Buon Ma Thuot Coffee Festival: Destination of World Coffee

Coffee is an integral part of Dak Lak’s economic and social fabric. Known as Vietnam’s “Coffee Capital,” the province owns coffee-growing areas of approximately 210,000 hectares, producing over 520,000 tons annually, equivalent to more than 30% of the country’s total coffee output. Dak Lak coffee is exported to hundreds of countries and territories worldwide, making a significant contribution to the province’s economic development.

According to Mr. Nguyen Van Ha, Deputy Director of the Department of Agriculture and Environment of Dak Lak Province, coffee is one of the province’s four key industrial crops, with annual production leading the nation.

To remain competitive in export markets, Dak Lak will focus on enhancing coffee quality rather than expanding cultivation areas from now until 2030. The province aims to meet international import standards, increase the share of processed coffee, and position Dak Lak coffee as a key driver of economic growth.

Miss H'Hen Nie, the Media Ambassador for the Buon Ma Thuot Coffee Festival for the third consecutive time, expressed her pride in promoting Dak Lak coffee and culture. As a Central Highlands native, she sees this role not just as an honor but as a duty that allows her to share her love for Vietnamese coffee with the world.

“My family started growing coffee in 1994. I grew up tending to and harvesting coffee plants. As a kid, I remember my mother roasting coffee over a wood stove, and my whole body would be infused with the rich aroma of coffee smoke,” Miss H'Hen Nie shared.

In addition to her promotional activities, H'Hen Nie actively participates in the coffee production process, from harvesting to brewing, to enhance the quality of Buon Ma Thuot coffee and elevate the Vietnamese coffee brand on the global stage. She also hopes that the coffee industry's growth will help improve people's livelihoods in the Central Highlands.

Standing Vice Chairman of the Dak Lak Provincial People’s Committee, Nguyen Tuan Ha, noted that after eight successful editions, the Buon Ma Thuot Coffee Festival has become a major event in Vietnam’s coffee industry. The festival has made a lasting impression on both domestic and international visitors and continues to expand its influence.

With the theme “Buon Ma Thuot – Destination of World Coffee,” the 9th Buon Ma Thuot Coffee Festival will be held from March 9–13, 2025, in Buon Ma Thuot City and other localities across the province. More than just a celebration of the coffee industry, the festival serves as a platform to promote Dak Lak’s culture, tourism, and economic partnerships with international stakeholders, reinforcing the province’s image as a dynamic and welcoming destination.

Mr. Lai Duc Dai, Deputy Director of the Department of Culture, Sports, and Tourism of Dak Lak Province, highlighted one of this year’s key features: a digital content competition designed to promote the festival on social media platforms. This initiative not only showcases Vietnam’s rich coffee culture to the world but also enhances communication strategies in the digital era.

Additionally, the festival will feature the groundbreaking ceremony for the Trung Nguyen Legend Energy Coffee Factory and the “Accompanying and Sharing” Coffee Camp at the CADA Plantation historical and cultural site in Krong Pac District.

The 9th Buon Ma Thuot Coffee Festival is expected to attract about 200,000 visitors, including about 1,500 international visitors.

During the festival from March 9-13, visitors will enjoy free coffee at more than 500 registered coffee shops across Buon Ma Thuot city and 14 districts in the province. This is an opportunity for locals and visitors to share their passion for the typical drink of the Central Highlands, contributing to connecting the community and promoting coffee culture.

Buon Ma Thuot – Destination of World Coffee

After eight editions, the Buon Ma Thuot Coffee Festival has become a flagship event in Vietnam’s coffee industry, making a significant impact and leaving a lasting impression on both locals and international visitors.