SHB’s Cultural Journey: Sowing the Seeds of Heritage, Igniting National Pride

Riding the wave of national pride, SHB immerses itself in the vibrant spirit of the nation, nurturing patriotic values through distinctive cultural initiatives.

From a gathering of 15,000 individuals…

Internally, SHB has long cultivated a corporate culture as the ‘glue’ that binds its people, fostering collective pride. A prime example is the ‘SHB & T&T Group Cultural Festival – Embracing the New Era’ held in March at the My Dinh National Stadium. With 15,000 employees in attendance, representing 80,000 workers domestically and abroad, this event marked an unprecedented milestone in Vietnam’s corporate culture history.

What set this event apart was not just its massive scale, but its heartfelt execution and profound messaging: Culture is not a heritage to be preserved but a living force to be celebrated in the hearts of every generation. Priceless moments, such as the sacred torch from the Hung Kings’ Temple and the replacement of traditional performances with a ‘living epic’, created an experience both sacred and emotionally rich.

The pinnacle was the moment when thousands of voices united in the National Anthem at My Dinh Stadium. In that instant, individual and collective identities merged. ‘Each employee felt not just as a banker, but as a proud, integral part of something greater,’ shared an SHB staff member. This was more than a performance—it was a awakening of patriotism and a sacred connection between individuals and community.

Throughout the event, 3D mapping, graphic effects, and modern lighting combined with traditional music and dance to narrate Vietnam’s cultural story. Folk tunes, reimagined with contemporary arrangements, and epic performances celebrating the nation’s origins transported the audience to a vibrant, resilient Vietnam, rich in heritage.

This approach set SHB apart. While many corporate events treat cultural performances as mere entertainment, SHB uses them to convey deep spiritual values. Recognizing culture as a pillar, not an afterthought, SHB integrates traditional music and historical symbols to honor the past while inspiring the future.

From a management perspective, this event was more than internal—it was a declaration of SHB’s commitment to Vietnamese culture. This foundation has opened new avenues, propelling the bank beyond its organizational boundaries to engage with the community through emotionally resonant cultural initiatives.

…to a ‘cultural storyteller’ for the youth

The Cultural Festival ignited pride and unity among SHB’s employees, fueling the bank’s mission to spread Vietnamese culture through impactful campaigns.

A standout initiative was the ‘Pride in Being Vietnamese’ campaign, celebrating the 80th anniversary of the August Revolution and National Day on September 2nd. This tribute honored past generations while igniting national pride in every Vietnamese citizen.

The campaign’s highlight was 40,000 culturally rich gifts, blending tradition and modernity to inspire love for Vietnam. Activities included designing ‘Proud to be Vietnamese’ t-shirts, historical video series, and the ‘A80 Station’ offering refreshments to volunteers and citizens.

The message resonated deeply. Youths enthusiastically checked in at photobooths wearing t-shirts emblazoned with meaningful slogans. ‘Wearing this shirt, I realized happiness is in embracing my roots,’ shared one participant. These moments transcended entertainment, becoming creative expressions of patriotism, with SHB fostering a space where national pride flourishes through simplicity.

This spirit continued at V Fest – Vietnam Today, where SHB’s presence went beyond sponsorship. Branded photobooths and interactive games engaged thousands, blending excitement with cultural celebration. SHB’s natural, approachable image resonated, showcasing its commitment to Vietnam’s cultural journey.

As one cultural expert noted, Vietnamese enterprises must internalize traditions to thrive. SHB exemplifies this, evolving from a financial institution to a cultural ambassador, reviving Vietnam’s essence and inspiring youth in a globalized era. Ultimately, culture is the soul of a nation, and SHB is dedicated to keeping it vibrant./.