From electronics to emotion: The evolution of OSIM
Before “wellness” became a global trend, OSIM was already shaping the space. Founded in 1980 by Ron Sim, OSIM began as an electronics retailer. It soon shifted toward health-focused products — especially massage chairs, which became its signature offering.
OSIM is no longer just a chair company. Today, it’s one of Singapore’s most iconic wellness brands, with a presence across Asia, the Middle East, and beyond. With more than 400 stores in 100 cities, OSIM shows how a homegrown brand can expand globally while staying true to its core: Inspiring Well-being.
The company’s evolution mirrors Singapore’s own shift toward design, technology, and innovation. What started with analog devices has grown into a line of digitally integrated wellness products.
Building a global lifestyle brand around well-being
Rather than compete in crowded markets, OSIM created its own category. It blended health, design, and functionality into products that tell a story.
From the flagship uDivine massage chairs to portable devices like uGlow facial massagers and uAlpine air purifiers, OSIM built a complete ecosystem. The brand experience remains clear and consistent across all products.
OSIM also pioneered “retailtainment” — letting customers try products in spa-like settings. This in-store strategy helped drive engagement and is now a model across the wellness sector.
The brand’s ambassadors — including Andy Lau, JJ Lin, and Lee Min-ho — have strengthened its lifestyle appeal, especially in Chinese-speaking markets.
Reinventing wellness through technology
Even after 40 years, OSIM continues to evolve. Since delisting from SGX in 2016 under the V3 Group, the brand has embraced digital transformation. This includes app-enabled experiences, subscription models, and smart wellness features.
Today’s OSIM chairs come with AI body scanning, app control, and wearable integrations. A new innovation hub supports ongoing R&D in wellness tech.
As Singapore positions itself as a medtech and ageing-well hub, OSIM is uniquely positioned. It now explores services like posture correction, sleep improvement, and stress diagnostics.
Wellness is no longer a luxury. OSIM is helping make preventive care a stylish, everyday experience.
From Singapore to the world: A legacy built to scale
OSIM’s growth is a case study in how to build a lasting brand. It blends emotion, innovation, and commercial focus — something rare in a trend-driven market.
For new founders and product brands in Asia, OSIM offers a lesson: define your niche, build trust, and evolve with your audience.
From a single store in Singapore to a global wellness footprint, OSIM proves what’s possible when vision leads the way.
