Not standing outside the proud flow of "national concerts", SHB immerses itself in the vibrant atmosphere of the nation, nurturing traditional patriotic values through unique cultural activities.
From the festival of 15,000 people...
Right internally, SHB has soon shaped corporate culture as a "glue" that connects people, nurturing collective pride. A typical example is the SHB & T&T Group Cultural Festival - Steadfastly entering a new era held in March at My Dinh National Stadium.
With the participation of 15,000 staff, representing 80,000 domestic and foreign workers, this event has become an unprecedented milestone in the history of corporate culture in Vietnam.
The difference that makes the mark of the event not only lies in its huge scale, but also in the passionate staging and profound message: Culture is not a heritage to preserve but must be breathed into life, "revived" right in the hearts of each generation.
It is precious moments like the sacred spark from the Hung Temple, or the replacement of regular art performances with a "real-life music video that shape a cultural experience that is both sacred and rich in emotions.
The pinnacle of experience was the moment when tens of thousands of hearts sang in unison, singing the National Anthem in the middle of My Dinh Stadium. At that time, the line between individuals and groups seemed to dissolve. Each employee is no longer simply a bank officer, but feels like a small but proud chain. It is an emotional moment that runs through everyone when the pride of the company blends with the pride of the nation, a SHB employee shared. That moment was not just a performance, but became an awareness of patriotism and a sacred connection between the individual and the community.
In each chapter, 3D Mapping technology, modern graphics and lighting effects combined with music, dance and traditional cultural images have created an artistic storytelling method. The folk melodies and traditional musical instruments are newly arranged, the epic performances recreating the origin of the Dragonliners have brought the audience back to the flow of national culture, not only to watch and listen to, but also to relive the heroic atmosphere of a resilient, unique Vietnam
It was this choice that made the difference. If in many corporate festivals, art performances only stop at performance, then for SHB, art becomes a tool to convey profound spiritual values. SHB is clearly aware of the role of culture, it is not the "adventure" on the sidelines, but the pillar to connect and inspire.
From a management perspective, this is not just an internal event, but a milestone affirming how SHB shapes corporate culture on the Vietnamese cultural platform.
...to become a "cultural storyteller" with the younger generation
The event "Cultural Festival" does not stop at an internal festival, but has truly become a spiritual launching pad, spreading the fire of pride and solidarity among all staff. With the strength of that energy source, SHB is confident in expanding its journey, bringing Vietnamese culture to the community through meaningful campaigns.
One of the typical marks is the campaign "Happy are Vietnamese people" on the occasion of the grand anniversary of the successful August Revolution and National Day on September 2. This is considered a sincere gratitude to previous generations, while lighting the fire of national pride in each Vietnamese child.
The highlight of the campaign is the 40,000 gifts imbued with Vietnamese cultural identity, not only with material value but also conveying a message of traditional and modern connection, arousing love for the homeland. Along with that, SHB organizes many direct and online experiential activities: Creating "Proud of Vietnam" shirts, checking in at photobooths, a series of videos "Memories" with historical witnesses, recreating ancient and present sites, as well as accompanying "A80 Guest Station" to give water to people and volunteers.
The message "Happiness is Vietnamese people" has touched the common emotional fiber of each person. At photobooths, the image of young people eagerly checking in with red shirts printed with meaningful words has become a special highlight.
Those moments are not only entertainment activities, but also a way for the young generation to publicly express their love for the country in a creative and contemporary way. Thereby, SHB has cleverly turned brand campaigns into a connected cultural space, where national pride is lit up from the most simple things
That spirit continues to be extended in V Fest - Vietnam Today, the music festival is considered the end of the country's A80 event series. SHB's support at the event does not stop at being a sponsor, but is also expressed through delicate touches with the audience.
photobooth with its brand orange color has become a "stop" for thousands of young people to check-in, take photos and share on social networks. Simple but fun interactive games not only bring excitement, but also help add excitement to the space before the concert.
It is worth mentioning that in those community moments, SHB's image was positioned naturally, closely, accompanying and sharing together. The bank does not stand outside the rising flow of national pride, but chooses to immerse itself in it, sowing more cultural seeds to continue to breathe Vietnamese spirit.
On that journey, from emotional cultural activities to accompanying national music festivals, SHB has affirmed a new role: Not only as a financial institution, but also a brand closely associated with arousing the quintessence of Vietnam, spreading Vietnamese identity and continuing to write new brilliant pages with the younger generation in the integration era. Because culture, after all, is the endogenous strength of a nation.
