A Small Challenge That Started in Korea
In 2012, Wash Friends opened its first store in Korea, launching its self-service laundromat business.
At that time, the concept of a "self-service laundromat" was still unfamiliar. However, as the demand for laundromat businesses skyrocketed from 2017 to 2019, Wash Friends rapidly grew, opening over 500 stores.
During this period, leading laundromat brands in Korea began exploring overseas expansion.
2019 – Wash Friends’ Entry into Vietnam
In September 2019, Wash Friends opened its first store in My Dinh, Hanoi (Korea Town), officially launching its international business.
Vietnam was one of the fastest-growing countries in Southeast Asia, and with a rapidly expanding middle class and urbanization, there was strong anticipation that self-service laundromats would be successful.
However, reality was different from expectations.
- Vietnamese consumers were unfamiliar with self-service models.
- Unlike Korea, not many people were willing to invest over $70,000 in a laundromat business.
- Local customers had different laundry habits and service expectations.
Although Wash Friends believed it could replicate Korea’s success, the market response was far from what was expected.
Then, an unforeseen crisis struck.
The COVID-19 Pandemic – Business Came to a Halt
In 2020, the global COVID-19 pandemic posed a severe challenge for Wash Friends.
With closed borders cutting off connections between the Korean headquarters and the Vietnam branch, all new store developments were halted.
Initially, the Korean headquarters team visited Vietnam monthly to oversee operations,
but after COVID-19, financial struggles in Korea led to a drastic reduction in support for the Vietnam business.
Despite these difficulties, Wash Friends did not give up.
The remaining employees worked tirelessly, from customer service to improving laundry operations step by step.
New stores continued to open every two to three months, gradually laying the foundation for steady growth.
2022 – A New Beginning for Wash Friends
As Vietnam started recovering in 2022, the business environment improved.
However, the Korean headquarters could no longer sustain the Vietnam operations and decided to sell the business.
At this moment, Shin In-Sung, a longtime customer and investor of Wash Friends, made a bold decision—to acquire the Vietnam operations.
Having already invested in five stores in Vietnam, he had been evaluating the market but had been unable to visit due to COVID-19 restrictions.
In July 2022, as travel resumed, he personally assessed Wash Friends’ operations and the market potential before returning to Korea to negotiate the business acquisition.
Finally, in November 2022, Shin In-Sung relocated to Vietnam with his family,
joining forces with General Manager Oh Chan-Yang, who had remained dedicated to the business, to restructure and reignite the Vietnam operations.
2023 – Becoming an Independent Legal Entity
In 2023, Wash Friends Vietnam officially became an independent entity, fully separating from its Korean headquarters.
At the time, the most formidable competitor was Giặt Sấy Sell, an investment by Sell Plus.
- This company had strong credibility in Korea, providing laundry equipment and services to military bases, police departments, and universities.
- Initially, they had a competitive edge in Vietnam due to their superior service quality, but they failed to survive the COVID-19 crisis.
- Eventually, Giặt Sấy Sell was sold to a local Vietnamese company.
During this period, Wash Friends rapidly expanded, securing a strong foothold in the Vietnamese market.
Transforming Vietnam’s Laundry Industry
Traditional laundromats in Vietnam mostly relied on household washing machines, offering only basic washing and drying services.
Very few shops provided dry-cleaning services, and language barriers made it difficult for Korean customers to use laundry services.
Wash Friends addressed these challenges by:
- Serving as a communication bridge for Korean customers.
- Offering premium laundry and alteration services, establishing a competitive edge in the market.
As a result, Wash Friends has successfully launched over 60 stores across Vietnam and continues to operate as a leading premium laundry brand.
Wash Friends’ Vision – Expanding into Southeast Asia
Now, Wash Friends is setting its sights beyond Vietnam to expand into Southeast Asia.
- Expanding premium stores and self-service laundromats in Vietnam’s major cities.
- Introducing automated laundry systems and smart laundry factories.
- Gradually entering Southeast Asian markets and evolving into a global brand.
Wash Friends is not just a laundry service brand.
We are pioneering a new laundry culture and striving to enhance customer experiences with superior services.
The journey of Wash Friends continues—not only in Vietnam but across Southeast Asia.
