If you've ever relaxed in a massage chair in Asia, chances are it was an OSIM. You'll find them at airports and shopping malls.

With more than 440 outlets in over 100 cities across 25 countries, OSIM is now one of the biggest wellness brands in Asia. Here's their story.

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👦 Humble beginnings

Ron Sim was born in 1958 in Singapore and was the fourth of seven children. His family didn't have much. He shared a bed with his siblings and started working young, selling noodles on the street to help make ends meet.

After fulfilling his mandatory military service (National Service), he launched a small business in 1980 called R. Sim Trading, selling simple household goods like kitchen tools and wooden back massagers.

It helped him survive. But it wasn't enough.

Then, 1985 came and the recession hit. Business slowed, inventory sat untouched, and Ron was stuck. He needed something new.

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💡 Health is wealth

Noticing a demand for health and wellness products, he later created Health Check & Care in 1989, selling healthcare-related products.

And in the early '90s, on a sourcing trip to Taiwan, Ron came across a massage chair.

It was big. Medical-looking. Not something most people would want in their home.

But he identified a growing demand for wellness products and saw an opportunity in massage chairs.

So Ron began to experiment. He worked with Japanese engineers to create a chair that blended traditional massage techniques with better tech—softer movement, better design, and a look that could fit right into your living room.

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🌍 The birth of OSIM

In 1994, he rebranded the business to OSIM.

"O" for his global vision. "SIM" for his name—and everything he had poured into this idea.

Then, he decided to focus on massage chairs.

When the first OSIM massage chairs launched, they weren't cheap—but they stood out.

They looked good and felt even better. And they made people feel like they were investing in themselves.

Shoppers started to notice. OSIM got prime spots in malls, people lined up to try them, and word spread.

Soon, they were expanding into Hong Kong, Taiwan, and Malaysia.

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🧱 The foundation for scale

Between 1994 and 1999, OSIM grew—but it wasn't just about numbers.

Sim focused on training his in-store staff. They didn't just push sales—they explained how the chairs worked, what made them different.

Each store became its own little wellness zone.

He streamlined logistics, set up a central supply chain, and experimented with different product tiers—giving customers more choice, without losing the brand's premium feel.

It was one demo, one satisfied customer at a time. And it worked.

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📈 Going public

In July 2000, OSIM went public on the Singapore Exchange, with a valuation of S$120M (~USD 88.8M).

It was a big moment for Sim. The kid who once sold noodles had built a company ready for the world stage.

But things didn't stay easy. In 2008, the global financial crisis hit. People stopped spending on non-essentials.

At the same time, knockoff massage chairs from China started flooding the market—many looked just like OSIM's, but were far cheaper.

OSIM wasn't just battling for sales. They were battling to stay trusted.

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🔄 Reinvention, one chair at a time

By 2016, profits were falling. Investors were pressuring for quick fixes.

So, Ron made a big move.

He took OSIM private in a S$326.7M (~USD 241.8M ) deal—removing the short-term pressure and buying himself time to rebuild.

He went all in on innovation.

The team doubled down on R&D. Chairs became smarter. Designs got sleeker. New lines launched—like beauty devices and gaming chairs.

They didn't slash prices to compete. They leaned even harder into quality. And slowly, customers came back.

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🌟 Beyond the chair

After this, Ron wasn't done.

He created the V3 Group, a holding company for his growing list of wellness and lifestyle brands.

But he didn't start everything from scratch. He had an eye for potential.

In 2011, OSIM International acquired a 35% equity stake in TWG Tea, a luxury tea company founded in Singapore. Later, OSIM increased its stake, taking a majority position in the company.

Later, in 2019, his team brought Bacha Coffee back to life—a heritage Moroccan brand that had been dormant since WWII. They reopened it in Singapore with a striking flagship store and expanded across the world.

From chairs to tea to coffee—Sim wasn't just selling products. He was creating moments of indulgence. And he was doing it at scale.

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🛫 Here and now

Today, OSIM chairs are in lounges, luxury condos, and offices across Asia.

They're no longer just something you stumble across in a mall. They're part of everyday wellness.

With more than 440 outlets in over 100 cities across 25 countries, OSIM is now one of the biggest wellness brands in Asia.

And Ron Sim? The boy who once sold noodles on the street built a global brand that helps millions feel what he never had growing up:

A sense of ease. A place to rest.