IF you come across someone’s video of making matcha or coffee on Instagram or TikTok, that person is likely using Oatside.
Oatside is a big deal, online or offline. Supermarket restocks are a big deal. Unfortunately, there are also individuals who hoard Oatside and sell them online.
Oatside, an oat milk brand founded in Singapore, caught the fancy of Gen Z and young millennials because of its quirky meme-friendly branding, playful campaigns, and a culture that appeals to those who are always online.
For example, when Oatside stocks in Thailand ran out in 2023 due to its popularity, the brand went on Twitter to say ‘sorry for being too popular.’
In 2025, Oatside partnered with phone accessories company Casetify on a limited-edition collection of tech accessories. The range featured customizable phone cases, AirPods cases and MacBook covers inspired by nostalgic school lockers, incorporating the Oatside Bearism mascot and playful designs.
To celebrate Earth Day this year, Oatside teamed up with transit ticketing and travel card-related services website SimplyGo for a series of adorable EZ-Link charms.
This year, Oatside also ventured into the soy milk category with a brand called Nobo Soy.
Oatside being plant-based also appeals to Gen Z and millennials.
The brand is the brainchild of Singaporean Benedict Lim who, during the pandemic, experimented by making his own oat milk at home using different ingredients and extraction processes to achieve distinct flavors and texture combinations.
So, aside from these reasons, why is Oatside a cult favorite in Asia? Why is it a Gen Z pantry staple?
If you’ve noticed, Oatside, as a brand, never just talked about the it being healthy. The brand has always focused on taste.
‘We roast our oats instead of steaming them, which most people will never notice and we obsess over anyway. That’s the part that makes it creamy enough to earn a spot in your cup,’ said Mario Dagdag, country head of Oatside Philippines.
Behind every pour is what Oatside calls its ‘nerd-grade’ approach.
”Nerd Grade’ is just our way of admitting we think about oat milk more than any reasonable person should. Roast profiles, oat extraction, texture. We obsess over the details so people can simply enjoy a really good carton of oat milk,’ said Dagdag.
Oatside is also versatile. It’s not just for making coffee or matcha. I personally enjoy the chocolate flavor and drink it on its own. A friend’s pre-school child brings this same flavor to school for snacking.
Oatside also fits into Gen Z’s active routines. It makes a smooth, creamy base for blending protein powder, fruits, and nut butters into a smoothie.
‘The best compliment we can get is when Oatside just becomes part of someone’s routine-whether it’s in their morning coffee, over cereal or in a favourite recipe. That’s when we know we’ve done our job,’ said Dagdag.
Finally, Oatside has no gums or emulsifiers, and no added sugar.
‘The interesting thing isn’t that Filipinos tried oat milk-it’s that they kept at it. It’s quietly moved from the café menu into the weekly grocery run, and that only happens when people actually enjoy the thing, not just the idea of it,’ said Dagdag.
More information can be found at www.oatside.com, or its Facebook and Instagram social media pages.