The festival will take place at Lam Vien Square with 34 booths showcasing coffee and cuisine, alongside the launch of the model “Coffee and Heritage – A Journey Connecting the World.”

A standout highlight will be a painting on Vietnamese Robusta coffee, a Vietnamese record-setting artwork crafted entirely from Robusta beans.

Visitors will be able to explore the coffee cultures of Ethiopia, Brazil, Indonesia, and Vietnam, experience on-site roasting, grinding, and hand-brewing, and discover the “coffee bean destination” model. The Global Coffee Journey Week will also feature a uniquely designed coffee space aboard a train at Da Lat Station.

According to Nguyen Thi Bich Ngoc, Deputy Director of Lam Dong’s Department of Culture and Sports, the province will host a series of international coffee-themed activities in December to reinforce the Lam Dong coffee brand, especially in core production areas.

“These events present an opportunity to promote local tourism, attract visitors, and call for investment into Lam Dong,” Ngoc said.

Meanwhile, Le Hoang Diep Thao, CEO of TNI King Coffee, said the festival not only honour the value of Vietnamese coffee but also inspires younger generations, noting that the event supports coffee industry development through a creative-industry approach, opening doors to new cooperation, investment, and export opportunities.

The festival will become an annual brand, contributing to the local economy and elevating the image of Vietnam to the world while helping position Da Lat as an international coffee destination, attracting global tourists during the year-end festive season, Thao stressed.

The festival follows the 2025 Southeast Asian Gong Festival, creating a vibrant year-end cultural hub aimed at drawing both domestic and international tourists to Lam Dong.

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