Flex, a Korean startup specializing in mental care, has entered into a business agreement with Vietnam‘s PHT Entertainment & Media (PHT) to expand into Vietnam’s mental health management market. Flex plans to introduce customized mental health management services for preschoolers and the elderly, called KidsDiary and RebornMate, targeting Vietnam’s B2B and B2G sectors. Through this partnership, Flex aims to enhance its technologies for optimized remote mental health care and emotional data analysis tailored to the local market, while also boosting its marketing capabilities.

Flex’s psychological care technology involves digital characters engaging in conversational diary entries with users, detecting changes in accumulated emotional expression patterns. This allows for the identification and classification of various mental disorders such as depression and ADHD based on physiological and emotional criteria.

PHT, a trusted entertainment investment and integrated marketing strategy consulting firm in Vietnam, possesses a network of over 200 large-scale distributors. They are active in various sectors including broadcasting, advertising, drama and film investments, K-pop events, business seminars, and integrated marketing strategy consulting, supporting market entries from Singapore to India and Russia.

PHT stated, “Vietnam acknowledges the significance of mental health management for children and the elderly, particularly emphasizing social responsibility toward vulnerable groups. Through this agreement, we aim to expand mental health management services across different age groups including adolescents and adults, leveraging strong business ties and sustained trust between South Korea and Vietnam.”

Yoon Soon-il, CEO of Flex, commented, “Through this partnership, our goal is to enhance brand recognition as a social enterprise among Vietnamese children and the elderly within two years, and expand into the B2C market for easy accessibility akin to Grab app services. Additionally, we aspire to successfully establish our business model in Vietnam and expand globally to countries like the United States, China, Japan, Singapore, and the Philippines, pioneering a new paradigm in mental health management app services.”

Flex is a startup based in Pangyo Startup Zone, established by the Ministry of SMEs and Startups and operated by the Korea Institute of Startup & Entrepreneurship Development and Gyeonggi CCEI.