From North to South, a series of traditional cultural events and economic and trade promotion activities continuously take place, not only creating a festive atmosphere but also arousing national pride and promoting local economic and tourism development.
Accompanying that flow, many Vietnamese enterprises are demonstrating an active role in preserving identity and spreading the spirit of community connection. Among them, SABECO stands out as one of the brands that has been steadfast in its journey of attachment to Vietnamese culture and local development over the years.
One of the typical marks is the Ok Om Bok Festival in Vinh Long - the national intangible cultural heritage of the Khmer people in the South. With the meaning of thanking the god of nature for bringing a bumper harvest season, this year's festival is held within the framework of a cultural and tourism week with a series of activities such as a fair to promote trade in rural industrial products and OCOP, a Khmer traditional musical instrument performance contest and a main festival night. SABECO's support in this event not only demonstrates the spirit of immersion in indigenous cultural life but also contributes to promoting Khmer cultural colors to tourists inside and outside the province, creating a strong influence for the image of Vietnamese heritage.
Not stopping at local cultural festivals, the 2025 Autumn Fair in Hanoi continues to bring opportunities for businesses to affirm their position in the context of national economic integration. The fair attracted more than 2,500 enterprises, including about 100 foreign enterprises. Not just a trade fair, this event becomes a bridge to promote consumption, develop the domestic market, while promoting import-export and expanding international cooperation. The appearance of SABECO at the fair as a representative of typical Vietnamese enterprises, carrying the spirit of innovation in parallel with cultural heritage, contributes to affirming the value and position of Vietnamese brands in the integration process.
The steadfast companionship at both Ok Om Bok and the 2025 Autumn Fair are not only temporary community-based activities, but reflect SABECO's sustainable development philosophy: business growth in parallel creates positive values for the community.
A representative of SABECO shared: For SABECO, every festival or community activity is an opportunity for us and localities to honor the beauty of Vietnamese culture and connect people. That is how SABECO accompanies the community to preserve and continue the values that have made Vietnamese identity.
Not only at community events, SABECO's products and communication activities are also highly appreciated by consumers when associated with the spirit of Vietnamese culture. Saigon Beer was honored by Worldpanel by Numerator as Top 3 most chosen beverage brands in rural areas in 2025. At the same time, the campaign "Dragon's hundreds of thousands of gifts" - outstanding for its creative and skillful expression of traditional customs, landscapes and local identities - won the MMA Smarties award. This is a testament to SABECO's brand building strategy associated with culture - a consistent direction in the domestic and international markets.
The journey of spreading cultural values and connecting the community is clearly demonstrated by SABECO through the campaign "150 Years of Ascending Heritage" on the occasion of the historic milestone of the enterprise. In particular, the series of activities "Hanh Trinh Diem Nhat" not only marks 150 years of development with the Vietnamese beer industry but also a journey to connect Vietnamese people, culture and spirit across the country. The campaign affirms SABECO's commitment to accompanying the sustainable development of culture and communities, while contributing to the country's progress.
From traditional cultural festivals to economic trade activities, it can be seen that SABECO's efforts are not only to promote the brand, but more importantly, to choose a development path associated with social responsibility - where economic value goes hand in hand with community value.
With a 150-year journey accompanying Vietnamese people, SABECO continues to prove that a Vietnamese enterprise can reach out with its own intrinsic cultural values, with community understanding and the spirit of Vietnamese pride being sustained persistently through each holiday season, each product and each activity towards Vietnamese people.
