Singapore's premium massage chair brand deepening its commitment to China
Singapore's premium massage chair brand OSIM is deepening its commitment to the Chinese market after the brand showcased how home wellness is being reshaped by intelligent design and localized innovation at the China International Import Expo in Shanghai.
Lily Yang, head of Brand Strategy Marketing at OSIM China, said: "The key to winning the high-end market lies not in pricing but in solving real problems — through product strength, brand heritage, and consumer insight."
OSIM, which entered China 32 years ago, now generates more than 60 percent of its global revenue from China. While its R&D center remains in Singapore, its manufacturing base is firmly anchored in China, with factories in Shenzhen, Guangdong province, and Suzhou, Jiangsu province.
Having participated in multiple editions of CIIE, OSIM sees the platform as "pivotal in strengthening brand visibility and forming new partnerships".
Yang said the expo's wide international reach, direct market access, and industry dialogue help OSIM refine its strategy and sustain technological leadership.
At this year's expo, OSIM's booth centered on mind-body synergy, showcasing several flagship products, including the uErgoh chair integrates smart technology, massage functions, and ergonomic design.
One example of OSIM's localization strategy is its "invisible" massage chair, developed after analyzing over 1,000 Chinese users' home layouts to create a compact model that fits into small rooms.
An iResearch report found that over 70 percent of Chinese professionals have three or more abnormal health indicators, with fatigue and poor sleep being most common. Yang said this rising awareness has reshaped consumer expectations.
Looking ahead, the company plans to increase investment in localized R&D and align more closely with China's "Healthy China" initiative.
"With smarter, warmer, and more human-centered innovations," she said, "we aim to grow together with the Chinese market — helping users feel better, stress less, and sleep deeper."
