Hanoian take remarkable pride in their culture, for it’s so incredibly diverse and unique. Any foodie tourist can name Hanoi’s famous dishes, such as Bún chả, Phở,.. of which, it would be a shame to not mention “Bia Hơi” (Vietnam’s draft beer). Hanoian enjoys Bia Hơi like no others. Indeed, there’s nothing more satisfying than taking a sip of cold Bia Hơi, side by side with your homies, after a tiring day at work.

Needless to say, Bia Hoi is the signature go-to alcoholic drink of the Hanoian’s culture. First came into popularity in Hanoi in the 60’s of the old century, it soon became the drink of choice for adults of all classes, for its taste, affordable price and convenience. A cold jug of Bia Hơi quenches the unpleasantness of the unforgivingly hot summer days in Hanoi. Thus, Bia Hoi is the staple alcoholic drink for many forms of social gatherings (formal or informal) or even family dinners. Hanoian love Bia Hoi not just because of its characeristics as a drink, but also the experience and enjoyment that comes with it. Hanoian often enjoy Bia Hoi with their close friends. We chat, we laugh and we take a sip of Bia Hơi, rinse and repeat.

In recent years, as you know, Covid-19 pandemic has been devastating. Most social gatherings have been ceased. Such enjoyment we used to take for granted are now sorely missed. Long gone are the emphatic CHEERING at the parties after work. 

With this photo collection called CHEERING, we aspsire to depict a quintessential drink of the Hanoian culture, a cultural feature that has greater meaning, bringing people together and building lasting memories. At the same time, through this collection, we hope to spread a optimisitc message and positive vibe that the people of Vietnam will stay strong and conquer this pandemic.