How OSIM HK becomes a wellness partner for a new generation

Long known for its expertise in massage chairs, OSIM Hong Kong has transformed its identity in recent years—shifting from a product specialist to a trusted wellness partner for Hongkongers.

“The massage chair has always been our hero product. But over time, we’ve been moving toward a wellness partner positioning—not just offering massage products, but becoming a true wellness partner for the people of Hong Kong,” Jenny Yip (pictured), general manager of OSIM Hong Kong, told MARKETING-INTERACTIVE in an exclusive interview.

Citing the recent uDream AI chair as a key example, Yip explained that the product embodies the brand’s evolution from delivering physical massage to enabling holistic wellness. “We envision the massage chair not as a corner piece, but as the centrepiece of the living room,” she said.

Designed with naturally harmonious motifs inspired by the Chambered Nautilus, the uDream.AI features flowing curves guided by the Golden Ratio to achieve balanced and resilient proportions. Offered in two sophisticated colourways—jade green and moonstone gray—the chair pairs sleek, modern aesthetics with advanced massage technology, allowing it to double as an elegant lounge chair that blends seamlessly into contemporary interiors.

“We want our chairs to feel like works of art—with fluid lines, sophisticated colours, and a fashionable aesthetic,” Yip added.

Beyond its design, the uDream.AI also marks a significant leap in wellness technology. Its AI stress monitoring system has been fully upgraded in partnership with Binah.ai, a global leader in AI-powered health technology, leveraging remote photoplethysmography (rPPG) to track key health indicators.

According to Yip, OSIM has expanded its vision of wellness beyond the physical. “In the past, massage was purely a physical need. Now, we’ve integrated elements such as music to engage the five senses—creating a multisensory experience that also offers mental relief.”

This evolution reflects a deeper understanding of the modern Hong Kong consumer. “Hongkongers face high levels of stress, yet home space is limited,” Yip noted. “By adding these layers, we are witnessing OSIM move from the periphery to the centrepiece of the home—blending into the sofa category and becoming an integral part of daily life.”

Tapping into younger audience

Beyond product innovation, OSIM has also expanded its reach by partnering with renowned KOLs and YouTubers such as JFFT and local DJ An Jeng to engage younger generations.

"Traditionally, OSIM's target market has been 40-plus, and that remains an important segment for us. But today, with new product categories such as gaming chairs, we are actively tapping into segments under 40," said Yip.

As such, OSIM is not just looking for impressions—interactive engagement is its focus, she added. "OSIM rarely relies on a single marketing channel. We need an integrated experience, so our strategy combines online and offline touchpoints. Online builds awareness first, drawing consumers to physical stores to try the products. Positive experiences then feed back into online conversations, driving conversion. It's a closed-loop ecosystem."

She emphasised that the choice of KOLs is equally important. “It’s all about digital relevance. When we promoted our sofa collection, we collaborated with interior design influencers. For gaming chairs, we partnered with JFFT—a popular gaming group—because they spend hours in front of computers. Gamers often suffer from shoulder pain, so reaching them through JFFT was a perfect match in terms of relevance.”

For our gaming chair campaign, livestreaming was a natural fit—it reaches the exact audience spending long hours seated at a computer. We also worked with Ah Ching, known for her catchy songs that have gone viral online. But we didn't stop at radio. Our marketing team placed her content strategically on platforms such as Spotify, so listeners encounter his music while relaxing at home—again, the right message in the right place, reaching people during their online downtime."

Reframing marketing as an investment

In today's fast-paced business landscape, marketing is often viewed as a cost centre. But Yip believes that spending which generates returns is, in fact, an investment.

"Beyond being a brand growth engine, marketing today also functions as a performance centre. It's data-driven. It helps us analyse store traffic, retention rates, and customer lifetime value with accuracy."

When you're reaching the right target audience, marketing becomes a growth engine—not a cost centre.

The key, she said, lies in communication. "Don't speak as a marketer—speak as a business partner. From a management perspective, spending during uncertain times raises doubts and worries. As a marketer, you might want to try new things, but management will naturally be concerned. When you position yourself as a business partner, you're there to help solve problems."

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