The fact that Buon Ma Thuot, the “coffee capital”, has been ranked among the top 15 culinary destinations in the world in 2026 by the prestigious National Geographic magazine is important evidence that Dak Lak’s Robusta coffee beans have been positioned on the global consumer map.

Dak Lak is not only regarded as “capital” of Vietnamese coffee but also recognised for the land of coffee beans with a unique flavor found nowhere else. The value has been affirmed through more than a century of historical development, from the coffee plantations during the French colonial era to the Buon Ma Thuot Coffee brand today.

However, despite its unique flavor, Vietnamese Robusta coffee was previously mainly known as a raw material for the instant coffee industry, resulting in a low value in the global supply chain.

To obtain the finest Robusta coffee, the processing procedure is meticulously carried out, with precise steps at every stage.

According to comrade Le Duc Huy, the Board of Directors of Simexco Dak Lak Chairman, since 2015 the company has collaborated with international experts to implement a high-quality Robusta and Fine Robusta program, while also promoting national-level specialty coffee competitions to improve quality and position the brand. Currently, Fine Robusta has been used by major roasting corporations worldwide.

According to Mr. Trinh Duc Minh, Chairman of the Buon Ma Thuot Coffee Association, Fine Robusta stands out for its rich, balanced flavor, featuring notes of chocolate, caramel, along with tropical fruit.

Notably, in 2023, Vietnamese Fine Robusta coffee originating from Dak Lak was used in the World Barista Championships. In 2024, Vietnamese Robusta coffee also achieved the world’s highest specialty coffee score, reaching 87.92 points.

These achievements explain why renowned food female-author Helen Le, in an interview with National Geographic magazine, affirmed that the quality of Robusta beans here is among the best in the world.

The world’s coffee destination

“Buon Ma Thuot – The world’s coffee destination” is a strategic vision based on the convergence of landscape, history, and the rich cultural identity of the Central Highlands region. The name Buon Ma Thuot is not just an administrative place name but has become a protected geographical indication for coffee in 32 countries combined with territories.

International tourists learning about the high-quality coffee processing techniques at Aeroco Coffee Farm.

Dr. Manuel Diaz, a global coffee sensory expert, commented: The global coffee industry is clearly shifting towards beans that demonstrate sophistication and complex depth. Buon Ma Thuot has a huge advantage in possessing a community of professionals with solid knowledge, a deep understanding of their homeland’s coffee beans, alongside the ability to scientifically convey this knowledge.

To realize this vision, Buon Ma Thuot city is focusing on developing specialty coffee, high-quality coffee with distinctive characteristics to attract tourists and international investors. Among the destinations featured by National Geographic, Aeroco Specialty Coffee Farm stands out as a prime example, allowing visitors to experience the entire process from cultivation as well as processing to coffee tasting. Aeroco has won the Vietnam Amazing Cup multiple times and exported its products to major markets including Japan, South Korea, the United States, Europe, together with China.

Dak Lak province is currently preparing a dossier for the intangible cultural heritage “Knowledge of coffee cultivation and processing in Dak Lak province” for submission to UNESCO for inscription, while also finalizing the Sustainable Coffee Development plan till 2030, with a vision towards 2045, building unique coffee cultural spaces – where Buon Ma Thuot serves not only the production capital, but also a “World’s coffee destination”.

Translated by TRINH THUY