Founded in 2017, eJOY is one of the pioneering edtech startups in Vietnam that applies artificial intelligence to personalize the English learning experience. In a market saturated with traditional language learning apps—often relying on textbooks, tests, and fixed learning paths—eJOY has taken a different approach: turning English learning into an integral part of daily life through familiar multimedia content such as movies, YouTube videos, and online courses. This approach not only enhances learner engagement but also improves retention and real-world application of language, thanks to natural repetition in diverse contexts.
A standout feature of eJOY’s technological solution is its suite of AI-powered learning tools, particularly the AI Ultimate Dictionary—a smart dictionary that allows users to instantly look up word meanings while watching videos, view bilingual subtitles, and even translate PDF documents. This tool enables seamless and uninterrupted learning experiences in authentic language settings. Instead of switching between external dictionary apps, users can stay focused and learn vocabulary through real-world contexts. The integration of AI into the learning process has significantly improved users’ listening comprehension, vocabulary retention, and language intuition.
A key highlight of eJOY‘s product development journey is its ability to translate personal learning needs into practical technology. The founding team, with backgrounds in technology and firsthand experience learning foreign languages, began by developing Chrome browser plugins to support English learning. They later expanded to mobile apps and cross-platform integrations. eJOY’s growth is not merely about adding new features but also about continuous user testing to fine-tune AI algorithms, improve contextual vocabulary recognition, and enhance translation accuracy. The team has built a robust backend system capable of handling large volumes of linguistic data and real-time user interaction, using a tech stack that includes Node.js, MongoDB, and AI frameworks like TensorFlow to train language models.
Unlike many traditional e-learning English solutions, eJOY reaches users through their existing entertainment and learning habits. Learners don’t need to rearrange their schedules to study—they can learn while watching Netflix, reading technical documents, or browsing YouTube. Compared to apps like Duolingo that focus on repetitive exercises, eJOY emphasizes real-world language application. Personalization goes beyond content preference: the AI tracks learned vocabulary, offers suitable review suggestions, and analyzes learning progress over time. This helps learners build intrinsic motivation and develop sustainable language skills.
Throughout its development, eJOY has earned significant recognition. It was named among the Top 10 startups at TECHFEST Vietnam 2019, one of the country’s largest tech events. In 2021, eJOY successfully secured investment from ThinkZone and BK Fund, reflecting strong confidence from domestic investors in its product potential and market scalability. In 2022, the startup won First Prize at STARTUP Vietnam, once again affirming the founding team’s technological capabilities and innovative vision for education.
eJOY’s story demonstrates that in education, innovation doesn’t always require groundbreaking technology—it can begin with small, well-timed improvements that truly address user needs in the right way.
