On July 4, 2025, forty children from disadvantaged areas of Vietnam arrived in Ho Chi Minh City for the first time. For many of them, it was their first flight, their first encounter with a bustling metropolis, and their first exposure to the inner workings of a modern production line.
But more than that, it was the first time they felt their dreams could be within reach.
This visit was part of “The Happy Journey”, an initiative under Acecook Vietnam’s long-term “Happy Noodles” project, implemented in partnership with the National Fund for Vietnamese Children since 2019. The program aims to offer holistic development opportunities for children in difficult circumstances across the country.
Putting children at the center of CSR strategy
While many companies treat CSR as external goodwill, Acecook Vietnam has integrated it into its operational strategy—placing children at the heart of its long-term community development agenda.
“Why children?” said Kaneda Hiroki, General Director of Acecook Vietnam. “Because we are not simply selling noodles. We are engaging with the next generation of consumers—future owners and leaders of this country.”
According to Kaneda, programs like Happy Noodles and Happy Journey are designed to help children experience the company’s products in safe and meaningful ways, while simultaneously promoting messages of social responsibility through even the smallest item—a packet of instant noodles.
This strategy aligns with the company’s growing focus on sustainable development, following more than three decades of presence in Vietnam. Acecook has become a familiar name in households across generations, but is now positioning itself as a long-term partner in the nation’s social progress.
The 2025 edition of The Happy Journey brought together children from provinces including Phu Tho, Ha Tinh, Kon Tum, Dak Lak, Binh Dinh, Phu Yen, An Giang, and Can Tho. In addition to touring the factory, they also took part in music performances, interactive sessions, and exchanges with government representatives, business leaders, and peers.
Phan Ngoc Minh Chau, a 13-year-old girl from Ha Tinh, quietly expressed her thoughts during the event: “This is my first time in Ho Chi Minh City. The program gave me meaningful meals and the opportunity to feel cared for. It feels like a dream. I want to study hard so I can repay the kindness of those who helped me.”
Chau lives in a region frequently impacted by storms and floods. For her and many others, the real takeaway was not simply the material gifts, but the sense of being valued.
Le Anh Duong, an ethnic minority girl from Phu Tho, shared a similar sentiment, saying: “I was so happy to visit a big company like Acecook. I hope to study hard and one day build a company like this to help children like me.”
Meanwhile, La Thi Huyen Trang from Dak Lak, also from an ethnic minority background, helped her peers adjust costumes for their performance. When asked about her hopes, she smiled shyly and said: “I want to study well so I won’t disappoint my teachers and parents.”
Their words revealed more than happiness. They reflected something deeper and more vital—self-confidence. It is a quality often absent in the lives of children born into hardship.
CSR as a strategic guiding principle
Acecook’s Happy Noodles campaign has evolved into more than a communication effort. Since 2019, it has delivered over 60,000 meals, granted 2,550 scholarships, distributed more than 85,000 boxes of noodles, and built three clean water projects across 63 provinces and cities.
In 2024, the company expanded its CSR efforts through a new initiative: “Casting Dreams.” This project provides long-term support to 166 children from fishing families facing exceptional difficulties—such as the loss of a parent or serious work-related accidents at sea. Each child receives VND6 million per year until they turn 16.
The total budget for these efforts has reached VND18.5 billion. While this may seem modest compared to large-scale marketing campaigns in the fast-moving consumer goods (FMCG) sector, it has made a measurable difference in the lives of thousands of children across Vietnam.
“We have three core values: happiness for our consumers, for society, and for our employees,” Kaneda said. “We believe that even a packet of noodles can contribute to all three, if it is delivered with love.”
Toward a more inclusive future
Since its establishment in 1992, the National Fund for Vietnamese Children has supported over 36 million children nationwide and mobilized more than VND8 trillion in donations and material goods. The central fund alone has contributed over VND1.8 trillion.
Nevertheless, more than 800,000 Vietnamese children still live in special circumstances, accounting for 3.2% of the national child population. Another two million children are at risk of falling into such conditions — most of them from poor or near-poor households.
Given limitations in public funding, the role of the private sector has become increasingly important. Companies like Acecook are not only providing charitable support, but helping to redefine the role of a responsible business — one that contributes meaningfully to both economic development and social equity.
“The Happy Journey” is more than a CSR event — it serves as a case study in compassionate business strategy. When a simple product like instant noodles becomes a tool for connection, inspiration, and hope, a company moves beyond commerce and into the fabric of a country’s growth.
A small bus may return these children home. But a larger vision — rooted in kindness — can help carry them further than they ever thought possible.
