With over 100 varieties of snack foods and confectionery products, Oishi is now one of the leading national brands in the industry.

Liwayway (China) Co., Ltd. is headed by Carlos Chan, an entrepreneur who has drawn inspiration from the small entrepreneurs across Asia who do business aggressively as they seek their own fortunes. Sharing in this spirit, Liwayway prides itself as an Asian company.

Liwayway is determined to build on its success and continue its steady growth to become a more mature and professional organization, while retaining its daring and sense of adventure.

Mission and Vision

At Oishi, we aim to be the leading food company in the markets we serve by cultivating the following ideals:

  • Providing our consumers with the widest range of quality food products at best value.
  • Upholding and living by the creed of business integrity in all our dealings.
  • Developing and nurturing long-term relationships with our customers, distributors, and suppliers.
  • Maintaining an excellent work force by involving ourselves in the development of our employees?skills and knowledge.


Carlos Chan had visited China many times before, but in the late 1980s, he set his sights on a rare business opportunity he felt would soon emerge. He was in China to seek his future.

Liwayway beginnings can be traced back to post-war Manila, Philippines. It started as a small family business engaged in repacking corn starch. In 1966, the business was incorporated as Liwayway Marketing Corporation (LMC) to distribute starch, coffee, confectioneries, and basic commodities. Brothers Carlos and Manuel Chan, members of the second generation, took active roles in tracking the future of the company.

In the 1970s, under the leadership of Manuel Chan, LMC quietly entered the nascent snack food industry and introduced its first product, Oishi Prawn Crackers.

In 1984, Carlos Chan spearheaded the continuous growth of the business. With the spirit of an adventurer, he dared imagine a world outside the Philippines. He explored and sought to understand the China market. Back then, China was just cautiously opening itself to foreign investors; timing was critical. He set his sights on Shanghai, the once renowned commercial center of China. It seemed to him that Shanghai would be at the forefront of China economic boom. In 1993, he opened the first of many companies that form what is now Liwayway Holdings Company Limited (LHCL).

Today, LHCL factories are also established in strategic areas outside Shanghai such as Harbin, Hubei, Zhengzhou, Suzhou, Xuzhou, Kunming,Jiangxi , and Xinjiang . The introduction of new products and expansion of sales distribution in urban and inner cities continue to pave for accelerated growth for Oishi business.


Shanghai Famous Brand. In 1996 the Shanghai Bureau of Industry and Commerce created the Shanghai Famous Brand. More than ten governmental (e.g. Hygiene Bureau, and Bureau of Industry and Commerce) and non-governmental (e.g. Food Industry Association, and Consumer Protection Association) agencies will judge whether a brand is worthy of this award. The criteria are:

  • to be a name brand;
  • to be one of the top five in the industry;
  • to have earned consumer trust; and
  • to have quality and production techniques that adhere to country standards.

In 2001, Oishi was recognized as a Shanghai Famous Brand.

In 2006, Oishi was recognized as a China Famous Brand.

Magnolia Gold Award. Established in 1997, the Magnolia Gold Award is one of the highest honors given to expatriates by the City of Shanghai. Recipients are business leaders, philanthropists, and scientists who have made significant contributions to society.

In 1998, Carlos Chan was conferred this award.

In 2005, Carlos Chan was also awarded Honorary Citizen of Shanghai.

Network and Distribution

We value our relationship with our sales and marketing team, which links us to our customers and store partners. With over 1,000 marketing staff across China, Oishi can sustain a direct and personal connection with the market.

Our products are sold in the capitals and smaller townships of China. From Shanghai to Xinjiang, we work hand in hand with our dealers to bring our products to their regions. Our distributors range from small family businesses to large enterprises.

Our manufacturing presence and market coverage around China is bolstered by our sales offices in strategic locations such as Beijing, Tianjin, Shenyang, Changchun, Jinan, Qingdao, Hefei, Xian, Chengdu, Chongqing, Guiyang, and Foshan. Our network supports over 400 dealers nationwide.

We started our network distribution in Shanghai and key provincial cities. Soon after, we were able to build strong partnerships with both national and regional retailers.

Oishi entered Vietnam in 1997 and Myanmar in 1999. Factories in Thailand and Indonesia were developed in 2006.

Quality Assurance

To ensure the safety and hygiene of our products, Liwayway factories are being managed using the standards of ISO and HACCP (Hazards Analysis and Critical Control Point). The majority of our factories are ISO certified, or are undergoing the process of certification. Continuous improvement is always our goal. Quality assurance of our products is guided by the model of a process-based quality management system. The principle of a Good Chef is expressed in each process.

A Good Chef ensures:

  • Clean equipment and good personal hygiene.
  • Choice ingredients and appealing presentation.
  • Good quality—a good chef is not wasteful.
  • Cleanliness and safety in the working environment

A Good Chef prepares food that smells good, looks good, and tastes good.

Our goal is to make everyone a Good Chef—staff, machine operators, quality assurance staff, supervisors, and managers.

Research and Development

China is a vast country with distinct regional differences in taste and cuisine. Our R&D team carefully studies these unique markets. We believe that knowledge and innovation add value to our products.

China is also an international market. Many companies around the world from various industries have come to China. We recognize that to be able to build sustain a strong brand, we must continuously endeavor to maintain international standards.

Oishi has been recognized for its quality, good value, packaging design, and product variety. The company has put a lot of resources in acquiring new snack food technology and developing new flavors.

Each year, new Oishi products are introduced to the national China market. The Oishi product range now includes savory snacks, natural potato chips, milk-based soft candies, hard candies, marshmallows, ready-to-fry prawn chips, peanut-based products, wafers, and biscuits.


Oishi is a fun snack! Our mission is to make our customers smile and have fun; Cuckoobird is at the forefront of this mission. Through our marketing activities, Cuckoobird reaches out by visiting schools, parks, and supermarkets, dispensing humor and good cheer to everyone.