oishi
Oishi is a Philippine consumer packaged goods brand under Liwayway Marketing Corporation, selling 20+ snack and beverage SKUs (prawn crackers, potato chips, chocolate-filled Pillows, Smart C+ juice drinks) to mass-market Filipino consumers through supermarkets, convenience stores, and Shopee, Lazada, and TikTok Shop, with in-market presence across nine Asian and African countries.
- Company typePrivate
- Founded1974
- HeadquartersPasay City, Philippines
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What oishi does
Oishi is a Philippine consumer packaged goods brand owned and operated by Liwayway Marketing Corporation, a domestically incorporated private company established in 1946. The Oishi brand was launched in 1974 and has since built a portfolio of more than 20 snack and beverage SKUs organized into savory snacks (prawn crackers, potato chips, potato crisps, potato fries, onion rings, tortilla chips, bread snacks, fish kropeck, popcorn, ribbed cracklings, multi-grain snacks), sweet snacks (chocolate-filled Pillows, marshmallow O-Puff, choco-filled crackers, sponge crunch), and beverages (Smart C+ vitamin C-fortified juice drinks, Sundays powdered juice, Hi-Coffee 3-in-1). Manufacturing is anchored at the company's principal facility in Imus City, Cavite, with an administrative office in Pasay City, Philippines. Oishi distributes domestically through supermarkets, convenience stores, and e-commerce marketplaces (Shopee, Lazada, TikTok Shop) and maintains in-market presence in 9 countries across Asia and Africa under the 'World of O, Wow!' positioning.
The business model is a straightforward branded CPG hardware-sales motion: products are sold at standard consumer price points through third-party retail and digital channels, with no disclosed subscription, licensing, or services revenue. Go-to-market emphasizes celebrity-driven brand building (e.g., the June 2024 'Snacktacular Fan Meet' with K-pop group TWICE targeting Filipino ONCEs), social media marketing across Facebook, Instagram, TikTok, and YouTube, and an owned-content IP (Oishi Friends mascots and comics). The customer base is the mass-market Filipino consumer seeking convenient and affordable snacks, with a persona overlay for K-pop fans. There is no disclosed B2B or enterprise revenue stream, no external institutional funding, no public listing, and no disclosed financial metrics such as revenue, ARR, or headcount growth.
oishi firmographics
Firmographics- Name
- oishi
- Legal name
- Liwayway Marketing Corporation
- Website
- https://oishi.com.ph
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Oishi is a Philippine consumer packaged goods brand under Liwayway Marketing Corporation, selling 20+ snack and beverage SKUs (prawn crackers, potato chips, chocolate-filled Pillows, Smart C+ juice drinks) to mass-market Filipino consumers through supermarkets, convenience stores, and Shopee, Lazada, and TikTok Shop, with in-market presence across nine Asian and African countries.
- Ownership category
- akta.pro rank
oishi industry classification
Industry- Product category
- Packaged Snacks
- NAICS
- Cookie and Cracker Manufacturing (311821), Snack Food Manufacturing (31191), Other Snack Food Manufacturing (311919), Cookie, Cracker, and Pasta Manufacturing (31182)
- SIC
- Cookies & Crackers (2052), Bakery Products (2050), Food And Kindred Products (2000)
- akta.pro primary industry
- Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE)
- akta.pro secondary industries
- Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH), Extruded Snacks Manufacturing (Puffs, Curls, Sticks) (AFAKAIAE), Functional Snacks & Bars Manufacturing (High-Protein, High-Fiber, Probiotic Snacks) (AFAKAJAG), Pretzels & Salted Snacks (CRADABAI)
Keywords
Where oishi is headquartered
LocationHeadquarters
- HQ city
- Pasay City
- HQ country
- Philippines
- HQ region
- Asia
Offices2 records
Markets served
oishi business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Snack Food Sales: Sale of branded snack products including prawn crackers, potato chips, confectionery, and savory snacks through retail and e-commerce channels.
- Beverage Sales: Sale of juice drinks (Smart C+) and powdered drink mixes (Sundays, Hi-Coffee) through retail and e-commerce channels.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
oishi product offering
Product offeringCore offering
Oishi manufactures and sells packaged snack foods — including prawn crackers, potato chips, extruded snacks, and marshmallows — alongside a beverage line of fortified juice drinks. Products are distributed under the Oishi brand via supermarkets, convenience stores, and major e-commerce platforms in the Philippines and select export markets. The brand also drives demand through high-profile pop-culture marketing partnerships.
Product overview
Oishi is a leading snack food brand in the Philippines owned by Liwayway Marketing Corporation, established in 1974. The product portfolio consists of a diverse range of snack foods and beverages organized into distinct categories including savory snacks (prawn crackers, potato chips, onion rings, nachos), sweet snacks (chocolate-filled crackers, marshmallows, powdered drinks), and beverages (vitamin C juice drinks, 3-in-1 coffee mixes). The core products include Smart C+ beverages fortified with Vitamin C, iconic Oishi Prawn Crackers, Pillows chocolate-filled crackers, Bread Pan toasted bread snacks, and various potato-based snacks. The brand positions itself around fun and flavorful treats with its 'World of O, Wow!' messaging, distributing across Asia including China, Vietnam, Indonesia, Myanmar, Cambodia, South Africa, Thailand, Bangladesh, and Uzbekistan.
Differentiator
Problem solved
Functional benefit
Brands
- Oishi Prawn Crackers: Iconic prawn cracker product line under the Oishi brand
- Kirei
- Marty's Cracklin' Vegetarian Chicharon
- Pillows
- Smart C+
- O-Puff
- Oishi Friends
Products and services
- Oishi Prawn Crackers Signature prawn-based cracker snack sold under the Oishi brand across the Philippines and export markets; targeted at mass-market consumers for everyday snacking.
- Oishi Potato Chips Potato-based chip snacks sold under the Oishi brand in multiple flavors, targeted at mass-market Filipino and export consumers.
- Oishi Bread Pan Extruded bread-style snack sold under the Oishi brand in the Philippines and select export markets, targeted at everyday snackers including children and families.
- Oishi Pillows Marshmallow-filled extruded snack sold under the Oishi brand, targeted at children and younger consumers as a sweet treat.
- Oishi Marshmallows Marshmallow confectionery sold under the Oishi brand, targeted at younger consumers and household snack occasions.
- Oishi Smart C+ Honey Calamansi Fortified juice drink combining honey and calamansi with added vitamin C, marketed for functional health benefits to mass-market Filipino consumers and younger buyers.
- Oishi Cranberry Dew Cranberry-based juice drink marketed under the Oishi brand as a functional, fruit-forward beverage for everyday consumption.
Companies that use oishi
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
oishi technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
oishi partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TWICEflagshipK-pop group TWICE served as Oishi brand ambassadors for the 'Snacktacular Fan Meet' event held at Mall of Asia Arena on June 1, 2024. TWICE engaged with Filipino ONCEs (fans) at the press conference and fan meet event, promoting Oishi snack products including Spicy Prawn Crackers, Pillows, and Miggos.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
oishi competitors and assessment
Company assessmentBroad incumbents
- PepsiCo (Lay's): Global snack category leader whose Lay's, Ruffles, and Doritos brands compete with Oishi's potato chips, Ridges, and Potato Crisps across the same Philippine retail channels with vastly larger marketing and distribution resources.
- Calbee, Inc. Japanese snack giant with established Philippine distribution (Calbee Jack 'n Jill joint venture historically) competing in potato chips, prawn crackers (Shrimp Crackers), and extruded snacks — overlapping categories with Oishi's core portfolio.
- Pringles (Kellanova): Global savory snack brand whose stackable potato crisps compete directly with Oishi's Potato Crisps, Ridges, and Bread Pan savory cracker portfolio in modern trade retail across Asia.
- Mondelez International: Global confectionery and biscuit manufacturer (Oreo, Toblerone, Cadbury) that competes with Oishi's Pillows, Choco Lo, and Sponge Crunch chocolate-filled cracker products in Philippine and broader Asian markets.
Regional players
- Nissin Foods Holdings: Japanese instant noodle and snack manufacturer with established presence across Asia that competes in adjacent snack and convenience food categories where Oishi also distributes, often through the same retail channels.
- Tingyi (Cayman Islands) Holding Corp. Chinese instant noodles and beverage giant (Master Kong brand) that operates across the same Asian markets as Oishi and could leverage its distribution to enter the savory snack and beverage categories Oishi competes in.
- Want Want Group: Taiwanese snack and beverage conglomerate (Hot-Kid, Want Want Senbei, QQ Gummy) operating across Greater China and Southeast Asia with a similar multi-category snack and beverage portfolio targeting Asian consumer tastes.
Direct peers
- M.Y. San Corporation: Philippine snack and biscuit manufacturer (Skyflakes, M.Y. San wafer sticks, Magic Chips) that competes head-to-head with Oishi in crackers and savory snacks in Philippine supermarkets and sari-sari stores.
- Universal Robina Corporation: Philippine conglomerate whose Jack n' Jill brand directly competes with Oishi across potato chips (Piattos), pretzels, and confectionery (Cloud 9, Maxx) on the same retail shelves, with similar distribution and a deeper product portfolio.
Emerging players
- Tao Kae Noi Food & Marketing: Thai seaweed snack brand that has expanded across Asia with similar shelf presence in convenience stores and supermarkets, demonstrating the regional snack brand expansion playbook Oishi is pursuing across its 9-country footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
oishi social profiles
Digital presenceoishi financial estimates
Financial estimateRevenue estimate
Valuation estimate
oishi leadership team
Management profileNumber of profiles
Profiles1 record
oishi funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
oishi M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about oishi
What does oishi do?
Oishi manufactures and sells packaged snack foods — including prawn crackers, potato chips, extruded snacks, and marshmallows — alongside a beverage line of fortified juice drinks. Products are distributed under the Oishi brand via supermarkets, convenience stores, and major e-commerce platforms in the Philippines and select export markets. The brand also drives demand through high-profile pop-culture marketing partnerships.
Is oishi a public or private company?
oishi is a private company. It is classified as family owned and is currently operating.
When was oishi founded?
oishi was founded in 1974. It employs 51 to 100 people.
Where is oishi based?
oishi is headquartered in Pasay City, Philippines, in the Asia region.
How does oishi make money?
Two revenue lines are on record. Snack Food Sales are the primary driver. The others are beverage Sales.
Who are oishi's main competitors?
Broad incumbents on record are PepsiCo (Lay's), Calbee, Inc., Pringles (Kellanova) and Mondelez International. Regional players are Nissin Foods Holdings, Tingyi (Cayman Islands) Holding Corp. and Want Want Group. Direct peers are M.Y. San Corporation and Universal Robina Corporation. Tao Kae Noi Food & Marketing is listed as an emerging player.
Does oishi have an API?
No public API is recorded for oishi.
What industry is oishi in?
oishi's product category is Packaged Snacks. Its primary akta.pro industry code is CRADABAE, Chips & Savory Snacks (Potato, Tortilla, Extruded), with a secondary code of AFAKABAH, Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads). Its NAICS code is 311821 and its SIC code is 2052.