However, for some, the Year of the Dragon might not be as optimistic as other years as the global economic turmoil of 2023 lingers, with its supply chain disruptions creating widespread job cuts across several industries.

Despite the myriad difficulties, many businesses are proactively engaging in significant community programmes and spreading the spirit of sharing to the Vietnamese people every Lunar New Year festive period.

Saigon Beer - Alcohol - Beverage Corporation (SABECO), and its Saigon Beer brand, is deploying a charitable scheme in 25 localities across the country, with the help of the Ho Chi Minh Communist Youth Union (HCYU) Central Committee.

The initiative aims to give more than 10,000 gifts to workers affected by job cuts, fishermen in coastal areas facing difficulties from climate change, and those serving as border guards.

According to Lester Tan, CEO of SABECO, "This drive aims to pay tribute to those on the front line of the country's national economic development as well as those serving to protect our national territorial integrity."

In addition to gift giving, entertainment events will be set up for people to join in the joyful atmosphere and welcome in the good luck associated with the beginning of the new year.

A garment factory worker in the southern province of Binh Duong province, was happy to be among those receiving a Lunar New Year gift, saying, “I had been worried about what to bring home for my parents for the holiday, so this gift is therefore significant to me.”

Over the past three years, SABECO's charitable schemes, such as the one also held in tandem with the HCYU Central Committee in 2022 that brought thousands of workers home after the fourth resurgence of COVID-19, or last year's effort jointly run with the Vietnam General Confederation of Labour, giving 8,000 gifts to workers nationwide, have become a much anticipated feature of the festive period.

“SABECO's New Year charity drives will always maintain our commitment to Vietnam, but we will also consider our approach to problems and how we support people's needs at the right time,” said Tan at the launch of this year's programme last December.

With a long and storied history in Vietnam, SABECO and Saigon Beer have consistently strengthened their standing in the market each year through wide-ranging community support campaigns.

During this festive period, when the spirit of sharing is most appreciated, SABECO is deploying its special support programme with the hope that everyone in the country will have a happy Year of the Dragon.