In early 2025, Mekong Smile successfully organized the “Celebrating Tet on the River” campaign, bringing a warm and meaningful spring season to the river vendors on Cai Rang Floating Market. With the desire to preserve and develop the culture of the Mekong Delta floating market, the campaign implemented a series of practical activities, ranging from inviting vendor families to participate in Tet photo shoots to capturing vivid images and footage of life on the river. Notably, more than 20 disadvantaged families received essential gifts, contributing to their joy during the Tết holiday. The campaign not only achieved its goal of supporting the community but also created over 100 high-quality images and video materials to promote tourism and preserve the cultural beauty of the floating market.
Objectives of the “Celebrating Tet on the River” CSR Campaign
- To bring Tet joy to disadvantaged families living on the Cai Rang Floating Market.
- To capture vivid images of floating market life, contributing to the preservation of traditional beauty.
- To promote community awareness about the importance of social responsibility in sustainable tourism.
Implementation Process
Survey and Preparation (Early January 2025)
The project team conducted an on-site survey at Cai Rang Floating Market, identifying disadvantaged families to compile a support list. Simultaneously, communication plans were deployed to raise community awareness and call for collaboration from organizations and businesses.
Inviting Locals to Participate in Tet Photoshoot (January 13, 2025)
The implementation team approached the vendor families, inviting them to participate in the Tết photo session. The happy smiles and eyes of the locals as beautiful moments were captured served as a great motivation for Mekong Smile to continue this journey.
Capturing Moments and Giving Gifts (January 14, 2025 – January 23, 2025)
The photoshoot took place amidst boats brightly decorated with spring colors. The photos were later printed and handed directly to the locals on January 23, 2025, along with practical gifts such as essential goods and Tết candies. More than 20 families received support, helping them have a warmer Tet holiday.
Campaign’s Contribution to Community and Tourism
The “Celebrating Tet on the River” campaign not only brought joy to the river vendors but also raised community awareness about the importance of preserving and promoting the cultural beauty of the floating market. The collected images and videos will be a valuable resource for promoting tourism in the Mekong Delta region, helping to bring this cultural beauty closer to domestic and international visitors.
Furthermore, the campaign created an opportunity to connect tourism and social responsibility. Integrating community activities into tourism development strategies not only helps create meaningful experiences for visitors but also contributes to improving the lives of local residents. We believe that initiatives like this will create a long-lasting impact, ensuring the floating market is not just a tourist destination but also a part of the cultural heritage that needs to be treasured and preserved.
Mekong Smile’s Commitment to Sustainable Development
We are committed to implementing environmental, social, and governance (ESG) responsibility and Corporate Social Responsibility (CSR) programs that comply with the 17 United Nations Sustainable Development Goals (SDGs). We proactively engage in activities to protect the environment, promote social equity, and support the community through sustainable and long-term meaningful initiatives. Every action we take is not only aimed at business development but also at creating positive values for society, preserving resources for future generations.
The success of the “Celebrating Tet on the River” campaign is a clear testament to this commitment. The combination of sustainable tourism development and social responsibility allows us to not only provide memorable experiences for visitors but also to make practical contributions to the lives of the river vendors. We believe that with continuous efforts, the culture of the Can Tho floating market will be preserved, inspiring future community initiatives.
Future Direction
With a long-term vision, we will continue to expand our community support programs, connect with more strategic partners, and continuously raise awareness about the value of sustainable tourism. This journey is not only a responsibility but also our pride in contributing to the overall development of society.
