Vietnam - the world's coffee destination.

In the late 19th century, coffee plants were introduced to Vietnam, and subsequently flourished most in the Central Highlands, especially in Dak Lak – the “coffee capital” – with the renowned Buon Ma Thuot coffee brand. Having existed and developed for over 100 years, Buon Ma Thuot coffee has strongly expanded its reach to more than 100 countries and territories, affirming that Vietnamese Robusta coffee is the best in the world.

Buon Ma Thuot Coffee Festival

With the aim of introducing and promoting Buon Ma Thuot coffee to domestic and international consumers, the People's Committee of Dak Lak province organized the Buon Ma Thuot Coffee Festival for the first time in 2005. Now, celebrating its 20th anniversary, it represents a journey of promoting the Buon Ma Thuot coffee brand and the distinctive traditional culture of the 49 ethnic groups in Dak Lak.

The 9th Buon Ma Thuot Coffee Festival (March 9-13, 2025) is a national-level cultural event, organized with numerous activities to promote investment, introduce the land and people of the Dak Lak plateau, showcase the Central Highlands gong culture - a masterpiece of oral tradition and intangible cultural heritage of humanity, and highlight scenic spots… along with a series of unique and impressive activities promoting Buon Ma Thuot coffee culture in programs such as: the opening ceremony, closing ceremony, street festival, light festival, farmer's talent competition, coffee camp, free coffee tasting…

Let's work together to spread the beauty of our homeland.

Coffee is not just a refreshing drink; it also offers numerous health benefits, providing the energy and creativity needed to pursue dreams and plan a bright future. Perhaps the highland sunshine and the rich flavor of coffee in the daily lives of the people of Dak Lak have given birth to beautiful, charismatic women with confident, strong personalities and a compassionate heart. Two of them are Miss Universe Vietnam 2017, Top 5 Miss Universe 2018 - H'Hen Niê, and Miss Tourism Ambassador Vietnam 2024 - Dinh Thi Hoa. These outstanding individuals, as media ambassadors for the Buon Ma Thuot Coffee Festival, will work together with the organizing committee to spread the beauty of their homeland's culture, showcasing an image that is both rich in tradition and modern, dynamic, and a global coffee destination.

Heritage Magazine