The event aims to boost the development of the Vietnamese coffee trademark and boost its export to foreign markets.

Similar festivals were held in 2005 and 2008, while a coffee cultural week took place in Hanoi and Ho Chi Minh City in 2007.

The Dak Lak provincial People’s Committee has proposed that the Government and the Ministry of Trade and Industry include the Buon Ma Thuot Coffee Festival in the national key trade promotion programme, which is launched every two years.