The ninth Buon Ma Thuot Coffee Festival 2025 opened on Monday evening in Buon Ma Thuot City, Dak Lak Province, located in Vietnam’s Central Highlands, celebrating the country’s coffee heritage, enhancing trade, and promoting the region as a global coffee hub.

Themed 'Buon Ma Thuot – Destination of World Coffee,' the five-day festival is jointly organized by the provincial People's Committee and various central ministries and agencies.

Its opening ceremony took place at 10/3 (March 10) Square in the city, drawing tens of thousands of participants.

Speaking at the event, Deputy Prime Minister Tran Hong Ha emphasized that the festival not only celebrates Vietnamese coffee but also serves as a global forum where coffee-producing and -consuming nations collaborate for a sustainable future.

“Coffee is one of Vietnam’s key agricultural exports and a livelihood for millions of farmers. As one of the world’s top coffee exporters, Vietnam plays a crucial role in the global coffee supply chain. The industry is now moving toward sustainability, increasing product value and extending the value chain,” Ha stated.

He noted that Vietnam’s coffee industry surpassed US$5 billion in export value for the first time in 2024, reaffirming its position as the world’s second-largest coffee exporter after Brazil.

Dak Lak, known as Vietnam’s coffee capital, contributes approximately 18 percent of the country’s total coffee export revenue.

The ‘Buon Ma Thuot Coffee’ brand and its geographical indication are now recognized in over 80 countries and territories worldwide.

Deputy PM Ha stressed the importance of the coffee industry in developing a green and sustainable economy. He expressed hope that Dak Lak would soon emerge as a hub for specialty coffee, further elevating Vietnam’s coffee brand on the global stage.

Since its introduction to Vietnam in 1857, coffee has thrived in the red basalt soil of the Central Highlands, becoming an integral part of the region’s culture and identity. It serves as a bridge connecting Vietnam with the world, fostering business cooperation and innovation.

However, Vietnam’s coffee industry still faces challenges, including inconsistent quality, low rates of deep processing, limited product diversification, and increasing competition amid stricter international regulations – such as the European Union’s anti-deforestation requirements. Besides, climate change also poses a threat to coffee yields.

To enhance the quality, branding, and value of Vietnamese coffee, Ha urged all stakeholders to develop high-quality, low-emission coffee-growing regions and integrate advanced technology into cultivation and processing.

“We must continue researching and developing drought-resistant and pest-resistant coffee varieties while adopting smart farming practices to minimize environmental impact,” he directed.

Deputy PM Ha also emphasized the festival’s historical significance as it marks the 50th anniversary of the Buon Ma Thuot Victory (March 10, 1975).

Huynh Thi Chien Hoa, standing deputy secretary of the Dak Lak Party Committee, stressed that the festival is an opportunity to honor coffee farmers, exporters, and businesses while showcasing the unique culture and majestic landscapes of the Central Highlands.

“The festival aims to promote specialty coffee, foster trade, and boost tourism in the Central Highlands. We hope visitors will experience the rich culture and beauty of our region,” Hoa stated.

It began with an artistic performance reenacting Buon Ma Thuot’s 50-year journey of development, followed by the start of the fest and the designation of Buon Ma Thuot as the 'Destination of World Coffee.'

Participants were treated to an artistic performance that combined sound, lighting, and modern projection technology, along with a fireworks display at the end of the ceremony.

Festival ambassadors, including beauty queens H'Hen Niê and Dinh Thi Hoa, expressed their pride in promoting Buon Ma Thuot coffee and Dak Lak’s cultural heritage.

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