Ho Chi Minh City, August 20, 2026 – As Vietnamese communities across the country prepare for National Day celebrations, Bia Saigon has joined the “Fatherland in Our Hearts 2026 as a strategic partner, extending its support for platforms that bring people together through shared pride and collective experiences. The special political-artistic programme is expected to connect 40,000 attendees Van Phuc City and tens of thousands people watching livestream on Nguyen Hue Walking Street in Ho Chi Minh City.
Bia Saigon proudly accompanies the “National Concert – The Nation in My Heart” 2026.
Held under the theme “The fatherland is not far away, the fatherland is in the heart of each person,” the “National concert” Fatherland in Our Hearts 2026 will bring together leading artists and audiences from across generations in a large-scale celebration of Vietnam's culture, people and development journey. One of the programme's most anticipated highlights will see audiences across both venues join in singing the National Anthem, creating a shared moment of national pride.
For Bia Saigon, the partnership reflects a continued commitment to supporting occasions that unite Vietnamese people around common values and shared aspirations. Widely recognised as one of Vietnam's iconic beer brands, Bia Saigon has long been present in gatherings where people come together to celebrate meaningful milestones, achievements and special occasions. Through Fatherland in Our Hearts 2026, the brand aims to contribute to an event that offers communities another opportunity to connect, celebrate and express their love for the country.
Ms. Patsy Lim, Deputy General Director in charge of Marketing at SABECO, said: "Fatherland in Our Hearts is a meaningful programme that brings people together through a shared love for Vietnam. At Bia Saigon, we are honoured to support occasions that strengthen our sense of connection, belonging and pride, creating meaningful moments that celebrate what it means to be Vietnamese. This partnership reflects our commitment to being part of the moments that bring communities together and reinforce the bonds that unite us as a nation."
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Bia Saigon representatives attend the announcement ceremony for “The Nation in My Heart” 2026.
Enhancing the Celebration Experience
As part of the programme, Bia Saigon will introduce an interactive experience area designed to bring people together through engaging games, group activities, and community-focused experiences. By creating opportunities for audiences to connect, interact and share memorable moments, the brand aims to contribute to the vibrant, inclusive spirit of the celebration.
The Bia Saigon experience space at the “National Concert – The Nation in My Heart.”
Supporting Moments that Bring Vietnamese Together
Bia Saigon's participation in the Fatherland in Our Hearts 2026 follows a series of initiatives that connect communities through shared passions and experiences.
In sports, the brand has maintained a longstanding partnership with the Vietnam Football Federation and recently continued its role as the exclusive beer partner under a renewed collaboration. As Vietnam is competing for the 2026 AFF Cup and ASIAD 2026, Bia Saigon has also introduced fan engagement activities designed to bring supporters closer to the action and to one another.
While football rallies millions of Vietnam supporters behind a common goal, Fatherland in Our Hearts offers another platform where people can come together to celebrate what unites us. Across sports, culture and community programmes, these initiatives reflect Bia Saigon's efforts to support shared experiences that strengthen connection and collective pride among Vietnamese communities.
Through its partnership with Fatherland in Our Hearts 2026, Bia Saigon continues to contribute to occasions where people gather, celebrate and create lasting memories together as the nation marks the National Day.