SABECO unveils 2024 community programme to deliver thousands of gifts

The initiatives include engaging activities and distribution of more than 10,000 Lunar New Year gifts to workers, fishermen, and border and coastal guards in 25 provinces and cities nationwide.

In light of the global economic uncertainties that are affecting Vietnam's recovery in 2023, the community programme for this year strategically focuses on supporting workers impacted by job cuts and fishermen who are facing challenges due to climate change. It aims to ease the burden on local governments and express gratitude to border and coastal guards working tirelessly to safeguard national sovereignty and territory.

The "Tet to Share a Hopeful Year" programme forms an integral part of the broader "Welcome the Dragon Year – Multiple Prosperity" campaign initiated by SABECO through its leading beer brand, Bia Saigon. It seeks to honour Vietnam's rich Lunar New Year culture which emphasises family values and the spirit of unity as well as togetherness.

The programme is scheduled to run from January 6 to February 5 next year, where SABECO employees, in collaboration with provincial HCYUs and local authorities in 25 provinces and cities, will actively participate in the distribution of the 10,400 Lunar New Year gifts.

With a total contribution of $310,000, each gift comprises a bag of Lunar New Year essentials valued at $17 and a cash envelope of $12.50. Additionally, traditional game booths will be set up at select locations to bring a festive touch and entertainment for local communities in the final days of the year.

Lester Tan, CEO of SABECO

Lester Tan, CEO of SABECO said, "As a brand deeply rooted in Vietnam's cultural heritage for many decades, Bia Saigon is an integral part of the local culture and cuisine. Through the Lunar New Year community programme, we aim to reaffirm our dedication to always bring the best for Vietnam."

"Our commitment translates into tangible and meaningful actions as we join the Vietnamese community in welcoming the Year of the Dragon with positivity, brighter hope, and a stronger spirit of unity to work towards a better year," he added.

Tan further extended gratitude to the HCYU for its partnership in this impactful scheme. Tan expressed confidence that, with the collaboration of HCYU, local authorities, and SABECO's dedicated employees, the initiative will provide support to struggling workers and contribute to the creation of new shared values within the community, promoting sustainable development and prosperity for Vietnam.

Since 2020, the company has consistently implemented various initiatives and community support programmes, channelling over $1.8 million to almost 28,000 beneficiaries across all provinces and cities in Vietnam. The initiatives, ranging from essential gifts to lucky money envelopes and transport tickets, aim to ensure that workers and disadvantaged individuals can enjoy a warm and joyous Lunar New Year holiday.

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