METRO Sonata: a concert inside Bến Thành metro station
On 19/6/2026 the largest underground station of Metro Line 1 became a music stage open to everyone. SJK Group was sponsor and co-organiser with Urban Railway Company No. 1.
The programme
METRO Sonata – a concert inside the Metro took place on 19/6/2026 at Bến Thành station, the central underground station of Metro Line 1. It was organised by Urban Railway Company No. 1 (Công ty TNHH MTV Đường sắt Đô thị số 1), with SJK Group as sponsor and co-organiser. The professional partner was Soul Institute of Arts (SIA), the arts academy founded by composer Thanh Bùi in 2012.
The music was performed in the station's public space, open to passengers and passers-by, children and young people in particular. According to the metro company, the programme is the start of a series of cultural events across the metro, not a one-off.
Why it matters to brands
- The metro is a new media space in the city. Passengers pass through the station every day; an arts event puts a brand in a positive setting rather than on just another board.
- The content travels beyond the station. The event was covered by the city's television and press and the videos were shared online — a reach far larger than the audience on the day.
- It ties the brand to community values. In SJK Group's words, the aim is to bring «the younger generation closer to music, creativity and humane values».
More videos of the event on the SJK Ads channel: METRO Sonata – a concert inside the Metro and Over 50 artists «wake up» Bến Thành metro station.
Planning something similar
Events in a station need the metro operator's consent; any advertising content alongside still follows the Advertising Law. Call or message on Zalo 0933 15 99 88 for advice on events in the metro and advertising around Bến Thành station; see boards in the centre at Boards in Hồ Chí Minh City.
Source: HTV, «METRO Sonata – Hòa nhạc trong lòng Metro», 19/6/2026; video — SJK Group.
