On March 11, in Buon Ma Thuot City, Dak Lak Province, the International Trade Conference – Connecting and Elevating Vietnamese Coffee took place as one of the key activities within the framework of the 9th Buon Ma Thuot Coffee Festival 2025.
Speaking at the event, Vu Ba Phu, Director General of the Vietnam Trade Promotion Agency (Ministry of Industry and Trade), emphasized that the conference is an important highlight of the Buon Ma Thuot Coffee Festival, honoring coffee growers who have made significant contributions to the local economy since the early days of cultivation.
Buon Ma Thuot coffee has become a national symbol, enhancing the reputation of Vietnamese coffee on the world map and earning recognition in many countries and territories. With over 100 years of coffee cultivation, modern processing technologies, strong infrastructure, high market connectivity, and experienced producers, Dak Lak possesses great potential to develop its specialty Robusta coffee segment.
Enhancing the Value and Sustainability of Vietnamese Coffee
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The conference provided an opportunity for the Vietnamese coffee industry to approach concepts of circular economyand experiential economy, linking local resources with cultural and historical experiences. It also encouraged the sector to better adapt to climate change, market fluctuations, and evolving consumer trends.
A key discussion point was the European Union Deforestation Regulation (EUDR) recently passed by the European Parliament, which presents both opportunities and challenges for Vietnam’s coffee industry. Compliance with EUDR standards will help drive the sector toward green, rapid, and sustainable development.
Driving Trade Promotion and Global Integration
According to Director General Vu Ba Phu, the professional organization of the conference demonstrates Vietnam’s growing efforts in trade promotion and international economic integration.
“With the message of overcoming difficulties and challenges to move forward in global economic integration, the conference aims to strengthen connectivity, stabilize markets, and enhance competitiveness so that Vietnamese coffee can reach regional and global levels,” he stated.
He expressed confidence that the event will promote trade, investment, and tourism linkages between the Central–Highlands region and other localities across Vietnam, as well as with international partners, creating new momentum for cooperation and development.
Focusing on Deep Processing and Branding
On the sidelines of the event, Mr. Phu also shared insights into the future direction of the coffee industry.
Given that Vietnam’s coffee-growing area, yield, and total output have nearly reached their limit, the key to increasing export value lies in deep processing and brand positioning. To achieve this, the Ministry of Industry and Trade, together with the Vietnam Coffee and Cocoa Association (VICOFA) and other stakeholders, will support enterprises in building a comprehensive strategy to enhance brand value and promote the global image of Vietnamese coffee.
Global Participation and Industry Collaboration
The conference welcomed 800 delegates, including 200 international guests, representatives from the International Coffee Organization (ICO), and numerous global trade partners, marking a major step in Vietnam’s efforts to elevate its coffee industry through international collaboration and innovation.