Buon Ma Thuot Prepares for 9th Coffee Festival, Cementing Vietnam’s Status as the Global Robusta Capital

As March approaches, the Central Highlands city of Buon Ma Thuot is gearing up to welcome thousands of coffee professionals, enthusiasts, and global industry leaders for the 9th Buon Ma Thuot Coffee Festival. Scheduled from March 9 to March 13, this year’s festival carries the theme “Buon Ma Thuot – Destination of World Coffee,” reaffirming Vietnam’s standing as the world’s top producer of Robusta coffee.

The festival marks a historic milestone as the International Coffee Organization (ICO) officially recognizes Vietnam as the “Land of Robusta Coffee.” Speaking at a press conference in Hanoi, Mr. Nguyen Tuan Ha, Vice Chairman of the Dak Lak Provincial People’s Committee, confirmed that ICO Executive Director General Vanusia Nogueira will attend the opening ceremony to acknowledge Vietnam’s dominance in Robusta production and trade.

“Vietnam has long been the powerhouse of Robusta coffee, and this recognition from the International Coffee Organization is a testament to the hard work of our farmers, businesses, and communities,” Mr. Ha stated.

A Growing Festival with Global Influence

Over the years, the Buon Ma Thuot Coffee Festival has evolved into a flagship event for Vietnam’s coffee sector, attracting international attention and investment. The 9th edition will feature 15 official activities, alongside a series of local events that showcase the economic and cultural significance of coffee in Vietnam.

Among the festival’s new highlights:

• A Digital Content Creation Contest, encouraging participants to promote Vietnamese coffee culture online.
• The groundbreaking ceremony for the Trung Nguyen Legend Energy Coffee Factory, a major development for Vietnam’s coffee industry.
• A coffee camp at the historic CADA Plantation, offering visitors a chance to engage with the region’s coffee heritage.

Visitors can also explore:

• A specialized exhibition fair, featuring Vietnamese coffee brands and OCOP-certified products.
• A coffee brewing competition and hands-on experience zones.
• An international trade conference, bringing together coffee industry experts from around the world.
• A scientific seminar, delving into the future of coffee production and sustainability.
• A street festival, where coffee will be celebrated through art, music, and local traditions.

Beyond the core coffee-related events, the festival will also feature a Light Festival, a Rock Band Festival, and an International Off-Road Car Racing Competition titled “Challenge of the Great Forest – Buon Don 2025.”

A Celebration of Coffee and Culture

One of the festival’s signature elements is its free coffee initiative, allowing visitors to experience the best of Vietnamese Robusta at over 500 participating cafés across Dak Lak province. The festival will also introduce curated travel experiences, including:

• The Coffee Journey – an exploration of Vietnam’s coffee origins, processing methods, and brewing techniques.
• The Heritage Journey – an immersive tour into the traditions of Dak Lak’s ethnic minority communities.
• Eco-tours and cultural excursions, offering a glimpse into sustainable coffee farming practices.

During the press conference, Mr. Lai Duc Dai, Deputy Director of the Dak Lak Department of Culture, Sports, and Tourism, addressed recent speculation about an Elephant Racing Festival. He clarified that there will be no races, but instead, an Elephant Festival focusing on cultural preservation and animal welfare. Activities will include:

• Traditional ceremonies to honor elephants, including water wharf worship rituals.
• Elephant bathing and dressing traditions, allowing visitors to learn about the animals’ role in local culture.
• An elephant buffet, where the animals will be treated to a feast as part of conservation awareness efforts.

Vietnam’s Coffee Industry on the World Stage

Vietnam is the world’s second-largest coffee producer and the largest exporter of Robusta beans, a variety known for its bold flavor, high caffeine content, and key role in instant coffee and espresso blends. The Buon Ma Thuot Coffee Festival aims to strengthen Vietnam’s global coffee footprint, attracting new investments, trade partnerships, and cultural exchanges.

A major highlight of the festival is the return of Miss Universe Vietnam 2017 and Top 5 Miss Universe World 2018, H’Hen Niê, as the festival’s Media Ambassador. Born and raised in Dak Lak, H’Hen Niê has been an outspoken advocate for Vietnamese coffee on the international stage.

“I grew up surrounded by coffee plantations, and my mornings were filled with the rich aroma of freshly roasted beans prepared by my mother,” she shared. “As an ambassador, I want to share this love for Vietnamese coffee with the world.”

She also revealed that she personally brings Vietnamese coffee on her international travels, using every opportunity to introduce its unique qualities to global audiences.

The Rise of Vietnam’s “Black Gold”

One of the most anticipated moments of the festival is the grand opening event on March 10, set to take place at March 10 Square. The ceremony will feature a storytelling performance about Dak Lak’s journey from a coffee-growing region to the global leader in Robusta production.

Vice Chairman Nguyen Tuan Ha underscored the economic transformation that coffee has brought to the region:

“Coffee has played a major role in reducing poverty in Dak Lak. Decades ago, 80% of households in our province were living in poverty. Today, that number has dropped to just 6%. Notably, 80% of our coffee production comes from families that were once struggling financially.”

Buon Ma Thuot: The Heart of Vietnam’s Coffee Industry

This year’s festival also commemorates the 50th anniversary of Buon Ma Thuot Victory Day and the liberation of Dak Lak province (March 10, 1975 – March 10, 2025).

As Vietnam’s coffee capital, Buon Ma Thuot boasts:

• 210,000 hectares of coffee plantations.
• Over 520,000 tons of annual coffee production, contributing more than 30% of Vietnam’s total coffee output.
• Exports reaching hundreds of countries worldwide.

With the festival continuing to attract international recognition, Buon Ma Thuot is strengthening its reputation as the “Coffee City of the World.”

A Landmark Event for the Coffee Industry

As coffee farmers, traders, and enthusiasts gather in Buon Ma Thuot, the festival will serve as both a celebration and a strategic platform for Vietnam’s coffee industry. With ICO’s official recognition of Vietnam as the Land of Robusta Coffee, the country is poised to expand its influence in the global coffee market like never before.

For visitors, it’s an opportunity to experience coffee at its source, discover new flavors, and immerse themselves in the vibrant coffee culture of the Central Highlands.

As the festival approaches, one thing is clear: Vietnamese coffee is more than a commodity—it’s a legacy, a culture, and a driving force behind the nation’s economic success.