About Us

Branding with a heart of warmth

The starting point of Friendly Eddie is seemingly ordinary, but it has a profound meaning. The first product the brand founder came across was an egg. It was placed so quietly in front of her that she didn't know how to begin; however, it was this egg that became the starting point of a brand new story.

From that seemingly small beginning, a new understanding of life, health, and companionship is slowly nurtured. From this, the founders see that the most ordinary things can also contain great power; and everyone is like an egg, seemingly ordinary, but with infinite possibilities.

Branding with a heart of warmth

The Origin of the Brand Name

‘You Shan’ is a homophone of ‘Fanny’, the name of the comic artist. Warmth and friendliness are the artist’s own qualities, and they also reflect the brand’s approach to every customer. Eggie: an egg that, whilst seemingly ordinary in outline, brings boundless inspiration. ‘Kangshan’ represents health and humour. This is my aspiration for myself, and also my blessing for everyone I meet.

The Brand’s Origin Story

Once, I gazed at that egg, not knowing where to begin. It was so ordinary—so ordinary that I saw it every day, so ordinary that I’d never thought there was anything special about it. We are always like this: we turn a blind eye to the things we take for granted. Yet it is precisely this overlooked ordinariness that brings about the most extraordinary inspiration. And so, I poured the warmth in my heart and a little bit of faith, drop by drop, into the egg. What I created was not merely a soft toy, but a companion with a soul. The ten egg-shaped characters symbolise new beginnings. Starting with a single egg, the friendly ‘Danzai Danzai’ family hopes to convey a belief: every life that appears ordinary on the outside harbours a radiance waiting to break free from its shell.

The Brand’s Core Spirit

The friendly Egg Waffle family embodies a form of ‘wisdom’. This wisdom nourishes the soul; it is a source of joy, a loving embrace, and the seed of warm companionship. It knows no bounds of age or status; in the gentlest of ways, it finds its way into everyone’s heart—offering a hug when you need comfort, and guidance when you feel lost. It reminds you that, no matter how fulfilling your life may be, you deserve to be treated with kindness and to find happiness. It also reminds us to be grateful for those around us, for the beauty of everyday life, and for every encounter. An egg is the starting point of life, and the beginning of infinite possibilities.

Brand Concept

The name Friendly Eggie is derived from the intimacy of the founder's name, as well as the egg, which symbolises the starting point and rebirth. Friendly in English stands for friendliness, intimacy and sincerity, while Eggie retains the brand's original inspiration.

The Chinese name "康善" is the core of the brand's blessings and beliefs. 康 symbolises health; 善 symbolises kindness. This is not just a brand name, but also an attitude towards people and products. We hope to treat our products with a healthy and kind heart, as well as treating everyone who walks into the world of KangShan.

IP and Brand Worldview

The "Friendly Eggie" family was born. Each of the ten members has different roles and attitudes in life, carrying the promise of companionship, encouragement, acceptance and understanding. This is not only a set of characterisation, but also an extension of growth, healing and self-understanding. The brand hopes that through this image world, young people can find the strength to bravely pursue their dreams, and that everyone at different stages of life can feel seen and comforted internally.

Origin of Name

Brand Concept

Friendly Eddie believes that loving yourself is not a luxury, but a natural part of life. Just like eating and sleeping, taking care of yourself should be natural and cherished. The brand therefore insists on providing healthier food closer to everyday life by using simple ingredients, reducing excess burden and respecting natural rhythms.