During the first two days of the 2026 Dak Lak Durian Festival, the event attracted tens of thousands of local residents, visitors, as well as domestic and international enterprises, creating a vibrant atmosphere for exploration, experience and business connections.

Going beyond simply honouring a key agricultural product, the festival has opened up a space for trade, tourism connectivity and brand enhancement, helping Dak Lak durian reach wider markets.

From Buon Ma Thuot ward, where the opening ceremony, Durian and OCOP Product Exhibition and Promotion Area, and the cuisine festival featuring 102 durian-based dishes were held, to key growing areas, a vibrant festive atmosphere has spread across the province. Durian is being showcased not only as a key agricultural product but also as an “ambassador” of Dak Lak’s culture, tourism and trade.

Provincial leaders and representatives of provincial departments and sectors visiting booths displaying OCOP products and outstanding rural industrial products from localities province-wide.

Since opening on the morning of August 15, the Durian and OCOP Product Exhibition and Promotion Area has drawn large crowds of local residents and visitors. Along Phan Dinh Giot pedestrian street, cultural, artistic and culinary activities have unfolded throughout the day, adding colour and excitement to the festival.

One of the highlights was a parade of 500 pickup trucks carrying durians from the centre of Krong Pac commune to Buon Ma Thuot ward. The activity not only created a vibrant atmosphere but also further raised the profile of the Dak Lak durian brand among the public.

The festive atmosphere has also spread to the growing areas. In Ea Phe, Ea Knuec and Krong Pac communes, lush durian orchards have become attractive destinations for experiential tourism.

Ms. Nguyen Thi Duyen, a visitor from Ho Chi Minh City, said: “This year, durian orchards are opening up a new type of experience. We can not only visit durian orchards and enjoy fresh fruit there, but also learn about production practices and the local culture behind these distinctive agricultural tourism products”.

The pickup truck convoy carrying durians that set a Guinness World Record, as part of the 2026 Dak Lak Durian Festival.

Beyond creating experiential spaces, the festival has also become a platform for trade and business in the durian sector. Enterprises, cooperatives, distributors and traders have opportunities to meet and seek partners, while discussions on output, quality, standards, markets and distribution methods have been actively conducted. Livestream sales sessions have also helped bring products from the festival venue closer to consumers.

The festival has only just begun, but its reach is already evident. By connecting agriculture with trade, culture and tourism, durian is not only generating economic value but also opening up opportunities for Dak Lak to promote its image, enhance its brand and forge linkages with partners at home and abroad.

Translated by KHUONG THAO