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OH!SOME is a lifestyle retail chain operating in Southeast Asia and Hong Kong, operated by Blue Origin Group.[1][2] Originating in Singapore,[1][3] the company launched its first store in Indonesia on 1 August 2024[2] and has expanded to more than 150 stores across seven markets.[2][4] Industry reporting has compared OH!SOME with established lifestyle retailers such as Miniso and Moshi Moshi when analyzing market positioning and competitive dynamics in the region.[5][6][7] Trade publications have characterised brands in this category as combining affordable pricing, design-led product ranges and intellectual property-driven merchandise to attract younger, mall-oriented consumers.[5]

Market context

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Studies on consumer behaviour in Southeast Asia have highlighted changes linked to younger shoppers, particularly Generation Z consumers. Research indicates this demographic prioritises product variety, store presentation and convenience when selecting retail destinations.[8] By 2025, Gen-Z was expected to account for roughly one-quarter of Asia's population, influencing merchandising strategies across the region.[9]

Trade publications have described the growth of "experience-led" retail, characterised by multi-category assortments and store layouts focused on visual presentation.[5] Industry analysis has situated lifestyle chains including OH!SOME within this broader regional trend.[5] Commentary has noted that post-pandemic foot traffic recovery has contributed to the resilience of lifestyle retail formats in Asian markets.[5] Industry observers have described consumer demand for "accessible luxury" spending in the context of economic uncertainty, with lifestyle retail positioned to serve small-indulgence purchases.[5]

History

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OH!SOME launched its first store in Indonesia on 1 August 2024.[2] The brand, which originated in Singapore,[1][3] subsequently expanded into Malaysia in October 2024 with stores at AEON Bandar Dato Onn in Johor Bahru and AEON Mall in Taiping.[3]

By mid-2025, the chain operated over 130 stores across the region.[5] In June 2025, OH!SOME opened a 2,000-square-metre flagship store in Ho Chi Minh City, Vietnam, featuring multiple themed zones.[5][10][11] The company entered Thailand in August 2025 with stores at Samyan Mitrtown, Bangkok, followed by a second location in October at La Salle's Avenue.[7][12]

In May 2025, OH!SOME opened its first store in Singapore at Suntec City Mall, with a second location following at Tampines 1.[1] By November 2025, the company operated 136 stores across 26 provinces in Indonesia alone, employing over 4,000 people in the country.[2] The company's regional expansion reached more than 150 stores across seven markets, with presence in Singapore, Malaysia, Indonesia, Vietnam, Cambodia, Thailand and Hong Kong.[1][2][3][4]

Operations

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Industry reports describe OH!SOME stores as offering toys, beauty items, household goods, snacks and accessories across multiple lifestyle product categories.[3][5] Products are sourced primarily from Korea, Japan and China.[7] In Indonesia, more than half of beauty, skincare and personal care offerings are locally sourced, while 60 percent of snacks and food products are made by Indonesian brands.[2]

OH!SOME stores feature themed zones designed for specific interests. The Singapore flagship incorporates four zones: anime collectibles, travel essentials, DIY craft kits, and gifts.[1] The Vietnam flagship similarly features multiple themed zones including anime collectibles, DIY craft kits, travel essentials and gift solutions.[5][10][11]

The brand incorporates intellectual property collaborations with Disney, including Winnie the Pooh, Stitch and Mickey Mouse character-themed collections.[3][5] In October 2025, the company expanded its Disney partnership to include Pixar properties, launching Toy Story and Zootopia-themed collections.[3][13] In Indonesia, the brand collaborates with local creators such as Kong Andri to design toy collections tailored to regional youth culture.[2]

Industry reporting has noted the brand's use of interactive store layouts and live events as part of its retail strategy.[4] The company has indicated plans to integrate Funfunland, a DIY concept featuring customisable plush toys, with Indonesia as the initial market for this format.[5]

Regional expansion

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By November 2025, Indonesia accounted for 136 stores across 26 provinces, representing the majority of OH!SOME's regional presence.[2] The company employs over 4,000 people in Indonesia.[2] Industry reporting noted strongest growth in Vietnam and Malaysia.[4]

In Singapore, OH!SOME opened its first store at Suntec City Mall in May 2025, followed by a second location at Tampines 1.[1] In Malaysia, the company opened its first stores in October 2024 at AEON Bandar Dato Onn in Johor Bahru and AEON Mall in Taiping, with plans for additional locations in Kuala Lumpur.[3]

In Thailand, the company opened its first store in August 2025 at Samyan Mitrtown, Bangkok, followed by a second location in October at La Salle's Avenue.[7][12] Industry observers noted OH!SOME's entry into a market where established competitor Moshi Moshi maintains approximately 200 stores and decades of market presence.[7]

The company expanded into Hong Kong by October 2025.[4] In Vietnam, OH!SOME opened a 2,000-square-metre flagship store in Ho Chi Minh City in June 2025.[5][10][11]

Market position and competition

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Retail industry sources have compared OH!SOME's market positioning to established lifestyle retail chains operating in the region. Comparative analyses have focused on product assortment, pricing strategies and target demographic similarities among these retailers.[5][6][7]

Commentary has described OH!SOME as a regional player with cross-border operations, in contrast to competitors with single-market focus.[7] Reporting has characterised the company's Thailand expansion as indicative of broader growth plans, with store rollout described as progressing quickly.[7]

Trade media have examined the company's expansion approach, noting emphasis on supply-chain operations and rapid product rotation.[14] Industry reporting has described OH!SOME's focus on combining shopping with entertainment and social engagement, targeting consumers seeking experiential retail formats.[1][4][5] Commentary has noted that lifestyle retail success depends on continuous new product development to encourage repeat visits, with OH!SOME and competitors maintaining rapid product turnover cycles.[7]

Industry observers have noted that the lifestyle retail segment in Southeast Asia is experiencing intensifying competition, with multiple brands pursuing simultaneous regional expansion.[5][14] Commentary has identified market saturation concerns and differentiation challenges as factors affecting new entrants in the category.[5] Observers have also identified challenges facing the sector, including the need to balance physical retail with digital integration and managing rapid expansion while maintaining operational consistency.[5][7]

References

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  1. ^ a b c d e f g h "Global retail brand Oh!Some opens first store in SG". Tech in Asia. 20 May 2025. Retrieved 22 December 2025.
  2. ^ a b c d e f g h i j Sutrisno, Gabriel Budi (11 November 2025). "OH!SOME Indonesia completes five-island footprint with Sorong store debut". Marketing Interactive. Retrieved 22 December 2025.
  3. ^ a b c d e f g h Carmona, Aliza (2 October 2024). "Singaporean retail brand OH!SOME opens first stores in Malaysia". Marketech APAC. Retrieved 22 December 2025.
  4. ^ a b c d e f Ramos, Jaleen (October 2025). "Oh!Some bets on experience-led retail to engage shoppers". Retail Asia. Retrieved 22 December 2025.
  5. ^ a b c d e f g h i j k l m n o p q r Dong, Irene (2 September 2025). "How experience-led lifestyle brands are growing in emerging Asia". Inside Retail Asia. Retrieved 22 December 2025.
  6. ^ a b Baker, Michael (21 February 2025). "Battle of the lifestyle giants: Oh!some vs Moshi Moshi". Inside Retail Asia. Retrieved 22 December 2025.
  7. ^ a b c d e f g h i j Baker, Michael (7 November 2025). "How Oh!Some is challenging Moshi Moshi in Bangkok". Inside Retail Asia. Retrieved 22 December 2025.
  8. ^ "Social Commerce in Southeast Asia: The Gen Z Shopping Haven". SupermomBusiness. 23 January 2025. Retrieved 22 December 2025.
  9. ^ "Gen-Z in Asia". Sia Partners. September 2025. Retrieved 22 December 2025.
  10. ^ a b c "Oh!Some unveils its first Vietnam flagship store in Ho Chi Minh City". VnExpress International. 3 July 2025. Retrieved 22 December 2025.
  11. ^ a b c "Oh!some unveils largest flagship store in Vietnam: A new era of experience-driven retail". RetailNews Asia. June 2025. Retrieved 22 December 2025.
  12. ^ a b "Oh!Some opens first store in Thailand". Retail Asia. 1 August 2025. Retrieved 22 December 2025.
  13. ^ Meliana, Patrecia (3 November 2025). "OH!SOME turns Pixar nostalgia into collectibles for daily life". Marketing Interactive. Retrieved 22 December 2025.
  14. ^ a b Van, Tong (4 February 2025). "Oh!some moves into new markets with aggressive growth strategy". Inside Retail Asia. Retrieved 22 December 2025.


Category:Retail companies of Singapore Category:Companies established in 2024 Category:Retail companies established in 2024 Category:Variety stores