The third international coffee festival will be held in Buon Ma Thuot, in Central Highlands province of Dak Lak from March 10 to 13 to promote the local coffee industry.

The bi-annual event will feature a lion-dance parade and elephants bearing symbols of the celebrated bean.

One hundred and sixty foreign and local coffee firms will staff 500 booths to highlight their techniques, products and services.

The festival will feature an international seminar on coffee that will include representatives from the biggest coffee producers in the world, including Brazil, Columbia, Indonesia and Ethiopia.

The symposium is meant to serve as a principal step in establishing an international organization of coffee exporting countries.

During the event, the provincial People’s Committee and representatives from the Trung Nguyen Corporation are set to inaugurate the World Coffee Museum which will displaying more than 10,000 items related to coffee and related cultures.

There will also be performances by ethnic groups living in Tay Nguyen and artists from coffee-growing nations.

Pele, widely considered the Brazilian King of Football, will also attend the festival.