar Daisetz Teitaro Suzuki discovered a close resemblance between the basic dimensions of Zen Buddhism and psychoanalysis. In 1975, physicist Fritjof Capra wrote “The Way of Physics” – one of the precious books in the field of Science in the Foundation Bookcase for Changing Life by Founder – Chairman of Trung Nguyen Legend Group Dang Le Nguyen. Vu carefully selected – to demonstrate the magical fusion between modern physics and Eastern mysticism. Austrian physicist Erwin Schrodinger (Nobel Prize in Physics in 1933) also confirmed the influence of the Vedas in his scientific approach. Psychoanalyst Carl Jung, the father of the theory of the collective unconscious, and physicist Wolfgang Pauli (Nobel Prize in Physics in 1945) explained the wonderful harmony between East and West, between wisdom and consciousness. , between science and art with a model called depth of consciousness that they called “Unus mundus”. From discovering the epistemological similarities of the West with the East, scientists have found in Eastern philosophy a worldview that illuminates the dilemmas of matter. The West, from the antagonism of thinking with the East, has re-recognized the contributions of Eastern civilization to human culture, from philosophy, theology, to mathematics, astronomy… In other words, The West turns to the East mainly to find its own identity and origin: “turning east” for the West is understood as a process of returning to the origin. Coffee and the journey to the East With the popularity of the above trend, in the field of coffee consumption has developed a number of genres and forms that were not available before. The most prominent are Coffee Based Body Treatments, which can be briefly called body-nourishing coffee and Regenerate Coffee, which means coffee for the mind. Body coffee includes the use of all coffee extracts and preparations (picked fruit, split seeds, roasted seeds, leaves, flowers, branches, grounds) in the field of physical therapy. More than 8,000 published medical studies on the relationship of coffee to physical health have shown a positive effect of coffee consumption on cognitive performance, emotional well-being, and improved blood levels. energy. Since 2002, many large corporations such as Ritz-Carlton, George V, Marriott, Sangri-La, Hyatt and Hilton have used coffee products in their coffee body care regimens (collectively referred to as “coffee body care”). body coffee) in many resorts around the world, providing an atmosphere of “turn in, tune in, drop out” which means “go inward, listen to your inner self and let go of defilements”. Coffee body care has also evolved in tandem with Ayurvedic physiotherapy – a traditional Indian system of medicine aimed at keeping mind, body and spirit in balance and preventing diseases. Invisible, body coffee and Ayurveda are a form of “eastward”. Coffee nourishes the mind, building the characteristics of the product, the characteristic of the space and the special of the service based on helping people achieve 4K consciousness: “knowing the flavour, knowing the taste, knowing the transcendence “Knowing the immanence”, in the Eastern parlance, is the Four Enlightenment Tri – the four knowings include: ‘Tri-Tri-Fang’, ‘Tri-Tri-Fanta’, ‘Tri-Fantasy’ and ‘Tri-Fantasy’. The knowledge of flavor and taste is through the recognition and evaluation of the pre-taste and aftertaste of coffee, which recognizes the origin, origin, harvest, production, and roasting method. grinding and dispensing of the product. The spirit of wisdom is to feel the desires, dreams, and messages of the people who made that coffee product. And the mystical vision in the direction of achieving one’s own dynamic expectations lies in the cup of coffee that we are enjoying. That is, to understand one’s own heart, only to reach the magical and mystical level of recognizing the subjectivity from the object form, recognizing the true heart (the original face) from the various dynamic forms, which is the level of reality. Enlightenment, Enlightenment, Enlightenment in the way of mind-melting in Eastern zazen In short, coffee to nourish the body or coffee to nourish the mind is to enjoy coffee to understand more about yourself and the life around you. It is also the way to help people absorb the concept of “spiritus mundi – the spirit of the whole world”. Welcome to the next period: Coffee Four Enlightenment.
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