The World Coffee Museum has recently inaugurated the exhibition "Buon Ma Thuot – Land of the World's Best Robusta Coffee Beans," attracting a large number of domestic and international visitors for exploration and experience.

The exhibition is organized to commemorate the 120th anniversary of the establishment of Dak Lak province, celebrating the majestic land of Buon Ma Thuot - the birthplace of the "world's best Robusta coffee beans." It is gradually transforming into the "Coffee Capital of the World," as recognized by the global media giant Warner Bros and Discovery in the film "The Tao of Coffee."

Amidst the vibrant atmosphere welcoming the 120th anniversary of Dak Lak province and the arrival of a new spring, the exhibition "Buon Ma Thuot – Land of the World's Best Robusta Coffee Beans" officially opened its doors and will run until June 2024. This initiative is part of Trung Nguyen Legend Corporation's efforts to express gratitude to the pioneering land and uphold the commitment to accompany Buon Ma Thuot City and Dak Lak province in building it into the "Coffee Capital of the World," as outlined in the Resolution No. 67-KL/TW by the Politburo.

Showcasing Buon Ma Thuot - the Coffee Capital's Culture

The exhibition provides fascinating experiences for both domestic and international tourists, offering insights into the soul of the land, its people, culture, and the craftsmanship of the coffee capital Buon Ma Thuot through a journey across three spaces: "Buon Ma Thuot - where the world's best Robusta coffee beans are nurtured," "Buon Ma Thuot - the Coffee Capital of the World," and "Trung Nguyen Legend – Energy coffee – Life-changing coffee". 

The "Buon Ma Thuot – Land of the World's Best Robusta Coffee Beans" exhibition offers intriguing experiences related to coffee and the distinctive local coffee culture, leaving a lasting impression on visitors.

During the exhibition's opening ceremony, visitors had the chance to participate in unique cultural activities of the Central Highlands communities, such as rice pounding, farming, and fetching water at the "Central Highlands Daily Life" space. They also immersed themselves in the vibrant festival atmosphere with the legendary gongs of the Central Highlands. Additionally, valuable books from the Trung Nguyen Legend's life-changing bookshelf were gifted to visitors exploring the World Coffee Museum as a meaningful New Year's gift filled with intellectual energy and positive inspiration.

Homeland of the World's Best Robusta Coffee Beans

Buon Ma Thuot, with its exceptional natural conditions, fertile soil for Robusta coffee cultivation, and the essence of local culture, has been recognized as the "homeland of the world's best Robusta coffee beans" and the region with the highest Robusta coffee cultivation in the country (with over 30% of national total production), contributing to Vietnam becoming a global Robusta coffee powerhouse, “occupying more than half of the global supply of Robusta coffee" (according to Discovery’s "The Tao of Coffee").

A corner recreating the indigenous culture of the Central Highlands community at the exhibition.

At the exhibition, domestic and international visitors experience the flavor of the “World's Best Robusta Coffee” in perfect energy coffee cups researched and created by Trung Nguyen Legend from the Robusta coffee beans of Buon Ma Thuot. Moreover, the exhibition provides interesting information to help visitors better understand the geographical conditions, natural features, local culture of ethnic groups such as Ede, J'rai, M'nong, Xo-Dang, Bru-Van Kieu, and the unique cultural festivals and customs. All of these elements contribute to the distinctive flavor of Buon Ma Thuot's Robusta coffee, showcasing the cultural uniqueness of the region.

"Buon Ma Thuot is the birthplace of the 'world's best Robusta coffee' and is becoming the 'Coffee Capital of the World,' praised in 'The Tao of Coffee' produced by Warner Bros, aired on Discovery, broadcast globally in late November 2023.

With appropriate policies from the government to the local level supporting the coffee region's development, enhancing the quality of coffee beans, the value of Buon Ma Thuot's Robusta coffee is increasingly appreciated and favored worldwide through creatively crafted coffee products, fully packaged with the distinctive and rich flavor of Buon Ma Thuot's Robusta coffee. As a result, for the first time, nearly 300 energy coffee products under the brands Trung Nguyen, G7, and Trung Nguyen Legend are gaining popularity in over 100 countries and territories, contributing to elevating the value of the Buon Ma Thuot coffee brand and showcasing Vietnamese coffee culture within the framework of the exhibition.

Vision to Become the "Coffee Capital of the World"

Buon Ma Thuot is not only the homeland of the "world's best Robusta coffee beans" but also a place where natural landscapes, historical values, and unique cultural characteristics converge. Buon Ma Thuot is gradually becoming the "Coffee Capital of the World," as outlined in Resolution No. 67-KL/TW on December 16, 2019, by the Politburo, with the attention of the government, local authorities, and the collaboration of exemplary enterprises like Trung Nguyen Legend.

At the exhibition, the efforts and commitments of Trung Nguyen Legend in realizing the vision of turning Buon Ma Thuot into the "Coffee Capital of the World" with "7 initiatives for the global coffee industry" and "5 core pillars to build the 'Coffee Capital of the World'" are introduced to visitors. The imprints of Buon Ma Thuot in the film "The Tao of Coffee – The Coffee Way" produced by Warner Bros, aired on Discovery, featuring the Buon Ma Thuot Coffee Festival, the majestic Gia Long waterfall, the iconic World Coffee Museum, the Coffee Village, and products and services elevating coffee into a culture and art are showcased, leaving a special impression on visitors regarding the culture and vibrancy of the coffee capital, Buon Ma Thuot.

Miss Universe Vietnam Tieu Vy, Miss Intercontinental Bao Ngoc, and First Runner-up Hoang My join thousands of locals and tourists in honoring the coffee tree at the 8th Buon Ma Thuot Coffee Festival - 'National Coffee Festival, attracting nearly 90,000 visitors' (Credit: Discovery)

Buon Ma Thuot, the homeland of the "world's best Robusta coffee beans," is uniting elements of natural landscapes, history, and unique cultural values. With determination, efforts, and the collective collaboration of the state, local authorities, community, and businesses, a favorable foundation is being created for Buon Ma Thuot, the homeland of the “best Robusta coffee beans in the world”, to become the “Coffee Capital of the World”, attracting billions of coffee enthusiasts globally.