HALOTEL LAUNCHING IN TANZANIA

In 2015, Viettel officially launched the Halotel mobile network in Tanzania, marking an important step forward in the global expansion strategy of the Vietnamese enterprise. With the presence of the President and Vice President of Tanzania, along with high-ranking leaders from both nations, the event was developed by the Brother IMC & Dream Studio joint venture as a space to honor cultural intersection at the highest creative level, where Vietnamese identity became a connecting language in an international context.

The central idea of the program was drawn from the image of the Red Gate of the Temple of Literature (Văn Miếu - Quốc Tử Giám), a symbol of intellect, the spirit of enlightenment, and the aspiration for cooperation. To ensure quality, tens of tons of props and decorative details were manufactured in Vietnam before being air-freighted to Tanzania. The items included a 1:1 scale model of the Temple of Literature's gate, an entire LED screen system, and many meticulously handcrafted components, including Vietnamese oil lamps placed on dozens of laser-engraved candlesticks featuring ancient cloud motifs on traditional Vietnamese điệp paper. The space of the largest 5-star hotel in Tanzania was transformed into an environment deeply imbued with the spirit of Vietnamese culture while remaining harmonious with the African setting.

The highlight of the experiential journey was the fusion of the two cultures. The image of the Vietnamese ao dai walking alongside the traditional attire of Tanzanian tribes created a symbol of connection and cultural exchange between the two nations. Notably, for the first time in a high-level political event, the excerpt “Cô Đôi Thượng Ngàn” from the theatrical play Tứ Phủ (Four Palaces) was introduced as a subtle message of joy, the sharing of wealth, and prosperity directed toward a sustainable cooperative relationship between the two countries.

Through Halotel Launching in Tanzania 2015, Dream Studio continued to affirm the belief that an international event is not merely a place for brand introduction but also an opportunity for Vietnamese culture to manifest as part of a creative language. Instead of promoting in the standard commercial way, Dream Studio chose to turn national identity into a connecting element, contributing to spreading Vietnamese cultural values in events of global stature.