Learn how their unique brand strategy is bringing the diverse flavors of Asia into your kitchen, empowering home cooks with exciting, authentic products!


Discover how Vanessa and Kim Pham’s innovative brand, Omsom, is revolutionizing the home cooking experience.

Products by Women
Products by Women Journal
6 min readMay 25, 2023


In the dynamic culinary market, a well-defined online presence and innovative brand strategy are pivotal for success. Today, we will conduct a detailed analysis of Omsom. We’ll examine various aspects of their online presence, including website design, content, branding, and potential areas for growth. Our goal is to provide valuable insights into what makes Omsom an exciting standout in the market and identify opportunities for further advancement. Join us as we explore the world of Omsom and uncover the secrets behind their success.

Interesting Facts:

  • Founders: Omsom was co-founded by sisters Vanessa and Kim Pham. Inspired by their Vietnamese heritage and a desire to make authentic Asian flavors more accessible, they launched Omsom in 2020 to help home cooks easily create Asian meals.
  • Successful Funding: The innovative startup has successfully attracted investment from Kindred Ventures and other notable backers, reflecting the company’s potential in the culinary industry.
  • Media Recognition: Omsom has been featured in various media outlets, including Bon Appétit, The New York Times, and Vogue. This recognition has helped raise awareness about the brand and its mission to democratize access to Asian cuisine.
  • Strong Online Presence: Omsom maintains a significant online presence, engaging with their audience via social media platforms such as Instagram, Facebook, and Twitter. This allows the brand to connect directly with their customers, share updates, and promote their products effectively.
  • Authentic Flavor Profiles: Omsom prides itself on its authentic Asian starter packs, collaborating with renowned chefs to ensure the accuracy and authenticity of each flavor profile. This commitment to authenticity distinguishes Omsom from other meal-kit brands.
  • Commitment to Representation: Omsom is more than a meal-kit brand. It is a bold statement against the watering down of Asian flavors and cultures — a phenomenon known as culinary “white-washing”. This commitment to representation and cultural authenticity sets them apart from other food brands and resonates deeply with their customer base.

What they’re doing well:

  • Niche Market Focus: Omsom successfully targets a niche market by bringing the diverse flavors of Asia into the homes of cooking enthusiasts and novices alike. Their unique approach addresses a gap in the market, setting them apart from other meal-kit brands.
  • Innovative Packaging: Omsom’s vibrant and colorful packaging, designed by renowned artist Hannah Bae, not only represents various Asian cultures but also creates a visually engaging unboxing experience for the customers.
  • Engaging Visuals: Omsom’s website features high-quality images and visuals that effectively showcase their products and communicate their brand identity. The appealing imagery creates a connection with their audience and reinforces the brand’s commitment to authenticity and quality.
  • Clear Messaging and User-Friendly Design: The website copy is concise, clear, and engaging, making it easy for users to understand the brand’s values and the benefits of their products. The clean, easy-to-navigate design ensures a seamless user experience.
  • Effective Call-to-Action (CTA) Buttons: The website includes clearly visible CTA buttons that encourage users to explore their products, learn more about the company, and make a purchase. These CTAs contribute to a seamless shopping experience and drive conversions.
  • Positive Customer Reviews: Omsom has received glowing reviews for its authentic flavors, the convenience

Areas for improvement:

  • Expand Product Line: Although Omsom offers a variety of Asian flavors, there is an opportunity for them to diversify their product line further. Incorporating more cuisines from different Asian countries could not only attract a broader customer base but also strengthen their commitment to representing the diverse cultures of Asia.
  • Recipe Variations: While Omsom provides cooking instructions for each starter pack, they could consider offering a variety of recipe options for each flavor. This could appeal to home cooks who enjoy experimenting with different dishes.
  • Blog and Educational Content: While Omsom does an excellent job of presenting their products, they could add a blog or educational section to their website. This could be a space to share in-depth information about the culinary traditions represented by their products, cooking tips, or profiles of the chefs they collaborate with. This would not only be an interesting read for customers but could also help deepen their connection with the brand.
  • Customer Engagement: Omsom maintains a strong online presence but could further enhance customer engagement through regular interactive activities. These could include virtual cooking classes, recipe contests, or live Q&A sessions with their collaborating chefs. This could foster a stronger sense of community among their customer base and provide additional value.
  • Personalized User Experience: Incorporating more personalized elements into their website could enhance the user experience. This could include features like personalized product recommendations based on browsing history or preferences, which could drive more sales and enhance customer satisfaction.
  • Sustainability: As consumers become more environmentally conscious, Omsom could communicate more about its sustainability efforts, whether in terms of sourcing, packaging, or operations. This would not only demonstrate corporate responsibility but could also attract customers who prioritize eco-friendly brands.

Key Takeaways:

  1. Focus on Authenticity: Omsom’s commitment to authentic Asian flavors, developed in partnership with renowned chefs, underscores the value of authenticity in creating a successful product line. Brands that stay true to the essence of what they are representing tend to create deeper connections with their target audience.
  2. The Power of Storytelling: The Le sisters’ personal story and their mission to bring proud, loud Asian flavors to kitchens everywhere have been a key part of Omsom’s branding. Storytelling can be a powerful tool for businesses to create an emotional connection with customers and to stand out in a crowded market.
  3. Importance of Online Presence: Omsom’s strong online presence through their website and social media platforms demonstrates how crucial these channels are for modern brands. These platforms not only serve as avenues for marketing and selling products but also for interacting with customers and building brand loyalty.
  4. Collaboration for Product Development: Omsom’s collaboration with renowned chefs to create their products is a notable strategy. Collaborations can bring in unique expertise and perspectives, enhance the credibility of products, and pique customer interest.
  5. Addressing a Niche Market: By targeting home cooks interested in Asian flavors, Omsom addresses a niche market. Catering to a specific demographic can help a brand position itself uniquely and fulfill the particular needs of that segment, enhancing customer satisfaction and loyalty.
  6. User-Friendly Website Design: Omsom’s website is clean, easy to navigate, and informative, which enhances the user experience. A well-designed website can play a significant role in driving sales and reinforcing the brand’s image.
  7. Feedback and Improvement: While Omsom has been successful in its offerings, there is always room for improvement. Whether it’s expanding the product line, providing more personalized experiences, or enhancing sustainability efforts, it’s vital for brands to constantly adapt and evolve based on customer feedback and market trends.

We hope you found this information insightful and beneficial for your own brand development. At Products by Women, we specialize in helping small brands take their products from 0 to 1 in every form, from research to building a comprehensive strategy. If you are interested in a similar analysis for your brand or have any questions, please feel free to reach out to us at info@productsbywomen.com. Our team of experts would be more than happy to help you evaluate and enhance your brand strategy and online presence, empowering you to achieve greater success in today’s competitive market.