Thien Long has earned the loyalty of Vietnamese consumers through meaningful community programs focused on advancing education. Corporate social responsibility (CSR) has become a core value and an integral part of the culture of this 43-year-old company.
Thien Long believes in the “power of education” and aspires to support Vietnamese educators in fostering a lifetime of joyful teaching. Regardless of the challenges, the company’s leaders, generation after generation, share the conviction that “when one receives much from society, one must strive to give back.”
Each year, Thien Long conducts four major social programs targeting specific groups within the education sector. These include “Exam Season Support” to assist students preparing for university entrance exams; “Sharing with Teachers” to honor teachers in remote areas; “Color Festival” to encourage children’s creativity; and the “Green School Project” to collect and recycle used pens.
In recent years, Thien Long’s social programs have not only expanded in scale but also adopted a youth-oriented approach, aligning with trends of young consumers and delivering inspiring messages that promote a journey of joyful learning and exams.
Exam Season Support – a pillar of the education sector
For the past 23 years, Thien Long has partnered with the Central Vietnamese Student Association, the Ministry of Education and Training, and Thanh Nien newspaper to organize “Exam Season Support.” This program has become an essential part of each exam season, supporting many generations of students and contributing to the success of important university exams.
As exam formats have evolved, “Exam Season Support” now provides comprehensive assistance throughout the entire high school graduation exam period, rather than only on exam days. The program includes a range of practical activities such as study guidance, psychological and health counseling, and encouragement on online platforms, as well as in-person support for disadvantaged students and on-site guidance. It involves various stakeholders, including brand ambassadors, education experts, and outstanding students.
The program emphasizes “exams as a happy experience,” spreading positive energy and receiving strong support from co-organizers, media, volunteers, and exam candidates. According to Younet’s early 2024 social listening report, “Exam Season Support” ranked among the most-discussed CSR campaigns, with 200,182 mentions and a high public sentiment score of 1.0.
Sharing with Teachers – a decade of honoring educators
For the past decade, Thien Long has worked with the Vietnamese Youth Union and the Ministry of Education and Training to organize the “Sharing with Teachers” program. This initiative celebrates teachers who bring knowledge and care to students, especially in remote areas.
Each year, “Sharing with Teachers” honors educators who overcome significant challenges to teach in remote regions. Now in its 10th year, the program continues to evolve, sharing inspiring stories of dedication and receiving positive social feedback.
To Thien Long, supporting teachers and elevating their value is a way for society to nurture seeds of sustainability—the future generation of the country. “Sharing with Teachers” brings stories of nurturing young minds closer to the community, painting a vibrant picture filled with both hardship and deep fulfillment.
The program includes various practical activities to support and honor teachers. Among them, “Sharing with Teachers” encourages young people to express their appreciation for teachers on TikTok. In 2023, the #Trianthayco hashtag challenge ranked among the top 3 most popular challenges in November. The challenge gained widespread attention, supported by beloved brand ambassadors with strong social media presence, including Miss H’Hen Niê and Miss Luong Thuy Linh. The ambassadors’ call-to-action clips received over 75 million views on TikTok.
Color Festival – encouraging children to depict happiness
“Color Festival” is a nationwide drawing competition organized by Thien Long’s Colokit brand since 2018. After seven years, it has become a much-anticipated event for children and parents across the country.
The competition provides children with exciting creative moments through vibrant, meaningful, and engaging themes, such as “I Paint Volunteer Colors,” “My Dream Schoolyard,” and “For a Green Vietnam.” In 2024, the competition attracted 140,000 entries from children nationwide, creating joyful and creative experiences with Colokit colors across many provinces.
Green School Project – toward sustainable development
The “Green School Project” organized by Thien Long encourages primary and secondary students nationwide to collect used pens and stationery for the “Young Bamboo Shoot Project.” The program transforms recycled materials into meaningful educational models and offers scholarships to underprivileged students. This project is also a good gesture towards environmental protection.
Since its launch in 2019, the project has attracted over 20,000 students, collected 100,000 used pens, and awarded VND300 million in scholarships to students in need. Thien Long believes that today’s generation has a responsibility to pass on a sustainable legacy to future generations by choosing sustainable development paths, minimizing environmental impact, and protecting the ecosystem and community health.
