[Distribution Hot People] Lee Myung-shin, CEO of Promomkinder, "Positive Synergy with Department Stores"

Thorough Teacher Management and Training, Reasons Why Department Stores Seek Them
Continuous Love Calls from Shinsegae and Hyundai Department Stores

[Asia Economy Reporter Lim Hye-seon] Department stores are increasing experiential customer attraction content. This is because they judged that growth is difficult by only selling products as more people enjoy online shopping. Pro Mom Kinder, a kids (ages 4-8) English membership club, is one of the brands that department stores have been competitively introducing recently. Operated on a membership basis, Pro Mom Kinder allows children to naturally engage in English conversation by drawing pictures or doing physical activities with native English-speaking teachers.

On the 24th, Lee Myung-shin, CEO of Pro Mom Kinder (50, pictured), who met with Asia Economy, said, "Department stores and Pro Mom Kinder are creating positive synergy," adding, "Department stores benefit by attracting new female customers through the children's English membership club, and Pro Mom Kinder can meet various customers while maintaining a premium image by being located in department stores." Currently, Pro Mom Kinder is located in Shinsegae Department Store Main Branch, Yeongdeungpo Branch, Hyundai Department Store D-Cube City Branch, and Galleria Foret, among others. It will open at the Grand Josun Busan in October this year. Shinsegae, Hyundai, and Lotte Department Stores continue to send love calls.

CEO Lee cited the teacher-to-student ratio as an advantage of Pro Mom Kinder. Unlike kids cafes where one teacher looks after about 10 children, Pro Mom Kinder manages an average of 2 to 3 children per teacher. She explained, "No matter how good the curriculum is, if the teacher-to-child ratio exceeds 1 to 5, it is difficult to effectively deliver content to the children," adding, "Pro Mom Kinder teachers give preschool children confidence in English acquisition through care and love and help them raise their self-esteem on their own."

Teacher management is also thorough. CEO Lee emphasized, "Teachers go through a three-step selection process involving rigorous testing and verification." First, in the document screening, the teacher's nationality, visa, and immigration office confirmation are checked to ensure they can legally work in Korea. Only staff without issues are selected after requesting criminal record and sex crime checks from the police agency. The interview assesses English proficiency, personality, experience working in children's facilities, and relevant majors. During a two-week practical test, relationships with fellow teachers and attitudes toward children are also observed and evaluated. Customer satisfaction with tutor classes conducted by verified teachers is quite high. CEO Lee explained, "As demand for tutoring is growing, we plan to establish a tutoring center."

Additionally, new popular English storybooks from English-speaking countries are air-shipped weekly to prepare classes. CEO Lee said, "Teachers read new English storybooks to children every week and use workbooks and art activities developed in-house to repeatedly study the book content," adding, "Through music and art activities based on the book content, children will develop imagination and creativity and become more familiar with English."

In preparation for COVID-19, disinfection and sterilization are conducted twice daily before opening and after closing. Both domestic and foreign staff are prohibited from gathering or attending meetings in enclosed spaces. Mandatory education is conducted through daily branch meetings, and staff who have visited places on confirmed patients' routes are required to self-quarantine. The number of children visiting at the same time is limited to 15 or fewer during activities.

Currently, the number of members at the four Pro Mom Kinder stores is about 1,700. This is the result of one year since its launch last May. CEO Lee plans to expand the business model to a book subscription service to introduce Pro Mom Kinder’s daily English habits to various children. This system regularly delivers selected English storybooks and workbooks from Pro Mom Kinder.

CEO Lee said, "The goal is to expose children to a good environment where they can experience many things with less stress."

This content was produced with the assistance of AI translation services.