The recognition places Buon Ma Thuot alongside iconic culinary destinations around the world, bringing Viet Nam’s coffee heritage and the unique culinary culture of the Central Highlands into the international spotlight.
Dak Lak Province produces around 30% of Viet Nam’s total coffee output and is home to some of the finest Robusta coffee beans in the world. Coffee culture there is not merely an industry; it is a living tradition deeply woven into the daily lives of local people, the indigenous E De and M'nong communities, and the vast green highlands. Visitors to Buon Ma Thuot can discover a coffee experience unlike anywhere else.
The journey from plantation to cup takes visitors through expansive coffee farms, where they can pick, roast and brew their own coffee. They can also experience the traditional coffee rituals of the E De people, an intimate cultural practice passed down through generations. The city is home to a thriving café culture, with hundreds of independent coffee shops serving carefully crafted beverages in settings ranging from century-old colonial villas to open-air gardens overlooking mist-covered valleys.
The World Coffee Museum, the only museum in Southeast Asia dedicated exclusively to the history and culture of coffee worldwide.
Notably, the geographical indication “Buon Ma Thuot Coffee” has been protected legally in more than 30 countries, demonstrating the exceptional quality and distinctive character of coffee grown in this highland region.
“The recognition of National Geographic is a source of pride not only for Buon Ma Thuot and Dak Lak Province, but for Viet Nam. We warmly invite visitors and coffee lovers from around the world to experience firsthand what makes our coffee culture truly unique. Buon Ma Thuot is not just a destination; it is an emotion, a story and a cup of coffee that you will never forget,” said Nguyen Son Hung, Head of the Tourism Management Division under the Department of Culture, Sports and Tourism of Dak Lak Province.
