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Vietcombank, the Joint Stock Commercial Bank for Foreign Trade of Vietnam, together with YeaH1 Group, officially launched the Quán Nhà Haha program to build and share distinctive regional cultural values with contemporary audiences. Through the collaboration, the parties aim to connect local cultural identities with modern viewers, reaffirming the parties’ commitment to promoting Vietnam’s cultural industry, honoring traditional cuisine, and supporting community development.
Against the backdrop of growing emphasis on customer experience in brand development, Vietcombank has become a co-investor of the Quán Nhà Haha reality TV program. The initiative is positioned as a new connection between the bank’s brand, culture, entertainment, and community life.
One of the program’s highlights is its focus on bringing familiar cultural values—such as family meals, rustic dishes, and everyday stories—into an entertainment format with emotional depth. The program involves local artisans, the cast, and audience participation, creating a cultural space intended to reflect community spirit in an authentic way.
For Vietcombank, the collaboration is described as more than a media partnership. It is presented as a strategic step aligned with the bank’s efforts to implement Directive 80 of the Politburo on culture, promoting the cultural industry linked to rekindling local cultural values and traditional cuisine.
Beyond providing banking products and services, Vietcombank says it is building and refining a “Lifestyle Ecosystem” connected to cultural, entertainment, and community experiences for customers.
Through the program, customers are said to be able to access Vietcombank’s financial offerings, including the digital banking app VCB Digibank, savings deposits, international debit cards, and business accounts. The collaboration also highlights experiential privileges such as meeting idols, participating in a large-scale reality show, experiencing local cuisine, and becoming an “ambassador of gastronomy.”
A key highlight expected to create momentum is the “Cast++” model, in which viewers become characters in the show. The program is described as removing the distance between artists and audiences, offering an immersive experience on Vietnamese television.
With Vietcombank’s participation, the collaboration is presented as a notable model combining finance and entertainment in Vietnam. It is expected to generate media appeal while signaling a broader trend: banks not only partner financially, but also become part of customers’ emotional lives and cultural experiences, contributing to the promotion, preservation, and transmission of enduring cultural values to future generations.
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