Masan: Bringing a warm Tet holiday to soldiers and people in border areas.

(Chinhphu.vn) - On the occasion of the Lunar New Year 2026, amidst the nationwide focus on the border regions of the Fatherland, Masan Group has partnered with the "Spring Border Guard Program: Warming the Hearts of Local People," bringing practical and meaningful gifts to officers, soldiers, and ethnic minority communities in the Central Highlands border areas.

This activity demonstrated the company's sense of social responsibility, while also contributing to spreading the tradition of solidarity and close ties between the military and the people during the Lunar New Year, thereby joining hands to care for the lives of people in disadvantaged areas.

Leaders of the Dak Lak Border Guard Command received 1,000 bottles of fish sauce from Masan Group Joint Stock Company to support poor people in border areas. Photo: Masan Group

Bringing a warm Tet holiday to the soldiers and people in the border region.

The program was held in several border communes of Dak Lak province, where socio -economic conditions are limited and the lives of the people mainly depend on small-scale agricultural production. As part of the program, Masan donated thousands of essential products, including 1,000 bottles of Nam Ngu fish sauce, to support the people in their daily lives, helping them celebrate Tet (Lunar New Year) fully and warmly, and alleviating the persistent difficulties in remote areas.

Beyond their material significance, these spring gifts also represent a sharing of spirit, demonstrating the concern of the business community for those living and serving on the front lines of the border. According to the Group's leaders, through this activity, Masan hopes to contribute to encouraging Border Guard officers and soldiers to work with peace of mind, while also instilling confidence and motivation in ethnic minority communities to stabilize their lives and maintain long-term ties to the border regions of the Fatherland.

Alongside the gift-giving activities, the "Spring Border Guard Program: Warming the Hearts of the People" also organized many meaningful activities such as cultural exchanges, making traditional rice cakes, handing over solidarity houses, supporting poor students to overcome difficulties, and caring for the lives of families entitled to preferential policies. The Tet atmosphere spread early to every village, creating a strong bond between the armed forces, local authorities, businesses, and the people in the area.

Actively participate in social welfare activities.

Beyond its focus on manufacturing and business operations, Masan Group has long been actively involved in social welfare programs nationwide. The group considers this an important part of its sustainable development strategy.

From the mainland to remote islands, Masan brings gifts to the military and people, hoping to contribute to ensuring warm and joyful Tet celebrations in all regions. Photo: Masan Group

In previous Lunar New Year celebrations, Masan and its member companies have distributed tens of thousands of gifts, including essential goods and cash, to impoverished communities in Nghe An province and several districts in Ho Chi Minh City. The total expenditure for these activities amounted to billions of VND, helping many families have a more fulfilling and warmer Tet holiday.

Furthermore, in 2024, Masan continued to implement many large-scale and effective social welfare programs. Specifically, the company donated 100 billion VND to support Lao Cai province within the framework of the "Shelter for My People" program, and also participated in relief efforts for people affected by Typhoon Yagi and supported frontline forces with a total value of nearly 20 billion VND. Masan's brands, such as CHIN-SU, also directly contributed tens of billions of VND to social programs such as "Meals with Meat," aiming to improve nutrition for the poor and children in disadvantaged areas.

In 2025, Masan promptly delivered over 124 tons of food to areas severely affected by natural disasters. Masan's partnership stands alongside the government's welfare activities, supporting people in times of crisis.

Masan not only focuses on the mainland but also pays special attention to remote coastal and island areas. On the Truong Sa and Ly Son islands, Masan Consumer has provided thousands of bottles of CHIN-SU fish sauce, boxes of Omachi instant noodles, and self-heating hot pot products to the soldiers and civilians living and working there.

In addition, Masan also supports many long-term social programs such as assisting in the construction of rural transportation, improving infrastructure in remote areas, contributing to improving living conditions and spreading the spirit of mutual support in the community.

Vinh Hoang

Source: https://baochinhphu.vn/masan-mang-tet-am-ap-den-quan-va-dan-vung-bien-gioi-102260107082515597.htm