PRISTER Academy

What PRISTER Academy does

PRISTER Academy is a Hong Kong-based STEAM education distributor and curriculum provider, founded in 2017 by siblings Priscilla Hui and Terrence Hui on the back of their family's decades-long toy-manufacturing business (Yick Shun Electronic Toys Manufactory Limited). The company operates as the sole or authorized Hong Kong distributor for an extensive portfolio of international STEAM brands, including Tubock (Japan), Cubico (Korea), Marty the Robot (UK), Mochi, True True (Korea), Temi (Israel), Unitree humanoid and quadruped robots (China), BrainCo BCI products, ARpedia (Korea), Art Bon Bon (Korea), Professor Net (Hong Kong), Google Gemini curriculum, and the CommonTown DuDu Town / Readin adaptive language-learning platforms (Singapore).

Its business model combines unit-priced hardware sales (HK$158 to HK$6,000 per item), per-student school curriculum delivery, teacher-training workshops (including Google Gemini Academy sessions), wholesale distribution to resellers, and competition/event-based ecosystem revenue. The company serves Hong Kong K-12 schools as its primary segment, supplemented by an online shop serving families, and is expanding into ASEAN markets via a 2025 partnership with Krya. It leverages Hong Kong Education Bureau 'Smart Learning' subsidy schemes (up to HK$500,000 per school) to bundle hardware, curriculum, and teacher training into integrated school packages.

The platform is anchored by a recurring competition and exchange ecosystem — the Global Marty Challenge, Hong Kong Next Generation Animators Awards, Global True True Challenge (co-organized with the Smart City Consortium), international study tours, and execution of the Hong Kong delegation to the International Exhibition of Inventions Geneva — which has cumulatively engaged 300,000+ students and 450+ schools. Customer logos span prestigious Hong Kong institutions including Diocesan Girls' School, Marymount Secondary School, Munsang College, Chan Sui Ki (La Salle) Primary School, and St. Catharine's School for Girls, with the company generating over 200 media interviews to date.

Name

PRISTER Academy

Legal name

PRISTER Corporation Limited

Website

https://prister.net

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

PRISTER Academy is a Hong Kong STEAM education distributor and curriculum provider serving 450+ local K-12 schools with international robotics, coding, and AI brands, bundled with teacher training, competitions, and Education Bureau subsidy-aligned programs.

Ownership category

akta.pro rank

NAICS

Educational Support Services (611710), Computer Training (61142), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Robotics Learning Platforms (EDAFANAB)

akta.pro secondary industries

LEGO / Block-Based Robotics Programs (EDAMADAD), Educational & Hobby Robotics Kits (Consumer) (CRACARAG)

Keywords

• STEAM education products
• Robotics curriculum
• Coding education kits
• Educational technology distribution
• School STEAM programs

Headquarters

HQ city

Kwun Tong, Kowloon

HQ country

Hong Kong SAR China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Educational Product Sales: Sale of STEAM educational products including robotics kits (Marty the Robot, Unitree robots, Temi), coding toys (Tublock, Cubico, Mochi, True True), and supplementary materials. Products sold at various price points from approximately HK$158 to HK$6,000 per item.
2. Curriculum and Course Delivery: Delivery of STEAM courses and curriculum services to schools, including coding classes, robotics workshops, and stop-motion animation programs. Revenue generated through school contracts and per-student fees.
3. Teacher Training Services: Professional development programs for teachers on STEAM education, including workshops and certification courses such as the Google Gemini Academy training sessions.
4. Wholesale Distribution: Wholesale orders for STEAM educational products through business partnerships and distributor channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

PRISTER Academy is a Hong Kong STEAM education distributor and curriculum provider that sells educational robotics, coding kits, AI tools, and AR/VR learning products from 15+ international brands to schools, organizations, and consumers. It also delivers STEAM curriculum, teacher training, competitions, and international study tours to K-12 schools across Hong Kong.

Product overview

PRISTER Academy operates as a comprehensive STEAM education platform distributing international educational products and providing curriculum services to schools and organizations in Hong Kong. The portfolio centers on five hero products (Mochi, Cubico, Tublock, Marty the Robot, and Temi) and expands to include 15+ distributed international brands covering robotics, AI, brain-computer interfaces, and language learning. The company offers professional STEM coding courses categorized by age groups (Explorer K2-3, Thinker P1-3, Innovator P4-6, Challenger S1-3) and organizes major competitions including Global Marty Challenge, Next Generation Animators Awards, and Global True True Challenge. Services include classroom courses, global classroom exchange programs, and teacher training workshops.

Differentiator

Problem solved

Functional benefit

Brands

• Tublock: Japanese-made tube and block STEM educational system for children aged 4+, featuring modular building blocks with electronic components and programming capabilities via BBC micro:bit integration.
• Cubico
• Marty the Robot
• Mochi
• TEMI
• DuDu Town
• Readin
• True True
• Unitree
• Gemini
• BrainCo
• Professor Net
• Art Bon Bon
• ARpedia
• Tig

Quantifiable outcome

• 300,000+ students have benefited from PRISTER's services
• +3 more outcomes

Named customers14 records

Segments5 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability23 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core, strategic and minor.

• Smart City Consortium (SCC)coreStrategic or Co-development Partner · 1 January 2025PRISTER co-organized the Global True True Challenge competition with the Smart City Consortium (SCC), combining True True AI robot programming with Chinese culture. Over 500 students participated in the inaugural event with district champions competing at LTE.
• GooglecoreStrategic or Co-development Partner · 1 January 2024PRISTER became a Google Gemini Academy Delivery Partner, hosting introduction sessions and workshops for educators at Google HK Office. PRISTER offers Gemini Academy training courses to schools as part of its comprehensive AI education solutions.
• Hong Kong Switzerland Invention and Innovation Association (HKSIIA)strategicStrategic or Co-development Partner · 1 January 2024PRISTER Corporation Limited serves as the executing organization for Hong Kong student delegations to the International Exhibition of Inventions Geneva, managing the entire process including selection, training guidance, and itinerary planning for Hong Kong students aged 4-18.
• RoboticalcoreTechnology or Integration · 1 January 2023Robotical, the UK-based developer of Marty the Robot, partners with PRISTER for the Global Marty Challenge competition and as the sole Hong Kong distributor for Marty the Robot products. PRISTER organizes the Global Marty Challenge competition designed by Robotical in collaboration with PRISTER for students across Hong Kong, USA, and UK.
• Unitree RoboticscoreTechnology or IntegrationPRISTER is the official authorized distributor of Unitree robots in Hong Kong, including the Unitree G1 Humanoid Robot and Unitree Go2 Robot Dog for STEAM education applications. Unitree humanoid robots served as presenters at the Global True True Challenge award ceremony in 2025.
• KryastrategicStrategic or Co-development PartnerPRISTER Academy partnered with Krya CEO Antonius Malem Barus to explore STEAM education market opportunities in the ASEAN region. PRISTER team will collaborate closely with Krya to enter ASEAN markets, leveraging Krya's local market knowledge and PRISTER's STEAM education expertise and product portfolio.
• SCALE InnoTechminorStrategic or Co-development PartnerPRISTER and SCALE InnoTech co-organized the Happier Community Competition in 2020, promoting community engagement through STEAM education activities.
• LOSTminorStrategic or Co-development PartnerPRISTER partnered with LOST team to create escape room STEAM activities for schools, combining school curriculum knowledge with escape room elements for teacher development days and STEAM fairs at schools.
• Dr. PLAYminorStrategic or Co-development PartnerPRISTER collaborated with Dr. PLAY to create innovative teacher development day activities including 'Escape Room: Classroom Reversal' combining play-based learning with professional development.
• CommonTowncoreTechnology or IntegrationPRISTER distributes CommonTown's DuDu Town (Mandarin Chinese self-learning) and Readin (English self-learning) platforms in Hong Kong, which are spin-off companies from A*STAR Singapore leveraging advanced AI technology for adaptive language learning.
• BrainCocoreTechnology or IntegrationPRISTER distributes BrainCo products in Hong Kong including the FocusCalm BCI Headband, NeuroMaker Sensor Kit, and BrainRobotics Bionic Hand, bringing brain-computer interface technology to Hong Kong schools.
• i-Scream Arts (Art BonBon)coreTechnology or IntegrationPRISTER distributes Art BonBon from Korea in Hong Kong, an AI-powered digital art education platform designed to explore children's mental well-being through art and psychology, the world's first AI art analysis platform exclusively for children.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Micro:bit Educational Foundation: The Micro:bit Educational Foundation develops the BBC micro:bit, a pocket-sized programmable computer used in PRISTER's Tublock integration. It serves global STEAM education markets through partner networks that overlap with PRISTER's school customer base.

Direct peers

• Makeblock: Makeblock is a global STEAM education platform offering programmable robots (mBot, Codey Rocky), coding curricula, and AI learning solutions for K-12 schools. Like PRISTER, it combines hardware products with curriculum and teacher training, and serves international school markets through distribution partnerships.
• SAM Labs: SAM Labs provides STEAM and IoT learning kits with wireless building blocks and lesson plans for K-12 classrooms. It serves schools through distribution networks similar to PRISTER's model and competes in the same physical-computing-in-education category.
• Robotical: Robotical is the UK-based developer of Marty the Robot, a programmable bipedal robot for K-12 education. As PRISTER's core product partner for the Global Marty Challenge, Robotical occupies the same STEAM robotics education category and serves overlapping school customer segments globally.
• Wonder Workshop: Wonder Workshop creates award-winning educational robots (Dash, Dot, Cue) for K-8 coding and STEAM education, with accompanying curriculum and teacher training. It serves schools globally through distribution channels similar to PRISTER's model, targeting the same coding/robotics curriculum niche.
• DFRobot: DFRobot is a Shanghai-based STEAM education hardware and curriculum provider offering products like the Boson Kit, micro:bit accessories, and educational robotics. It serves schools and makers worldwide through direct sales and distribution partnerships, overlapping significantly with PRISTER's portfolio approach.
• Modular Robotics: Modular Robotics makes Cubelets, modular magnetic robotics blocks for K-12 STEAM education, used for teaching computational thinking without screens. Like PRISTER's Tublock and Cubico products, Cubelets emphasize hands-on, screen-free learning experiences for young children.
• Strawbees: Strawbees makes construction and STEAM learning kits with connected electronic components for K-12 students. Like PRISTER's Tublock and Mochi offerings, Strawbees emphasizes hands-on, maker-style learning combining physical building with coding concepts.

Broad incumbents

• LEGO Education: LEGO Education offers comprehensive STEAM learning solutions including LEGO Education SPIKE, WeDo, and Mindstorms, serving schools globally with proprietary hardware, curriculum, and teacher training. As a global incumbent, it competes with PRISTER's portfolio in the block-based robotics education category but at significantly larger scale.
• VEX Robotics: VEX Robotics provides educational robotics kits, competitions (VEX IQ, VEX V5), and curriculum for K-12 and university STEAM education globally. It competes with PRISTER's robotics products and operates its own global competition ecosystem similar to PRISTER's Marty and True True Challenges.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@pristeracademy2616
• Facebookfacebook.com/PRISTERAcademy
• Instagraminstagram.com/prister_academy
• LinkedInlinkedin.com/company/pristeracademy

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PRISTER Academy