On the evening of March 10, at the 10/3 Square in Buon Ma Thuot City, the 9th Buon Ma Thuot Coffee Festival 2025 was officially inaugurated.

Present at the opening ceremony were officials including: Tran Hong Ha - Member of the Central Committee of the Communist Party, Deputy Prime Minister; Members of the Central Committee, Alternate Members of the Central Committee, representatives from various ministries, central agencies, mass organizations, provinces, and cities; ambassadors and consuls from various countries, international organizations, sponsors, and businesses.

The scene of the ceremony.

Representing Dak Lak Province were officials including: Nguyen Dinh Trung - Member of the Central Committee, Secretary of the Provincial Party Committee, Head of the Steering Committee for the activities commemorating the 50th anniversary of the Victory of Buon Ma Thuot and the liberation of Dak Lak Province and the 9th Buon Ma Thuot Coffee Festival, 2025; Huynh Thi Chien Hoa - Permanent Deputy Secretary of the Provincial Party Committee, Chairman of the Provincial People's Council, Deputy Head of the Steering Committee; Pham Ngoc Nghi - Deputy Secretary of the Provincial Party Committee, Chairman of the Provincial People's Committee, Deputy Head of the Standing Steering Committee; Nguyen Tuan Ha - Permanent Vice Chairman of the Provincial People's Committee, Head of the Organizing Committee for activities commemorating the 50th anniversary of the Victory of Buon Ma Thuot and the liberation of Dak Lak Province and the 9th Buon Ma Thuot Coffee Festival, 2025; former provincial leaders; leaders of the Provincial People's Council, Provincial People's Committee, Vietnam Fatherland Front Committee of Dak Lak Province, relevant departments, agencies, and a large number of domestic and international tourists, as well as representatives from various ethnic groups within the province.

Provincial leaders presented flowers to the sponsors.

With the theme "Buon Ma Thuot - The Destination for the World Coffee," the 9th Buon Ma Thuot Coffee Festival will take place from March 9 to March 13, 2025, in Buon Ma Thuot City and various localities within Dak Lak Province. This significant event aims to promote the Buon Ma Thuot coffee brand, enhance the position of the Vietnamese coffee industry on the international stage, and stimulate economic, social, and tourism development in Dak Lak Province. It will also honor coffee growers, producers, processors, and businesses from across the country, particularly in Dak Lak Province.

Comrade Huynh Thi Chien Hoa - Permanent Deputy Secretary of the Provincial Party Committee, Chairman of the Provincial People's Council delivered a speech at the ceremony.

In addition to brand promotion activities, product introduction, and trade promotion aimed at enhancing the value and quality of coffee products, the program of the festival also includes an International Trade Conference - Connecting to Elevate Vietnamese Coffee, alongside various cultural activities, exhibitions, and captivating artistic performances from the Central Highlands region.

On behalf of the leadership of Dak Lak province, Deputy Secretary of the Provincial Party Committee, Chairwoman of the Provincial People's Council, Ms. Huynh Thi Chien Hoa, emphasized during the opening ceremony that the Buon Ma Thuot Coffee Festival is a notable economic and cultural event of Dak Lak province, which, over its eight iterations, has left a profound impression on both domestic and international visitors.

The General Director of the International Coffee Organization (ICO), Vanusia Noguiera, delivered a speech at the ceremony. 

Through various activities during the festival, Dak Lak Province aims to introduce to domestic and international friends the majestic natural landscapes of the Central Highlands; the revolutionary tradition of solidarity, bravery, resilience, and tenacity; the diverse, rich, and unique cultural essence of the ethnic communities; the potential for tourism development, trade, investment, import-export activities, and services; and the promotion of agricultural product brands. Furthermore, it seeks to elevate the Buon Ma Thuot coffee brand and enhance the status of Vietnamese coffee on the international stage, thereby fostering sustainable socio-economic development in the local area. 

Building on, innovating, and creatively enhancing the achievements of the previous eight festivals, the 9th Buon Ma Thuot Coffee Festival in 2025 will coincide with activities commemorating the 50th anniversary of the Buon Ma Thuot Victory and the liberation of Dak Lak Province, promising a variety of meaningful, distinctive, and appealing programs. 

Comrade Huynh Thi Chien Hoa expressed hope that during the festival, delegates and visitors will have exciting experiences, immersing themselves in the aroma of coffee and engaging in unique traditional festivals during the most beautiful time of March in the Central Highlands.

Comrade Tran Hong Ha - Member of the Central Committee of the Party and Deputy Prime Minister, spoke at the Opening Ceremony. 

Attending and giving guidance at the Opening Ceremony, Member of the Central Committee of the Party, Deputy Prime Minister Tran Hong Ha emphasized that Dak Lak has long been known as the "Coffee Capital of Vietnam," possessing ample potential and advantages to become one of the major coffee centers in the region and the world. 

Deputy Prime Minister Tran Hong Ha stated that the coffee industry in Vietnam is currently striving for sustainable development, enhancing and prolonging the product value chain. In 2024, for the first time, coffee exports are expected to exceed 5 billion USD, further affirming Vietnam's position as the second-largest coffee supplier in the world, following Brazil. Notably, Dak Lak contributes approximately 18% of the export turnover; the brand and geographical indication "Buon Ma Thuot Coffee" have reached over 80 countries and territories worldwide. 

However, the Vietnamese coffee industry is presently facing significant challenges, including inconsistent quality; a low rate of deep processing; limited product diversity that does not align with consumer preferences; increasing competition and market standards, particularly due to the EU's Anti-Deforestation Regulation; and declining productivity as a result of climate change…

The certificate for the national intangible cultural heritage “Knowledge of Growing and Processing Coffee in Dak Lak” has been awarded to Dak Lak Province.

To enhance the quality, brand, and value of Vietnamese coffee, as well as improve the living standards of farmers, Deputy Prime Minister Tran Hong Ha has urged the Ministry of Agriculture and Rural Development, along with localities, associations, and businesses involved in coffee production, processing, and trade, to continue collaborating on reviewing planning, establishing high-quality low-emission coffee-growing areas; applying advanced science and technology in production and processing; and developing a sustainable value chain based on the connection between farmers, cooperatives, processing enterprises, and exporters. This initiative aims to stabilize prices and increase income for coffee growers, ensuring that farmers who directly cultivate coffee beans benefit appropriately from the development of the Vietnamese coffee industry.

Artistic performance at the Opening Ceremony. 

Additionally, the Vietnam Coffee and Cocoa Association, along with businesses, must invest in traceability technology, including blockchain and intelligent supply chain management systems, to ensure transparency, and establish a sustainable management system from production to processing and export, with a focus on enhancing quality, diversifying products, and promoting environmentally friendly Vietnamese coffee.

Moreover, it is necessary to focus on promoting the Vietnamese coffee brand, with a strong emphasis on expanding both domestic and international markets. Businesses should develop marketing strategies and brand positioning that align with their capabilities; expand direct distribution channels in potential markets, leverage e-commerce, and diversify consumption channels…

A dazzling fireworks display marked the 50th anniversary of the Buon Ma Thuot victory, the liberation of Dak Lak Province, and the 9th Buon Ma Thuot Coffee Festival in 2025.

On this occasion, Deputy Head of the Central Commission for Propaganda and Mobilization Do Van Phoi presented the certificate of the national intangible cultural heritage “Knowledge of planting and processing Dak Lak coffee” to Dak Lak Province.

Following the formalities, the opening ceremony of the 9th Buon Ma Thuot Coffee Festival in 2025 featured a spectacular cultural and artistic program involving a large number of professional and semi-professional performers, artists, and artisans. The artistic program for the opening ceremony comprised three chapters: Chapter 1: Buon Ma Thuot - The Aspiration to Reach Far; Chapter 2: Buon Ma Thuot - The Golden Black Robusta Bean; Chapter 3: Buon Ma Thuot - The Coffee City.

The program concluded with a special fireworks display to celebrate the 50th anniversary of the Buon Ma Thuot victory, the liberation of Dak Lak Province (March 10, 1975 - March 10, 2025), and the 9th Buon Ma Thuot Coffee Festival in 2025.