Discovery proposes to tell Dak Lak’s coffee story to the world

Recently, Chairman of the Dak Lak Provincial People’s Committee Do Huu Huy held a working session with Warner Bros. Discovery (WBD), led by Andrew White, Vice President of the Group, to discuss cooperation in promoting the province’s image, culture, natural beauty and distinctive products to international audiences.

At the meeting, Andrew White said that Discovery, a US television network owned by Discovery Inc., merged with WarnerMedia in May 2022 and was subsequently renamed Warner Bros. Discovery. The Group offers a diverse portfolio of television, film and online content in 50 languages, with prominent brands and channels including Warner Bros., Discovery Channel, Discovery+, CNN, Eurosport, HBO and Travel Channel.

The Group’s representative expressed an appreciation for the province’s development and said WBD was keen to learn more about Dak Lak’s coffee culture, signature products such as durian, and its distinctive landscapes and natural assets. WBD said Dak Lak has considerable potential to showcase its stories to international audiences and expressed confidence that stories from the province would appeal to viewers around the world. In Vietnam, Discovery has produced documentaries on coffee, the technological revolution, telecommunications and the automotive industry.

Speaking at the meeting, Chairman of the Dak Lak Provincial People’s Committee Do Huu Huy said the province has significant advantages in nature, culture and agriculture, with signature products including coffee, durian and tuna. Buon Ma Thuot, in particular, is known as the birthplace of some of the world’s finest Robusta coffee.

The province also boasts a rich and diverse cultural heritage, notably the Space of Gong Culture in the Central Highlands and the Art of Bài Chòi in Central Vietnam, both of which UNESCO has inscribed on the Representative List of the Intangible Cultural Heritage of Humanity. The ecosystems of Yok Don and Chu Yang Sin national parks, along with the province’s elephant populations, are also distinctive assets that could provide valuable material for media productions, films and tourism promotion.

The Chairman of the Dak Lak Provincial People’s Committee expressed his wish for stories about the province’s highlands, blue seas, culture, people and signature products to be widely featured across WBD’s platforms. He also called on the Group to support digital communications, provide promotional advice, help attract international tourists, and explore investment opportunities in cultural and resort tourism ecosystems suited to the province’s potential and strengths.

One notable proposal shared by WBD at the meeting was the importance of local identity. The Dak Lak provincial leadership and WBD tentatively agreed to initially promote Buon Ma Thuot Coffee - the “Coffee Capital of the World” - and the 2027 Buon Ma Thuot Coffee Festival.

WBD is a global media and entertainment group that owns numerous brands, television channels and content platforms, operating in more than 220 countries and territories. The Group has implemented various tourism promotion programs in Asian countries, as well as several projects in Vietnam.