Hello, today I will provide a detailed explanation of Wash Friends’ startup models. Wash Friends is a laundry franchise that began in Korea and has since expanded into Vietnam, pioneering new possibilities in the laundry industry. In Korea, it established itself with laundromats, while in Vietnam, it is growing with various models tailored to local conditions. This article will cover the startup models in Korea and Vietnam, investment costs, operational strategies, and future plans. We will explore how the laundry business has evolved beyond simply cleaning clothes, reflecting the trends of the times and advancements in technology.
Starting in Korea: The 100% Laundromat Model
Wash Friends in Korea operates entirely on a laundromat model. The services provided are washing and drying, and this simplicity has become its strength. In 2017, the laundromat market in Korea saw significant growth, with numerous companies entering the field. However, businesses with customer-centric marketing and stable operational systems led the market, and Wash Friends was among them.
Typically, laundromats are equipped with large-capacity washing machines of 18kg or more. In Korea, bedding is often washed at laundromats rather than at home, making large-capacity machines highly preferred. Since it takes at least one hour for the washing process to complete, making the waiting time productive for customers was crucial. To address this, Wash Friends offers arcade games, massage chairs, books, and free Wi-Fi. Additionally, the introduction of shoe washing and drying machines expanded services beyond regular laundry to include specialized items, earning significant customer approval.
 |
| An unmanned laundromat in Korea called Wash Friends equipped with a cashless payment system and massage chairs |
Initially, the focus was on high-quality equipment and detergents. However, as the market grew, customers began prioritizing not only laundry quality but also their experience at the facility. This led to a greater emphasis on service development. Early on, coin-operated machines were used, but as coin usage declined, card payments and automated payment kiosks were introduced. Leveraging Korea’s IT prowess, Wash Friends developed its own app, allowing customers to check machine availability and receive notifications when their laundry is done, stabilizing the market further.
 |
| The guestbook-writing culture that gained popularity at unmanned laundromats in Seoul (rumored to be a place where people go to dry clothes but end up leaving with tears) |
The investment cost for four washing machines and four dryers is approximately 123.5 million KRW (85,000 USD, excluding rent and deposits). Equipment accounts for over 80% of the cost, posing a significant initial burden. However, with a profit margin exceeding 60%, the investment can be recouped within 3–4 years. That said, due to market saturation, poor location choices can extend the payback period, which is a notable drawback.
Expansion into Vietnam: Four Tailored Models
The Korean model could not be directly applied in Vietnam due to differing local conditions. Consequently, Wash Friends developed four startup models: Mini Shop, Pickup Store, Premium Laundry, and Laundromat, each with distinct characteristics suited to investors’ circumstances.
 |
| The Wash Friends Vietnam startup model |
Mini Shop
The Mini Shop is a small-scale model with one washing machine and one dryer (Alliance Huebsch standard). The investment cost is about 350 million VND(13,500 USD), making it ideal for rural areas, small towns, or self-owned properties. It primarily serves thick bedding, accounting for over 80% of its business. Monthly revenue is around 50 million VND(2,000 USD), with a profit margin exceeding 60%. However, limited equipment capacity caps revenue potential, and the payback period is estimated at 15–18 months. While popular in Vietnam during the COVID-19 period (2020–22), Wash Friends does not actively promote this model to maintain its premium brand image.
Pickup Store
The Pickup Store operates without on-site laundry equipment, focusing on collecting and returning clothes. With an investment cost of about 100 million VND(3,900 USD), it suits B-grade commercial areas (near marts or gas stations). Monthly revenue can reach up to 40 million VND(1,500 USD), with a 25% profit margin. Due to outsourcing and labor costs, the margin is lower, and the payback period is 12–15 months. Wash Friends has not yet operated a dedicated pickup store, but data from competitors suggest profitability potential.
Premium Laundry
The Premium Laundry is Wash Friends’ flagship model, equipped with three washing machines and three dryers (Alliance Huebsch standard). The investment cost is approximately 1.1 billion VND(43,000 USD), targeting upscale apartment complexes. Capable of handling specialized laundry and immediate processing, it generates monthly revenue exceeding 180 million VND(7,000 USD), with a profit margin of over 48%. The payback period is 15–18 months, and with low competition currently, recovery is relatively fast.
Laundromat
The Laundromat model, with four washing machines and four dryers, requires an investment of about 1.3 billion VND(50,000 USD). It is roughly 40% cheaper than in Korea, but as the Vietnam market is still in preparation, full rollout is planned for late 2025. The profit margin exceeds 60%, with projected monthly revenue of up to 150 million VND(5,800 USD). Initially, staff will be needed to assist customers.
Hybrid Model and Future Strategies
To overcome the revenue and service limitations of standalone models, Wash Friends is preparing a hybrid model, combining convenience stores with laundromats or premium laundries with laundromats. This strategy aims to offset weaknesses and maximize revenue, with a planned launch in 2025. If successful, revenue rankings are expected to be: Hybrid > Premium Laundry > Laundromat > Mini Shop > Pickup Store.
Future strategies center on ESG management, including the establishment of a smart laundry factory, ERP system development, and O2O platform creation. Currently focused on equipment and operations, Wash Friends is seeking series funding for scale-up. If secured, this investment is expected to accelerate market dominance in Vietnam.
Location and Equipment Considerations
Korean Locations
In Korea, A-grade locations include residential areas, studio apartment clusters, and dormitory zones, where population density ensures steady laundry demand. Apartment complexes, however, favor contactless services over laundromats. Rent should ideally be kept below 1 million KRW per month to reduce initial costs and ensure stable profits. Analyzing foot traffic and housing types is critical for site selection.
 |
| Location selection through Korea's industry-specific commercial district information site |
Vietnamese Locations
In Vietnam, upscale apartment areas are A-grade due to demand from affluent residents and expatriates for premium services. However, rent starts at 40 million VND, requiring substantial capital. Conversely, streets with clustered local laundries (10+ within 300m) are ideal for laundromats, as demand is pre-established. University areas and high-traffic zones also offer advantages, aided by Vietnam’s motorcycle-centric mobility. Analyzing competitors’ service levels and customer bases is essential.
 |
| A local laundry using household washing equipment |
Equipment Considerations
Equipment is pivotal to success. In Vietnam, gas dryers are heavily regulated (e.g., banned in Vinhomes), necessitating electric dryers. Electricity costs and three-phase power upgrades must be verified. Water supply and drainage require thorough checks—low pressure or poor drainage can delay operations and frustrate customers. Ducting is critical for air circulation and fire prevention, requiring adherence to manufacturer standards to avoid equipment failure or safety risks.
 |
| The ongoing construction of a Wash Friends Vietnam store |
Customer and Operations Management
Premium Laundry
Direct management by the owner is optimal for premium laundries. In Vietnam, laundry isn’t a popular trade, making skilled staff hard to hire. Given the need for meticulous care, owner involvement drives quality. Wash Friends provides 3–5 days of pre-opening training, with initial on-site support from a supervisor. Assessing personal availability and commitment during consultation prevents later losses from staff reliance.
Laundromat
Wash Friends covers staff costs for the first two months, aiming for full automation by the third. As laundromats are novel in Vietnam, early guidance builds trust. Add-ons like vending machines and online platforms (for reservations and alerts) boost customer retention. Regular cleaning and maintenance are key to maximizing unmanned operations.
.jpg)
Cultural Differences
Korean customers test quality before committing, while Vietnamese customers respond quickly to new stores and discounts. Vietnam’s MZ generation, with frequent turnover and rising wage demands, complicates staffing, favoring unmanned or hybrid models. Tailored strategies addressing local consumption and labor trends are vital.
Closing Thoughts
Wash Friends leverages Korean laundromat expertise to offer diverse models in Vietnam, where competition remains low, marking it an ideal investment window. Thorough location and equipment planning, paired with proactive management, heightens success odds.
To this end, Wash Friends is pursuing scale-up funding for a smart laundry factory, ERP system, and O2O platform to swiftly capture Vietnam’s market. Current equipment investments necessitate external capital.
This blog shares these details to reinforce overlooked consultation points and prevent reckless expansion or misunderstandings. While information leaks were a concern, they affirm Wash Friends’ leadership. In an information age where AI offers guidance, this content aims to aid informed choices favoring Wash Friends.
Like Open AI, Wash Friends reveals its scalability and technology, inviting investor scrutiny. Market analysis and customer-focused innovation are inimitable strengths. Series funding and staff management innovation are pressing needs—challenging yet critical. ESG management is also planned for sustainable growth.
I view this work as a calling, studying laundry tech and sales to build expertise while fostering company-wide growth. Though standout results are pending, overcoming this phase could launch a specialized second-generation business.
If you’re interested in laundry ventures, now—before competition intensifies—is the time. Securing prime locations and resources promises significant returns.
