Toyogo turns 40 with a new mascot, an EV giveaway and an eye on the next generation

In a celebration of its 40th anniversary, Singapore-based brand Toyogo is unveiling a new mascot, an electric vehicle giveaway, and preparing for the next generation. Known for its stackable storage boxes, the company has seen customers return to purchase the same products decades later due to their durability and practicality. Toyogo's executive director, Viviant Chua, explained that their products are designed to last, not be replaced frequently.

The brand, founded in 1986 by KT Chua and his wife Madam Teo Chiew Kim, began with a goal of creating a local plastic goods brand that adhered to the quality standards of Japanese products. Over the years, Toyogo has expanded its offerings to include third-party storage, logistics services, and recently, an EV. To mark the 40th anniversary, Toyogo is offering shopping promotions, in-store activities, a new mascot named Hako (derived from the Japanese word for box), and a lucky draw with a Dongfeng electric vehicle as the grand prize.

The brand is also shifting focus to more space-efficient designs and stronger online presence in response to changing shopping habits. Toyogo plans to expand its product range and improve the seamless transition between physical stores and online channels while building closer relationships with customers through partnerships and community initiatives.