Son La steps up preparations for second Coffee Festival 2026

Nguyen Dinh Viet, Deputy Secretary of the Son La provincial Party Committee, Chairman of the provincial People’s Committee and head of the organising committee for the second Son La Coffee Festival 2026, chaired a meeting of the festival organising committee on September 15.

The organising committee for the second Son La Coffee Festival 2026 meets.

The meeting was attended by members of the organising committee, leaders of provincial departments and agencies, and representatives of communes and wards.

A leader of the provincial Investment, Trade and Tourism Promotion Centre reports at the meeting.

The festival is scheduled to take place in October at Tay Bac (Northwest) Square. Preparations are largely on track, covering the opening ceremony script, visual identity, logistics and plans for public security and order, traffic, healthcare and power supply.

The “Son La Coffee – Connecting Values, Driving Sustainable Development” trade fair and exhibition will feature 240 booths, with 140 businesses and cooperatives having registered to participate. Preparations are also underway for a range of key activities, including the “Son La Arabica” Marathon, coffee brewing, roasting and cupping competitions, a seminar on improving coffee quality, business networking, the “Coffee Farm Experience” tour, the Farmers’ Talent Competition and a photo exhibition showcasing Son La coffee.

A leader of the provincial Department of Culture, Sports and Tourism speaks at the meeting.

Promotion of the event has been stepped up across traditional media and digital platforms. Since June 16, Son La Newspaper and Radio-Television has published more than 550 news stories, articles, photos, reports and video clips. It has also produced a documentary highlighting the coffee-growing region, production processes, cultural values and development potential of Son La Arabica coffee.

A leader of Son La Newspaper and Radio-Television addresses the event.
Chairman of the provincial People’s Committee Nguyen Dinh Viet delivers concluding remarks.

Concluding the meeting, Chairman Viet stressed that the second Son La Coffee Festival 2026 must serve as a major platform to promote and elevate the Son La Arabica brand, while supporting investment promotion and tourism development.

Provincial departments, agencies and local authorities were urged to urgently finalise the festival programme, scripts and organisational arrangements; develop coffee-region experience tours linking destinations and tourism products; and ensure security, safety, traffic management, healthcare and environmental sanitation.

He also called for stronger dissemination through the media and digital platforms, including in multiple languages, to help raise the profile of the Son La Arabica brand./.

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