The Rise of Korean Early Childhood Education Franchises in Vietnam's Expanding Premium EdTech Market

Vietnam’s early childhood education market is undergoing a seismic shift, driven by a confluence of rising middle-class disposable income, government-backed digital transformation, and a growing appetite for premium, technology-enhanced learning solutions. For Korean education franchises, this represents a golden opportunity to capitalize on a market projected to grow at a staggering 13.10% CAGR, reaching USD 3.7 billion by 2034 [1]. At the forefront of this expansion are brands like TuniTuni and ELIS, both leveraging Korea’s global reputation for educational innovation to establish a foothold in Vietnam’s high-income segments.

TuniTuni: A Proven Model with Global Ambitions

TuniTuni, a Daekyo-backed play gym specializing in storytelling-based physical education for children aged 1–7, has demonstrated its scalability in Korea and Hong Kong. Since its founding in 2003, the brand has achieved a penetration rate of one in six children in South Korea [1], a testament to its ability to blend motor skill development with culturally resonant narratives. Its 2024 expansion into Hong Kong—marked by the opening of a flagship center in Lohas Park—further validates its appeal in premium markets. The Hong Kong center, which emphasizes weekly-changing activities to sustain engagement, has already attracted families seeking alternatives to traditional play-based learning [1].

Now, TuniTuni is replicating this success in Vietnam. The brand’s first Ho Chi Minh City center, launched in Thao Dien, is strategically positioned to cater to the city’s affluent neighborhoods, where demand for bilingual, tech-integrated curricula is surging [1]. By integrating AI-driven personalization and hybrid online-offline teaching models—trends gaining traction in Vietnam’s EdTech sector—TuniTuni aligns with the National Digital Transformation Program’s goal of digitizing 80% of public schools by 2027 [1]. This adaptability positions the franchise to outperform competitors reliant on static, non-digital offerings.

ELIS: A Complementary Force in Vietnam’s EdTech Ecosystem

While TuniTuni focuses on play-based learning, ELIS, another Daekyo-affiliated entity, is poised to strengthen the ecosystem through its operational expertise. Though specific metrics for ELIS Vietnam are not publicly available, the company’s global strategy of expanding through targeted acquisitions and circular services suggests a scalable model. In 2025, ELIS reported a 3.6% year-over-year revenue increase, driven by outsourcing in sectors like cleanroom and hospitality [3], indicating its capacity to adapt to diverse markets.

Vietnam’s commercial real estate boom—projected to grow at a 13.80% CAGR through 2034 [2]—creates a natural synergy for ELIS. As demand for Grade A office spaces and smart building technologies rises, ELIS could leverage its experience in workplace hygiene and sustainability to support early childhood education centers requiring modern infrastructure. This alignment with Vietnam’s FDI-driven real estate growth further reduces entry barriers for Korean franchises seeking physical locations.

Strategic Entry: Why Now?

The urgency for investors lies in Vietnam’s rapidly evolving regulatory and consumer landscape. Decree No. 86/2018/ND-CP has eased foreign investment restrictions in education, enabling partnerships between Korean brands and local institutions [2]. Additionally, the global EdTech for early childhood market is expected to grow at a 15.30% CAGR, reaching USD 55.6 billion by 2034 [3], with Vietnam’s middle class—projected to reach 30% of the population by 2030—driving demand for premium services.

TuniTuni’s hybrid model, which combines Montessori-inspired pedagogy with AI-driven analytics, is particularly well-suited to this environment. By partnering with local EdTech startups like Vuihoc.vn, Korean franchises can accelerate adoption while mitigating cultural adaptation risks [1].

Conclusion: A Window of Opportunity

For investors, the convergence of Vietnam’s EdTech boom, Korea’s educational innovation, and brands like TuniTuni and ELIS creates a compelling case for immediate action. With TuniTuni’s Ho Chi Minh City entry already underway and ELIS’s operational infrastructure poised to support scalability, the next 12–18 months will be critical for securing market share in a sector expected to outpace global averages. As the National Digital Transformation Program accelerates and FDI inflows rise, early entrants stand to capture a disproportionate share of Vietnam’s premium early childhood education market—a sector where demand is not just growing but evolving at a breakneck pace.

**Source:[1] Vietnam Education Technology Market Size & Analysis 2034 [https://www.expertmarketresearch.com/reports/vietnam-education-technology-market?srsltid=AfmBOop1WpIUZw-OF5D5W2Agpyz6l_m57aflyU-rqSLRK2aEBauH0Qzv][2] Vietnam Commercial Real Estate Market Report and Forecast 2025–2034 [https://www.marketresearch.com/Expert-Market-Research-v4220/Vietnam-Commercial-Real-Estate-Forecast-41226070/][3] EdTech For Early Childhood Market Size | CAGR of 15% [https://market.us/report/edtech-for-early-childhood-market/]