The 8th Buon Ma Thuot Coffee Festival 2023 – The destination of the World Coffee

On February 3, 2023, the Dak Lak Provincial People’s Committee held the first press conference for the 8th Buon Ma Thuot Coffee Festival 2023 in Ho Chi Minh City, opening the series of press conferences to be held in Hanoi on February 10 and Buon Ma Thuot on February 17, to widely introduce the community to the content and preparation work for the festival’s special programs, which were interrupted for 4 years due to the pandemic. The program was attended by the Deputy Chairman of the Dak Lak Provincial People’s Committee, the head of the festival organizing committee, representatives of the Vietnam Coffee – Cocoa Association, leaders of relevant departments and sectors, festival ambassadors, representatives of central and local media agencies in Ho Chi Minh City and supporting units and sponsors for the festival.

Buon Ma Thuot – The coffee city of the world

According to the Ministry of Agriculture and Rural Development, coffee is currently the second largest agricultural export of Vietnam, after rice. In 2022, Vietnam exported 1.68 million tons of coffee, achieving a revenue of around 3.9 billion USD. Buon Ma Thuot is referred to as the “Capital of Coffee in Vietnam,” with the largest area and production of coffee in the country. The area is approximately 210,000 hectares, with an annual production of more than 520,000 tons, accounting for more than 30% of the national production and has exported to hundreds of countries and regions around the world.

The Buôn Ma Thuột Coffee Festival, now in its 8th year in 2023, has become a prominent event in the Vietnamese coffee industry, leaving a lasting impression on both domestic and international residents and tourists. Organized by the Dak Lak Provincial People’s Committee, the festival continues to promote the brand of Buôn Ma Thuột coffee, develop Vietnamese specialty coffee, and establish Buôn Ma Thuột as a world-renowned coffee destination, thereby enhancing its value and affirming the position of Vietnamese coffee in the global market.

Particularly, in the context of realizing the project to build Buôn Ma Thuột into the “Coffee City of the World,” being implemented by Đắk Lắk Province, from 2023, the Buôn Ma Thuột Coffee Festival is consolidated to spread a continuous theme with a strategic outlook: “Buôn Ma Thuột – Destination of the World Coffee” to widely promote to both domestic and international tourists, as well as local people.

The 8th Buon Ma Thuot Coffee Festival will take place from March 10th to March 14th, 2023, with 18 official activities and some local festival-related activities. After a four-year interruption due to the pandemic, the 2023 Coffee Festival is being organized on the largest scale to date, with a focus on international integration and modern trends, showcasing the theme “Buon Ma Thuot – The Destination of the World’s Coffee.” In addition to ongoing highlights such as the Street Festival, Fair, Coffee Development Forum, and more, there will also be new activities, including a video clip competition introducing Buon Ma Thuot coffee with the theme “Stories of Buon Ma Thuot Coffee”; a performance of the play “Desire to Hunt”; a light festival; an art photography exhibition with the theme “Vietnamese Coffee Culture – A Journey of Creating Global Culture” and “The History of World Coffee”; and a craft competition for coffee-based art products.

Additionally, the communication work for this year’s Coffee Festival is being emphasized by the Organizing Committee through promoting the event on reputable social media pages, influential individuals, etc. The Organizing Committee has invited Miss Universe H’Hen Nie to be the Communications Ambassador of the 8th Buon Ma Thuot Coffee Festival 2023, and is calling on every individual, local residents, and businesses to be ambassadors of the event, contributing to promoting the beauty of the cultural characteristics of Dak Lak, Tây Nguyên to both domestic and international visitors.

At the 8th Buon Ma Thuot Coffee Festival press conference in 2023, Trung Nguyen Legend Group – the special sponsor of the festival – held a discussion with the topic “Journey to conquer the global coffee market for Vietnamese coffee”. The discussion shared insights and lessons learned from Trung Nguyen Legend on the journey to realize its aspirations to establish a brand position for Vietnamese coffee on the world map and bring the Vietnamese coffee industry to a value of 20 billion USD in the global coffee value chain. With big aspirations, dedicated spirit, and well-strategized “7 insights for the global coffee industry” outlined by Trung Nguyen Legend’s founder and chairman Dang Le Nguyen Vu, the vision, thoughts, and coffee spirit of Trung Nguyen Legend are contributing to accelerating the progress of fulfilling its commitments and aspirations to make Buon Ma Thuot the “Coffee City of the World” and Dak Lak the coffee destination of the world.

Buon Ma Thuot – The convergence of the three coffee civilizations of the world.

As the leading coffee brand starting up in Buôn Ma Thuột, in the past 7 Buôn Ma Thuột Coffee Festivals, the Trung Nguyên Legend Group has always co-organized activities and contributed to the success of the festivals. Continuously inheriting and maximizing the results achieved, with the aim of contributing to the organization of the 8th Buôn Ma Thuột Coffee Festival, attracting, impressive and worthy of being “The Destination of the Coffee World,” and affirming its commitment to realizing the project to build Buôn Ma Thuột into “The Coffee City of the World,” the Trung Nguyên Legend Group continues to participate and co-organize many special activities at the 8th Buôn Ma Thuột Coffee Festival in 2023.

As the Special Sponsor and with the trust of the Coffee Festival Organizing Committee this year, Trung Nguyen Legend Group directly implements some of the main programs of the festival, including: Street Festival with the theme “Buon Ma Thuot – Where the three coffee civilizations of the world converge”; Organizing the photography and art competition “Vietnamese Coffee – A Journey of Creating World Cultural Heritage” with total prizes worth over VND 450 million; Organizing the theme exhibition “History of the World’s Coffee”.

This is also the fifth time that Trung Nguyen Legend Corporation has been entrusted by the organizing committee with the implementation of the street festival – one of the most explosive and highly anticipated activities that brings out the most distinctive international cultural exchange factor at the Buon Ma Thuot Coffee Festival. This year’s street festival will continue to honor the values of Buon Ma Thuot, a place where the three worlds of coffee civilization converge, and affirm the position of the Buon Ma Thuot Coffee Festival as a destination of the world’s coffee.

The art photography competition and exhibition “Vietnamese Coffee – A Journey of Creating World Cultural Heritage” is one of the new activities of this year’s festival, organized in cooperation by Trung Nguyên Legend, to honor the Vietnamese coffee industry, the culture of drinking coffee using the traditional “phin” filter, and iced coffee, as part of creating world cultural heritage. Launched on November 23, 2022, the competition has received 40 works from 35 authors from 13 provinces. Detailed information about the rules, participation method and prizes of the competition and exhibition is shared and updated continuously at http://coffeeheritage.vn or the fanpage: https://www.facebook.com/Coffeeheritage.vn. Meanwhile, the themed exhibition “The History of Coffee Around the World” at the World Coffee Museum will be held from March 9, 2023 to May 9, 2023 and will bring interesting knowledge and perspectives on the history, culture and value of coffee throughout the three coffee civilizations: Ottoman, Roman and Zen, leading to the journey of building Buon Ma Thuot as the Global Coffee Capital.

Along with the main programs of the 8th Buon Ma Thuot Coffee Festival 2023, Trung Nguyen Legend actively participates and contributes to many joint activities of the Festival, such as: Trung Nguyen Legend’s booth at the coffee industry trade fair; participation in the high-quality Vietnamese coffee development seminar; Trung Nguyen Legend’s space at the free coffee festival; organizing coffee tours, etc. Trung Nguyen Legend will also continue to donate thousands of “Journey from the Heart” life-changing books to young people, students, tourists, and community members participating in the Festival.

On a journey of nearly 27 years of development and innovation, Trung Nguyen Legend has always been a pioneer in carrying out its mission to affirm the brand and enhance the value of Robusta coffee here, fitting in with the industry’s and the country’s position. Developing Vietnam is not only a powerful coffee producing nation, but also a place where cultural and social values are showcased through the creation of high-quality coffee brands, where the art of processing, global coffee exhibitions, and the harmonious space between old forests and coffee villages and model coffee streets gather the community of millions of coffee lovers worldwide.

Especially as a participant in the project to develop the brand of Buon Ma Thuot city into the “Coffee City of the World”, Trung Nguyên Legend commits to continue creating, contributing ideas, and perfecting products, services and projects that are built from the values and creativity of coffee in the Buon Ma Thuot region. Meanwhile, through promotion and marketing activities, Trung Nguyên Legend contributes to raising the brand of Buon Ma Thuot Robusta coffee, building the character of Buon Ma Thuot city as the “Coffee City of the World” and gathering coffee lovers and producers globally for sustainable development.