OSIM HK redefines wellness brand expectations with new campaign

OSIM Hong Kong has launched a new campaign that aims to elevate the brand from a niche wellness brand to one that is perceived as more everyday and essential.

A spokesperson from OSIM told MARKETING-INTERACTIVE that while the brand has built a reputation for premium massage technology and innovation, leading in a niche market has its limitations, especially in a densely populated and space-conscious location such as Hong Kong, where practicality often outweighs indulgence.

To break out of the massage chair niche, OSIM has embedded its core strength into a mass-market essential: the sofa. While massage chairs are admired, sofas are essential in every home. This led to the creation of the uDiva Sofa—a compact, modular design with full massage functionality.

Available from May, the “OSIM uDiva Sofa” (梳化點止坐，仲要識按摩) campaign is done in collaboration with creative agency Society, which led consumer and cultural insights, creative strategy, creative development, and full campaign execution. The campaign has targeted consumers under the age of 40, representing a deliberate shift from OSIM's traditional focus on individuals aged 40 and above.

The campaign has opened with a clear and provocative question: "Who said a sofa is just for sitting? (梳化點止坐?)". This line has challenged assumptions and invited people to rethink what a sofa can be — especially in homes where a sofa and massage chair can’t always coexist, according to the spokesperson. With uDiva, they don’t have to choose. 

At the centre of the campaign is an original track performed by local DJ Ah Jeng, composed by Lee Subyub. Last year, Ah Jeng debuted her solo show 《正DIVA》 and the track “DiDiDiva.” Her bold, playful persona resonated with younger audiences and became a cultural marker, according to the spokesperson. OSIM’s “uDiva” created a natural link, and Ah Jeng’s unapologetic, confident tone matched the energy of the campaign. “Her persona was fresh in the public’s mind, giving the brand instant familiarity and appeal. It is a strategic continuation of a cultural wave that resonated,” the spokesperson added. 

The music video is crafted as an anthem with brainwashing music and catchy lyrics. The song has driven the campaign across all key touchpoints—from radio to retail to social media. It is promoted in OSIM's retail stores, inviting customers to experience the product firsthand, through roadshows and mall activations, short-form social content, and Commercial Radio 903, where Ah Jeng is a familiar voice, as well as streaming platforms including Spotify and JOOX, integrating the song into daily life.

By combining a provocative tagline and brainwashing music, these two elements aim to create a campaign that is both strategically sharp and emotionally unforgettable. This is where product truth meets cultural intelligence, and where brand storytelling transforms into brand transformation, according to the spokesperson.

The next phases of the campaign will include KOL activations, social extensions, and on-ground experiences. "This is more than a launch — it’s a shift in how OSIM shows up in people’s lives. No longer a corner-of-the-room indulgence. Now a centrepiece of modern living," the spokesperson said.

Jenny Yip, general manager, OSIM, said: “We believe OSIM is the partner in your journey to well-being. Through our innovations, we empower everyone to feel good, stress less, and sleep better, ultimately helping our customers lead healthier and happier lives.”

Kenny Wong, group account director, Society, said: “What made this campaign special wasn’t just the creative — it was the trust OSIM placed in us, built from our successful collaboration last year. That understanding of the brand and product allowed us to contribute early and shape the strategy with insight and cultural relevance. It’s the kind of partnership that leads to work that connects.”

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