In a context where customer experience is becoming an increasingly important element in brand development strategy, the Commercial Bank for Foreign Trade of Vietnam (Vietcombank) has officially become a co-investor in the reality show “Quan Nha Haha,” opening a new path of connection between brands and cultural, entertainment, and community life.
Building on the success of Haha Family, Haha Restaurant is positioning itself as an immersive cultural experience where viewers are no longer just spectators but become part of the story. Through a strategic partnership with Vietcombank, the program offers a unique and playful model: Vietcombank customers have the opportunity to participate in the filming, interact with the artists, enjoy regional cuisine, and appear on national television.
What sets Haha Restaurant apart is its ability to transform familiar cultural values such as family meals, traditional dishes, and everyday stories into deeply moving entertainment experiences. From local artisans to artists to participating audience members, everyone contributes to creating a vibrant cultural space where the spirit of community naturally thrives.
For Vietcombank, beyond its pioneering role in implementing the Politburo’s Resolution 80 on culture, promoting the cultural sector associated with revitalizing local cultural values and preserving ancestral culinary traditions, this is also a strategic step demonstrating a vision that goes beyond traditional financial services. In addition to providing banking products and services, Vietcombank is creating and enhancing a true “lifestyle ecosystem” offering clients exclusive cultural, entertainment, and community life experiences.
Through this program, clients not only benefit from Vietcombank’s financial products such as the VCB Digibank digital banking app, savings accounts, international debit cards, and product ranges for businesses and households but also receive rare “emotional privileges” such as meeting idols, participating in large-scale reality shows, discovering local cuisine, and becoming true “flavor ambassadors.”
One of the highlights expected to have a considerable impact is the “Cast++” model, where the audience becomes a character in the show. By bridging the gap between artists and viewers, “Haha’s Restaurant” offers an immersive experience on Vietnamese television: artists directly serve dishes, engage in discussions, and accompany guests in an authentic setting.
The first phase of the program, “Save with Vietcombank, Ut Ha invites you to visit Quan Nha restaurant,” will take place from May 13 to June 2, 2026, offering the opportunity to live exclusive and unique lifestyle experiences.
The partnership between Vietcombank and Quan Nha Haha appears as one of the most remarkable collaborative models between the financial and entertainment sectors in Vietnam. Beyond the immediate media attention it attracts, this project illustrates a new trend: banks are no longer just providing financial support but are fully integrating into the spiritual, emotional, and cultural life of their clients. This added value is significant as banks strive to offer to their clients throughout their journey, contributing to the preservation, protection, and transmission of the national cultural heritage to future generations.
Source: https://congthuong.vn/vietcombank-dong-hanh-cung-quan-nha-haha-kien-tao-trai-nghiem-van-hoa-giai-tri-456334.html
