“HÀNH TRÌNH HẠNH PHÚC 2025” - SAIGON CO.OP

As part of the series of activities celebrating Saigon Co.op’s 35-year journey of creating happiness—running from April 24 to May 31, 2025—the "Journey of Happiness 2025" traversed the length of Vietnam. Stopping at 50 locations from North to South—spanning urban and rural areas, plains and highlands—it brought a message of love and a spirit of national pride to millions of Vietnamese people.

At each destination, the journey unveils cultural hubs rich in local identity—spaces where communities gather to connect and preserve traditional values, ranging from the Central Highlands' gongs, Ben Tre's Đờn ca tài tử, and Bac Giang's Quan họ singing to tributes honoring veterans in Quang Tri. Alongside these are community-focused stops where thousands of schoolchildren across the country’s three regions participate, spreading a spirit of love, solidarity, and national pride.

With its powerful reach, the campaign achieved remarkable milestones:

• Over 50,000 smiles were captured, contributing to the establishment of a record for the "First online map of Vietnam composed of more than 50,000 photos of happy smiles alongside the national flag."

• Ranked second on Buzzmetrics' list of outstanding community campaigns for early 2025, serving as a prime example of the power of authentic connection and creativity in brand communication.

• Each smile represented not only a memorable moment but also a tangible contribution to the community via the Co.op Cares Fund, providing resources for social projects and spreading the spirit of green living and community responsibility.

As a partner accompanying Saigon Co.op in this meaningful campaign, TOP Group is honored to contribute to a journey that brings joy, fosters community connections, and spreads positive values ​​to millions of Vietnamese people. Although the campaign has concluded, the spirit of happiness, sharing, and connection will continue to be nurtured and propagated in the journey ahead.