TAPTAP White-label Loyalty & Coalition Rewards Platform

TAPTAP is a loyalty platform operated by Vui Vietnam Trading Company Limited (Công ty TNHH Thương mại VUI Việt Nam) in Ho Chi Minh City, with investment from Vietnam Investments Group (VIG). It helps businesses build and own loyalty programmes that bring customers back more often and raise spending, and it runs a multi-brand coalition in which consumers earn a common currency, VUI points, at one brand and redeem rewards at others.

For businesses, TAPTAP offers a white-label loyalty platform, a loyalty rewards system, gamification through Lemuck Studio, product sampling and a multi-brand e-commerce platform, supported by AI-driven customer data analytics. It serves banks, F&B chains, conglomerates and SMEs. The company reports more than 4 million people earning or redeeming points, over 4,500 connected stores and more than 180 participating brands, with clients such as QSR Vietnam and Vạn Hạnh Mall.

• White-label loyalty: Builds a branded loyalty programme and app for each business.
• Coalition points: Lets members earn and redeem VUI points across partner brands.
• Rewards system: Manages vouchers and gifts from many brands for redemption.
• Gamification: Runs interactive games and campaigns with Lemuck Studio.
• Sampling: Distributes product samples to targeted members.
• Customer analytics: Uses AI-driven data analysis to personalise experiences.

A restaurant chain can launch its own points programme while letting members redeem rewards at other coalition brands. A bank can connect its reward points with retail and F&B partners to increase card usage. A shopping mall can run seasonal gamified campaigns that drive foot traffic to its tenants.

Businesses can launch a branded loyalty programme without building the technology themselves. Joining the coalition gives brands access to an existing base of more than 4 million members and cross-brand rewards that make points more attractive. Gamification and sampling campaigns help acquire new customers, and customer data analytics supports personalised offers.

Vietnamese consumers are joining more digital membership programmes, but single-brand points often expire unused. Coalition loyalty and open banking let banks, retailers and F&B chains share rewards and customer reach. Brands are also shifting budgets from broad discounts to data-driven retention as customer acquisition costs rise.

TAPTAP is operated by Vui Vietnam Trading Company Limited, business registration number 0315980401, at 198 Nguyen Thi Minh Khai, Ho Chi Minh City, and is invested in by Vietnam Investments Group. It reports more than five years of building and operating loyalty programmes. In March 2025 it signed an open banking memorandum with MSB and VIG. Founding year is not stated on the website.