The new programme will offer thousands of useful holiday gifts to groups of people who need them most

Last week, Saigon Beer-Alcohol-Beverage Corporation (SABECO) and the Ho Chi Minh Communist Youth Union (HCYU) announced a series of community programmes for the Year of the Dragon in 2024, including engaging activities and distribution of more than 10,000 gifts to workers, fishermen, and border and coastal guards across the country.

This programme, scheduled to run from January 6 to February 5, will see SABECO employees in collaboration with provincial HCYUs and local authorities in 25 provinces and cities to actively participate in the distribution of the 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.

“As a brand deeply rooted in Vietnam’s cultural heritage for many decades, our Bia Saigon is an integral part of the local culture and cuisine. Through this community initiative, we aim to reaffirm our dedication to always bring the best for Vietnam,” said Lester Tan, CEO of SABECO.

“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.”

The 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.

In light of the global economic uncertainties that have been affecting Vietnam’s recovery in 2023, Bia Saigon’s community programme for the next 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.

“Through the scheme, we wish to convey the nation’s fine traditions and the achievements that the entire Party and our people have achieved in 2023,” said Ngo Van Cuong, secretary of the HCYU.

“On this basis, all levels of unions and organisations in society will continue to organise meaningful activities to accompany disadvantaged youth and children during Lunar New Year. This will contribute to motivating young people, union members, and workers to continue excelling in their labour.”

CEO Tan further extended gratitude to the HCYU for their partnership in this impactful initiative. He expressed confidence that, with the collaboration of the HCYU, local authorities, and SABECO’s dedicated employees, it 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, Bia Saigon has consistently implemented various initiatives and community support programmes, channelling over $1.8 million to more than 27,800 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.

Last year, recognising the importance of community development, SABECO and the HCYU started a strategic three-year cooperation, focusing on national development activities, cultural preservation, healthy lifestyle advocacy, and sustainable development.

Notably, the Light Up the Rural and Fostering Sports schemes emerged as pivotal initiatives that seek to bolster Vietnam’s green growth targets, as well as support the national programme on new-style rural area development.

In tandem, SABECO has been building solar-powered street lights in rural areas over the last two years. As of end-2023, there will be 63km of solar street lights across all cities and provinces and 10km of such lights for 10 local community sports playgrounds.

To drive environmental awareness, SABECO and the HCYU will also launch a contest encouraging creative solutions on how to use energy wisely, safely, and effectively among the youth community nationwide. The most outstanding ideas will be considered for implementation in future environmental projects in 2024.

The company also focuses on empowering and supporting young entrepreneurs in rural areas through coaching and mentoring programmes. The Luong Dinh Cua Award, an honour initiated by the HCYU in 2006 to honour talented young individuals excelling in doing business in rural areas, now enjoys SABECO’s support.

In 2023, SABECO continued with a series of coaching and mentoring programmes with the HCYU in Can Tho city, and the provinces of Ha Nam and Khanh Hoa, imparting practical knowledge about entrepreneurship and digital transformation to more than 300 young talents. By doing so, the partnership aims to enhance their competitiveness and contribution to local economic development.