About Us

Branding with a heart of warmth

Brand Story

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.

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

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.

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.

Core Values

Values

Everyone deserves to shine, and the brand wants to accompany customers to find their own place in life.

nature's share

We insist on using pure raw materials and minimising unnecessary additives, so as to bring back the essence of food.

source of health

We focus on quality control and peace of mind, so that customers can rest assured that their health is in the hands of the brand.

Sharing the Good

Being healthy is not just a personal task, it should be a daily routine for family members to care and share with each other.

Our Invitation

These four sentences are the first heart of Friendly Eddie, and they are also what we would like to whisper to you.

May you find not only your health, but also the self that deserves to be cherished.