Let cuisine become a cultural ambassador.

The official recognition of Buon Ma Thuot in the list of "15 outstanding culinary destinations in the world in 2026" is a landmark event, opening up opportunities to strongly promote the unique cultural and culinary values ​​of the Central Highlands region.

This event also raises the question of how cuisine can become a cultural ambassador, promoting culture to the world and creating a sustainable boost for the socio -economic development of Dak Lak province?

Diverse culinary ecosystem

The renowned cuisine of Buon Ma Thuot is woven from a unique history of migration and population convergence. The foundation of this vibrant tapestry lies in the long-standing culinary ecosystem of the Ede, M'nong, and Gia Rai peoples, encompassing the subtly bitter taste of bitter eggplant, the pungent spiciness of wild chili peppers, and the distinctive aroma of bép leaves and nén root, all blended together in dishes such as beef stew with bitter eggplant, thut soup, forest leaf hotpot, and bamboo shoot salad. Beyond its indigenous cuisine, Buon Ma Thuot also showcases the cultural convergence and unique, diverse flavors of cuisines from various ethnic groups across the country.

This coexistence has created a unique cultural filter. Buon Ma Thuot's red noodle soup – a clever variation of Northern Vietnamese crab noodle soup and rice noodle soup, combined with the rich flavors of the South and the colors of the Central Highlands – is a vivid example. Similarly, dishes like two-bowl pho (dry pho), stacked steamed rice rolls, and grilled spring rolls, upon arriving in Buon Ma Thuot, take on a distinct flavor – strong, free-spirited, and rich, reflecting the character of the people here.

The Central Highlands region in general, and Buon Ma Thuot in particular, boasts a rich and diverse culinary ecosystem. (Photos: Huu Hung - Anh Hoang - Cong Dinh)

Before achieving international recognition, cuisine had quietly played the role of Buon Ma Thuot's most effective connecting "ambassador." Tourists may not remember all the geographical landmarks, but they can hardly forget the rich aftertaste of a strong cup of coffee in the heart of the "Coffee Capital of the World ," the sweet aroma of catfish from the Serepok River, or the intoxicating flavor of rice wine accompanied by the sounds of gongs and drums.

Cuisine is a language that needs no translation. When a dish touches a traveler's taste buds, it opens the door to discovering the local culture, history, and people. Ms. Pham Thi Hong Van, working at the British Consulate (Ho Chi Minh City), exclaimed when attending the World Coffee Heritage Forum held in Buon Ma Thuot in mid-April 2026: "The food and drinks here are incredibly delicious, beyond imagination." After experiencing the process of planting, caring for, roasting, and brewing coffee in Tong Ju village, Ea Kao ward, and enjoying local dishes at the Tong Ju community tourism area, Ms. Van was motivated to continue exploring the unique culture and cuisine of the Akŏ Dhông community tourism village.

The event of Buon Ma Thuot being honored, standing alongside iconic culinary destinations globally, is a prerequisite for shifting and bringing the spiritual values ​​and cultural identity of the Central Highlands to the world through the culinary value chain.

Titles and the road ahead

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Being named one of the "Top 15 most outstanding culinary destinations in the world by 2026" is a golden opportunity, but this title will also fade over time if there are no comprehensive and long-term policies and solutions to maintain its popularity.

The most important and urgent task now is for the culture, sports, and tourism sector to focus on documenting and digitizing traditional food recipes, especially those of ethnic minorities, in order to preserve and develop them. Simultaneously, a digitally-based "Buon Ma Thuot Food Map" should be developed to make it easily accessible to tourists.

Ms. H'Yam Bkrông, owner of Hnoh Ea Kao Homestay in Tơng Jú hamlet, Ea Kao ward, prepares rice wine to serve tourists. Photo : Nguyễn Xuân

In addition, there is a need for policies to support culinary artisans and restaurants in standardizing processing procedures, registering intellectual property, and building brands for unique dishes, in preparation for indirect export through tourists and direct export through restaurant chains.

Cuisine is inseparable from its ingredients. Therefore, one of the crucial and ongoing activities for tourism development is connecting the value chain from agriculture to the table. Planning and developing experiential tourism models, bringing tourists to villages like Akŏ Dhông and Tơng Jŭ, to visit coffee plantations, bitter melon, bamboo shoot, and wild vegetable farms, and to see hybrid wild boar farming, where they can personally pick ingredients and prepare dishes with the villagers, is the most effective way to retain them.

As the initiator and leader of community tourism activities in Tong Ju village, giving tourists the opportunity to experience traditional culture, stay in long stilt houses and enjoy Ede cuisine, Ms. H'Yam Bkrong is very happy and proud that Buon Ma Thuot has been honored in the list of "15 most outstanding culinary destinations in the world in 2026".

Immediately after this event, she also outlined a rather elaborate plan to develop community tourism. Ms. H'Yam shared: “I have gathered 19 households involved in community tourism in the village, along with a performing arts group and gong ensemble, ready to welcome guests, especially foreign tourists this summer. The households are increasing promotion on their personal social media pages, proactively caring for crops and livestock to provide ingredients for traditional dishes, and taking tourists on tours and experiences.”

The cultural beauty of the traditional rice wine of the Ede people at Tong Ju community tourism village (Ea Kao ward).

To enhance the value of the culinary scene, organizing and maintaining pedestrian streets and night food markets in the center of Buon Ma Thuot will stimulate consumption and promote unique culinary culture. Alongside this, it's necessary to elevate iconic coffee-drinking spaces, from rustic sidewalk cafes closely associated with urban life to high-end specialty coffee tasting areas. Simultaneously, an international food week could be organized at the Buon Ma Thuot Coffee Festival, inviting renowned chefs to experience and create dishes based on ingredients from Dak Lak.

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When cuisine becomes a cultural ambassador, the flavors of Buon Ma Thuot's food and drinks will not only linger on the tongue but also in the minds of millions of tourists worldwide.

Nguyen Xuan

Source: https://baodaklak.vn/tin-noi-bat/202606/de-am-thuc-tro-thanh-dai-su-van-hoa-6b90ec5/