The People’s Committee of Buon Ma Thuot city has issued 20,000 free coffee coupons that can be used at 38 cafes in the city. The festival aims to affirm the position of Dak Lak coffee in particular and Vietnamese coffee in general as players on the global market.  It will also honor coffee growers, processors and traders, while encouraging the community to come together to develop the coffee industry. The festival will feature a range of activities, including the 2019 Dak Lak investment promotion conference, an exhibition on coffee, a seminar on the development of Vietnamese  coffee specialties, a photo and coffee history exhibition, a street festival, a contest for farmers, a Buon Don elephant festival and a culinary competition.   Miss Universe Vietnam 2017 H’Hen Nie, who finished in the top five of Miss Universe 2018, has been selected as the communications ambassador of the festival.