Differentiated with an IT-based “tag system” and climate-tailored indoor play BM Visitor numbers surged 75% in the second month after opening, fueling active discussions on additional locations within the year
Local children and teenagers at the first Vietnam branch of “Kally Club,” located in Vincom Mega Mall Thao Dien in Ho Chi Minh City, Vietnam, experience an indoor rock-climbing attraction using RFID tag bracelets. Photo courtesy of TenCL
TenCL Co., Ltd. (CEO Son Ju-hee)’s kids “sportainment” brand “Kally Club” has successfully established itself in the Ho Chi Minh City market, recording stable user metrics in the early phase of its entry into Vietnam.
TenCL opened its first Vietnam branch on May 9 at Vincom Mega Mall Thao Dien in Ho Chi Minh City. Following a cumulative visitor count of 11,000 in May, the opening month, the venue attracted approximately 20,000 visitors in June, an increase of about 75% month-on-month, demonstrating strong growth momentum.
This early stabilization was largely driven by TenCL’s proprietary IT-based “tag system.” The game elements that encourage real-time score competition through the use of RFID tag bracelets worn upon entry to access attractions inside the venue have provided a high level of immersion for local children.
Interior view of the first Vietnam branch of “Kally Club.” Photo courtesy of TenCL
The business model (BM), designed with local climatic characteristics in mind, has also proved effective. In the Southeast Asian market, where a hot and humid climate throughout the year has fostered an indoor activity-centered leisure culture, it is assessed that the brand has demonstrated the competitiveness of technology-converged indoor play content. From a marketing perspective, experience-focused short-form content on the official TikTok channel and collaborations with local influencers helped cumulative social media views surpass 5 million, rapidly boosting brand awareness in the local community.
Based on these strong initial performance indicators, the Kally Club Vietnam joint venture plans to diversify its marketing in the second half of the year. It will formalize school and corporate partnerships to focus on promotions for experiential learning, team-building, and birthday parties, while also developing additional group-only package products and driving cross-sales of F&B and merchandise within the center.
A Kally Club representative stated, “Thanks to the success of the first branch, major local distributors are continuously making store-in-store proposals. We are in close discussions with major local distribution platforms in Vietnam regarding additional openings within this year, following their proposals.”
Choi Yong-seok
AI-translated with ChatGPT. Provided as is; original Korean text prevails.
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