On July 20, Dak Lak PPC held a press conference at Ba Dinh International Convention Centre in Ha Noi to officially launch the 2026 Dak Lak Durian Festival and unveil its media ambassadors.

Delegates attending the press conference announcing the 2026 Dak Lak Durian Festival.

The 2026 Dak Lak Durian Festival aims to strengthen the Dak Lak Durian brand, advance sustainable growth of the durian industry, increase value across its supply chain, and broaden both domestic coupled with export markets. Beyond promoting the fruit, the festival will showcase Central Highlands provincial competitive advantages, cultural identity, natural landscapes and people to international audiences.

The festival will feature 17 flagship events running from August 15 to September 2, 2026, taking place in Buon Ma Thuot Ward, Tuy Hoa Ward, Krong Pac Commune and other durian-growing areas throughout Dak Lak Province.

During the press conference, the organising committee unveiled three media ambassadors for the 2026 Dak Lak Durian Festival: Miss Dinh Thi Hoa, Miss Vietnam Tourism Ambassador 2024; Mister Trung Nguyen, Mister Idol Vietnam 2023 and First Runner-up at Mister Friendship International 2023; together with Mister Tran Tien, Mister Idol Vietnam 2024. They will accompany a series of promotional activities, helping amplify the festival's message while highlighting Dak Lak's agricultural products, cultural heritage alongside tourism potential for audiences at home and abroad.

Dak Lak PPC Vice Chairman, comrade Dao My presenting flowers to the three media ambassadors of the 2026 Dak Lak Durian Festival.

Addressing the event, comrade Dao My, Dak Lak PPC Vice Chairman, expressed hope that the festival's message would reach a wider audience, including local communities, business circles, investors combined with international partners. He said the festival would present Dak Lak as a dynamic, globally connected province with a rich cultural identity and strong potential in agriculture, tourism along with trade, further reinforcing reputation of the Dak Lak Durian brand.

The organising committee also called for continued support from central ministries, government agencies, international organisations, business community, investors and local authorities nationwide to deepen cooperation, promote trade, expand market access, attract investment, while accelerating tourism development. Dak Lak Province pledged to provide favourable conditions for domestic and international media to cover activities before, during as well as after the festival, contributing to wider recognition of the Dak Lak Durian brand.

Translated by HAI LOAN