Building on the spirit of preserving and honoring traditional cultural values and building upon 150 years of development, SABECO is for the first time transforming its annual Tet program into a platform to celebrate the cultural diversity of Vietnam's regions, demonstrating the company's role in preserving traditional cultural identity, fostering community cohesion, and spreading national pride.
For many generations of Vietnamese people, the "flavor of Tet" is created from unique cultural features, from customs and traditions to the atmosphere of family reunions and moments of sharing and connection. Each region has its own "flavor of Tet," but when everyone comes together in the shared Tet atmosphere, that is the most complete moment of celebrating Tet.
Understanding the spirit of Tet (Vietnamese Lunar New Year) for the Vietnamese people, SABECO launched the campaign "Sharing the Taste of Vietnamese Tet - Connecting Across Regions" with the Vietnam Fatherland Front , with the desire to preserve cultural identity and connect cultural nuances from all regions into a shared Tet experience, where everyone feels connected and belongs together.
As part of the campaign, SABECO will bring a series of Tet gift-giving activities along with cultural exchange and community bonding activities to local people in 16 provinces and cities across Vietnam from January 10th to February 8th.
Representatives from SABECO and the Central Committee of the Vietnam Fatherland Front shared Tet (Lunar New Year) experiences with border guard posts in Dak Lak and Lam Dong provinces (Photo: SABECO).
Each destination is a meeting point, a place where local cultural values, people, and Tet stories converge, meaningful gifts are exchanged, thereby spreading the spirit of unity and sharing, connecting different regions in the same Tet season. Dak Lak is the first destination on this journey, followed immediately on January 11th, the program will visit Lam Dong province.
At the event, SABECO presented 7 "Tet flavor" experience spaces with many attractive community activities, each area representing a familiar and emotionally rich aspect of Tet. The journey began at the "Spring Opening Flavor" area, where participants started their exploration by taking photos and experiencing local culture through folk games.
Following this is the "Fortune-Gathering" area, where people write down their New Year's wishes and pick lucky branches, expressing their hopes for a peaceful and prosperous new year. In the "Joyful and Lively" space, people can capture memorable moments of family reunion through festive photos.
Local residents enthusiastically participated in community-building activities at the event (Photo: SABECO).
The "Authentic Tet Flavors from Diverse Forms" area takes participants back to customs that have been cherished for generations through the experience of asking for calligraphy from a traditional calligrapher and enjoying 333 beer.
Next up is the "Sharing the Flavor of Connection" area with Saigon Lager Beer, featuring fun interactive mini-games inspired by familiar bonding activities during Tet such as singing, raising a glass to celebrate, and exchanging New Year's greetings.
SABECO, together with the program organizers, presented Tet gifts to people in difficult circumstances (Photo: SABECO).
In addition, at the "Joyful Reunion" space, visitors can experience wrapping banh chung and banh tet (traditional Vietnamese rice cakes), arranging Tet feast trays, and together feeling the spirit of reunion and togetherness.
In the "Tet Connection" area – where the campaign extends beyond the geographical boundaries of its 16 locations with the aim of connecting people across 34 provinces and cities through the community-building activity "Sharing the Taste of Vietnamese Tet" – people can share images and stories of celebrating Tet in their own way, with their families, neighbors, or even their hometowns.
Mr. Lester Tan presents Tet gifts to households in Dak Lak and Lam Dong (Photo: SABECO).
The activities took place at community events in the provinces of Dak Lak, Vinh Long, and Nghe An. Simultaneously, participants could post meaningful Tet celebration photos with family and loved ones on social media, using the program's hashtag #ChungViTetViet.
In addition, SABECO also coordinated with the Central Committee of the Vietnam Fatherland Front and the Border Guard Command to donate 6,500 Tet gifts to disadvantaged families and border guard forces in border areas, remote areas, and coastal regions.
With a people-centered approach, the campaign focuses on individuals who tirelessly maintain the rhythm of daily life and cultural flow, bringing a warm, fulfilling, and meaningful Tet holiday to people across the country.
Mr. Cao Xuan Thao, Head of the Social Work Department of the Central Committee of the Vietnam Fatherland Front, shared: “Through our cooperation with SABECO in this campaign, we hope to contribute to bringing Tet closer to the local community, especially those who do not have the opportunity to celebrate a complete Tet season.”
The activities of giving Tet gifts not only provide material support but also demonstrate society's concern, companionship, and care for the people and frontline forces during the New Year. This is a practical activity that contributes to spreading the spirit of solidarity and sharing, while preserving and promoting the beautiful cultural values of the nation during the traditional Tet season.”
Border guards participate in community engagement activities at the event (Photo: SABECO).
On January 10th and 11th, SABECO, in collaboration with the program organizers, distributed 900 Tet (Lunar New Year) gifts to disadvantaged people and border guards in Dak Lak and Lam Dong provinces.
The gifts, bearing the message "Sharing the Flavor of Vietnamese Tet," include essential Tet supplies as well as the distinctive flavors of Tet from different regions. The gifts are given with the hope of bringing completeness and warmth to those who cannot afford a full Tet celebration, so that everyone can feel like they are part of the shared joy of the New Year.
Sharing his thoughts on the campaign, Mr. Lester Tan, General Director of SABECO, said: “Throughout 150 years of accompanying Vietnam, SABECO has always continuously innovated for development, while preserving the cultural values that make up the Vietnamese identity.
Through the campaign "Sharing the Flavor of Vietnamese Tet - Connecting Across Regions," we aim to spread the spirit of unity and sharing during the New Year, while also contributing to the preservation of our national cultural identity. Tet is a special cultural moment, connecting generations and regions in the hope of a prosperous new year.”
SABECO wishes to bring a fulfilling Lunar New Year to people across the country (Photo: SABECO).
Mr. Lester Tan emphasized that with this campaign, SABECO hopes to bring a fulfilling Tet holiday to people across the country, so that everyone can feel the connection and spirit of sharing during this special occasion.
This also demonstrates SABECO's long-term commitment to accompanying Vietnam, contributing to the sustainable development of society, and preserving valuable cultural values for future generations.
For more information about SABECO, visit: www.sabeco.com.vn.
Source: https://dantri.com.vn/kinh-doanh/sabeco-ton-vinh-van-hoa-viet-qua-chien-dich-chung-vi-tet-viet-gan-ket-muon-mien-20260112141343674.htm
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