Đắk Lắk, January 10, 2026 – The Central Committee of the Vietnam Fatherland Front (VFF), together with the Vietnam Border Guard High Command, and Saigon Beer – Alcohol – Beverage Corporation (SABECO) officially launched its Tết 2026 campaign “Chung Vị Tết Việt – Gắn Kết Muôn Miền” (The Taste of Belonging), with an opening event held at Hoa Hiep Ward, Đắk Lắk Province. Rooted in the spirit of preserving and honoring Vietnamese cultural values throughout its 150 years of legacy, for the first time, SABECO has developed this year’s Tết program into a platform to honor the cultural richness of Vietnam, reaffirming its role in preserving traditional cultural identity, strengthening community bonds, and spreading national pride.
For generations of Vietnamese people, the “taste of Tết” has been shaped by the richness of traditional practices, from customs and rituals to the spirit of reunion and moments of sharing. Each region carries its own distinct “taste of Tết,” yet when all come together, these diverse flavors blend into a complete and meaningful Tết experience. Inspired by this spirit, SABECO initiated the “Chung Vị Tết Việt – Gắn Kết Muôn Miền” (Taste of Belonging) campaign with the aspiration to preserve cultural richness while connecting diverse regional expressions into one shared Tết experience, where everyone can feel a sense of connection and belonging.
Throughout the campaign, SABECO will bring a series of Tết gift giving and community engagement activities to 16 provinces and cities nationwide, between January 10th and February 8th, 2026. Each destination serves as a point of connection, where meaningful gifts are given, local cultural values, people, and Tết stories come together, spreading the spirit of togetherness and sharing across regions through one shared Tết season. Đắk Lắk marks the first stop on this journey, followed by Lâm Đồng Province on January 11, 2026.
At the event, SABECO created a festive space, inviting participants to explore the “taste of Tết” through 7 interactive zones with various engaging activities. At the “Taste of New Beginning” zone, participants begin their journey by checking in and experiencing local culture through traditional folk games. This was followed by the “Taste of Good Fortune” zone, where community members wrote down their New Year wishes and picked fortune buds, sharing hopes for a peaceful and prosperous year ahead. At the “Taste of Joyfulness” space, families and friends could capture cherished moments of togetherness through memorable Tết photo frames. The “Taste of an Enriched Tết” space by Bia 333 brought people back to familiar Tết traditions that have been passed down through generations with the calligraphy by Ông Đồ. At the “Spread the Taste of A Big Tết” zone, featuring Bia Saigon Lager, visitors can take part in interactive mini-games inspired by familiar Tết bonding activities like singing, cheering, and giving Tết wishes. The journey continued at the “Taste of Reunion and Care” zone, where participants together made bánh chưng and bánh tét, feeling the spirit of reunion and connection.
In particular, the “Taste of Belonging” zone extended the campaign beyond the geographical boundaries of the 16 on-ground event locations, aimed at reaching 34 provinces across Vietnam through the “Chung Vị Tết Việt” community engagement initiative. Here, people were invited to share images and stories of how they celebrate Tết in their own way, within their families, neighborhoods, or hometowns. Aside from Đắk Lắk, this activity will continue at community events in Vĩnh Long and Nghệ An, as well as across social media platforms, where participants can post meaningful Tết moments with their loved ones using the hashtag #ChungViTetViet. Together, these shared stories form a vibrant collective Tết mosaic, authentically reflecting the diverse ways Tết is experienced, cherished, and celebrated across Vietnam.
Alongside these community engagement activities, SABECO is also collaborating with the Central Committee of the Vietnam Fatherland Front (VFF), and the Vietnam Border Guard High Command to distribute 6,500 Tết gift packages to underprivileged people who represent optimism and resilience in the face of challenges, as well as to border guard forces who quietly safeguard peace for the country. Rooted in honoring people who sustain everyday life and culture, SABECO’s Tết programmes go beyond giving, creating dignified, inclusive Tết experiences where everyone belongs.
Mr. Cao Xuan Thao, Head of the Social Affairs Department, Central Committee of the Vietnam Fatherland Front, shared: “Through our collaboration with SABECO in this campaign, we aim to help bring Tết closer to local communities, especially to those who may not yet have the opportunity to experience a fulfilling Tết. The Tết gift-giving activities go beyond material support, reflecting the care, companionship, and social responsibility shown toward local communities and frontline forces during the New Year. This is a practical and meaningful initiative that helps spread the spirit of solidarity and sharing, while preserving and promoting the nation’s cultural values during the traditional Tết holiday.”
On January 10th and 11th, SABECO and the Organizing Committee presented 900 Tết gift packages to underprivileged locals and border guard forces in Đắk Lắk and Lâm Đồng. Carrying the message of “Chung Vị Tết Việt,” each gift package included Tết essential goods along with regional Tết flavors, reflecting the distinctive cultural traditions of each locality. These gifts were shared with the hope of bringing a warmer and more complete Tết to those who may not have the opportunity to fully celebrate the festive season, so that everyone can feel part of the shared joy and togetherness of the New Year.
Sharing about the campaign, Mr. Lester Tan, General Director of SABECO, said: “Over the past 150 years alongside Vietnam, SABECO has continuously embraced change and progress while honoring the cultural values that define Vietnamese identity. Through the ‘Chung Vị Tết Việt – Gắn Kết Muôn Miền’ campaign, we aim to spread the spirit of togetherness and sharing during the New Year, while contributing to the preservation of Vietnam’s cultural richness. Tết is a special cultural moment that connects generations and regions in hope for a better year ahead. With this campaign, SABECO looks to bring a fulfilling Tết experience to people across the country, so that everyone can feel belonged and connected during this meaningful occasion. This also reaffirms our long-term commitment to growing alongside Vietnam, contributing to sustainable social development, and preserving the beautiful values of Vietnamese culture for future generations.”