In the warm and festive days leading up to the Lunar New Year of the Horse in 2026, when families across Vietnam prepare for year-end reunion meals, Sao Mai Group once again reaffirmed its core values through its annual program, “Tet for the Poor – Welcoming the Lunar New Year 2026.”
Bringing the warmth of spring to every home
With a budget of nearly VND9 billion, this year’s journey of compassion aimed to deliver hope and the warmth of the New Year to thousands of disadvantaged households in An Giang, Tay Ninh, and Thanh Hoa provinces. Each Tet gift reflected care and understanding and was carefully prepared by the group’s employees with attention and respect.
The program focused on providing practical and immediate support. Direct cash assistance was delivered to households as a valuable resource, enabling families to cover urgent expenses and prepare offerings for ancestral altars, helping ensure a more complete, dignified, and warm New Year celebration. In addition, essential household goods such as premium cooking oil and traditional fish sauce—indispensable staples in New Year meals—helped families enjoy the familiar tastes of a full and festive holiday.
Receiving Tet gifts from Sao Mai Group, residents in An Giang shared that each year, the arrival of the group’s vehicles signals that the New Year is very close. They said the gifts help their families enjoy a more sufficient holiday and provide meaningful encouragement to look ahead with confidence in the year to come.
Enhancing the look and feel of local communities
Alongside direct support for disadvantaged households, Sao Mai Group also demonstrated the responsibility of a leading corporation in enriching the spiritual and cultural life of the community.
During the 2026 New Year season, the group allocated a substantial budget to design and install artistic lighting systems in downtown of the former Long Xuyen City, at the entrance to the Lam Vien Nui Cam tourist area, and around Thuy Liem Lake at the summit of the Nui Cam mountain range. With systematic investment and creative design, these lighting projects added vibrancy to urban spaces, created distinctive visual highlights for visitors, and contributed to a lively festive atmosphere. The decision to invest heavily in urban aesthetics reflected Sao Mai’s philosophy that economic development must go hand in hand with improving quality of life and serving society.
Explaining the significance of the program, a representative of Sao Mai Group’s leadership said that a truly complete New Year celebration is not only about having enough food and warm clothing, but also about experiencing joy and emotional fulfillment. For this reason, the group devoted considerable resources to decorating streets and tourist areas, with the aim that all residents, regardless of circumstances, could enjoy the brightest and most beautiful aspects of the New Year in their hometowns.
A culture rooted in compassion: “sharing hardship – doubling happiness”
The “Tet for the Poor 2026” journey extended from An Giang in the Mekong Delta, across the sun- and wind-swept province of Tay Ninh, and concluded in the historically and culturally significant province of Thanh Hoa. At each destination, the program conveyed positive messages, offering encouragement and motivation for people to overcome difficulties and improve their lives.
“Sharing hardship – doubling happiness” reflects a virtuous cycle of kindness that Sao Mai Group has consistently upheld for nearly 30 years. While the group has firmly established itself as one of Vietnam’s leading multi-sector economic corporations, what truly distinguishes it is its long-standing consistency in serving the community.
As spring colors filled streets across the country, the sight of Sao Mai-branded vehicles traveling steadily along roads nationwide became a familiar symbol of kindness and compassion. Closing one year and welcoming the Lunar New Year of the Horse in 2026, Sao Mai Group reaffirmed its commitment to continuing this humanitarian journey, standing alongside people across the country in welcoming peaceful, prosperous, and happy years ahead.
