The annual event, now in its third year, will draw the participation of coffee growers from around the world.

The festival, under the auspices of the national key programme of trade promotion, aims to promote Vietnam’s coffee products and the Buon Ma Thuot coffee trademark to the world market, widening their foreign consumer markets as well as increasing domestic coffee consumption.

The Central Highland province of Dak Lak currently has over 185,000 hectares planted in coffee. Last season, the province exported 326,738 tonnes of coffee with a turnover of US$500 million, a 21 percent decrease compared to the previous crop.