Published on
October 19, 2025
Under the auspices of its “150 Years of Proud Heritage” campaign, Saigon Beer – Alcohol – Beverage Corporation (SABECO) has launched its “Heritage Journey” initiative, which takes visitors on an emotional and enriching journey through Vietnam. This national campaign emphasises the company’s long history in the beer sector and reaffirms its strong dedication to community service and Vietnam’s sustainable development. SABECO’s famous red double-decker bus arrived in Khánh Hòa on October 17–18, the most recent stop on this national tour, bringing the spirit of solidarity, sharing, and cultural celebration to the locals.
A Tour Celebrating Unity and Heritage
The “Heritage Journey” has been designed not just as a city tour but as an immersive experience that celebrates the rich cultural heritage of Vietnam. As part of SABECO’s nationwide campaign, the journey highlights the company’s 150-year history, featuring exhibits showcasing the evolution of Saigon Beer and Vietnam’s beer industry. At each stop, the bus offers an interactive experience, allowing visitors to delve into the historical roots of Saigon Beer, its brewing expertise, and its dedication to sustainable initiatives aimed at benefiting both the environment and local communities.
At 2/4 Square in Khánh Hòa, the double-decker bus attracted hundreds of visitors, providing them with an opportunity to explore exhibits that illustrated SABECO’s development and its environmental and community-driven sustainability efforts. Visitors were able to witness the company’s commitment to green initiatives that focus on environmental protection and social well-being. These efforts align with SABECO’s broader goal of enhancing local communities, an ethos that has been embedded in the company’s operations for decades.
Exploring Khánh Hòa’s Iconic Landmarks
Alongside the exhibits, SABECO organised a city tour, which allowed attendees to discover the beauty of Khánh Hòa’s most famous landmarks. The city tour included visits to the majestic Trầm Hương Tower, the historical Po Nagar Cham Towers, the lively Nha Trang Night Market, and the tranquil Nha Trang Beach. Participants were also guided through the scenic Trần Phú Bridge, taking in the panoramic views of the city.
This immersive city tour created a unique experience for visitors, as it combined an exploration of Vietnam’s beer heritage with a deeper connection to local cultural landmarks, making the event both informative and emotionally enriching. By fostering such connections, SABECO hopes to promote a deeper understanding of Vietnam’s history and culture, as well as support the local tourism sector, especially after the hardships caused by recent natural disasters.
The “Wall of Unity” – A Symbol of Compassion
As part of SABECO’s community support efforts, the “Heritage Journey” introduced the “Wall of Unity” at each event stop. This initiative allowed participants to leave messages of encouragement and solidarity for communities affected by the recent storms and floods in the region. The “Wall of Unity” has become a powerful symbol of collective resilience, where each message contributed to a larger mural of Vietnamese unity. By posting photos and messages on social media with the hashtag #CùngViệtNamKiênCường (Together for a Resilient Vietnam), participants helped spread a message of solidarity and support, reaching a broader national audience.
SABECO’s generosity extended beyond this symbolic gesture, with the company donating VNĐ3 billion to aid provinces heavily affected by the storms. This donation, coordinated through the Vietnam Fatherland Front Central Committee (VFF), will be used for rebuilding efforts, including repairing homes and vital infrastructure, enabling affected residents to rebuild their lives and stabilise their communities. This contribution underscores SABECO’s dedication to combining economic growth with social responsibility, a core value of the company since its inception.
Community Engagement and Sustainable Development in Khánh Hòa
Khánh Hòa has long been an integral part of SABECO’s operations, with the company’s presence felt through local partnerships and its brewery facilities. The Saigon Beer – Khánh Hòa Brewery, a 6-hectare site with an investment of VNĐ620 billion, is a cornerstone of SABECO’s production capacity, with an annual output of 50 million litres of beer. This brewery not only contributes to the local economy but also plays a key role in the community’s growth and development.
In addition to its business ventures, SABECO has introduced several impactful initiatives in Khánh Hòa. Through the “Lighting up Rural Roads” project, solar-powered streetlights have been installed in rural areas, improving infrastructure and enhancing safety for local residents. Another key initiative, the “Sports for Growth” project, focused on upgrading a community sports playground in Khánh Đông Commune. This initiative encourages local youth to engage in physical activity, fostering a healthier lifestyle and offering opportunities for sports development.
Looking Ahead: Continuing the Journey of Unity and Resilience
With planned stops in Bình Định, Nghệ An, and Hà Nội, the “Heritage Journey” is scheduled to continue its tour throughout Vietnam. SABECO intends to work with the Vietnam Fatherland Front in Nghệ An to directly assist local communities impacted by recent difficulties. By demonstrating that its dedication to corporate social responsibility transcends commercial interests, SABECO hopes to make a significant and long-lasting difference in the communities it serves.
Through its continuous “Heritage Journey”, SABECO upholds its 150-year history while reaffirming its position as a driving force for social progress. Every stage of the journey demonstrates the company’s commitment to creating a resilient and cohesive Vietnam, with each event serving as a testament to the spirit of unity and common purpose.
Through programmes like these, SABECO not only honours its illustrious past but also helps to mould Vietnam’s future, making sure that its legacy encompasses not just commercial success but also significant community involvement and social responsibility.
