YEAH1 OFFICIALLY LAUNCHES "QUAN NHA HAHA": A PEACEFUL JOURNEY BRINGING VIETNAMESE CULINARY CULTURE AND COUNTRYSIDE IDENTITY INTO A REALITY SHOW

Following the resounding success of "Gia Dinh HaHa," YeaH1 Group officially announces the launch of a new reality television show titled "Quan Nha HaHa." The premiere episode will officially air at 20:30 on Saturday, October 17, 2026, and will be broadcast weekly in this timeslot on VTV3, the Yeah1 Show YouTube channel, and the Mango+ app.

The program promises to spark a powerful wave of "community-based tourism," carrying forward the story of heartwarming human connections, honoring indigenous culture, and fostering community bonds through unprecedented, unique experiences.

Honoring culinary culture and generating livelihoods from simple things

At the event, producer YeaH1 not only unveiled the unique format but also officially released the theme song of "Quan Nha HaHa" titled "Giua tinh nguoi bao la," kicking off one of the entertainment properties most anticipated by fans in late 2026.

Taking an entirely fresh perspective, "Quan Nha HaHa" brings the cast to rural villages brimming with community-based tourism potential to open eateries, run homestays and farmstays, and directly serve both locals and tourists. At each stop, the members will "roll up their sleeves" and immerse themselves fully in rural life: from tilling soil, planting crops, tending livestock, and harvesting seafood to prepping ingredients, curating menus, and cooking in the kitchen.

The show's "primary emotional anchor" reunites five familiar, fan-favorite faces: Jun Pham, Rhymastic, Bui Cong Nam, Ngoc Thanh Tam, and Duy Khanh, alongside local host families, the "grassroots figures" and surprise guest lineups at each stage.

Going beyond a healing "Slow TV" entertainment show, "Quan Nha HaHa" aims to deliver sustainable value by placing culinary flavors at the center of the experience. The program partners with locals to refine hospitality and dining models, thereby planting the seeds of livelihoods and generating long-term income for communities. Viewers will not merely "watch to crave," but can directly purchase local specialties, book travel tours, and participate in practical initiatives that drive the local economy and preserve traditional crafts.

Warm, heartfelt sentiments from the cast

Rolling up their sleeves to run a genuine eatery serving dozens of diners daily on "Quan Nha HaHa" promises to bring unprecedented experiences to the cast.

Beloved for his humor and natural charm, Duy Khanh shared that he joined "Quan Nha HaHa" with profound emotion: "My fellow castmates and I wanted to cook delicious dishes with our own hands to showcase the value of Vietnamese culinary culture to people across the country. What stays with me the most and what I regret most is the parting moment. Just as we bonded and developed deep, genuine affection for everyone, it was already time to say goodbye."

As the attentive "big brother" taking on the head chef role, Jun Pham admitted that cooking for dozens of diners every day was immense pressure: "Before, cooking for family was very simple; even if it wasn't great, only my younger siblings would complain. Now, cooking for dozens of diners daily is immense pressure. From prep work and fire management to cost control... one mistake can easily waste over ten million dong. But through that, Jun learned many valuable lessons, and I had to constantly adjust recipes to listen to and respect local tastes."

Stepping into the role of a community-based tourism worker, Ngoc Thanh Tam drew insights on cultural nuance: "I have traveled to many places around the world and realized that Vietnam is far more beautiful, and its cuisine possesses a very distinctive 'DNA.' I am extremely proud that dishes like Pho and Banh mi keep their original names internationally rather than being translated into English."

A unique co-investment model: Lifestyle experience privileges and harnessing the content power of cultural industries

Economic development rooted in cultural foundations has never garnered as much attention as it does today. The collaboration between Vietcombank and YeaH1 establishes a unique co-investment model between a leading financial institution and a content producer, replacing traditional sponsorship formats. With a legacy spanning more than 60 years, Vietcombank currently maintains a key position in Vietnam's financial sector and places special priority on cultural development and corporate social responsibility. Channeling professional capital into entertainment-cultural intellectual properties (IPs) not only demonstrates Vietcombank's commitment to its ESG (Environmental, Social, Governance) strategy, but also reaffirms its role as a partner in advancing sustainable livelihoods for Vietnamese rural communities.

Notably, this partnership carries profound symbolic significance as Vietcombank embraces the mission of a "cultural ambassador," pioneering an entirely new concept of "lifestyle experiences" for its customers. Through an experience economy ecosystem, Vietcombank's customers do not merely enjoy pure financial services, but also have the opportunity to immerse themselves directly in heritage spaces and savor indigenous cuisine alongside the cast. The doorway to VTV3's prime-time broadcast is opened, breaking down the barrier between the public and artists as customers can step into real-life settings, interact, and be personally served by the cast at an actual eatery.

This joining of hands between a creative media corporation and a leading national financial institution reflects a strategic vision in awakening the nation's "soft power." A leading bank measures prosperity not solely by financial figures, but also by nurturing and propagating the country's "cultural assets." Bringing authentic footage of rural life, Vietnamese kitchens, and humble farmers onto national television stands as clear proof of the approach to "turn real life into art," transforming rustic pride into a driving force for sustainable economic development.

Though only preparing to air, "Quan Nha HaHa" has already sown seeds of anticipation for a reality television journey rich in humanistic values. There, a bowl of vegetable soup or a cut of braised fish is not merely food, but an invisible thread holding together the Vietnamese soul, reminding each person of the warmest space: the kitchen and family meals. When national pride is awakened by the simplest things, cultural power becomes an invaluable and enduring asset.

Alongside domestic cultural projects, YeaH1 Group (HOSE: YEG) continues to affirm its stature as a leading media and entertainment enterprise by pioneering the global expansion of V-Pop. By joining forces with global partners such as Sony Music Entertainment and iMe Entertainment Group, YeaH1 will launch the mega-project V-Beyond Concert in North America (Honda Center, California - November 2026). This is a strategic step within its comprehensive artist development ecosystem, affirming the powerful breakthrough of Vietnam's creative industry on the world entertainment map.