Saigon beer honors Vietnamese culture through special initiatives

After two years of Covid-19, Vietnam aims to attract 65 million local and international tourists, earning an estimate of VND400 trillion ($16 billion) in revenue.

The culture and tourism sector was expected to contribute between 15 and 20% of the tourism industry’s total revenue, projected at $40 billion by 2030, according to the national strategy for the development of Vietnamese cultural industries until 2020, with a vision to 2030.

Nguyen Van Hung, Minister of Culture, Sports, and Tourism, speaks at the Vietnam Tourism Promotion Seminar in Seoul (South Korea) on Oct. 17. Photo by Sabeco

In support of national strategic objectives, Sabeco has joined hands with government and social entities to organize multiple programs to celebrate Vietnamese culture.

In May 2022, Sabeco signed a three-year agreement with the ministry to help upgrade the national sport level and develop Vietnam as a must-visit destination of tourism, culture, and cuisine among both international and local tourists.

Sabeco handed over VND5 billion to the Vietnam Administration of Sports (VSA) under the ministry on Oct. 6 to support Vietnam’s national athletes.

Sabeco handed over VND5 billion to the Vietnam Administration of Sports (VSA) on Oct. 6, 2022. Photo by Sabeco

Since the beginning of this year, Sabeco has implemented a variety of initiatives to support and honor Vietnamese culture and tourism: Dem Saigon (Saigon Night), a series of culture and cuisine program organized in collaboration with Ho Chi Minh Youth Communist Union to help revive the local cuisine of 36 provinces and cities; the C ASEAN, and arts and culture event in Southeast Asia to preserve traditional Southeast Asian culture and instruments among the young generation.

Most recently, Sabeco was the main sponsor and partner of the Vietnam Culture and Tourism Festival in Korea. The event took place from Oct. 13 to 19 to present to international tourists signature aspects of Vietnamese culture, including Bia Saigon, a brand that has been long associated with the country’s cuisine.

Sabeco has also demonstrated its commitments to the development of Vietnam’s sports through different activities: being the diamond sponsor for SEA Games 31; supporting the Doping Control Program at SEA Games 31; sponsoring Vietnam’s national football teams (both male and female), Bia Saigon Cup 2022 (VPL-S3) and Press Cup 2022.

Korean tourists in ao dai post with Bia Saigon's 2023 Tet Collection at the Vietnam Culture and Tourism Festival in Korea. Photo by Sabeco

Sabeco's continuous efforts to preserve and promote the values of Vietnam's culture, arts, tourism and sports are part of the company's long-term strategy of sustainable development that focuses on the 4Cs: culture, country, conservation, and consumption.

Through the tripartite partnership among government - business and social organizations, Sabeco commits to more activities to support and bring out the best of Vietnam.