A quiet street in District 8, located about an hour from the center of Ho Chi Minh City. Amid the intense heat, a store where people were particularly busy moving their feet caught our eye. It was a Cellerm experience store, operated by the Korean healthcare home appliance company 'Cellerm.'
At 10 a.m., not long after opening, there was no room to step inside the store as it was already packed with people. A queue of those waiting for their turn had formed outside. The visitors were wearing matching white T-shirts provided by the store and sitting in chairs. The center manager explained spinal health and daily health management methods while communicating with customers waiting for their experience, welcoming new arrivals with applause. A local official explained that this method of welcome reflected Vietnam's cultural characteristic of valuing community bonds among family and neighbors.
The opening time of the free Cellerm experience store is 7 a.m. Lines form before opening for those wanting to be first in line, and people are seen receiving number tickets. On average, about 230 people visit the store daily. Even on weekends when it operates only in the morning, about 110 people visit the store.
Passing through the first-floor waiting area and entering the second and third floors, visitors were lying on 23 'Master V4' units receiving heat massage. The Master V4 is a product certified as a Class II medical device by Vietnam's health authorities, featuring a heat massage function tailored to spinal length and curvature.
During the approximately 40-minute experience session, it was also notable that local staff stayed by their side, carefully monitoring temperature and mode. A total of five local staff at this store moved between customers, adjusting temperature and massage modes while observing their reactions.
Cellerm's local stores are not just spaces where you experience the device and leave. This place serves as a 'living room' in the daily lives of Vietnam's seniors. Customers who check in daily greet each other and share information related to Cellerm. We also saw them bringing new people to recommend the experience.
One customer met at the experience site said, "My neck and spine have hurt since 2002, but after using Cellerm, the pain has noticeably decreased and I sleep well." They added, "With the spinal measurement function, I can choose a mode that fits my body perfectly. I purchased the product for treatment purposes." Other customers also shouted, "Cellerm is the best."
The local selling price of the Master V4 is around 4.5 million won. Considering Vietnam's average wage, it is by no means a light price. However, according to a Cellerm official, despite the price burden, trust built through continuous free experiences is leading to purchases. By listening to customer experiences and feedback instead of pushing sales aggressively, they achieved daily average sales of 50 to 60 units during major event seasons in the first half of the year.
Local center manager Duc Tam said, "Because headquarters directly established and operates a Vietnamese subsidiary, we have gained overwhelming trust compared to other companies' dealers who might withdraw in times of trouble." He emphasized, "Not forcing but approaching with sincerity is the real secret to winning over the Vietnamese market."
in LIVING
