History & meaning.
The Buon Ma Thuot Coffee Festival was established in 2005 at the initiative of the Dak Lak Provincial People's Committee, with the aim of celebrating and promoting the Buon Ma Thuot coffee brand — Vietnam's largest Robusta growing region, accounting for approximately 18% of the country's coffee export revenue. The idea was born from the aspiration to bring Dak Lak's name to international markets after decades of production without its own recognized brand. The first festival was organized at the provincial level, but from the 4th edition in 2013 it was elevated to national status with participation from international coffee companies. By the 9th edition in 2025 under the theme "Buon Ma Thuot — Destination of World Coffee," the festival attracted over 250,000 visitors including 1,800 international guests. This transformation — from anonymous highland supplier to world coffee destination — is the festival's deepest story.
The festival is organized with 17 official activities, spanning from a spectacular opening night at March 10th Square to barista competitions following international SCA standards. The opening ceremony always begins with a gong performance by Ê Đê and M'Nông artisans — a fusion of indigenous culture with the modern coffee festival format. The specialty coffee trade fair brings together hundreds of domestic and international companies with free tasting zones where visitors can sample dozens of coffee varieties. A drone light show of 500 units celebrating coffee imagery and Central Highlands culture has become an indispensable highlight since the 9th edition. The event series also includes an international symposium on sustainable coffee value chains and a kayak race on the Serepok River.
For the people of Dak Lak, coffee is not merely a livelihood but a cultural identity built across generations. The Central Highlands' red basalt soil and highland climate produce Robusta beans with a caffeine content and characteristic bitterness that no other region in the world can fully replicate. The festival is an occasion for farmers — the people who actually create the value — to stand on the main stage, celebrated alongside major coffee corporations. The presence of H'Hen Niê — the internationally renowned Ê Đê model and beauty queen — as communications ambassador for three consecutive editions adds a dimension of Central Highlands ethnic identity to the festival space. With over 210,000 hectares of coffee cultivation and an annual output exceeding 520,000 tonnes, Dak Lak is not only Vietnam's coffee capital but also one of the world's most important Robusta origins.
Today, the Buon Ma Thuot Coffee Festival has evolved into a multi-layered experiential tourism event, no longer confined to the city center. The CADA plantation experience tour — one of the first French colonial coffee estates in the Central Highlands — takes visitors on a "from field to cup" journey where they pick coffee cherries, de-pulp, and roast beans using traditional methods. Campfire activities and kayak races on the Serepok River extend the festival space into Dak Lak's wild natural landscape. Nearly 500 cafés across the province serve free coffee throughout the festival period, turning all of Buon Ma Thuot into a massive coffee space. The festival is no longer just an economic event — it has become the most important recurring cultural ritual for the people of Dak Lak.
"Dak Lak is to coffee what Paris is to wine."
Câu nói phổ biến trong ngành cà phê Việt Nam / Common saying in Vietnam's coffee industry
Highlights not to miss.
Talented baristas from dozens of countries compete on the main stage, turning each cup into a work of art. The competition follows international SCA standards, judging brewing technique, flavor creativity, and presentation. It's a rare opportunity for visitors to directly observe and taste specialty coffee crafted in diverse styles.
The historic CADA plantation site in Krong Pac district — one of the first French colonial coffee estates in the Central Highlands — becomes an immersive "coffee journey" experience tracing the bean from cultivation to cup. Visitors pick coffee cherries, de-pulp, and roast beans using traditional methods. This is the festival's most beloved experiential stop, particularly for international visitors.
Hundreds of booths from domestic and international coffee companies showcase products, processing technology, and modern brewing equipment. Free tasting zones let visitors sample dozens of coffee varieties. The fair also incorporates an exhibition of Dak Lak's signature OCOP products, from premium instant coffee to coffee chocolate.
Booths run by local coffee cooperatives (not major commercial brands) sell fresh-roasted coffee at farm-gate prices — typically 30–40% cheaper than supermarkets. Look for stalls labeled "HTX cà phê" or ask the organizers about the "nông dân" (farmer) market area.
How to attend & get there.
Getting There and Accommodation **Fly to Buon Ma Thuot**: Buon Ma Thuot Airport (BMV) has direct flights from Hanoi, Ho Chi Minh City, and Da Nang. **Book hotel rooms at least 3 months in advance** — central hotels fill up very quickly. The area around March 10th Square and Nguyen Tat Thanh Street is the most convenient location.
Suggested Itinerary **Day 1 (evening)**: Attend the opening ceremony at March 10th Square with gong and drone light show. **Days 2–3 (morning)**: Visit the trade fair and free tasting zones when crowds are more manageable. **Days 3–4**: Book the CADA plantation experience tour early — daily slots are limited. **Bring**: Sunscreen, a wide-brim hat, and water bottle — the festival takes place outdoors under the Tay Nguyen sun.
Sources
- 1.Khai mạc Lễ hội Cà-phê Buôn Ma Thuột lần thứ 9 năm 2025
Báo Nhân Dân · 2026-06-26
- 2.Lễ hội Cà phê Buôn Ma Thuột 2025 - Kích cầu du lịch tỉnh Đắk Lắk
Báo Tổ Quốc · 2026-06-26