SAIGON BEER “I LOVE HA LONG”

Organized within the framework of Ha Long Carnaval 2014, “I Love Ha Long 2014” was developed by Dream Studio as a large-scale community art program, connecting music, local culture, and corporate social responsibility into a single, unified experience. With an attendance of approximately 15,000 spectators, the program was not only a customer appreciation activity by Saigon Beer but also a powerful campaign promoting the image of Ha Long as a vibrant tourist destination.

Opening with the interactive dance performance “Legend of the Dragon”, the program utilized a symbol closely associated with Ha Long to create a stage space deeply imbued with local identity before leading the audience into a two-hour musical journey. The program's structure was developed with a continuous rhythm, combining ceremonies, performances, and interactions, helping to maintain energy throughout the show rather than separating the ceremonial and festive parts.

Alongside the opening ceremonies and community activities, Dream Studio produced a series of performances featuring Ho Quynh Huong, Uyen Linh, Phuong Vy, Noo Phuoc Thinh, the MTV band, and Dinh Huong. Each artist brought their own distinct musical genre, from pop and rock to ballads and acts combined with dance troupes, creating a diverse program that still maintained an emotional connection.

A significant highlight of the project was the integration of artistic activities with community values. In addition to the performance program, Saigon Beer organized a free beer tasting activity for the audience and donated 250 million VND to the “101 Ways to Escape Poverty” program of Quang Ninh Radio and Television Station. Incorporating social responsibility activities into the event's structure helped expand the program's significance beyond the scope of a mere entertainment performance night.

For Dream Studio, “I Love Ha Long 2014” demonstrated the ability to create large-scale community events, where the brand, art, and corporate social responsibility coexist in a highly emotional experience, contributing to spreading local cultural values and imagery to a broad public.