Buon Ma Thuot Coffee Festival 2023 and the aspiration to become “The world’s city of coffee” (23/02/2023, 20:44)

The Prime Minister directed Buon Ma Thuot to form a project on developing the city’s trademark as “The world’s city of coffee”. The 2023 Coffee Festival is expected to convey this aspiration.

On the morning of February 10, in Hanoi, the People's Committee of Dak Lak province held a press conference to introduce the 8th Buon Ma Thuot Coffee Festival in 2023 with the theme "Buon Ma Thuot - The destination of the world coffee".

The Organizing Committee of the 8th Buon Ma Thuot Coffee Festival in 2023 answering a question from a press reporter

According to Mr. Thai Hong Ha, Director of the Department of Culture, Sports and Tourism of Dak Lak Province, the 8th Buon Ma Thuot Coffee Festival under the theme "Buon Ma Thuot - The destination of world coffee" will take place from 10 to 14 March in Buon Ma Thuot city and some other localities in Dak Lak Province.

At this festival, a number of new activities will be held, such as: a contest of video clips introducing Buon Ma Thuot coffee under the theme “The story of Buon Ma Thuot coffee”, a performance of the musical “Dam San’s aspiration", a festival of light, a photo exhibition with the theme "Viet Nam’s coffee culture - The journey to world culture" and "The history of world coffee", a competition for handicrafts products from coffee trees, among others.

In order to promote and introduce the festival, the Organizing Committee invited Miss Universe 2017 H’Hen Niê to be the festival’s Media Ambassador for the festival, and recruited a team of media and content creators on different social media platforms. This aims to promote the festival to our friends and visitors from Viet Nam and the international community. This is also the second time Miss H’Hen Niê has taken on this responsibility.

In addition, each local person and business in Dak Lak province also serves as a media ambassador, and also a direct beneficiary through the festival’s promotional and communication activities.

According to the Organizing Committee, this festival continues to promote Buon Ma Thuot’s coffee brand, develop Vietnamese specialty coffee, and gradually make this city a destination of world coffee. This will contribute to elevating the value and standing of Vietnamese coffee in the global market. In addition, the festival will also honor coffee growers, processors and traders.

Regarding the new activities of the festival, Mr. Nguyen Tuan Ha - Standing Vice Chairman of the Provincial People's Committee, Head of the Organizing Committee stated that the 8th festival will continue to build on and convey the quintessence of the previous 7 festivals.

The art section in the opening and closing ceremonies will witness a change in structure, conveying the essence of commercial activities, production and consumption of coffee as well as honoring the farmers who cultivated the coffee beans and contributed to the economic development of the Central Highlands. The art performances will also convey the quintessence of culture and humanity to foster creativity.

Standing Vice Chairman of Dak Lak Provincial People's Committee Nguyen Tuan Ha at the press conference

Mr. Nguyen Tuan Ha also highlighted: “Our Prime Minister directed Buon Ma Thuot to form a project in developing the trademark of Buon Ma Thuot city as "the world's city of coffee”, and the opening ceremony of the festival will convey this spirit.

According to the Head of the Organizing Committee, the contest among farmers takes place every festival to promote traditions and fundamental values, honoring coffee producers, growers and processors. This year’s theme is much in line with the Government’s direction toward smart coffee farming, adaptation to climate change, digital transformation and digital economy.

In addition, this year's specialized coffee exhibition focuses on the development and general trends of the coffee industry with about 400 booths, mainly demonstrating coffee processing. The centerpiece of the exhibition is introducing equipment for coffee processing, which is an area for investment, and Dak Lak’s strength in particular and the Central Highlands in general.

According to the Ministry of Agriculture and Rural Development, coffee is currently ranked second in volume among Viet Nam’s agricultural export products, just after rice. In 2022, Viet Nam exported 1.68 million tons of coffee, with a turnover of about 3.9 billion USD.

Standing Vice Chairman of Dak Lak Provincial People's Committee Nguyen Tuan Ha stated that the current shortcoming of the coffee industry is that the majority of it remains in raw coffee export or preliminary processing, in order to export to about 100 markets around the world. Therefore, Vietnamese coffee is yet to be of high value. It is necessary to gradually shift from raw production and preliminary processing to final products using advanced technology rather than only raw coffee beans. The added values of such coffee products will allow for more sustainable development of the industry.

Ha Duong

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