The award was presented at the Better Choice Awards 2026 Gala, held on 4/10 at the National Convention Center in Ha Noi. Saigontourist Group's "Vietnamese brand spreading identity of the year" category falls under the Nation Builders Awards group.

According to the organizing committee, this award group recognizes brands and businesses that contribute beyond their commercial operations. Saigontourist Group's nomination highlighted its activities in preserving, developing, and promoting culinary culture, architectural heritage, history, and the unique values of TP HCM to both domestic and international tourists.

Mr. Truong Cong Huy, Deputy General Director of Saigontourist Group (center), receives the "Vietnamese brand spreading identity of the year" award at the Better Choice Awards 2026. Photo: Saigontourist Group

The Better Choice Awards 2026 is directed by the Ministry of Science and Technology and the Hanoi People's Committee, co-organized by the National Innovation Center and VCCorp. This year's program, themed "Innovation Beyond Borders," aims to honor innovative products, technologies, solutions, and businesses that create value for consumers.

Bringing cultural identity into the tourism experience is a core focus for Saigontourist Group. With 51 years of operation, the company currently boasts an ecosystem of over 100 units across various sectors, including accommodation, travel, food and beverage, entertainment, tourism training, conferences and exhibitions, and other related services.

The enterprise identifies local culture as a foundational element throughout its product development, encapsulated in its slogan, "Enjoying Vietnamese Identity." This approach is evident in hotels linked to the urban history of TP HCM and other localities, spaces showcasing regional cuisine, and cultural festivals and promotion programs both domestically and internationally.

Saigontourist Group aims to make culture a direct part of the travel experience, rather than merely a decorative element. Tourists can engage with the distinct characteristics of a destination through its food, architecture, accommodation, festivals, and the way services are organized.

Cultural and culinary introduction activities are part of Saigontourist Group's product development strategy. Photo: Saigontourist Group

A prime example of this commitment is the Saigontourist Group Culinary and Cultural Festival. This event has been recognized by the World Culinary Awards as "Asia's Most Unique Culinary Festival" for four consecutive years, from 2022 to 2025, and "World's Most Unique Culinary Festival" for three consecutive years, from 2023-2025.

Mr. Cao Van Chong, General Director of Saigontourist Group, stated that this year's award acknowledges the efforts of generations of employees in preserving and integrating Vietnamese values into tourism operations. He emphasized, "For us, Vietnamese identity is not something to just display but must be present in every product, service, space, and way of welcoming tourists." He added that when tourists savor Vietnamese dishes, stay in architecturally significant spaces, or participate in a traditional festival, culture is conveyed directly through the experience.

Tourists experience cuisine at the Saigontourist Group Culinary and Cultural Festival. Photo: Saigontourist Group

Looking ahead, Saigontourist Group plans to combine its established values from the past 51 years with product and service innovation. This strategy aims to bring cultural experiences closer to the needs of modern tourists. Mr. Chong believes that innovation and identity are not opposing forces. He explained that applying new methods to products can help new generations of customers discover cultural values and reach more markets. "We will continue to innovate, improve product and service quality, and seek new ways to make Vietnamese culture more accessible and attractive to modern tourists," Mr. Chong affirmed.

Beyond domestic activities, the company actively participates in and organizes Vietnamese tourism promotion programs in various international markets. Saigontourist Group sees this as a way to introduce Vietnamese cuisine, culture, and destinations to international guests, while also expanding connections with partners.

Saigontourist Group was founded on 1/8/1975. Over 51 years, the enterprise has diversified its operations to include hotels, resorts, restaurants, travel, entertainment, tourism training, exhibitions, conferences, and related services. Throughout its history, the company has received numerous accolades, including the Labor Hero title, Independence Orders, Labor Orders, National Brand, HCMC Golden Brand, and many other domestic and international awards.

A representative for the company stated that the "Vietnamese brand spreading identity of the year" award provides a foundation for Saigontourist Group to continue developing products that combine cultural elements with innovation. This approach will allow the company to deliver Vietnamese identity experiences to a wider range of tourist groups and markets.

Thy An