On February 21, in Ho Chi Minh City, the People's Committee of Dak Lak province held a press conference to inform about the 9th Buon Ma Thuot Coffee Festival in 2025. Lasting for 5 days, from March 9 to 13, the 9th Buon Ma Thuot Coffee Festival in 2025 has many new features compared to previous events. According to Mr. Tran Hong Tien, Director of the Department of Culture, Sports and Tourism of Dak Lak province, this year's Coffee Festival is expected to attract more than 200,000 visitors.

Throughout the festival, there will be 17 main typical activities such as: Fair and exhibition of coffee and OCOP products; specialty coffee roasting competition; international trade conference - connecting and elevating Vietnamese coffee; free coffee at coffee shops in the whole province; Lak district dugout canoe racing festival; Buon Don elephant festival...

Mr. Nguyen Tuan Ha, Standing Vice Chairman of Dak Lak Provincial People's Committee, said that Buon Ma Thuot is known as the coffee capital of Vietnam, with the largest coffee area and output in the country, with an area of ​​about 210,000 hectares. The annual harvest output is about 520,000 tons, accounting for 30% of Vietnam's coffee output.

The Standing Vice Chairman of the Dak Lak Provincial People's Committee affirmed that coffee is one of the province's mainstay resources. In recent times, Dak Lak coffee has conquered demanding markets and exported to hundreds of countries and territories around the world.

Talking about the activities surrounding the festival with the theme "Buon Ma Thuot - Destination of world coffee", Mr. Tran Hong Tien, Director of the Department of Culture, Sports and Tourism of Dak Lak province added: "We have 2 tourism itineraries including: coffee experience journey and local heritage journey. In the coffee experience journey, visitors will visit from planting, production to processing of coffee products. In addition, we also invite visitors to visit and learn about the historical - cultural relic site of CADA Plantation in Krong Pac district - where the French established the first coffee plantation in the highlands".

According to the Organizing Committee, this is also an important event, contributing to promoting the Buon Ma Thuot coffee brand, building the image of Buon Ma Thuot City as the "Coffee City of the World"; contributing to enhancing the position of the Vietnamese coffee industry in the international arena and promoting the socio-economic development and tourism of Dak Lak province. In particular, honoring coffee growers, processors and traders; introducing tourism potential, promoting investment in the field of coffee and agricultural products, as well as introducing and promoting the traditional culture of ethnic minorities, especially the Central Highlands Gong Cultural Space - Oral Masterpiece and Intangible Cultural Heritage of Humanity.

Compared to the 2023 festival, this year's festival has many new features such as: Digital content creation contest to promote the festival on the internet; "Accompanying and sharing" coffee camp at the historical - cultural relic site of CADA Plantation, Krong Pac district...

As the Media Ambassador of the Buon Ma Thuot Coffee Festival 2025, Miss H'Hen Nie expressed her pride in accompanying the program for the third consecutive time as a Media Ambassador: "The closer the festival date gets, the more excited Hen becomes because this is a big event with many activities throughout, many brands, businesses and coffee growers will gather to meet, exchange and promote delicious coffee to tourists inside and outside Dak Lak province. Not only Hen but also Hen's family, friends, and everyone are waiting for the festival with the pride of a Dak Lak child and love for coffee trees".

Sharing about the prepared activities, the beauty queen from Dak Lak said that she and the organizers recorded videos to promote the festival and posted images and videos on social media channels: "Hen thinks that is an effective way of communication in the current digital age. Many audiences from other provinces expressed their interest and asked Hen about the festival, as well as planned to participate in the Buon Ma Thuot Coffee Festival to experience it firsthand. Hen believes that in the future, not only in the domestic framework, the Buon Ma Thuot Coffee Festival will also be a highlight festival for international tourists to visit when traveling to Vietnam" - Miss H'Hen Niê said.

The Buon Ma Thuot Coffee Festival 2025 is not only an opportunity to promote the quality Vietnamese coffee brand, but also an opportunity to look back on proud achievements and chart a new direction for the future. With strong strides in sustainable farming, export and green economic development, Dak Lak is leading the Vietnamese coffee industry to reach out to the world.