The 2026 Dak Lak Durian Festival has come to an end, but the connections forged during the event are expected to create novel opportunities to continue developing the provincial durian industry while taking the Dak Lak durian brand further afield.

Under the theme “Dak Lak Durian - Connecting for Greater Reach”, the 2026 Dak Lak Durian Festival was held on a provincial scale for the first time, with activities spanning numerous localities, including forums connecting production and consumption; product displays coupled with introductions; trade promotion activities; farm experiences; orchard-based durian auctions and transactions; a culinary festival featuring 102 durian-based dishes; a parade of 525 pickup trucks carrying durians; alongside cultural as well as artistic programmes.

The durian queen procession organised by Ea Knuiec commune as part of the 2026 Dak Lak Durian Festival.

According to the Department of Culture, Sports and Tourism, during the festival from August 14 to September 2, the province welcomed approximately 750,000 visitors, including around 16,000 international visitors along with 275,000 overnight tourists. Total tourism revenue was estimated at more than 1,295 billion VND. Notably, durian orchard experience programmes attracted more than 34,000 visitors, turning durian-growing areas into experiential destinations closely associated with the agricultural season.

The specialised area for displaying, promoting while introducing durian and OCOP products featured 385 booths showcasing 320 products as well as attracted approximately 250,000 visitors. The Durian Culinary Festival featuring 102 dishes, Durian Cultural Week, an art photography exhibition, artistic programmes and check-in activities contributed to creating a diverse festival space.

From an agricultural commodity, durian has emerged as a “gateway” to broader experiences across the locality. Mr Tran Hong Tien, Director of the Department of Culture, Sports and Tourism together with Deputy Head of the Festival Organising Committee, said the festival’s effectiveness was measured not merely through visitor numbers or sales, but also by its ability to leave a lasting impression, encouraging visitors to return, continue exploring and share their experiences of Dak Lak. Durian has become a “starting point” for visitors to discover the landscapes, culture, cuisine along with people of Dak Lak.

Extending value beyond the festival

At the Forum on Connecting Durian Consumption Towards A Sustainable Durian Ecosystem, nine memoranda of understanding were exchanged, representing a combined value of nearly 9 trillion VND. Through these meetings, durian farmers gained greater opportunities to understand market requirements, while enterprises were able to learn more about raw material areas and establish suitable linkages.

Local residents and visitors enthusiastically participating in activities during Durian Cultural Week.

In practice, the festival-based consumption activities held opened up novel approaches. Eight localities participating in the programme “One KOL, KOC per commune to sell durians online” put more than 262 tonnes of durians up for sale through livestream sessions, generating over 20.4 billion VND in revenue. An auction in Krong Pac recorded a lot of nearly 350 tonnes of durian, valued at  approximately 23.8 billion VND. Overall, around 600 tonnes of durians were estimated to have been sold through festival activities, generating more than 44 billion VND in revenue.

Another highlights of the 2026 Dak Lak Durian Festival came with the establishment of three records: “The world’s largest parade of fruit-carrying vehicles”; “Viet Nam’s largest durian basket model”; and “Viet Nam’s largest event for preparing as well as presenting durian-based dishes”.

Notably, in the digital environment, more than 11,000 news reports and posts published by 48 press agencies, together with content produced by around 50 domestic and international KOLs, generated more than 64 million views. Numerous KOLs from China, the Republic of Korea combined with other countries directly experienced and filmed the festival, durian-growing areas alongside Dak Lak durians, sharing them on digital platforms and helping promote Dak Lak durians in international markets.

Translated by KHUONG THAO