On February 12, 2025, the first press conference of the 9th Buon Ma Thuot Coffee Festival took place in Hanoi, opening 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 of the special activities of this year's Festival, a special festival taking place on the occasion of the 50th anniversary of Buon Ma Thuot Victory Day, the liberation of Dak Lak province (March 10, 1975 - March 10, 2025).
The program was attended by Mr. Nguyen Tuan Ha - Vice Chairman of Dak Lak Provincial People's Committee, Head of the festival organizing committee; leaders of relevant departments and branches; media ambassadors of the 9th Buon Ma Thuot Coffee Festival - Miss Universe H'Hen Nie and Miss Vietnam Tourism Ambassador Dinh Thi Hoa, many guests representing central and local news agencies and press in Hanoi and units accompanying and sponsoring the Festival.
Buon Ma Thuot – “The world's coffee destination”
Dubbed the “Coffee Capital of Vietnam”, Buon Ma Thuot leads the country in terms of coffee area and output, and is home to the world’s best Robusta coffee beans “which are creating a global boom”. Buon Ma Thuot Robusta coffee is currently exported to more than 100 countries and territories, and is popular in coffee powerhouses such as Germany, Italy, China, the US, Japan, Spain, Indonesia, etc.
The image and brand of Buon Ma Thuot Robusta coffee are continuously promoted on leading media channels such as CNN, Bloomberg, Discovery, etc., certified for quality by many prestigious organizations, and have won high awards in international coffee competitions... According to Bloomberg, "as Vietnam and the future of coffee become increasingly connected, your next cup of coffee will never be far from Buon Ma Thuot Robusta coffee beans". In the film The Awakenings of Coffee produced by Warner Bros. Discovery, the land of Buon Ma Thuot with its unique and diverse coffee culture and ecosystem is considered to be "awakening" to become the "Coffee City of the World".
In particular, the Buon Ma Thuot Coffee Festival has become a special program of the Vietnamese coffee industry, a national festival of international stature, contributing to promoting the Buon Ma Thuot coffee brand and the land of Buon Ma Thuot, 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 - Destination of world coffee” to promote Buon Ma Thuot - “Coffee City of the World”. This is also an activity to celebrate the 50th anniversary of Buon Ma Thuot Victory Day, 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 provided highlights of the Festival's special activities at the Press Conference. |
The 9th Buon Ma Thuot Coffee Festival will take place from March 9 to 13, 2025 with many new elements, creativity and international stature, promising to attract a large number of guests, organizations and tourists to participate.
With the theme: "Buon Ma Thuot - Destination of world coffee", this year's Coffee Festival will bring a unique and large-scale coffee culture and art program, expressed through many artistic and creative activities, and emotional stories about coffee culture and people of Buon Ma Thuot, Dak Lak. This will be a special occasion for visitors to have unique experiences about coffee, as well as discover interesting things about the colorful life and culture of the Central Highlands.
With main activities: Opening Ceremony, Closing Ceremony, Street Festival, International Trade Conference - Connecting, Elevating Vietnamese Coffee,... The 9th Buon Ma Thuot Coffee Festival brings many new activities such as: Groundbreaking Ceremony of Trung Nguyen Legend Energy Coffee Factory; Digital Content Creation Contest to promote the Coffee Festival on the Internet; Coffee Camp "Accompanying, Sharing"; International Off-Road Car Racing "Challenge of the Great Forest - Buon Don 2025"...
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| Miss Universe H'Hen Nie and Miss Vietnam Tourism Ambassador Dinh Thi Hoa introduced attractive destinations in Buon Ma Thuot, promoting the culture, people and development potential of Dak Lak province to domestic and international friends. (Photo source: Dak Lak Newspaper) |
At the Press Conference of the 9th Buon Ma Thuot Coffee Festival (Hanoi), Mr. Nguyen Tuan Ha - Vice Chairman of Dak Lak Provincial People's Committee, Truong of the Organizing Committee said: "Vietnam's coffee export turnover in 2025 will reach more than 5.4 billion USD, coffee prices will continuously increase, putting coffee in the top 10 largest export items in the country. The 9th Buon Ma Thuot Coffee Festival is a special activity to celebrate the 50th anniversary of Buon Ma Thuot Victory Day, the liberation of Dak Lak province. This year's festival has many new elements, highlighting creativity and international integration. In particular, the Organizing Committee of the festival assigned Vietnam's No. 1 coffee group Trung Nguyen Legend to take charge of the Opening Ceremony to create an Opening Ceremony program rich in novelty and creativity to enhance the value of the province's coffee. Another special highlight of this year’s festival in the field of investment promotion is the groundbreaking event of Trung Nguyen Legend Energy Coffee Factory – the largest coffee factory in Asia, with an investment value of nearly 1,000 billion VND. With these new features, it is expected to bring a unique coffee festival, promoting coffee culture, people, potential strengths of the province, creating an image of a dynamic and developing Dak Lak.
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| Buon Ma Thuot Coffee Festival has become a special program of the Vietnamese coffee industry, promoting the image of Buon Ma Thuot - "The destination of world coffee". |
At the same time, with the spirit of creativity and integration, the Festival's communication work was promoted on digital platforms with the participation of influential figures, KOLs, and KOCs. The first-ever digital content creation contest to promote the Coffee Festival on the Internet attracted a large number of participants. The Festival's communication ambassador this year, along with Miss Universe H'Hen Nie, was also Miss Vietnam Tourism Ambassador Dinh Thi Hoa, who participated in promoting the unique values of coffee, culture, and people of Buon Ma Thuot.
At the Festival press conference, Miss Universe H'Hen Nie shared with emotion and pride: "Buon Ma Thuot Coffee Festival is an opportunity to spread the love of coffee, honor the unique values of the Central Highlands culture, and also a tribute 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 be opened up, bringing Vietnamese coffee further on the world map". Also a native of Dak Lak, Vietnam Tourism Ambassador Dinh Thi Hoa proudly invited 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 explore the beautiful Central Highlands!"
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| Trung Nguyen Legend brings excellent coffee drinks with the flavor of Buon Ma Thuot Robusta coffee to serve 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 focused on by the Organizing Committee from the content, quality of activities to the guest list. For the first time, General Director of the International Coffee Organization (ICO) - Ms. Vanusia Noguiera will attend the main activities: giving a welcome speech at the Festival Opening Ceremony, the Groundbreaking Ceremony of Trung Nguyen Legend Energy Coffee Factory and presenting a paper on "World coffee market situation, coffee consumption trends" at the International Trade Connection Conference - Connecting to enhance Vietnamese coffee. More than 50 diplomatic delegations, agricultural organizations, coffee associations - businesses, art troupes, international press... from 5 continents will join in contributing to making the 9th Buon Ma Thuot Coffee Festival truly become "The destination of world coffee".
Trung Nguyen Legend is proud to accompany in building Buon Ma Thuot to become the "Coffee City of the World"
As a leading coffee brand founded in Buon Ma Thuot, Trung Nguyen Legend is proud to accompany the development of the coffee capital of Vietnam and the success of the Festivals. At the 9th Buon Ma Thuot Coffee Festival in 2025, Trung Nguyen Legend continues to coordinate to organize many activities such as Street Festival, Art Program of the Opening Ceremony, Groundbreaking Ceremony of Trung Nguyen Legend Coffee Factory, etc. to create a unique Festival of international stature.
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| Trung Nguyen Legend Group is proud to accompany the Organizing Committee of the 9th Buon Ma Thuot Coffee Festival in 2025 to carry out many main activities in the Festival. |
This is the 7th time Trung Nguyen Legend has been assigned to organize the Street Festival. With the participation of Media Ambassadors, beauty queens, beauties, domestic and international artisans, farmers, workers, students, artists, float parades from localities, etc., this year's Street Festival carries the message of love for coffee and pride in a land rich in internal strength, converging the quintessence of culture, history and the aspiration to be the "Destination of world coffee". In particular, the opening stage of the Street Festival will take place at the Buon Ma Thuot Victory Monument - a typical work of the city, aiming to celebrate the 50th anniversary of Buon Ma Thuot Victory Day, the liberation of Dak Lak province.
Taking the message “Buon Ma Thuot – Destination of the world’s coffee” as the theme, the art program of the Opening Ceremony promises to leave special impressions on coffee lovers. The program has three chapters “Buon Ma Thuot – Aspiration to reach far”, “Buon Ma Thuot – Black Gold Robusta Beans” and “Buon Ma Thuot – Coffee City” which will be emotional and heroic stories about Buon Ma Thuot’s strong development efforts on the 50-year journey of peace and development to become the Coffee City of the world. With the participation of more than 1,500 artists, singers, actors, students... mostly from Dak Lak province along with famous domestic and international artists. Combining music, lighting, performing arts and a traditional and modern stage space, this will be a unique art program honoring the value of Buon Ma Thuot coffee beans, people, land, creating an image of a Dak Lak rich in identity, dynamic and developing.
At the Festival, the Trung Nguyen Legend Energy Coffee Factory in Tan An Industrial Park, Buon Ma Thuot City was also officially inaugurated, continuing to complete the diverse coffee ecosystem of Dak Lak. This is a key project, aiming to increase the value of Buon Ma Thuot Robusta coffee beans, promote deep processing of Vietnamese coffee, contribute to building Buon Ma Thuot into a "Coffee City of the World", affirming Vietnam's position as a coffee powerhouse.
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| Trung Nguyen Legend continues to bring attractive activities about coffee, culture and tourism at many destinations for visitors when participating in the Festival. |
Trung Nguyen Legend also participates in many activities, such as: Trung Nguyen Legend booth at the Coffee Specialized Exhibition; International Trade Connection Conference; Free Coffee Festival; and contributes to many destinations such as the World Coffee Museum, Coffee City, Coffee Village, Dray Nur - Gia Long waterfall eco-tourism cluster, experience tours, Zen Coffee tours...
Trung Nguyen Legend has also coordinated to promote the communication work for the Festival on a large scale. Since 2023, the group has cooperated with the world's leading news agencies Warner Bros. Discovery, CNN, Bloomberg... to produce outstanding films broadcast globally, promoting Buon Ma Thuot city, the Coffee Festival and the cultural beauty and people here. In particular, the film "The Awakenings of Coffee" (The Road of Awakening from Coffee) co-produced by Warner Bros. Discovery and Trung Nguyen Legend, honoring the value of Buon Ma Thuot Robusta coffee beans through the philosophy of Dao Coffee created by Founder - Chairman Dang Le Nguyen Vu, has been and is being broadcast on the global Discovery channel from December 2024 to the end of March 2025.
For nearly three decades, Trung Nguyen Legend has always been a pioneer in affirming the Buon Ma Thuot coffee brand and enhancing the value of the Vietnamese coffee industry in line with the inherent position of the industry and the country. Trung Nguyen Legend's participation in the 9th Buon Ma Thuot Coffee Festival in 2025 continues to affirm the brand's position and commitment in its efforts to build Buon Ma Thuot into the "Coffee City of the World", creating great strides for the Vietnamese coffee industry, aiming to "enhance the value of the Vietnamese coffee industry, not just as a regular drink but at the level of cultural coffee, artistic coffee, spiritual coffee and philosophical coffee".
Some main programs at the 9th Buon Ma Thuot Coffee Festival in 2025 Theme “Buon Ma Thuot – Destination of world coffee” Time: From March 9, 2025 to March 13, 2025 Opening Ceremony: 8:00 p.m. March 10, 2025 at March 10 Square, Buon Ma Thuot City. Street Festival: 3:30 p.m. March 10, 2025 at Nga Sau Monument. Groundbreaking ceremony of Trung Nguyen Legend Energy Coffee Factory: 1:30 p.m. March 10, 2025 at Tan An Industrial Park, Buon Ma Thuot City. Specialized exhibition fair of Coffee and OCOP products: From 9:00 a.m. on March 9 to 3:00 p.m. on March 13, 2025 at 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 across the province. Closing Ceremony: 8:00 p.m. March 13, 2025 at March 10 Square, Buon Ma Thuot City. along with many other exciting activities taking place throughout, giving visitors unique experiences of coffee, culture and art at the festival. |
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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