'Fatherland in my heart 2026' is expected to connect 40,000 direct attendees at Van Phuc City along with tens of thousands of viewers following via large screens on Nguyen Hue Walking Street, TP HCM. With the message, "the fatherland is not far away; it resides in everyone's heart," the event brings together numerous artists and audiences from multiple generations in a large-scale artistic space, honoring Vietnam's culture, people, and development journey.
According to Patsy Lim, vice general director of marketing for Saigon Beer - Alcohol - Beverage Corporation (SABECO), supporting 'Fatherland in my heart 2026' continues the brand's direction of participating in community-building activities through shared values and aspirations.
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Representatives of Bia Saigon attending the 'Fatherland in my heart 2026' program announcement ceremony. Photo: SABECO
Lim noted that "Fatherland in my heart" is a meaningful program, connecting people through their love for Vietnam. As a strategic partner, Bia Saigon helps foster pride, unity, and honor the values that shape Vietnamese identity.
"Through this collaboration, we aim to continue supporting such meaningful occasions, where the community shares common values and nurtures the spirit of unity among Vietnamese people," the SABECO vice general director of marketing added.
During the event, Bia Saigon is organizing an interactive space with community-oriented activities, such as: games and group activities. These experience points allow attendees to interact, connect, and share moments at the program.
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Perspective of Bia Saigon's experience space at 'Fatherland in my heart 2026'. Photo: SABECO
Participation in 'Fatherland in my heart 2026' continues Bia Saigon's activities in culture and sports, aiming to provide experiences aligned with community interests.
In sports, Bia Saigon has collaborated with the Vietnam Football Federation for many years. The brand maintains its role as "exclusive beer industry partner" for the new cooperation phase from 2026-2029. Leading up to AFF Cup 2026 and ASIAD 2026, the company is implementing fan activities, creating opportunities for the football community to follow, cheer on, and empower the Vietnamese national team.
(Source: SABECO)
