Chairman Do Huu Huy of the Dak Lak provincial People’s Committee announced that the 10th Buon Ma Thuot Coffee Festival will be held in March 2027 as a national‑level event. The festival’s scale makes it a key moment for Vietnam’s coffee sector and the region’s economy.

Organisers say the festival will promote the Buon Ma Thuot coffee brand, advance Vietnamese specialty coffee, attract investment in deep processing, and showcase the cultural identities of local ethnic groups. They expect about 1.3 million visitors to attend.

Trinh Duc Minh, Chairman of the Buon Ma Thuot Coffee Association, said the event should highlight Vietnam’s position as a global Robusta powerhouse and improve the international standing of the country’s coffee. Stronger brand promotion is seen as essential for raising the value of Robusta worldwide.

Vietnamese producers recently performed well at the Global Robusta Awards 2026 in China, where nine of the ten samples shortlisted for the global Top 20 came from Vietnam. Members of the Buon Ma Thuot Coffee Association contributed six of those samples, underscoring the region’s growing quality.

Dak Lak province hopes the festival will become a driver of sustainable development by building year‑round cultural spaces and tourism products. In this way, the event aims to create lasting livelihoods for local residents and businesses while strengthening the national coffee industry.