HCM CITY – Coca-Cola has rolled out its first-ever global meals experience campaign with Việt Nam being the first country in ASEAN & South Pacific to kick-off “COKE® is Cooking”.

The campaign aims to celebrate the rich street food culture and enhance people’s dining experience in many countries across the world.

Locally promoted as ‘Vietnam is Cooking’, the new meals experience leverages on the different passions of consumers, which include music, food, and entertainment, to connect and engage with them on a deeper level. Coca-Cola hosted two food festivals both online and offline – starting with HCM City followed by Hà Nội last October

“The first ‘Eating all drooling food’ or ‘Ăn cho đã thèm’ food fest hosted in HCM City under ‘Việtnam is Cooking’ campaign attracted nearly 30,000 people in two days and had about 36,000 engagements online. Through the support of our partner foodies and content creators, we were not only able to showcase the best of Vietnamese street food but demonstrated that the real magic is in the co-shared experience of the festivities,” said Nguyễn Lan Yến, Marketing Manager of Coca-Cola Vietnam. 

The company has partnered with Shopee Food and around 700 selected restaurant and retail partners. The beverage brand aspires to reach a total of over 29 million Internet users and around 60,000 people to participate in the Coca-Cola ‘Vietnam is Cooking’ festivities prepared online and in-person activations nationwide. VNS