Delegates and venerable monks at the launch of the Sáng Đạo Trong Đời music campaign

Loving Journey

Loving supports “Sáng Đạo Trong Đời”

In 2024, Loving became a sponsor of “Sáng Đạo Trong Đời” (Enlightenment in Life), a music-writing campaign launched by the Central Culture Committee of the Vietnam Buddhist Sangha ahead of the United Nations Day of Vesak 2025.

LOVING JOURNAL · ABOUT 1 MIN READ

Launched: 10 July 2024
Organiser: Central Culture Committee, Vietnam Buddhist Sangha
Loving's role: Sponsor of the campaign; main sponsor of the Vu Lan 2024 concert

A music-writing campaign

On 10 July 2024, the Central Culture Committee of the Vietnam Buddhist Sangha launched the “Sáng Đạo Trong Đời” music campaign to share moral values and positive ways of living through music and to help preserve Vietnamese Buddhist culture, ahead of Vesak 2025 in Ho Chi Minh City. Loving was honoured to take part as a sponsor.

Launch of the “Sáng Đạo Trong Đời” campaign

A Vu Lan 2024 concert

As part of the campaign, a Vu Lan 2024 concert themed “Sáng đạo trong đời” was held at Diec Pagoda in Vinh, Nghe An, with nearly 500 guests. Loving was the main sponsor.

The performances celebrated filial gratitude to parents. Singer Ho Quynh Huong, Loving's brand ambassador, performed “Mẹ từ bi” by songwriter Truc Linh.

Standing alongside humane values is another way Loving keeps goodness in everyday life.

Loving's story