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SG60: The Story Behind Your Grandma’s Favourite Axe Oil

In the spirit of Singapore’s upcoming 60th anniversary of independence, we are celebrating the achievements of Singaporeans, including the well-known creation of the ultimate medicated oil brand, Axe Brand.You are probably well-acquainted with this cure-all little bottle since you were young, when your mother or grandmother asked you to smell it every time you had nasal congestion or rubbed it on you lovingly whenever you had insect bites, muscle aches, headaches, or stomachaches.This little bottle is now distributed worldwide due to its proven efficacy, with even a few other brands imitating its iconic blue-green branding. Interested to know how it became so popular? Let us delve into the history and entrepreneurial journey of this 96-year-old Singaporean brand!The story behind Singapore’s homegrown pride and joy: Axe Oil 1928 Image Credit: Axe Oil Originally from China, the founder of Axe Brand, Leung Yun Chee emigrated to Singapore to look for better business opportunities and build his wealth. After he arrived, he met a German physician named Dr. Schmeidler. The doctor gave him a recipe for a multifunctional medicated oil containing a blend of eucalyptus, camphor, menthol, and other oils, which is said to treat a lot of ailments. Yun Chee was amazed by this newly discovered remedy and decided to start his business by selling it. And thus, Axe Brand Universal Oil was born.1930s At first, it was not easy for him. Not a lot of people trusted the healing powers of the medicated oil, and there were up and coming brands from China and Hong Kong competing against Yun Chee’s product. However, his unwavering ambition pushed him to improve the medicated oil’s branding by hiring a team of illustrators and graphic designers. They decided to adopt the axe for its logo to create an enduring visual identity, because the axe was often used for cutting wood in most households. Image Credit: Axe Oil This marketing strategy helped them differentiate themselves from their competitors. Furthermore, Yun Chee would make himself appear more dignified by dressing up in a Western suit while he was pitching his new products to medical shops. He would also distribute pamphlets with famous stories on one side and Axe Oil advertisements on the other for more exposure. 1937-1945 During World War 2, the brand found its golden opportunity as overseas trade was halted. The Japanese Occupation in Singapore diminished competition from other countries like China and Hong Kong, leaving the top spot open for Axe Brand Universal Oil. As a result, sales increased, and eventually, Axe Brand became the go-to medicated oil for the people of Singapore.1950-1970 Image Credit: Axe Oil After the war ended, Yun Chee expanded his business beyond Singapore’s borders. The brand’s first significant foreign market was Saudi Arabia. Muslim pilgrims, who often travelled by sea to Mecca to perform their Hajj, would frequently suffer from headaches, dizziness and insect bites. In their discomfort, they turned to Axe Medicated Oil for relief. 1970s When the founder passed away in 1971, his eldest son, Leong Heng Keng, took over the reins. Before stepping up to the position, Heng Keng had been working by his father’s side for over 20 years. To further promote the oil, Heng Keng would frequently board docked ships at the Singaporean Harbour and distribute free bottles of Axe Oil to passengers. 1980s As word continued to spread, the oil gained international recognition and successfully entered the Chinese and African markets by the 1980s. In 1986, Heng Keng was joined by his brother, Leong Mun Sum, who was appointed managing director of LKF Medical (the parent company of Axe Brand). 1990s Axe Oil made its way into Vietnam, Cambodia, the Philippines, the United States and Australia.Today [caption id="attachment_15475" align="alignleft" width="1200"] Image Credit: Axe Oil[/caption] Today, LKF Medical continues to expand its global presence and is now available in over 50 countries. To maintain the trust of its consumers, Mun Sum upgraded LKF Medical’s manufacturing line by complying with Singapore’s stringent standards. This is also to respect his father’s commitment to creating quality products. Currently, the company has 5 GMP (Good Manufacturing Practice) certified factories that house state-of-the-art technology. While they also sell new products such as red flower oil and eucalyptus inhalers, Axe Brand Universal Oil remains its best-seller. The Leung family’s unyielding spirit has made the company what it is today, and we are thankful for it. Without their hard work and determination, we would not have the iconic blue-green bottle in our homes, relieving us and our loved ones from headaches and dizziness.