Building a play ecosystem encompassing everyone from the alpha generation to the parent generation with three brands: Cali Club, Roll Club, and Dance Snap.
"Our goal is to become a global kids data platform company, using Vietnam as a springboard for expansion."
"As a mother raising children, the urgency I felt was the starting point of my business. I wanted to create a space where children could play and sweat freely, regardless of the weather."
When asked about her background in founding Tencel, Son Joo-hee first brought up her experience as a parent. Believing that children needed a space to engage themselves beyond a simple play area, she combined entertainment elements with sports. She believed that introducing a system where children's scores and rankings increase with each movement, like a game character, would encourage them to exercise more voluntarily, fueled by a competitive spirit.
Tencil's core competitive edge lies in its RFID electronic tags and IoT/AI-based real-time scoring system. While existing kids' sports facilities simply allow for use of the facility, Tencil records all activities as data from the moment children are tagged with an RFID bracelet.
"The number of runs and how quickly you reach the finish line are converted into a real-time score, providing immediate feedback and a sense of accomplishment. We initially considered outsourcing development, but opted for in-house development to quickly respond to the numerous variables on-site and implement a unique play algorithm."
The company's in-house research center is analyzing play pattern data to design new courses and is working on advanced projects to provide parents with data on children's physical development. This is a step toward solidifying the company's identity as a tech company, not just a simple facility operator.
Capturing the lifestyles of all generations with Cali Club, Roll Club, and Dance Snap.
Tencel has diversified its brand portfolio with Cali Club (kids' sports), Roll Club (roller sports), and Dancenap (K-pop dance). This strategy aims to move beyond a specific age group and embrace the customer's life cycle.
While Cali Club is a base camp for energetic kids who enjoy physical activity and competition, Roll Club combines a retro sensibility with sports to create content for all ages that parents and children can enjoy together. Dancenap is an online and offline platform where Gen Z and Gen Alpha, familiar with K-pop and short-form culture, can express themselves through dance and video sharing.
“The key strategy is to have Tencel content permeate the entire lifestyle of customers, such as children who used to play at Cali Club and enjoy Roll Club as they grow up, and even as adults, they dance and film videos at Dance Snap.”
Tencil has achieved 1 million cumulative visitors and approximately 10 billion won in annual sales through its 12 directly-operated stores nationwide. While franchises were tempting, the company adhered to its direct management principles to maintain brand quality. While initial investment and staffing burdens were significant, the direct operation allowed the company to immediately incorporate customer feedback into its service, resulting in a high rate of repeat visits.
Entering Vietnam, Crossover Marketing with K-Beauty
Tencel will launch its global expansion with the opening of a 300-square-meter store in the Vincom Mall in Thao Dien, Ho Chi Minh City, Vietnam, in May 2026. The reason Vietnam was chosen as its first overseas market is clear: the average age is in the early 30s, and the market is young and generous with its spending on children's education and entertainment. The Thao Dien area in Ho Chi Minh City, in particular, boasts a high concentration of international schools and upscale residential areas, creating a clear demand for premium kids' content.
One notable feature is the "K-Beauty Exhibition Zone" within the Vietnam Caliclub store. CEO Son Ju-hee explained, "The hidden core customer base of the kids' space is parents. While children enjoy two hours of fun, we're providing valuable time for moms to experience and shop for the latest Korean beauty trends."
This is a "family-targeted crossover" marketing strategy where spending on children translates into spending on mothers. CEO Son Ju-hee stated, "In the future, we will collaborate with not only K-beauty but also various K-content and products, serving as a bridgehead to promote and expand K-culture overseas."
Securing Talent Through Industry-Academic Collaboration: "Execution" Determines Success
Tencel is also focusing on securing top talent, signing an industry-academic cooperation MOU with Dongguk University's WISE Campus. CEO Son Ju-hee stated, "Ultimately, it's people who determine the quality of Tencel's service. Students in physical education and child-related departments represent our best talent pool. Through this MOU with the university, we've created a win-win situation where we can secure proven talent while students gain practical experience in the field."
CEO Son Joo-hee recently gave a special lecture at Dongguk University titled, "There's a Reason Startups Fail." She emphasized, "Many startups fail not because of a lack of ideas, but because they lack the execution and teamwork to pursue those ideas to the end." She added, "Technology can be bought with money, but the tenacity and execution to solve problems come from people."
He explains that despite the delays in early technology development and unexpected financial pressures, he persevered and continued to search for alternatives, thanks in large part to his like-minded colleagues. "No matter how good a business model is, it faces numerous obstacles during implementation," said CEO Son Joo-hee. "What overcomes those obstacles isn't flashy technology, but people who persevere until they succeed." "This is why I always emphasize 'people' and 'execution' to aspiring entrepreneurs."
We will leap forward as a global kids data platform.
Tencel has applied for overseas patents in seven countries, including the United States, China, and Vietnam. CEO Son Ju-hee stated, "Starting with Vietnam, we aim to secure a leading position in the Southeast Asian market before entering the North American market." She added, "Our solution isn't simply exporting hardware facilities; it's exporting a spatial platform that combines operating systems, software, and K-culture."
Children everywhere want to run and play, and parents want their children to grow up healthy. CEO Son Ju-hee explained that her goal is to create a "K-Spotainment" standard that addresses this universal need with Korean IT technology and fun. "The sportainment industry will evolve beyond offline experiences into data healthcare," she said. "The vast amount of exercise data accumulated through children's enjoyable play will become a valuable asset that supports their growth and development, health management, and aptitude discovery."
He said, “In five years, Tencil will have grown into a global kids data platform company that supports the healthy growth of children around the world,” and “I want to become a brand that gives people the confidence that ‘if you go to Tencil, you can see how healthy your child will become.’”
CEO Son Joo-hee expressed her ambition, saying, “Starting with the Cali Club that I experienced as a child, we will continue to develop brands that accompany people throughout their entire life cycle, allowing them to enjoy the sportainment content implemented by Tencil even as teenagers and adults, and experience healthy joy and fun.”
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