The firm combines cultural curiosity with personalised snack choices, showcasing how Asian brands can thrive in the competitive US snack market.
Its most recent snack box offering is curated based on each customer’s Myers-Briggs Type Indicator (MBTI), a personality assessment tool that categorises individuals into 16 personality types based on four pairs of traits: Extraversion (E) versus Introversion (I), Sensing (S) versus Intuition (N), Thinking (T) versus Feeling (F), and Judging (J) versus Perceiving (P). Each person is assigned a four-letter personality type that reflects their preferences and how they function in life.
According to the firm’s Instagram video explainer, ENTJs are daring and charismatic, so their “snack soulmate” would be the bold-flavoured Oreo Coca Cola biscuits, while Lay’s black pepper steak chips – the snack version of a family dinner – would be suitable for the people-oriented ESFJs.
This idea was inspired by the firm’s observation that people often associate food preferences with personality traits, which offered an opportunity to make snacking more personal and engaging.
“Snacks have their own ‘personality’ and character as well, so it felt like a natural connection. If we can tag our personalities to food, it makes it fun to see ourselves in the form of a snack. It’s a playful yet thoughtful way to introduce new snacks to people,” said Kate Flores, Oyatsu Bokksu’s business operations manager.
Instead of choosing the snacks and drinks, customers indicate their personality type with their order details. The mystery snack boxes will then be curated according to their MBTI type.
Each box comes with a personalised snack guide that explains how the snacks and drink reflect your MBTI type, making the unboxing experience fun and interactive.
“We actually take time to study MBTI personalities and try to understand the traits of each type before assigning snacks that best match them. It’s not just a random selection – we really try to make sure there’s a logic behind each pairing.
“For example, for the ENTP debater, we assign spicy or bold-flavoured snacks, like Wasabi Shrimp Chips. ENTPs are known for their energetic, spontaneous, and daring nature, so a snack with a strong, punchy flavour suits them. Wasabi brings the heat, and shrimp chips add that extra crunch – just like an ENTP, it’s a snack that keeps things exciting and unpredictable,” explained Flores.
When asked why the firm focuses on Asian snacks, Flores said Asian flavours have been growing in popularity, and a lot of customers outside Asia are either looking for nostalgic tastes they miss or are curious to try new things they cannot easily find in the local stores.
Oyatsu Bokksu started as an online store, initially selling through Etsy in 2021, and has since grown into a dedicated platform for curated Asian snack and drink mystery boxes.
“The idea came from my own experience as an Asian living in the US. I would crave certain Asian snacks, especially the less mainstream ones that weren’t easily available here. While Asian snacks can be found in the US, the selection is limited, and I realised I wasn’t the only one who felt this way.
“That’s where the idea started: to bring a wider variety of Asian snacks to others who miss them or want to try something new. At the same time, I wanted to introduce these snacks to non-Asians, sharing both the flavours and the culture behind them,” said Flores.
The Asian appeal
Oyatsu Bokku’s best-selling product is the Asian Drinks Box, a selection of iconic drinks from across Asia, including rare, hard-to-find, and sometimes limited-edition beverages. Like the rest of its mystery boxes, customers will not know what each box will contain until they open it.
“When I first launched Oyatsu Bokksu, snack boxes were already becoming quite popular, but there didn’t seem to be any dedicated drink boxes. From the beginning, our drink box stood out because it gave customers the chance to try a variety of different beverages in one package. We include a mix of soda, juice, coffee, tea, milk tea – basically a little bit of everything. The surprise element and variety make it really fun for customers.
Following that, our Asian Snack & Drink Box is the next bestseller since it gives customers the best of both worlds. They get to enjoy a mix of snacks and drinks, making it a great option for those who want a well-rounded experience,” said Flores.
From popular brands like Japan’s Calbee and Korea’s Lotte to Taiwan’s Pocas bubble tea, the firm offers a variety of snacks that includes instant noodles, cookies, and chips. The aim is to deliver familiarity and new discoveries at the same time.
Furthermore, personalisation adds to the appeal as people generally enjoy receiving things tailored for them.
Tapping the personalisation trend
So far, the feedback for its recently launched MBTI-themed snack boxes has been positive, shared Flores.
This aligns with the growing trend of personalisation. According to market intelligence firm BigCommerce, a survey of more than 4,000 online shoppers in regions including Australia and the US revealed that 73% of consumers expect companies to understand their individual needs and expectations. Most consumers also understand that brands use personal data to create personalised products.
This expectation is further supported by findings from Boston Consulting Group, which surveyed 23,000 consumers worldwide and found that 80% said that they are comfortable with personalised experiences, and most expect companies to offer them.
These findings highlight the opportunity for businesses like Oyatsu Bokksu to differentiate itself by offering tailored experiences.
Oyatsu Bokksu shows how Asian snack brands can carve out a unique niche by tapping into consumer trends like personalisation and cultural storytelling.
This approach not only helps brands stand out in a crowded market but also fosters deeper connections with consumers, paving the way for long-term growth and brand loyalty.
