KiddiHub and Yamaha Co-Host Children's STEAM Event 'STEAM ARENA 2026' in Vietnam

KIDDIHUB EDUCATION TECHNOLOGY JOINT STOCK COMPANY (Hanoi / CEO: Vu Van Tung, hereinafter 'KiddiHub'), the Vietnamese subsidiary of I-C-NET Co., Ltd. (Saitama / Representative Director: Koji Hyakuta, hereinafter 'I-C-NET'), a group company of Gakken Holdings Co., Ltd. (Tokyo / President & CEO: Hiroaki Miyahara), held the成果 event 'STEAM ARENA 2026' for the Gakken STEAM Program (hereinafter 'GSP') on May 16, 2026, at Hanoi Toronto School in Hanoi City. This third edition introduced the 'Music Arena,' co-hosted with Yamaha Music Vietnam, the local sales entity of Yamaha Corporation in Vietnam. A total of 43 kindergartens and approximately 400 households attended (281 households from 37 kindergartens during the morning GSP presentations, and 120 households from 6 kindergartens during the afternoon Music Arena), making it the largest event to date.

▲ Children gathered at 'STEAM ARENA 2026'

Leveraging its strong community network with kindergarten principals, teachers, and parents, KiddiHub has been actively conducting market research and online/offline marketing initiatives since September 2024 to support Japanese companies expanding into Vietnam's early childhood sector.

[Reference Press Release] Gakken Group Launches Support Service for Japanese Companies Entering Vietnam's Early Childhood Market (September 2024 / PR TIMES)

For details on last year's 'STEAM ARENA,' please see:

[Reference Press Release] Gakken and KiddiHub Host Children's STEAM Event 'STEAM ARENA 2025' in Vietnam (June 2025 / PR TIMES)

Record 400 Households — KiddiHub's 'Offline Attraction Power'

KiddiHub's greatest strength lies in its overwhelming online and offline connections with kindergartens, principals, teachers, and parents across Vietnam. 'STEAM ARENA 2026' welcomed approximately 400 households from 43 kindergartens, setting a new record. The company has consistently achieved large-scale mobilization within the local education community, such as attracting 1,500 attendees at 'WakuWaku Festa 2025' in 2025.

This real-world mobilization power creates rare opportunities for Japanese companies to directly reach local parents and kindergarten staff who are difficult to access through digital advertising alone.

▲ Ceremony at the Music Arena

Japanese Companies Participate as Co-Hosts and Sponsors, Engaging Directly with Local Customers

Multiple Japanese companies, including Yamaha Music Vietnam, Shabondama Ishoten, and Yakult Vietnam, participated as co-hosts and sponsors. Each company operated exhibition booths featuring product displays, tasting sessions, hands-on experiences, and interviews with principals. This provided a practical marketing platform for direct dialogue with highly engaged parents and education professionals.

KiddiHub demonstrated its role as a key platform supporting Japanese companies' market expansion in Vietnam by leveraging its 'offline attraction power' to directly connect with around 400 local households passionate about education throughout the day.

- Co-host Yamaha Music Vietnam managed the 'Music Arena' and operated an instrument experience corner at their booth.

- Shabondama Ishoten conducted fun hygiene education activities, such as handwashing with additive-free soap, which attracted strong interest from parents.

- Yakult Vietnam hosted a tasting event that drew large crowds.

Sponsor booths remained busy throughout the day, with parents and teachers visiting continuously from the morning competitions through to the end of the afternoon programs.

▲ Shabondama Ishoten's booth featuring 'Shabon-chan' ▲ Yakult Vietnam's tasting event

Co-hosts and Sponsors (in no particular order): Yamaha Music Vietnam, Shabondama Ishoten, Yakult Vietnam, Sekisho Vietnam, and others

▲ Participating co-host and sponsor companies

What is 'STEAM ARENA'?

STEAM ARENA is a成果 presentation event where children from GSP-participating kindergartens showcase their year-long learning achievements to parents and staff. It provides children with opportunities to gain confidence and a sense of accomplishment through competitions and stage performances, while offering parents a valuable chance to directly observe their children's learning progress. Simultaneously, it serves as a platform to demonstrate the educational impact of GSP to potential new kindergartens considering adoption.

This third edition marked the first implementation of the 'Music Arena' in collaboration with Yamaha Music Vietnam. In addition to the morning GSP成果 presentations, the afternoon featured two segments:成果 presentations by kindergartens using the 'Yamaha Music Program for Kindergarten' (group category) and a music contest for general applicants (individual category).

Event Name

STEAM ARENA 2026

Date

May 16, 2026 (Sat) 7:00–17:00

Venue

Hanoi Toronto School (Hanoi City)

Attendance

Over 40 kindergartens, approximately 400 households

Organizer

KiddiHub (KIDDIHUB EDUCATION TECHNOLOGY JOINT STOCK COMPANY)

Co-host

Yamaha Music Vietnam

Supported by

Gakken Holdings Co., Ltd.

Programs

Science Arena, Programming Arena, Music Arena, Sponsor Booths

Sponsors (in no particular order)

Shabondama Ishoten, Yakult Vietnam, Sekisho Vietnam, and others

▲ Vibrant music performances (Music Arena) ▲ Children's musical performances

【About Gakken STEAM Program (GSP)】

A program for children aged 3–6, structured around 'Science,' 'Programming,' and 'Numbers.' Instruction is delivered by KiddiHub coaches or kindergarten teachers who have completed KiddiHub training. The program aims to develop essential skills for the future, including logical thinking, problem-solving, concentration, social skills, and cooperation. In July 2025, KiddiHub formed a business partnership with Yamaha Music Vietnam to add the 'Yamaha Music Program for Kindergarten,' developed based on Yamaha's early childhood music education curriculum, as a music education component.

Gakken STEAM Program

Bridging Companies and Educational Institutions

Since September 2024, KiddiHub has been supporting Japanese companies expanding into Vietnam's early childhood sector by providing market research and online/offline marketing services. Based on its strong community network with principals, teachers, and parents, the company offers comprehensive support, including market research, branding, CSR activities, and event management. 'STEAM ARENA 2026' exemplifies KiddiHub's capability to connect local communities with businesses.