During the 5 days of the Lunar New Year holiday, the World Coffee Museum welcomed more than 30,000 visitors, who attended many unique cultural activities of the Vietnamese ethnic community as well as the world's cultural quintessence, which contributes to boosting the revenue of Dak Lak tourism sector up by 51.4% over the same period.
The cultural quintessence of Vietnam and the world
In order to bring to visitors new cultural tourism experiences, the World Coffee Museum has prepared many months before the Lunar New Year with many unique cultural experiences such as: the Coffee City with the highlight of the "Old Market Fair" which recreates the Tet market scene of the Vietnamese people in the early twentieth century in all three regions of the North - Central - South; Experience the cultural quintessence of countries in the world on special occasions based on the 3 coffee civilizations Zen - Roman - Ottoman such as: Istanbul Bazar market (Turkey), Medieval Christmas market in Europe, Saigon New Year market. In the Journey to experience and discover Coffee City with the focus on the World Coffee Museum, visitors can enjoy many community cultural activities of ethnic minorities such as: Pac Ngan Krong Giang ritual (Rite of Giang clapping), ritual of waterfall wine toasting, ceremony to pray for fire god of Ede people, dozens of instructional programs on how to prepare coffee at Trung Nguyen Legend Coffee World space and experience culinary at the 3-region Culinary and Cultural Center such as: wrapping banh chung, banh day, making Tet jam, and local dishes.

The local cultural re-enactments at the Coffee World Museum bring about different experience to visitors in Buon Ma Thuot.
Pham Thu Trang, a tourist from Tien Giang said: “Our family came to the Central Highlands for the first time and felt overwhelmed by the majestic natural scenery as well as the culture and people of Buon Ma Thuot, Dak Lak. When visiting the Coffee World Museum, right from the entrance, we were able to participate in the ritual "Prayer to and give thanks to the fire god" of the Ede people, experience making fried noodle leaves typical of the Central Highlands natives, and especially the "Old market session" in the middle of the buckwheat flower field, just like what we must travel far to see in Ha Giang". Meanwhile, Nguyen Dinh Chien from Kon Tum shared: “The cultural experience activities at the World Coffee Museum made me think a lot and young people like us have to learn more to be able to develop their homeland cultural tourism. In the same Central Highlands region, there are many similarities in natural and cultural scenery, but tourist destinations in Kon Tum have not attracted and brought about to visitors as many interesting experiences as in Buon Ma Thuot.”

Visitors experience stall dancing at the "Old Market" in the tour program of Coffee City.
With the desire to create a Coffee City, World Coffee Museum becomes a center of art creation, a convergence of indigenous cultural quintessence of Vietnam and the world. In 2022 alone, Trung Nguyen Legend with many famous artists such as: Musician Duc Tri, Vo Thien Thanh, Duong Thu, Cao Trung Hieu collaborated to produce many art shows such as: The ballet The Tale of 3 Civilizations of coffee – a special – different – unique tourism product; the music night "Grateful to the trio"; release of the vinyl record 'The Sound of Awakeness'.
Also in the series of activities to celebrate the Lunar New Year 2023 and to show gratitude to the tourists and visitors, the Coffee City, World Coffee Museum collaborated with many famous artists such as: saxophonist Quyen Thien Dac , pianist Pho An My and composer Dang Tue Nguyen organized the classical concert program "Inspirational Chieng Di"; Designer La Pham with a contemporary fashion collection "Spring on the Upper Village" inspired by brocade to honor the cultural quintessence of ethnic minorities in Vietnam, helping to enrich the indigenous cultures in the community of more than 49 ethnic groups in Dak Lak. On the afternoon of January 30, 2023, a special classical concert program "Inspirational Chieng Di" will be held in the outdoor campus of the Coffee World Museum for all local communities and visitors.
A destination not to be missed in the coffee capital of Buon Ma Thuot
Officially opened in November 2021, World Coffee Museum has changed the perception of young people as well as the tourist community about museums in Vietnam. Right after its opening, AP news agency (USA) commented: "The largest, most lively and unique living museum!" and it has become 6/17 best destinations when coming to Vietnam according to the information of leading British travel magazine, Wanderlust.

The ballet The Tale of 3 Civilizations of coffee has become a special – different – unique tourism product of Buon Ma Thuot.
In addition to a huge collection of valuable artifacts that help visitors learn about more than 12 centuries of history of coffee, the World Coffee Museum regularly organizes thematic exhibitions with highly appreciated expertise such as: “The History of World Coffee”, “Coffee: a panacea for the brain – a panacea for creativity”, “Coffee – Energy of the knowledge economy”; “Coffee – energy of warrior spirit”, “Coffee - A journey to discover human values”, “Coffee - creative energy of art”, “The beauty of Vietnamese craft villages”, “Coffee in the sacred lands of the East”, “Finding about an awaken lifestyle – Telling stories in wakefulness”. At the beginning of 2022, the world's leading magazine National Geographic praised the World Coffee Museum on a Spanish-language travel website with the message "where visitors can fully immerse themselves in the coffee culture".
But not merely a center for introducing global coffee knowledge, where 3 coffee civilizations converge: Ottoman - Roman and Zen, World Coffee Museum is increasingly becoming a cultural destination of the community, co-creators and art lovers of Vietnam and the world with the support of the local community as well as millions of domestic and foreign tourists.
Kim Bao