Story: Ly Hoang Long

In March, as the sweet fragrance of coffee blossoms begins to spread across the hills, the Central Highlands enters its festival season. Since 2005, the Buon Ma Thuot Coffee Festival has become a key cultural event in Dak Lak province, known as the “Coffee Capital of Vietnam”. With an area of 210,000 hectares devoted to coffee and an annual harvest of over 520,000 tons, Dak Lak accounts for more than 30% of the nation’s coffee production.

An elder drinks cane wine

Taking place from March 9 to March 13, 2025, the 9th Buon Ma Thuot Coffee Festival is a significant event commemorating the 50th anniversary of the Buon Ma Thuot Victory and the liberation of Dak Lak province (March 10, 1975 – March 10, 2025). This festival aims to evoke pride and encourage local ethnic communities to build a prosperous and refined homeland with a distinct cultural identity while promoting the Buon Ma Thuot coffee brand.

Along with activities showcasing local products and coffee tastings from renowned producers, the festival also features exciting street festivities on major roads in downtown Buon Ma Thuot.

A procession of elephants

Scenes of heavy, weary elephants trudging around Lak Lake carrying tourists have faded. Instead, a friendlier tourism model has emerged, allowing visitors to feed elephants and take photos with them. To shift away from old-fashioned tourism practices, in 2022, the Dak Lak Provincial People’s Committee approved a technical support project to transition from elephant rides to more elephant-friendly tour options. This initiative aims to help locals preserve and care for their elephants while ensuring the animals’ welfare and extending their lifespan. Elephant owners and trainers will receive compensation for lost income during this transition, funded by Animals Asia Foundation (AAF) from Hong Kong with a budget of USD 2.4 million.

Young musicians play

The Buon Ma Thuot Coffee Festival is not confined to fixed locations but encompasses events stretching from the city center to various villages. These activities intertwine culture and commerce, contemporary art, and traditional culture, featuring events such as a rock band festival, coffee camps, the “Conquering the Great Forest – Buon Don District 2025” international off-road car racing challenge, and tours to the Buon Don Elephant Festival, the Lak District Traditional Boat Races, and more.

After enjoying vibrant musical performances and lively street scenes with whimsical coffee displays, there’s nothing quite like witnessing solemn rituals to pray for elephants’ health and receive water blessings. This March, visitors will be enthralled by the rhythmic sounds of gongs echoing through the mountains, blending with the breeze over Lak Lake.