About Oishi
Oishi is a Filipino snack food brand owned by Liwayway Marketing Corporation (also known as Liwayway Holdings). Founded in the Philippines, Oishi has grown into one of Asia’s best-known snack brands, offering a wide variety of chips, crackers, confectionery, beverages, cereals, and other food products. Although its name is Japanese—“Oishi” (おいしい) means “delicious” or “tasty” —the brand is entirely Filipino in origin. [1]
History
Liwayway began in 1946 as a small family business selling starch (“gawgaw”) and repacked coffee in post-war Manila. The company was founded under the name Liwayway, meaning “dawn” in Filipino, to symbolize hope and optimism after World War II. [2]
In 1974, Liwayway introduced the Oishi brand using Japanese snack-making technology. Its earliest products included the now-iconic Oishi Prawn Crackers and Kirei Yummy Flakes, which quickly became popular in the Philippine market. [2]
During the 1990s, the company diversified into instant noodles and expanded its snack portfolio. Oishi also entered international markets, beginning with China under the name Shanghaojia (上好佳), before expanding into Vietnam, Indonesia, Myanmar, Thailand, Bangladesh, Cambodia, South Africa, and Uzbekistan. [2]
Company
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Owner: Liwayway Marketing Corporation (Liwayway Holdings)
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Founded: 1946 (Liwayway); Oishi brand launched in 1974
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Headquarters: Pasay City, Philippines
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Chairman & CEO: Carlos Chan
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Industry: Food and Beverage
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Products: Snack foods, beverages, cereals, milk products, cookies, biscuits, wafers, popcorn, nuts, and confectionery. [1]
Products
Oishi manufactures hundreds of products across multiple categories, including:
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Potato chips
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Corn snacks
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Prawn crackers
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Vegetable snacks
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Wheat snacks
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Cookies and biscuits
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Chocolate-filled snacks
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Marshmallows
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Popcorn
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Nuts
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Juice drinks
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Cereals
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Milk products
Some of its best-known products include:
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Oishi Prawn Crackers
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Pillows
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Piattos
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Rinbee
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Bread Pan
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Cracklings
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Marty’s Cracklin’
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Smart C+
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Fishda
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O-Puff
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Kirei Yummy Flakes
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Crispy Patata
International Presence
Oishi products are sold across many countries in Asia and beyond. Major markets include:
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Philippines
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China (as Shanghaojia)
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Vietnam
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Thailand
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Indonesia
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Myanmar
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Cambodia
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Bangladesh
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South Africa
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Uzbekistan
China is one of Oishi’s largest overseas markets, where the company has become one of the country’s leading snack food manufacturers. [1]
Branding and Marketing
Oishi is known for its colorful packaging, memorable television commercials, and the slogan “O, Wow!” The brand regularly collaborates with celebrities, influencers, and international artists for advertising campaigns. Its marketing emphasizes fun, creativity, and affordable snacking.
Legacy
From a small post-war trading business to a multinational snack company, Oishi has become one of the Philippines’ most recognizable consumer brands. Its success demonstrates the global reach of Filipino entrepreneurship, with products enjoyed by millions of consumers across Asia and other international markets. [1]
