Dak Lak sets to host grand durian festival

On May 23, Mr. Nguyen Thien Van, Vice Chairman of the Dak Lak Provincial People’s Committee, signed Decision No. 1492/QĐ-UBND approving the plan for the organization of the 2026 Dak Lak Durian Festival. With a large scale, a variety of new activities, and ambitions to connect with international markets, this year’s festival is expected to elevate Dak Lak durian beyond the image of a mere agricultural product, turning it into a new symbol of Central Highlands agriculture and tourism.

Positioning the brand

According to the Dak Lak Provincial People’s Committee, the 2026 Dak Lak Durian Festival will take place from August 15 to September 2, featuring a wide range of activities across Buon Ma Thuot Ward, Tuy Hoa Ward, and key durian-growing areas such as Krong Pac, Cu M’gar, Krong Nang, and Ea Tul.

More than just a cultural and tourism festival, this year’s event also reflects the province’s bigger ambition: to position Dak Lak durian more prominently on both the national and international agricultural map. At a time when durian exports are growing rapidly while market competition is becoming increasingly fierce, Dak Lak aims to turn the festival into a platform for connecting production and consumption chains, promoting investment, and expanding export markets.

Dak Lak Province targets attracting around 300,000 visitors during the festival period. The figure highlights the locality’s strong expectations of transforming durian into a "driving force" for boosting agricultural tourism.

To enhance the appeal of the event, the Dak Lak Provincial People’s Committee has planned a series of large-scale activities. One of the highlights will be a parade of around 500 pickup trucks carrying durians along National Highway 26 to downtown Buon Ma Thuot, combined with an attempt to set a Guinness World Record. The vehicles will be decorated with models of orchards, flowers, and durians, creating a promotional caravan deeply infused with the identity of the Central Highlands.

The festival will also feature a check-in area with the "Largest durian tower in Viet Nam," a durian-themed road, and orchard experience zones. Organizers are additionally planning orchard durian auctions, durian-opening competitions, fast durian-eating contests, and a culinary festival aiming to set a record with 101 dishes made in combination with durian.

The festival atmosphere will be heated up months in advance through communication campaigns such as livestreams showcasing durian flower pollination experiences, talk shows on durian-based cuisine and nutrition, and press conferences in Ha Noi and Dak Lak. This reflects the province’s intention to reach more strongly beyond the local market and attract international visitors, rather than limiting promotion to the regional level.

Expectations from 'billion-dollar fruit'

In recent years, durian has emerged as one of the highest-value agricultural sectors in Dak Lak Province. The provincial People’s Committee expects the 2026 festival not only to serve entertainment and promotional purposes but also to lay a long-term foundation for the industry's development.

As part of the 2026 Dak Lak Durian Festival, the production and consumption connectivity forum themed "sustainable durian ecosystem" is expected to gather around 500 domestic and international delegates. Key issues facing the durian sector, including growing area codes, traceability, packaging standards, quality inspection, and import market requirements, will be brought forward for discussion.

Dak Lak Province also expects the festival to serve as a venue for meetings and export contract signings, while attracting businesses to invest in deep-processing and freezing plants and to diversify durian-based products. This is seen as a necessary step, as the industry faces growing pressure to increase value-added rather than rely mainly on fresh fruit exports.

As part of the festival, the program "Each commune - One KOL/KOC for online durian sales" will also be held on a large, professional scale. Under the plan, TikTok creators and KOLs from both Vietnam and abroad will livestream sales directly from growing areas and product exhibition spaces. Local commune authorities have also been tasked with setting up dedicated livestreaming spots to promote local specialties.

This is a new approach adopted by the 2026 Dak Lak Durian Festival compared to previous editions, aligning with digital transformation trends. As e-commerce increasingly influences agricultural consumption, the initiative is expected to help farmers and cooperatives connect more closely with consumers while promoting the image of local growing regions to wider markets.

According to the Dak Lak Provincial People’s Committee, alongside its economic objectives, the festival will also incorporate many distinctive cultural activities of the Central Highlands. The live-action performance "Memories of the Longhouse," which combines 3D mapping technology, contemporary music, and interactive dance art to recreate the cultural space of the E De people, will be one of the notable highlights of the 2026 Dak Lak Durian Festival.