our story.

At the heart of WAI lies a powerful fusion: Wonder and Intention.

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It's the spark of creativity meeting the warmth of purpose; the thrill of discovering something new, infused with meaning that makes it truly matter. This essential duality is our driving force.

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Our journey began in 2021, not just as a traditional food marketplace, but as a delightful rediscovery. It started with nostalgic kuehs and cherished childhood biscuits, and gradually unfolded into a wider world of snacks and beverages. Along the way, we uncovered something deeper: a core part of our identity rooted in creativity and purpose.

 

Through the art of food gifting, we came to see food as more than sustenance. When shared, it becomes a timeless vessel for memory, connection, and emotion - quietly bridging the past, present and future.

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This realisation transformed our approach. Food gifting became central to WAI, as we began curating gifts paired with carefully considered messages, each designed to capture the unique sentiment behind every occasion. As WAI continues to evolve, our foundation in thoughtfully selected food and beverages remain strong, and we look forward to deepening these core offerings.

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At the same time, our canvas is expanding. We believe creativity and purpose shouldn't be confined to a single medium, and we’re exploring new expressions of the WAI perspective through lifestyle products. Our compass remains constant: introducing fresh perspectives through design, without limiting ourselves to what's expected.

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Driven by relentless curiosity, the courage to pursue novel ideas, and an unwavering intention to embed meaning into everything we create, we are building more than a brand. We are cultivating a community – a space where wonder is essential, and intention gives every interaction its soul.

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A space where the magical and the meaningful beautifully coexists.​