The recent signing ceremony between the Department of Culture, Sports and Tourism of Can Tho City and HEINEKEN Vietnam went beyond a typical sponsorship agreement, officially opening a long-term partnership to create a series of unique and large-scale cultural and tourism products in the 2026-2027 period.


Leaders of the Department of Culture, Sports and Tourism of Can Tho City and representatives of HEINEKEN Vietnam performed the signing ceremony of the memorandum of cooperation.

Aiming to further develop tourism in Can Tho and enhance the spiritual well-being of its people, the city is mobilizing social resources and calling for collaboration from the business community. A prime example of this effort is the signing of a memorandum of understanding for strategic cooperation between the Department of Culture, Sports and Tourism of Can Tho City and HEINEKEN Vietnam, marking a new step in the socialization of cultural and entertainment activities.

Sharing details of the cooperation, Mr. Nguyen Minh Tuan, Deputy Director of the Department of Culture, Sports and Tourism, said: The cooperation agreement is strategically oriented, establishing principles for coordination in organizing, communicating, and promoting cultural, sports, and tourism programs from now until early 2027.

Within the framework of this cooperation, there are three key programs expected to become "magnets" attracting tourists to Can Tho: the Ooc Om Boc Festival and the Can Tho City Ngo Boat Race in 2026; the New Year's Eve Countdown program for 2027, part of the "2nd Can Tho City River Culture Festival" in 2026, with the support of Larue beer; and the Lunar New Year's Eve Countdown program for the Year of the Goat 2027, with the support of Heineken. This event is expected to take place in December 2026 at Song Hau Park, Cai Khe Ward, offering a spectacular musical feast, combined with a sacred countdown moment and an exciting entertainment space to attract tourists.

According to Mr. Nguyen Minh Tuan, for the events to be successful, the Department of Culture, Sports and Tourism plays a leading role, coordinating with other departments, agencies, and local authorities to assess content, support venues, and especially ensure absolute security, order, traffic safety, health , fire prevention and control, and environmental sanitation.

On the part of HEINEKEN Vietnam, with extensive experience in organizing international-scale events, the company will directly undertake and mobilize financial resources, from stage design, LED screen installation, and modern sound and lighting technology, to professional script development and inviting renowned artists to perform. All promotional and brand recognition activities are committed to strictly complying with legal regulations and conforming to Vietnamese customs and traditions.


Leaders of the Department of Culture, Sports and Tourism of Can Tho City and representatives of HEINEKEN Vietnam performed the signing ceremony of the memorandum of cooperation.

Mr. James Crampton, Senior External Affairs Director of HEINEKEN Vietnam, commented: Can Tho is not only the heart and gateway to exploring the Mekong Delta's riverine and garden tourism, but also a dynamic economic center – a place where traditional cultural depth and modern urban life converge. Based on this strength, the signing of the cooperation agreement between HEINEKEN and Can Tho City marks a significant turning point, officially transforming previous individual sponsorship activities into a systematic, long-term partnership strategy.

Through Larue – a brand deeply rooted in the lives of people in the Mekong Delta – HEINEKEN Vietnam aims to fully honor the cultural heritage of the riverine region, while also highlighting the value of togetherness and sharing in local community activities. In particular, the series of collaborative events in the 2026-2027 period is meticulously designed to clearly reflect the cultural exchange in Can Tho. Typical examples include the Ooc Om Boc Festival and the Ngo Boat Race, which aim to preserve the traditional heritage of ethnic minorities; and the vibrant countdown events, which bring a modern touch, creating a vibrant and youthful atmosphere for connection during the New Year's transition.

According to James Crampton, through this strategic partnership, HEINEKEN Vietnam not only enriches the spiritual life of the community but also creates leverage to promote trade and strongly attract tourists to Can Tho.

Leaders of the Can Tho City People's Committee, along with city departments and agencies and representatives of HEINEKEN Vietnam, posed for a commemorative photo at the signing ceremony.

Appreciating HEINEKEN Vietnam's partnership, Ms. Nguyen Thi Ngoc Diep, Vice Chairman of the People's Committee of Can Tho City, emphasized: HEINEKEN Vietnam's participation in major events such as the Ooc Om Boc Festival, the Ngo Boat Race, and the Countdown Festival has provided timely resources and enhanced the professionalism of the city's event organization.

Information regarding the thriving tourism industry, attracting 11.7 million visitors and generating over 10,000 billion VND in revenue during the first nine months of 2026, the Vice Chairman of the City People's Committee affirmed that Can Tho possesses all the necessary conditions to become a regional cultural event center. Based on this, the city hopes that partners will continue to support upcoming national-scale events, notably the 2nd Rice Festival, scheduled to take place in November 2026.

The city leaders instructed the Department of Culture, Sports and Tourism to proactively coordinate smoothly with HEINEKEN Vietnam, ensuring that the programs are held safely and effectively, bringing the most positive cultural and spiritual experiences to residents and tourists.

The signing ceremony between the Department of Culture, Sports and Tourism of Can Tho City and HEINEKEN Vietnam marks a harmonious synergy between the resources and professional organizational capabilities of the enterprise and the deep cultural understanding of the management agency. This combination promises outstanding success for the series of events at the end of 2026 and the beginning of 2027. Through this, it will not only elevate the spiritual life of the city's residents but also contribute to affirming the Can Tho tourism brand: rich in traditional identity, vibrant with modern life.

Text and photos: MY HOA

Source: https://baocantho.com.vn/heineken-viet-nam-dong-hanh-cung-can-tho-nang-tam-chuoi-su-kien-van-hoa-va-du-lich-a217003.html