The festival's organizing committee at the press conference on Wednesday (Photo: Ngoc Anh - VOV5)

Key festival activities will be digital content creation competition to promote the event online, exhibitions on coffee production and One Commune One Product (OCOP), a coffee brewing competition, an international trade conference, a street festival, a farmers' competition, a light festival, a rock music festival, an international off-road race, and tours of Dak Lak and its coffee culture.

At a press conference on Wednesday, Nguyen Tuan Ha, Permanent Vice Chairman of the People's Committee of Dak Lak province and head of the festival’s organizing committee, said: “The province has hosted eight previous editions of the festival, and this year’s event will feature similar core activities. However, a major highlight this year is Trung Nguyen Coffee Corporation’s hosting of the opening ceremony."
"Trung Nguyen is Vietnam’s leading coffee corporation and a key player in the global coffee industry. Dak Lak province will hold a groundbreaking ceremony for the new Trung Nguyen Legend Coffee Factory, the company’s largest investment project in the province to date, with a total investment of over 39 million USD. This will be the largest coffee processing plant in Southeast Asia,” said Mr. Ha.
An art performance to introduce the festival (Photo: Ngoc Anh - VOV5)

In 2024 Vietnam’s coffee exports exceeded 5.4 billion USD, setting a new record. Coffee is one of Vietnam’s top 10 agricultural exports, and in 2024 Dak Lak province exported 1.7 billion USD worth of goods, with coffee alone accounting for 1.2 billion USD.

Miss Universe Vietnam 2017 H’Hen Nie and Vietnam Tourism Ambassador 2024 Dinh Thi Hoa are named the festival’s official media ambassadors.