The supermarket organizes a series of events connecting culture, tourism, and promoting OCOP products.

On May 31, 2025, Co.opmart Ben Tre implemented the "Journey to Happiness" program at the supermarket with outstanding activities such as cultural exchange, a performance of Southern Vietnamese folk music (Don Ca Tai Tu), a UNESCO-recognized intangible cultural heritage, as well as promoting local OCOP products and businesses. This was the largest customer engagement activity of the year for Saigon Co.op in general and Co.opmart Ben Tre in particular, joining the nationwide celebration of the 80th anniversary of National Day.

"Journey to Happiness" is a meaningful campaign, organized on a large scale nationwide, spreading beautiful and profound stories about history, culture, and regional identity, leading up to the 80th anniversary of the National Day of the Socialist Republic of Vietnam.

At the same time, Saigon Co.op also celebrates the 29th anniversary of the Co.opmart supermarket system. Since its establishment, Saigon Co.op has been present, sharing and contributing to every milestone in the country's transformation - like a close friend in daily life.

Because of these special reasons, the "Journey to Happiness" campaign, implemented from April 24th to May 31st, carries the determination to spread positive values to the community, continuing Saigon Co.op's 35-year tradition of bringing happiness to Vietnamese families.

Having been closely associated with the people of Ben Tre since 2008, Co.opmart Ben Tre has spent 17 years sharing joys and sorrows and wholeheartedly serving hundreds of thousands of families in this land of nine dragons.

As part of the program at Co.opmart Ben Tre, hundreds of customers participated in cultural and artistic activities, interacted with traditional folk music artists, enjoyed coconut-based products, received free high-quality Vietnamese gifts, took photos together, and set a record for "Online Map of Vietnam assembled from 50,000 happy smiles photographed with the national flag".

More specifically, for every happy photo captured, Saigon Co.op will donate 5,000 VND to support a social project at the War Invalids Rehabilitation Center in Nghe An province.

Through a cross-Vietnam journey, the trip will stop at 50 stations, organizing exciting activities to attract customers to check in and take photos with the Vietnamese flag. Ben Tre is the final stop to conclude the record-breaking journey, revealing a truly happy and vibrant image of the Vietnamese map.

Besides practical activities aimed at spreading the message of unity among the three regions and honoring Vietnamese goods and OCOP products, Saigon Co.op will work with local people to promote the cultural beauty and people of each region of the country, such as gong and drum dances in the Central Highlands, musical exchanges in the coastal tourist area of Phan Thiet, recreating heroic history through artistic performances and interacting with veteran soldiers in Quang Tri and many other special locations…

A media campaign encouraging people to participate in setting the record for "Online Map of Vietnam made from 50,000 happy smiles and the National Flag" was also simultaneously organized online ( https://hanhtrinhhanhphuc.com.vn/ ) to strongly spread the love for the homeland of the Vietnamese people, so that the national cultural identity can be preserved and passed on to many generations.

Through this event, Co.opmart Ben Tre contributes to helping Ben Tre province affirm that the locality not only has river tourism but is also a destination that is always new and attractive with diverse cultural and tourism activities to attract and retain tourists for longer.

Alongside the "Journey to Happiness" program, Co.opmart Ben Tre is offering millions of deals with discounts up to 50%; buy one get one free, great prices every day; collect stamps to redeem an exclusive RoyalVKB knife set from the Netherlands, and other practical gifts for customers visiting and shopping at the supermarket.

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