On February 12, 2025, the first press conference of the 9th Buon Ma Thuot Coffee Festival took place in Hanoi , marking the beginning of a series of press conferences that will continue in Ho Chi Minh City (February 21) and Buon Ma Thuot (February 26).
The program provides highlights about the special activities of this year's festival, a special event taking place to celebrate the 50th anniversary of the Victory of Buon Ma Thuot and the liberation of Dak Lak province (March 10, 1975 – March 10, 2025).
The program was attended by Mr. Nguyen Tuan Ha - Vice Chairman of the People's Committee of Dak Lak province, Head of the festival organizing committee; leaders of relevant departments and agencies; the media ambassadors of the 9th Buon Ma Thuot Coffee Festival – Miss Universe H'Hen Niê and Miss Tourism Ambassador of Vietnam Dinh Thi Hoa, a large number of guests representing central and local news agencies and press in Hanoi, as well as partners and sponsors of the festival.
Buon Ma Thuot – “The world's coffee destination”
Dubbed the "Coffee Capital of Vietnam," Buon Ma Thuot leads the country in coffee acreage and production, and is home to the world's finest Robusta coffee beans, "creating a global boom." Buon Ma Thuot Robusta coffee is currently exported to over 100 countries and territories, and is favored in coffee powerhouses such as Germany, Italy, China, the United States, Japan, Spain, and Indonesia.
The image and brand of Buon Ma Thuot Robusta coffee are continuously promoted on leading media channels such as CNN, Bloomberg, and Discovery, and have been certified for quality by many prestigious organizations, winning high awards in international coffee competitions. According to Bloomberg, "as Vietnam and the future of coffee become increasingly intertwined, your next cup of coffee will never be without Buon Ma Thuot Robusta beans." In the film "The Awakenings of Coffee," produced by Warner Bros. Discovery, Buon Ma Thuot, with its unique and diverse coffee culture and ecosystem, is recognized as "awakening" to become the "Coffee City of the World."
In particular, the Buon Ma Thuot Coffee Festival has become a highlight of the Vietnamese coffee industry, a national festival of international stature, contributing to promoting the Buon Ma Thuot coffee brand and the Buon Ma Thuot region of Dak Lak to the world.
Following the success of the 8th Festival in 2023, the 9th Buon Ma Thuot Coffee Festival in 2025 continues to use the message "Buon Ma Thuot - The destination of world coffee" to promote Buon Ma Thuot - "The coffee city of the world". This is also an activity to celebrate the 50th anniversary of the Victory Day in Buon Ma Thuot, the liberation of Dak Lak province (March 10, 1975 - March 10, 2025).
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| The organizing committee of the 9th Buon Ma Thuot Coffee Festival 2025 presented key information about the festival's special activities at the press conference. |
The 9th Buon Ma Thuot Coffee Festival will take place from March 9th to 13th, 2025, with many new elements, creativity, and an international scale, promising to attract a large number of guests, organizations, and tourists.
With the theme: "Buon Ma Thuot - The Destination of World Coffee," this year's Coffee Festival will present a unique and large-scale coffee culture and art program, showcased through various artistic and creative activities, and emotionally rich stories about coffee culture and the people of Buon Ma Thuot, Dak Lak. This will be a special opportunity for visitors to have unique coffee experiences, as well as discover interesting aspects of the colorful life and culture of the Central Highlands.
Along with the main activities: Opening Ceremony, Closing Ceremony, Street Festival, International Trade Conference - connecting and elevating Vietnamese coffee,… The 9th Buon Ma Thuot Coffee Festival brings many new activities such as: Groundbreaking Ceremony for the Trung Nguyen Legend Energy Coffee Factory; Digital content creation contest to promote the Coffee Festival on the internet; Coffee camp “Accompanying and Sharing”; International off-road car race “Challenge to conquer the mountains - Buon Don 2025”…
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| Miss Universe H'Hen Niê and Miss Tourism Ambassador of Vietnam Dinh Thi Hoa introduced attractive destinations in Buon Ma Thuot, promoting the culture, people, and development potential of Dak Lak province to friends both domestically and internationally. (Image source: Dak Lak Newspaper) |
At the press conference for the 9th Buon Ma Thuot Coffee Festival (Hanoi), Mr. Nguyen Tuan Ha – Vice Chairman of the Dak Lak Provincial People's Committee and Head of the Organizing Committee – stated: “Vietnam's coffee export turnover in 2025 is expected to reach over 5.4 billion USD, with continuously rising coffee prices, placing coffee among the top 10 largest export items in the country. The 9th Buon Ma Thuot Coffee Festival is a special event to celebrate the 50th anniversary of the Victory of Buon Ma Thuot and the liberation of Dak Lak province. This year's festival has many new elements, highlighting creativity and international integration. In particular, the Organizing Committee has entrusted Trung Nguyen Legend, Vietnam's No. 1 coffee group, with the responsibility of organizing the opening ceremony to create a program rich in innovation and creativity aimed at enhancing the value of the province's coffee. Another special highlight of this year's festival in the field of investment promotion is the groundbreaking ceremony for the Trung Nguyen Legend Energy Coffee Factory – a coffee factory.” "This is the largest coffee festival in Asia, with an investment value of nearly 1 trillion VND. With these new features, it is expected to bring about a unique coffee festival, promoting the coffee culture, people, and potential strengths of the province, creating an image of a dynamic and developing Dak Lak."
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| The Buon Ma Thuot Coffee Festival has become a highlight of Vietnam's coffee industry, promoting the image of Buon Ma Thuot – "The world's coffee destination". |
Simultaneously, with a spirit of creativity and integration, the festival's communication efforts were intensified on digital platforms with the participation of influential figures, KOLs, and KOCs. The first-ever online digital content creation contest promoting the Coffee Festival attracted a large number of participants. This year's festival's media ambassadors, along with Miss Universe H'Hen Niê, include Miss Tourism Ambassador of Vietnam Dinh Thi Hoa, who promoted the unique values of Buon Ma Thuot's coffee, culture, and people.
At the press conference for the festival, Miss Universe H'Hen Niê shared emotionally and proudly: “The Buon Ma Thuot Coffee Festival is an opportunity to spread the love of coffee, honor the unique values of Central Highlands culture, and also to express gratitude to the coffee growers, producers, and processors who have brought Buon Ma Thuot Robusta coffee beans to the world. Hopefully, through this festival, great opportunities will open up, taking Vietnamese coffee even further on the world map.” Also a native of Dak Lak, Vietnam Tourism Ambassador Dinh Thi Hoa proudly extended an invitation to coffee lovers: “Come to the 9th Buon Ma Thuot Coffee Festival – The Destination of World Coffee – to experience the best cups of coffee, immerse yourself in unique activities, and discover the beautiful Central Highlands!”
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| Trung Nguyên Legend offered exquisite coffee drinks featuring the rich flavor of Buon Ma Thuot Robusta coffee to a large number of guests and delegates at the Buon Ma Thuot Coffee Festival press conference. |
In particular, the internationalization of the 9th Buon Ma Thuot Coffee Festival is emphasized by the Organizing Committee, from the content and quality of activities to the list of invited guests. For the first time, the Director General of the International Coffee Organization (ICO), Ms. Vanusia Noguiera, will participate in the main activities: delivering a welcoming speech at the Festival's Opening Ceremony, the groundbreaking ceremony for the Trung Nguyen Legend Energy Coffee Factory, and presenting a paper on "The World Coffee Market Situation and Coffee Consumption Trends" at the International Business Networking Conference - Connecting to Elevate Vietnamese Coffee. More than 50 diplomatic delegations, agricultural organizations, coffee associations and businesses, art troupes, and international press from 5 continents will participate, contributing to making the 9th Buon Ma Thuot Coffee Festival truly a "Destination for World Coffee".
Trung Nguyên Legend is proud to be a partner in building Buon Ma Thuot into the "Coffee City of the World".
As a leading coffee brand founded in Buon Ma Thuot, Trung Nguyen Legend is proud to be a partner in the development of Vietnam's coffee capital and the success of its festivals. At the 9th Buon Ma Thuot Coffee Festival in 2025, Trung Nguyen Legend will continue to collaborate on various activities such as the street festival, the opening ceremony's artistic program, and the groundbreaking ceremony for the Trung Nguyen Legend coffee factory, aiming to create a unique and internationally-scaled festival.
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| Trung Nguyen Legend Group is proud to partner with the Organizing Committee of the 9th Buon Ma Thuot Coffee Festival 2025 to carry out many key activities during the Festival. |
This is the 7th time Trung Nguyên Legend has been entrusted with organizing the Street Festival. With the participation of media ambassadors, beauty queens, models, artisan groups, farmers, workers, students, artists from both domestic and international backgrounds, and float parades from various localities, this year's Street Festival carries a message of love for coffee and pride in a land rich in internal strength, a convergence of cultural and historical essence, and the aspiration to be "The world's coffee destination." Notably, the opening ceremony of the Street Festival will take place at the Buon Ma Thuot Victory Monument – a landmark of the city, in celebration of the 50th anniversary of the Buon Ma Thuot Victory and the liberation of Dak Lak province.
With the theme "Buon Ma Thuot – The Destination of World Coffee," the opening ceremony's artistic program promises to leave a lasting impression on coffee lovers. The program, divided into three parts – "Buon Ma Thuot - Aspiration for Greater Heights," "Buon Ma Thuot - The Black Golden Robusta Bean," and "Buon Ma Thuot - The Coffee City" – will tell emotionally rich and inspiring stories about Buon Ma Thuot's strong development efforts over 50 years of peace and progress to become the world's coffee city. With the participation of over 1,500 artists, singers, actors, and students, mostly from Dak Lak province, along with renowned national and international artists, the event will feature performances by over 1,500 artists, singers, actors, and students. Combining music, lighting, performance art, and a traditional yet modern theatrical setting, this will be a spectacular art program celebrating the value of Buon Ma Thuot coffee beans, its people, and its land, creating an image of Dak Lak as a vibrant, dynamic, and developing province.
At the festival, the Trung Nguyen Legend Energy Coffee Factory in Tan An Industrial Cluster, Buon Ma Thuot City, also officially broke ground, further completing Dak Lak's diverse coffee ecosystem. This is a key project aimed at enhancing the value of Buon Ma Thuot Robusta coffee beans, promoting the deep processing of Vietnamese coffee, contributing to building Buon Ma Thuot into the "Coffee City of the World," and affirming Vietnam's position as a coffee powerhouse.
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| Trung Nguyên Legend continues to offer attractive activities related to coffee, culture, and tourism at various destinations for visitors participating in the Festival. |
Trung Nguyên Legend also participates in many activities, such as: Trung Nguyên Legend booth at the specialized coffee trade fair; International Business Networking Conference; Free Coffee Festival; and contributes many destinations such as the World Coffee Museum, Coffee City, Coffee Village, Dray Nur - Gia Long waterfall eco-tourism cluster, experiential tours, Zen Coffee tours…
Trung Nguyên Legend has also been actively promoting the festival through extensive media coverage. Since 2023, the group has collaborated with leading global news agencies such as Warner Bros. Discovery, CNN, and Bloomberg to produce outstanding films broadcast globally, promoting Buon Ma Thuot city, the Coffee Festival, and the beauty of its culture and people. Among these, the film "The Awakenings of Coffee," a collaboration between Warner Bros. Discovery and Trung Nguyên Legend, celebrates the value of Buon Ma Thuot Robusta coffee beans through the philosophy of Coffee Dao created by the founder and chairman, Dang Le Nguyen Vu. This film has been airing on Discovery Channel globally from December 2024 to March 2025.
For nearly three decades, Trung Nguyên Legend has been a pioneer in fulfilling the mission of affirming the Buon Ma Thuot coffee brand and enhancing the value of the Vietnamese coffee industry, in line with its inherent position and that of the nation. Trung Nguyên Legend's participation in the 9th Buon Ma Thuot Coffee Festival in 2025 further affirms its position and commitment to building Buon Ma Thuot into the "Coffee City of the World," creating significant advancements for the Vietnamese coffee industry, aiming to "elevate the value of the Vietnamese coffee industry, not just as an ordinary beverage, but as a cultural, artistic, spiritual, and even philosophical coffee."
Some of the main programs at the 9th Buon Ma Thuot Coffee Festival in 2025 The theme is "Buon Ma Thuot – A destination for world coffee". Time: From March 9, 2025 to March 13, 2025 Opening Ceremony: 8:00 PM on March 10, 2025 at March 10 Square, Buon Ma Thuot City. Street Festival: 3:30 PM on March 10, 2025 at the Six-Way Intersection Monument. Groundbreaking Ceremony for Trung Nguyen Legend Energy Coffee Factory: 1:30 PM on March 10, 2025 at Tan An Industrial Cluster, Buon Ma Thuot City. Coffee and OCOP Products Exhibition: From 9:00 AM on March 9th to 3:00 PM on March 13th, 2025 at the Dak Lak Provincial Cultural Center. International Trade Conference - Connecting and Elevating Vietnamese Coffee: March 11, 2025 at Muong Thanh Hotel, Buon Ma Thuot City. Free coffee: From March 9-13, 2025, at coffee shops throughout the province. Closing Ceremony: 8:00 PM on March 13, 2025 at March 10 Square, Buon Ma Thuot City. Along with many other attractive activities taking place throughout, the festival offers visitors unique experiences related to coffee, culture, and art. |
Source: https://baoquocte.vn/trung-nguyen-legend-tu-hao-dong-hanh-cung-le-hoi-ca-phe-buon-ma-thuot-lan-thu-9-nam-2025-304076.html
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