August 31, 2026August 31, 2026JABLY traveled to Ho Chi Minh City to validate its Study-in-Korea PoC directly with MoMo, universities, education partners, and local organizations. The field insights helped refine the target audience, student journey, and final program structure ahead of the August 31 launch.
After weeks of planning, mentoring, and partner discussions, JABLY took the next major step in the development of its Vietnam Proof of Concept: on-site market validation in Ho Chi Minh City.
As part of the 2026 Shinhan Square Bridge Social Open Innovation Program, JABLY traveled to Vietnam to meet directly with MoMo, universities, education organizations, and potential ecosystem partners.
The objective was simple but important: test the assumptions behind the project before bringing it to Vietnamese students.
The insights gathered during the trip helped JABLY refine the program’s target audience, student journey, outreach strategy, and support structure ahead of the August 31 launch of the JABLY × MoMo initiative.
The first stages of the project had been developed through research, consultations with MSD United Way Vietnam, and mentoring sessions with MoMo.
But building a Study-in-Korea pathway for Vietnamese students required more than understanding the market remotely.
JABLY needed to speak directly with organizations working with students in Vietnam and better understand how young people make decisions about studying abroad.
The Ho Chi Minh City business trip therefore became an important validation stage between PoC design and implementation.
Rather than arriving with a finalized solution, the team used the trip to ask:
When do Vietnamese students begin considering studying in Korea?
What information do they need before making that decision?
Who influences their choice of university and destination?
What are the biggest uncertainties for students and their families?
How can digital tools make the process easier to understand?
Which local organizations could help students access reliable information and opportunities?
The answers to those questions would directly influence the final program.
One of the key meetings during the trip was with MoMo, JABLY’s host organization for the Social Open Innovation PoC.
The discussion provided an opportunity to review the project from the perspective of the Vietnamese market and continue refining how the student journey could work within MoMo’s digital ecosystem.
By this stage, the project had moved beyond the broad idea of providing Study-in-Korea information.
The focus was increasingly on creating a clear progression from initial interest to concrete action.
For students, that means helping answer questions such as:
What opportunities in Korea fit my profile?
What should I prepare first?
Which information is relevant to me?
What should my next step be?
This student-centered approach became one of the main principles guiding the final PoC design.
JABLY also met with Open University as part of the on-site research process.
University discussions were particularly valuable because they provided a different perspective on the international student journey.
While students may initially think about scholarships, universities, or life in Korea, education institutions also see the practical questions behind those decisions: academic preparation, language ability, application readiness, financial planning, and longer-term career goals.
These conversations helped JABLY better understand where students may need support before an application is ever submitted.
The project therefore began to move away from being simply an information service and toward a more structured pathway connecting:
Interest → Preparation → Application → Study in Korea → Future Career
One of the most important outcomes of the Ho Chi Minh City trip was a clearer understanding of when students begin considering Korea.
Initial project discussions had considered a broader student audience.
However, feedback from universities and local ecosystem participants suggested that students at the high-school stage represent an especially important audience for the Study-in-Korea pathway.
At this stage, students and their families are actively considering:
future university options;
possible study-abroad destinations;
scholarship opportunities;
language preparation;
financial planning;
and longer-term career possibilities.
Reaching students earlier therefore gives them more time to make informed decisions and prepare realistically.
This insight became an important part of the final PoC direction.
At the same time, JABLY is taking a careful approach to younger students. Students who are not yet eligible for the main application process can continue receiving educational information and program updates without unnecessarily collecting personal application data.
During the trip, JABLY also met with SKY Education to explore how local education organizations could potentially support the student journey.
Education partners can play an important role because many students and families rely on local guidance when considering international study.
For JABLY, these discussions were not about replacing existing education networks.
Instead, the goal was to understand how K-tag, local education organizations, universities, and Korean institutions could complement one another.
Potential areas of cooperation include student outreach, education information, preparation support, and helping students understand which Korea pathway may be suitable for their individual situation.
These discussions remain part of the broader ecosystem-development process and should not be understood as guaranteed admissions or scholarship arrangements.
JABLY also met with CRCC Asia during the Ho Chi Minh City trip.
As the PoC developed, it became increasingly clear that successful implementation would require more than a single acquisition channel.
MoMo provides an important digital connection to Vietnamese students, while additional organizations may help JABLY understand and reach different student communities.
Discussions with CRCC Asia therefore formed part of JABLY’s broader exploration of potential partners that could support outreach, international education pathways, and future opportunities.
For the PoC, this ecosystem approach is important.
The objective is not to build an isolated service, but to create a pathway that can connect students with the right information and organizations at the right stage of their journey.
The Ho Chi Minh City meetings helped transform the original concept into a more focused program.
The final direction centers on creating a simple student journey that minimizes unnecessary complexity.
Students should not need to understand the entire Korean education and immigration system before taking their first step.
Instead, the program aims to help students gradually understand:
Students can explore information about Korean universities, majors, scholarships, and education pathways.
Academic background, language ability, finances, documents, and personal goals all influence the appropriate next step.
Students can identify opportunities that better match their profile rather than approaching every university or scholarship in the same way.
Students receive clearer guidance about the processes connected to studying and later staying in Korea.
For JABLY, the journey does not end at university admission.
The broader vision remains:
Study in Korea → Stay in Korea → Build a Career in Korea
Following the Ho Chi Minh City business trip, JABLY, MoMo, and the supporting organizations moved into the final preparation stage.
The program was scheduled to begin its public campaign on August 31, 2026, providing Vietnamese students with an opportunity to learn more about the program and apply.
The initial PoC is designed around a focused cohort, with approximately 100 students expected to be selected for the first program group.
The initiative primarily supports students preparing for future study opportunities in Korea, including students considering the 2027 intake.
Through the program, participants can access information related to:
Korean universities and majors;
scholarship opportunities;
application preparation;
financial planning;
visa-related information;
and longer-term education and career pathways.
Importantly, JABLY does not provide or guarantee scholarships or university admission.
Scholarships are provided by Korean universities or government institutions, while the program focuses on information, guidance, and matching support.
This distinction is an important part of ensuring that students and families can approach the program with realistic expectations.
The August 31 launch is not intended to be the end of the project.
It marks the beginning of the next validation stage.
As students interact with the program, JABLY and its partners will be able to learn more about:
which information students search for most;
where they experience uncertainty;
which opportunities generate the strongest interest;
where users leave the application journey;
and what additional support students and families need.
These insights can then be used to improve the K-tag Vietnam student experience.
The project will also continue through offline engagement in Vietnam, providing opportunities to meet students directly and offer more detailed information about studying and building a future in Korea.
The Ho Chi Minh City business trip represented an important transition for the JABLY × MoMo PoC.
The project started with an idea.
It was refined through mentoring.
It was tested through direct conversations in Vietnam.
And those findings were then translated into a program ready to meet its first students.
The process reinforced one of the most important lessons of the project so far:
Building an international student pathway requires understanding the journey from the student’s perspective — not simply providing more information.
For JABLY, that means continuing to work with Vietnamese students, universities, technology platforms, education organizations, and local partners to make the path to Korea clearer and more accessible.
Frequently Asked Questions
JABLY traveled to Ho Chi Minh City to validate its Study-in-Korea PoC directly in the Vietnamese market. The team met with MoMo, education institutions, and potential ecosystem partners to better understand student needs and refine the program before launch.
The trip included discussions with MoMo, Open University, SKY Education, and CRCC Asia, alongside broader engagement with Vietnam-based education and ecosystem stakeholders.
One of the key insights was the importance of reaching students earlier in their education journey. Feedback from local organizations helped JABLY refine its focus toward students who are beginning to plan their university and study-abroad future.
The program aims to help Vietnamese students better understand Study-in-Korea opportunities and prepare for areas such as university selection, scholarships, financial planning, applications, visa information, and longer-term pathways in Korea.
No. Scholarships are provided by Korean universities or government institutions. JABLY and the program provide information, guidance, and matching support to help students identify relevant opportunities.
No. Participation does not guarantee university admission, a scholarship, or a visa. Decisions depend on each student's profile and the requirements of the relevant university or institution.
The public campaign begins on August 31, 2026, marking the transition from PoC development to real student engagement.
The initiative is focused on Vietnamese students interested in preparing for future study opportunities in Korea, including students considering the 2027 university intake.
Following the launch, JABLY and its partners will continue collecting insights from student participation, improving the K-tag Vietnam experience, and preparing additional online and offline activities in Vietnam.
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