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about Wonder and Intention (WAI).
what we do.
Wonder and Intention (WAI) transforms familiar everyday objects into things to carry, use and keep.
Founded in 2021, WAI began with the simple idea that the objects we encounter every day often carry stories worth remembering. Inspired by local culture, nostalgia and the little details that shape everyday life, we reimagine the familiar into collections that spark joy, start conversations and become part of new memories.
Today, our collections span miniature collectibles, everyday accessories, curated gifts and seasonal offerings. While each collection takes a different form, they all share the same purpose: to bring a little more wonder and intention into everyday life.
Whether it's a keepsake for yourself, a gift for someone else, or a shared reminder of home, we hope every piece is something you'll carry, use and keep.
our story.
At the heart of WAI lies a simple idea: Wonder and Intention.
Wonder is the curiosity to see the familiar in new ways. Intention is the care to create things that people will carry, use and keep. Together, they shape everything we make.
Our journey began in 2021 with a love for nostalgic food and the memories it carries. What started with familiar kuehs, childhood biscuits and carefully curated snack gifts gradually became something more. Along the way, we realised it was never just about food — it was about the stories hidden within the everyday.
Food taught us that ordinary things can hold extraordinary meaning. A familiar snack can bring back a childhood memory, start a conversation, or become part of a celebration. It showed us that the everyday deserves to be celebrated.
That idea continues to guide WAI today.
We now transform familiar everyday objects into things to carry, use and keep. From miniature collectibles and everyday accessories to curated gifts and seasonal collections, each piece begins with something people already know and love — reimagined with a little more wonder and intention.
While our collections continue to grow, our roots remain the same. Food gifting will always be an important part of WAI, and we'll continue to explore new ways of bringing people together through thoughtfully curated food and beverages.
Beyond food, we're excited by the endless possibilities of the familiar. Local culture, nostalgic icons and everyday objects continue to inspire new collections, each offering another way to celebrate the stories that connect us.
WAI is still evolving. But our purpose remains unchanged: to transform the familiar into things that bring a little more wonder and intention to everyday life.