SABECO's journey continues to bring enriching Vietnamese New Year traditions

With the launch of this community event and celebration in Phu Yen on January 8, the "63 Reunion – A Tet Together" drive will reach communities across all 63 provinces of Vietnam through various initiatives, demonstrating SABECO's national reach and commitment.

The “63 Reunion – A Tet Together” initiative underscores SABECO's commitment to social responsibility and the sustainable development of local communities, as a company with roots dating back 150 years and deeply intertwined with Vietnamese history and culture.

Tet, the Vietnamese Lunar New Year, is the most important and widely celebrated holiday in Vietnam. It marks the beginning of the lunar calendar year and is a time for family reunions, honouring ancestors, and welcoming the coming year with hope and prosperity.

Sharing joy and spreading kindness

Patsy Lim, deputy general director of marketing at SABECO, presents gift sets. Photo: SABECO

From now until January 24, SABECO will distribute Tet gifts valued at more than VND6.1 billion ($244,000). This includes more than 7,000 Tet gift sets for local labourers, fishermen, and border guards, honouring their hard work and contribution to the national economy and sovereignty.

Each gift set includes alucky envelope and essential goods valued at VND550,000 ($22). Furthermore, SABECO and local authorities will visit border guard stations in Dak Nong, Phu Yen, Khanh Hoa, and Ca Mau provinces, delivering blessings and gifts.

In addition, SABECO will collaborate with local authorities to host Tet-themed community events in a selection of provinces. A key highlight of these events is the “Touch of Abundance” station, where participants can touch the screen to receive instant-win prizes like SABECO merchandise and personalised digital blessings for the new year. More than just physical gifts, SABECO and its partners aim to give local blessings as they welcome the new year, encourage them to share or forward these to their loved ones or people from other provinces via social media.

This not only extends the reach of this meaningful programme, it also allows people around the country to experience the joy of Tet together. Following the launch in Phu Yen, the events will continue to be organised in 23 provinces across Vietnam, tailored to the local communities' lifestyle and culture.

Celebration of shared heritage and gratitude

Lester Tan, CEO of SABECO, expressed the company's gratitude towards workers who have been instrumental in Vietnam's economic strength, contributing greatly to national growth in 2024. He acknowledged that not all workers experience a financial carefree Tet.

“The '63 Reunions - A Tet Together' initiative aims to honour the unsung heroes – labourers, fishermen, and border guards – who tirelessly contribute to our nation. thereby sharing our goodwill to help them enjoy a warm and joyful Tet with their families, forging community connections and inspiring us all to look forward towards a fresh new year ahead.”

SABECO's Tet programmes form an integral part of its environmental, social, and governance strategy that aims at bringing positive values ​​to stakeholders and SABECO while supporting community development. Photo: SABECO

“SABECO is a proud Vietnamese company with a workforce of 8,000 employees and a network of 26 breweries across the country. For us, Tet matters strongly, and it's a time when we celebrate our shared heritage and the strong bonds that connect us to the communities we serve. Our national network, and the deep connections our employees have fostered within their communities, allows us to understand and appreciate the diverse cultural expressions of Tet across all 63 provinces, ensuring our programme is inclusive and resonates deeply with each community."

SABECO's Tet initiatives form an integral part of its environmental, social, and governance (ESG) strategy that aims at bringing positive values ​​to stakeholders and SABECO while supporting community development. Over the years, the company has launched initiatives such as “SABECO Tet – One Home” (2022), honouring COVID-19 frontline workers, and “Together We Make Tet” (2023), which focused on supporting workers and fishermen. This year's “63 Reunion – A Tet Together” reaffirms SABECO's dedication to uplifting communities.

Beyond Tet, SABECO continues to drive long-term impact through efforts like “Light Up the Rural” and “Light Up the Border”, which have installed 106 km of solar street lights across 63 provinces. Similarly, the “Fostering Sports” initiative has upgraded 30 community playgrounds, while the “SABECO Sports Hub 2024” has fostered unity through sports and cultural activities in 36 provinces.

With 150 years of brewing history, SABECO has established itself as one of Vietnam's leading companies, committed to bringing positive values ​​to SABECO and its stakeholders while supporting community development through its performance, people, and ESG practices.

For many years, alongside business activities, SABECO has been actively contributing to community projects and sustainable development initiatives aimed at fostering positive values ​​for the people and country of Vietnam. The company's commitment extends beyond its core business activities, reflecting a deep dedication to the nation's resilience and progress.

During the COVID-19 pandemic, SABECO demonstrated its support through initiatives like “Collecting A Million Stars”, which allocated VND3 billion ($120,000) to assist 600 small businesses in Ho Chi Minh City; the “Community Care” programme, which contributed VND8.9 billion ($356,000) to support more than 200 hospitals and frontline forces; and the "SABECO Cares" programme, which was launched to secure employee health and safety.

Since 2020, SABECO has invested over VND43.3 billion ($1.7 million) to support labourers across 63 provinces, ensuring they can enjoy a meaningful Tet holiday despite economic challenges and uncertainties. SABECO's ceaseless efforts have elevated its role as a reliable partner in Vietnam's development story.