Oh!Some, a Southeast Asia lifestyle retail brand, has opened its first store in Singapore at Suntec City Mall. The store features four themed zones that offer a variety of products, including anime collectibles, travel essentials, DIY kits, and gifts.

The expansion continues with a second Singapore location, set to open at Tampines 1 on May 23, strengthening Oh!Some’s presence in the local market.

The Anime Collectibles Zone displays merchandise from popular titles such as “Jujutsu Kaisen” and “Attack on Titan,” including collectible pins and blind boxes.

The Travel Zone provides items like ergonomic neck pillows and UV-protective sunscreens designed to simplify packing. For gift seekers, the Gifting Zone contains items such as Disney-themed preserved floral arrangements and character collectibles like Doraemon.

The DIY Zone’s kits from top stationery brands in Japan, Korea, and China. Oh!Some operates over 110 stores worldwide, with additional locations in Johor Bahru and Kuala Lumpur.

🔗 Source: Oh!Some

🧠 Food for thought

1️⃣ Singapore’s retail strategy prioritizes unique experiences to combat e-commerce dominance

Oh!Some’s themed zone approach aligns with Singapore’s Retail Association Roadmap 2025, which emphasizes “Emotional Connection” as a key pillar for physical retail success in the digital age1.

This strategy comes as Southeast Asia’s traditional retail formats are being challenged, with modern retail concepts growing at 15-20% annually as retailers adapt to changing consumer expectations2.

The focus on creating distinct shopping environments, like Oh!Some’s anime collectibles and DIY zones, reflects the broader industry recognition that experiential retail is crucial for brick-and-mortar stores to differentiate from purely transactional e-commerce.

Singapore’s retail sector is encouraging this transformation, with industry guidelines promoting “unique diversity” and immersive experiences that leverage the country’s multicultural heritage to stimulate consumer interest1.

Oh!Some’s curated, discovery-focused concept demonstrates how international retailers are implementing these principles to create compelling reasons for consumers to visit physical stores despite the region’s growing e-commerce market, projected to reach US$116.5 billion in 20243.

2️⃣ Asian retailers adapting to identity-driven consumption patterns

Oh!Some’s merchandise strategy targeting specific interest groups—anime fans, crafters, Disney enthusiasts—reflects a shift in Asian consumer behavior toward identity-based purchasing.

Market research shows Asian consumers, particularly Generation Z, are increasingly seeking products that reflect their personal identity and values, with a strong emphasis on products that allow for self-expression and community connection4.