The core of the initiative is the EscapeSquid 60 Minutes Challenge, an interactive tournament series requiring participants to solve problems and complete fitness-based tasks. Success on the digital leaderboard serves as a gateway, unlocking opportunities for players to advance to regional and national live events. Founder and CEO John Phung envisions a year-round ecosystem where online competition acts as a primary catalyst for travel and social connection.

To scale this model, Xanh Entertainment is building a network of industry partners, including tour operators, hospitality groups, and educational institutions. These collaborations aim to integrate hotel stays and immersive experiences into the competition cycle. The company is currently courting venue partners and event sponsors to expand its reach for families, students, and corporate teams as it prepares for a national rollout.