It is viewed as an opportunity for Vietnamese localities and businesses to promote their products to domestic and international consumers, raising the values of Vietnamese goods in the international market. An international conference on the development of Vietnam’s coffee sector is scheduled to be held at the event, focusing on brand development, coffee processing and investment, coffee policies in domestic and international markets. December 10 is designated as Vietnam Coffee Day to mark the great contributions made by the coffee industry to the country’s development. Coffee was first cultivated in Vietnam in 1857. To date, Vietnam’s coffee growing areas reached 20,000ha. The country exports 1.8 million tonnes of coffee beans, raking in US$3.2 billion per year. Vietnam is currently the world’s second largest coffee exporter, after Brazil. Lam Dong boasts coffee areas of nearly 150,240ha and an output of about 430,000 tonnes per year.