artLIVE – On August 21, turquoise ‘Happy Coffee Trucks’ officially arrived at Coteccons construction sites across all three regions of Vietnam, as well as at its head office, bringing the aroma of freshly brewed coffee, refreshing tea, sweet pastries and thousands of joyful smiles.
While this may appear new, the food truck has long been a familiar tradition in Korean fan culture. Whenever artists film or perform, friends, colleagues, or fans often send food and beverage trucks as a gesture of encouragement.
These coffee, bubble tea, or dessert trucks at filming locations not only provide energy but also carry a heartfelt message: “We are always here and supporting you.”
Notably, it is not only fans who send food trucks; artists also extend this gesture of care to one another. For example, Park Hyung-Sik once sent a coffee truck to the set of ‘Abyss’ to support Park Bo-Young, creating a memorable moment of collegial encouragement. Likewise, Jang Dong-Gun’s fanclub once sent a ‘food truck’ to the cast of ‘A Gentleman’s Dignity’, an early example that helped popularize this trend.
Originating in Korea, this practice has grown into a symbol of sharing and connection in many countries. A “food truck” is more than just free coffee or pastries; it is an emotional bridge between artists and the public, where simple gestures convey profound warmth.
In Vietnam, the concept was quickly embraced and reimagined in entertainment events. For instance, ahead of the “Anh Trai Say Hi” concert in Vạn Phúc City (Thu Duc), fans prepared a series of food trucks decorated with unique styles, standees, photobooths, and even LED check-in screens, transforming the venue into a vibrant festival like space.
Among them, the most notable was the effort of Hiếu Thứ Hai’s fans, who arranged two food trucks and a modern photobooth, serving not only the audience but also the crew, energizing the atmosphere long before the performance began.
Building on this trend, Coteccons became the first to bring food trucks to construction sites, honoring a very special group of “idols.” Not singers, actors, or screen stars but the workers, whose strength and perseverance bring landmark projects to life.
To celebrate its 21st anniversary, Coteccons introduced the food truck model into the construction industry for the very first time, offering workers food and drinks as though they were true idols.
More than 10,000 servings were delivered directly to engineers and workers from their “silent fans” on the frontlines. Adding to the surprise, members of the Coteccons Executive Committee personally joined in pouring coffee, engaging in conversations, and capturing selfies with employees.
Coteccons chose to celebrate its 21st anniversary in a truly distinctive way: 21 construction sites and one office, all on the 21st day of the month. This unprecedented journey stretched from plains to islands, from foothills to mountaintops – Hanoi, Hai Phong, Da Nang, Phu Quoc, Ba Na, and Ho Chi Minh City bringing joy wherever the truck appeared.
More than just coffee on wheels, the ‘Happy Coffee Truck’ was a gesture of gratitude to workers: “We honor every drop of sweat and every calloused hand that built these enduring projects, and we want to celebrate this 21st milestone with you as our own festival.”
In addition to food and drinks, the trucks also offered fun mini-games with practical gifts such as caps, shirts, and gloves or simply a warm hug for Coteccons engineers and workers.
Supporting this initiative, Bella Ciao &Partners proudly operated the ‘Happy Coffee Truck’ as one of the opening activities of Coteccons Day 2025, spanning all three regions of Vietnam. Rain or shine, day or night, from muddy fields to coastal sites, the Bella Ciao &Partners team joined Coteccons in bringing coffee, tea, pastries, and music to construction sites.
Although the offline ‘Happy Coffee Truck’ program has ended, its spirit and joyful memories will endure just like Coteccons’ 21 year journey of growth and resilience.
References:
annyeongoppa.com
koreajoongangdaily
yummy.ph
