Sabeco, Vietnam Fatherland Front launch 2026 community award
The Ambassador of National Progress Award, managed by Saigon Beer-Alcohol-Beverage Corporation and the Vietnam Fatherland Front, will honour 15 individuals for their community contributions.
Award Programme Details
Saigon Beer-Alcohol-Beverage Corporation (Sabeco), in partnership with the Vietnam Fatherland Front (VFF) Central Committee and Dai Doan Ket Newspaper, launched the 2026 Ambassador of National Progress Award in Hanoi on 16 October. This initiative aims to honour 15 individuals for their significant contributions to Vietnamese communities.
The award builds on its inaugural 2025 edition, expanding its scope nationwide this year. Nominations will run from October to December 2026 across six categories, including Balanced Living and Community Health, Education and Vocational Training, and Environmental Sustainability.
Expanded Participation and Evaluation
The 2026 programme introduces several enhancements to boost public engagement and accessibility. Organisers have broadened the nomination process to cover all 34 provinces and cities, actively seeking out younger generations and emerging initiatives.
For the first time, public participation in selecting honourees will be facilitated through SMS voting, alongside the existing online platform. A total of 150 nominees will be shortlisted for public consideration, with their stories and achievements shared nationwide before the final 15 are selected.
Sabeco's Corporate Rationale
Lester Tan, Sabeco's General Director, speaking at the launch, articulated the award's reflection of the company's appreciation for the Vietnamese people's determination and creativity across generations. He noted the “unwavering spirit of striving forward” in their perseverance, strong sense of community, and eagerness to innovate.
Tan highlighted that younger generations are bringing fresh ideas to community development, and Sabeco hopes to connect these individuals and bring their contributions to wider public attention through the award.
This initiative reinforces Sabeco's strategic alignment with Vietnam's national development goals, echoing its "Vietnam Together, Thrive as One" commitment. By supporting community development and recognising local innovation, Sabeco strengthens its brand equity and deepens its connection with consumers in its primary market.
Such corporate social responsibility programmes can foster significant goodwill, potentially enhancing market penetration and loyalty, particularly as the company grows alongside the country's economic journey.
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