oishi

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.

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

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

• Packaged snack foods
• Prawn crackers
• Potato chips
• Fortified juice drinks
• Extruded snacks

Headquarters

HQ city

Pasay City

HQ country

Philippines

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Snack Food Sales: Sale of branded snack products including prawn crackers, potato chips, confectionery, and savory snacks through retail and e-commerce channels.
2. 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

Core 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.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• TWICEflagshipGTM or Marketing Partner · 1 June 2024K-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

Broad 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

• Xx.com/oishi_tweets
• YouTubeyoutube.com/oishiph1
• Facebookfacebook.com/oishi.ph
• Instagraminstagram.com/oishiph
• TikToktiktok.com/@oishiph

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about oishi