He is the co-founder (along with former spouse Lê Hoàng Diệp Thảo),[1] president and general director of Trung Nguyên Group.

During that time, he began to study and research coffee, eventually consulting with his future spouse Thảo, a post office information service worker with deep knowledge of the industry.

[8] In 1998, Trung Nguyên opened its first cafe space in Phú Nhuận, Ho Chi Minh City, expanding its business operation under a franchising model that was "revolutionary at the time".

Nielsen data showed the product had become the 'top trending brand in the local 3-in-1 coffee market segment in 2003–2012 in terms of market-share, revenue, and sales volume'.

It is described as an 'all-comprehensive, all-dimensional, all-global', 'holofractal' approach to healing, success, fortune, well-being and enlightenment; in which "Coffee is the 'Treasure of Earth and Heaven', Heritage of Humankind and Solution to the Future".

The divorce remained unsettled until a 2021 final court ruling granted Vu the rights to retain management of Trung Nguyên Group.

[38] While King Coffee has expanded its distribution to more than 120 countries, Trung Nguyen's profit margins have declined under Vu's independent management.

[39] On 27 April 2011, the brandname "Trung Nguyen Coffee" appeared in the Financial Times[40] as a major case study on a successful enterprise model in which the company was voted as one of the most prevailing organizations.

[44] The vote's introduction reads "Chairman Vũ who has been titled as 'Vietnamese Coffee King' has 'belled the cat' in developing franchising model in Vietnam".