Ojisang - 致力打造一个即食健康未来!Dedicated to Build a Healthy Future in an Instant Way!

RM 802,200
Investors 145
Minimum Investment RM 500,000
Funding Goal RM 1,500,000
Funding Period
05/05/2021 - 26/05/2021
Funded Successfully

Ojisang Sdn Bhd


About Me

I am Koh Kian Hua, the brand founder of Malaysia’s first original Ojisang Convenience Seasoning.

In 1998, I went to Japan to study business administration at Asia University in Tokyo. As I had the experience of studying abroad in Japan, after graduation, I was recruited by a Japanese company, and working in Japan has always been my dream.

Japanese-funded enterprises are rigorous, conscientious, and have a strong sense of responsibility. Each task has a detailed completion plan which significantly improves work efficiency and goals. In the perspective of most foreign-funded companies, rigorous and well-regulated Japanese-based companies are something unique.

 

After working hard in the job for more than 15 years, I thought I would be staying until retirement. After all, the desirable thing about Japanese companies is that they rarely fire their employees. Their employee management system includes lifetime employment and progressive internal training. What I didn’t expect was that in 2019, I would quit my job with its stable income and boldly leap into the sea of business!

Perhaps due to the experiences of studying abroad in Japan and working in a Japanese company, I especially like Japanese culture. So when I started my seasoning brand, I naturally used the Japanese pronunciation of Ojisang as the brand name. Besides, Ojisan in Japanese means “middle-aged uncle.” At this moment, I am an uncle, a middle-aged uncle, who is working hard and struggling on the road to entrepreneurship!

Many people ask me, why would I invest in the food industry? I want to ask a more relevant question. What are the reasons that drive a person to start a business? I thought about it and summarized these reasons into the following 3 points.

  • A high-quality production operations and control system
  • Up to 15 years of work experience domestically and abroad
  • The fast-growing convenience food field

Japanese has always been paying great attention to health awareness, and the food that is selling as a healthy product will easily attract the customer. In 2013, Japanese cuisine was recognized as one of the intangible cultural heritage by UNESCO. In addition to reflecting the four seasons and Japan’s land, Japanese cuisine is characterized by a balanced and healthy diet, resulting in a long life.

When I worked in a Japanese company, I was responsible for sales, production, and quality control for a long time. At that time, I went abroad to work and treated it as a matter of course. Although I was busy at work day and night, it gave me an excellent opportunity to learn. I believe that my more than 15 years of industry experience, technological innovation, and business operation capabilities are the most robust and most potent capital for me to start a business. Japan’s food-conscious culture has confirmed my determination to enter the food industry.

On the other hand, curiosity and seeking knowledge are also vital. After returning to Malaysia from Japan, I found that people’s lifestyle and income levels have continuously increased the demand for convenience foods and healthy foods in Malaysia. The export rate of processed foods is also growing well, and overseas markets are expanding.

When I checked some information, the data either directly or indirectly reflected the potential development of the food industry:

  1. According to the Asian Development Outlook Update Report released by the Asian Development Bank (ADB) in December 2020, Malaysia is estimated to have a 7 percent growth in 2021.
  2. According to the International Monetary Fund, Malaysia’s per capita purchasing power parity in 2021 is US$29,600, and the number is expected to reach US$37,700 by 2025.
  3. According to Malaysian labor force data, as of October last year, the number of employed has risen for five consecutive months, rising by 0.1 percent month-on-month to 15.21 million.
  4. According to Malaysia’s e-commerce analysis data of the Global Web Index in 2019, over 26 million Malaysians now use the Internet, and 80 percent of users between the ages of 16 and 64 have already shopped online, becoming the second-fastest growing country in online sales.

 

I have always wanted to successfully integrate Japanese food and Japanese health concepts into Malaysians’ daily lives — one of my greatest hope and the ultimate goal of starting this business.

Due to the development of the times, the pace of people’s lives has gotten faster, and patterns and concepts of consumption have undergone tremendous change. So, I started thinking about people’s most basic food, clothing, housing, and transportation needs and found that a single food seasoning can not meet current consumption needs. Based on the markets of overseas countries, the contemporary seasoning brands and categories are pretty diverse. In contrast, Malaysia still has a lot of room for development and growth in this regard.

 

It is also essential to start with products that consumers want, buy, or find. People nowadays are looking ahead for the quality of life. Most consumers consider such things as peace of mind, safety, taste, health, low-calorie, and low-sugar when they go shopping for food and seek out products that focus on health, that are organic and are superfoods. The market favors such products.

 

On the other hand, the proportion of double-income families in our country is increasing. Nowadays, most are small families, and many people remain single. Therefore, for this large consumer group, sometimes low prices are no longer their primary consideration. They are focused more on the convenience and functionality of food.

Different types of consumers welcome products such as convenience foods or seasonings that do not need a long time to cook but can be heated and served immediately. Compound seasoning is helpful to solve the mismatch between young people’s cooking needs and technology.

 

Ojisang Convenience Seasoning is a product that has been born for the market with the above factors in mind. It can also sprinkle foods to dip the seasoning powder used to cook and fry food or food directly into it. Its unique feature is that people can also spread it on cooked food and the seasoning used for marinating ingredients, cooking, and frying. Season to taste, or dip and eat.

 

In product testing and packaging, all our seasoning powders are produced through high-precision and high-sensitivity metal foreign body detection. Regardless of cost, we use glass jars made of strong wear-resistant lead-free soda glass (which is also the glass used in baby bottles) that is environmentally friendly, hygienic, and safe to eat the seasoning with confidence.

 

It has just been 20 months since Ojisang Convenience Seasoning was launched on the market in October 2019, and it has already be used by more than 15,000 households and has achieved sales from 0 to 800,000.

 

Our brand has had almost immediate success in e-commerce. In addition to cultivating our online platforms, accelerating penetration in the C-end market, and further consolidating brand power and customer transaction rates, we are also optimistic about the continued expansion of space in the industry under the resonance of the B-end and C-end markets. Enriching the product line and expanding to the B-end market is one of our following plans.

I believe that everyone who is starting a business hopes to create a bright future through their hard work. However, in the internet age today, when the global economy is almost integrated, entrepreneurs who rely solely on themselves will eventually be eliminated by the times. Choosing a good business model is equivalent to giving yourself wings to take off.

 

For us at this stage, the most important thing is development, and we must accelerate the pace of it! If we lack sufficient funds, we can only go slowly. Still, we believe that with the continuous improvement in living standards over the next five years, the demand for convenience food will increase year on year, so the prospects are pretty broad.

We do not intend to slow down our development speed, so we hope to raise funds from the public through the Mystartr crowdfunding platform. We will provide investors with the most reasonable equity allocation and the most reasonable rate of return on investment. In the future, the fund allocation ratio will be 50 percent for product and technology research and development, 30 percent for brand promotion and marketing, and 20 percent for team growth and training.

 

Our vision is to lead a healthy life and a happy kitchen lifestyle; we are committed to promoting healthy eating and happy cooking as part of a fast-paced life. It is our mission. We hope to do this together with you!

 


 Term Sheet


Management Team


Pitch Deck

 

 

 

 


 

我的自述

我是Koh Kian Hua,大马首家独创Ojisang方便调味料的品牌创办人。

 

1998年我到日本留学,在东京的亚细亚大学(Asia University)修读工商管理。毕业后,因为拥有日本留学的学历,让我顺利的进入了日资企业工作,这是我一直以来梦寐以求的事。

 

 

日资企业处事严谨认真,注重责任感,每一项任务都有详细的完成方案,大大提高了工作效率和目标,而且在大部分的外资企业眼中,严谨和规矩的日资企业是一道独特的风景线。

 

(在日本留学期间)

 

 

 

(在日本留学期间)

 

在职场工作打拼了超过15年,原本以为自己会做到退休老去,毕竟日资企业令人羡慕的一点就是很少解雇员工,他们的员工管理包括终身雇佣制、层层递进的内部培养机制等。只是没有想到的是2019那一年,我因缘巧合的辞去了稳定收入的工作,胆粗粗的下海创业去了!

 

(在日资企业工作期间)

 

也许是曾经在日本留学以及在日资企业工作的关系,我特别的喜欢日本文化,所以在创办本身的调味料品牌的时候,很自然的用了有着日语发音的Ojisang为品牌名字。此外,日语Ojisan是中年大叔的意思,此刻的我正是一个大叔,一个在创业路上努力打拼和奋斗的中年大叔!

 

(在日资企业工作期间)

 

为何发起

很多人问我,为什么我会投入在食品行业?我想比较贴切的提问,应该是究竟驱使一个人的创业有哪些原因?我想了一想,总结了以下3点。

  • 高质量的生产作业和控管系统
  • 高达15年的海内外工作经验
  • 高速发展的方便食品领域

 

(创业期间)

 

日本向来都重视健康和养生,举凡主打健康名目的食品,特别容易吸引消费者前来购买。2013年,日本食品更获得联合国教科文组织列为非物质文化遗产,而日本料理除了反映日本的四个季节和土地之外,均衡、健康的饮食证明、长寿更是特色。

 

(创业期间)

 

此外,我在日资企业工作的时候,长期以来都是负责销售、生产以及品质控管的实战操作。那时候的我出国工作像是家常便饭,工作虽然忙碌和日夜颠倒,却给自己赚到了很好的磨练机会。我相信超过15年的行业经验、技术创新以及商业运作的能力是我创业最强而有力的本钱,且日本对食品的讲究文化更加笃定了我走进食品行业的决心。

 

(创业期间)

市场潜能

另一方面,好奇心和求知精神也是关键。从日本回来大马之后,我发现到我国人民的生活方式和收入水平的改变,使得大马的方便食品和健康食品的需求持续增加,加工食品的出口率处于良好增长,海外市场正在不断的扩大中。

 

当我翻查一些资料的时候,一些数据也直接或间接性的反映出了食品行业的潜在发展:

 

(大马是世界第2网卖增长最快的国家)

 

  • 根据亚洲开发银行(ADB202012月发布的《亚洲发展展望更新报告》中,大马在2021年的经济成长预测为7%
  • 根据国际货币基金组织预测,大马在2021年的人均购买力平价2.96万美元,到2025年,预计将达到3.77万美元。
  • 根据大马劳动力数据显示,截至去年10月,其中就业人数连续5个月上扬,按月上升0.1%,至1521万人。
  • 根据Global Web Index 2019年马来西亚的电子商务分析数据显示,如今超过2600万大马人使用互联网,并且年龄介于16岁至64岁之间的用户中有80%已经在网上进行购物,成为了世界第2网卖增长最快的国家。

 

我一直在想,能够成功将日本食品的讲究以及日本人的健康观念融入大马人的日常生活中,这是我给自己创业最大的期许和最终的目标。

 

 

由于时代的发展,人们生活节奏加快,消费方式与消费理念发生巨大变化。于是,我就从人们最基本的衣食住行的需求开始思考,发现到以前单一的食物调味料难以满足当前消费所需。纵观海外国家的市场,目前的调味料品牌和品类相当繁多,反观大马在这方面仍存在很大的发展和增长空间。

 

当然,以消费者想要、想买或想找的商品作为出发点也很重要。我们都知道,随着生活质量的提高,消费者多数都以安心、安全、美味、健康、低卡路里、低糖等作为食品选购的主轴,像是主打健康、有机、超级食物的商品,都是比较容易在食品市场里受到青睐。

 

另一方面,我国的双薪家庭的比例日渐提升,现今多为小家庭,而保持单身的人口也不少,因此,对这广大的消费者群体而言,有时候价格便宜已经不是他们的首要考量,而是更倾向于食品使用的便捷性以及功能性。

 

 

由此可见,不需要花长时间备料烹煮,能简单加热、即刻上桌的便利型食品或调味料等商品,都纷纷深受不同类型消费者的欢迎。再说,复合式调味料更是有助于解决年轻人烹饪需求与技术不匹配的痛点。

 

Ojisang方便调味料的研发,就是综合了以上各种因素才推出市场的产品,其独特之处是用于腌制食材、烹煮煎炒的调味料之外,它亦是可以撒在熟食上直接调味,或者直接蘸着吃。

 

在产品检测和包装上,所有的调味料生产都是经过高精度和高灵敏度金属异物检测,而且我们不计成本的采用了坚固耐磨无铅苏打玻璃材料制成(亦是婴孩玻璃奶瓶的材质)的玻璃罐,即环保、卫生且安全,可放心食用。

 

 

Ojisang方便调味料在201910月推出市场至今短短20个月,已经获得超过15000个家庭在使用,并且创下了从0800千的销售业绩。

 

我们的品牌在电子商务中旗开得胜,这是一个令人鼓舞的战绩。除了在线上平台继续深耕,加速在C端市场的渗透,进一步的巩固品牌力和客户成交率,未来我们也看好B端和C端市场共振下行业空间的持续扩展。丰富产品线以及扩充到B端市场,是我们下一步计划之一。

 

相信每一个正在创业的你,都希望通过自己的努力奋斗,铸就辉煌的未来。可是,在互联网时代,在全球经济近乎一体化的今天,只靠自己单打独斗的创业者最后一定会被时代淘汰掉。选择一个好的经营模式,等于给自己插上了腾飞的翅膀。

 

 

融资目的

在现阶段的我们,最重要的就是发展,我们必须加快发展步伐!如果没有足够的资金,我们只能慢慢的走,但是我们认为接下来的五年内随着生活水平不断的提高,对方便食品等各方面的追求即需求逐年增长,其前景是十分广阔的。

 

 

我们并不打算放慢发展速度,因此我们希望通过MyStartr众筹平台向大众筹集资金。我们会给投资者发放最合理的股权分配以及最合理的投资回报率,而将来所筹获的资金分配比例是50% 用于产品及技术研发、30% 用于品牌推广及营销、20% 用于团队壮大及培训。

 

引领健康生活、快乐厨房的食尚生活是我们的愿景;致力在快节奏的生活提倡健康饮食和快乐下厨的理念是我们的使命,在前往的路上,希望有你有我一起同行!

 


 

 条款书 (Term Sheet)


核心团队

 

 


投资简报 (Pitch Deck)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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