SABECO strengthens community ties through Bia Saigon partnership

Rendering of Bia Saigon’s experiential space at the “National Concert” Fatherland in Our Hearts 2026. Photo: SABECO

Bia Saigon has become a strategic partner of Fatherland in Our Hearts 2026, extending the beer brand's involvement in large-scale platforms aimed at connecting communities through cultural and shared experiences.

The political-artistic programme is expected to attract around 40,000 attendees at Van Phuc city over the National Day break, while tens of thousands more are anticipated to follow the livestream at Nguyen Hue walking street in Ho Chi Minh City.

The event will bring together leading artists and audiences from different generations in a large-scale celebration of Vietnam's culture, people, and development journey. Among the programme's highlights, audiences at both venues will join in singing the national anthem, creating a shared experience across the two locations.

The partnership forms part of efforts to associate the brand with occasions and experiences that bring Vietnamese communities together.

As one of Vietnam's longstanding beer brands, Bia Saigon has maintained a presence at gatherings marking milestones, achievements, and major occasions. Its involvement in Fatherland in Our Hearts 2026 is intended to build on this positioning through another national-scale cultural platform.

Patsy Lim, deputy general director of marketing at SABECO, said the programme offered an opportunity to strengthen connections among communities.

“Fatherland in Our Hearts is a meaningful programme that brings people together through a shared love for Vietnam,” Lim said. “We are honoured to support occasions that strengthen our sense of connection, belonging and pride, creating meaningful moments that celebrate what it means to be Vietnamese.”

Alongside its role as strategic partner, Bia Saigon will operate an interactive experience area at the programme, featuring games, group activities, and community-oriented experiences. The activities are designed to encourage interaction among participants and extend the brand's engagement beyond conventional event sponsorship.

The partnership also follows Bia Saigon's involvement in other major community platforms, particularly football, where the brand has maintained a longstanding partnership with the Vietnam Football Federation.

That collaboration was recently renewed, with Bia Saigon continuing as the exclusive beer partner. With Vietnam competing for the 2026 AFF Cup and ASIAD 2026, the brand has also rolled out fan-engagement activities aimed at connecting supporters with sporting events and with each other.

Through these platforms, the brand is seeking to maintain its connection with Vietnamese consumers around major occasions, while supporting events that encourage community participation and collective experiences.