Beyond its role as a mere agricultural commodity or source of commercial livelihood, Buon Ma Thuot coffee has become deeply woven into everyday life, giving rise to a distinctive intangible cultural heritage.

When coffee becomes more than a drink

For more than a century, coffee cultivation has taken root in the basalt-red soil, becoming deeply embedded in social life and shaping a distinctive knowledge ecosystem among Central Highlands communities. In Dak Lak, coffee is naturally woven into the daily lives of Ede, M’nong, Gia Rai, Kinh combined with other ethnic communities...

Foreign visitors visiting Aeroco Coffee Farm to experience coffee cultivation and processing.

Mr. Nguyen Minh Nhat, Deputy Director of the Ho Chi Minh City Department of Culture and Sports, said viewing coffee culture through the lens of intangible heritage in an urban setting goes beyond a consumption habit; it has evolved into a form of living heritage. Coffee shops have become a “third space” for social interaction, exchange alongside creativity, functioning as a form of “soft social infrastructure” that complements formal cultural institutions.

Highlighting the role of accumulated knowledge in emerging value chains, Mr. Trinh Duc Minh, Chairman of the Buon Ma Thuot Coffee Association, stressed that Dak Lak coffee is not simply an export commodity, but a living system of knowledge, skills, practices and social relationships embedded within local communities. The Buon Ma Thuot Coffee Geographical Indication coupled with various quality certifications are, in essence, rooted in this living body of knowledge. For sustainable development, he said, the focus must shift from “talking about heritage” towards “working with heritage”, placing farming communities at the heart of the process.

A global coffee culinary destination

National Geographic’s recognition of Buon Ma Thuot among the “15 Best Food Destinations in the World for 2026” affirms the appeal of a tourism-heritage development model in which every cup of coffee tells a story of history, culture and creativity.

Buon Ma Thuot’s culinary tourism appeal stems from its diverse coffee experiences, ranging from traditional phin coffee to egg coffee, salted coffee and other distinctive varieties. Destinations such as the World Coffee Museum together with Aeroco Coffee Farm offer a “farm-to-cup” experience, allowing visitors to take part in harvesting, processing, roasting, brewing and tasting.

Visitors traveling to Buon Ma Thuot during coffee blossom season to experience the fragrant atmosphere of Vietnam’s coffee capital.

In localities such as Dak Phoi Commune, community-based tourism centred on coffee is gradually taking shape. Residents combine farming with storytelling about their land along with harvest seasons, giving visitors opportunities to experience village life, savour traditional coffee and explore the culture as well as landscapes of the Central Highlands.

From a heritage conservation perspective in the digital era, Dr. Win Yuan Shih of the University of Southern California in the United States highly values the locality’s heritage tourism model, describing Vietnamese coffee culture as a form of “living heritage”. Coffee is more than a beverage; it also serves as a cultural institution. Combining museums and farm experiences with 3D technology alongside VR360 can bring heritage to life, making it more interactive and accessible to global audiences.

The seamless integration of cultural heritage, indigenous knowledge and experiential tourism provides a key pathway for Buon Ma Thuot to emerge as a global culinary destination, where every cup of coffee becomes an “ambassador” telling stories of Central Highlands culture coupled with people.

Translated by HAI LOAN