From $50 to $1K/Day: How Tap Space Founder Built a Transport Merchandise Empire in Singapore

Singapore’s public transport system isn’t just a way to get around; it’s becoming a source of nostalgia – and a surprisingly successful business opportunity. TapSpace, a merchandise company founded by 29-year-old Danial Sim, is capitalizing on this trend, selling transport-themed collectibles that have sparked queues and rapid sell-outs. What began as a S$50 experiment has quickly evolved into a thriving venture with a physical retail space and a growing online presence.

From Seoul Inspiration to Singapore Souvenirs

The idea for TapSpace originated during a holiday in South Korea in August 2023. Sim noticed a vibrant culture of collecting transport-related merchandise, a phenomenon largely absent in Singapore. He observed that Korean commuters embraced their public transit systems, expressing their appreciation through collectible trinkets. Returning to Singapore, Sim, who previously worked in engineering and laboratory roles, recognized a gap in the market. Despite his professional background being outside of retail or design, his personal fondness for Singapore’s public transport – the sights, sounds, and even the smells – fueled his ambition. Vulcan Post details how this personal connection became the foundation for his business.

Starting Small, Scaling Quickly

Sim launched TapSpace in August 2024 with a modest investment of S$50, using the funds to source initial batches of keychains from local manufacturers. A key breakthrough was finding a Singaporean supplier willing to accept small orders without minimum quantity requirements. This allowed him to test the market without significant upfront capital commitment. The first product line consisted of four MRT station keychain designs – Changi, Orchard, Punggol, and Sengkang – priced at S$9.90 each.

Marketing initially relied heavily on social media, specifically TikTok. Sim utilized nightly livestreams to showcase his products and engage with potential customers, building a following from zero. He expanded his online reach by also listing products on Shopee, recognizing its popularity among Singaporean online shoppers. Pop-up events at hobby fairs further broadened his customer base. This multi-pronged approach proved effective, with social media followers increasing by “a few hundred” daily, indicating growing consumer interest.

Breaking Even and Beyond

TapSpace achieved a significant milestone at a two-week pop-up event held at Takashimaya in August 2025, coinciding with Singapore’s SG60 National Day celebrations. The event was a resounding success, selling 1,500 pieces on the first day and completely selling out within three days. This success not only allowed TapSpace to break even but also validated the demand for transport-themed merchandise beyond a niche enthusiast group. Following the pop-up, Sim transitioned to full-time entrepreneurship, recognizing the need to dedicate his full attention to the rapidly growing business. Shortly after, he opened a physical retail store at Burlington Square, providing customers with a dedicated space to browse his collection. CNA Lifestyle provides further insight into Sim’s journey.

Expanding the Product Line

TapSpace’s product range has expanded considerably beyond the initial keychain offerings. The company now sells stickers, miniature models of buses, trains, and taxis from different eras, figurines, and desk mats. Some products are sold in “blind boxes,” adding an element of surprise for collectors. Sim has even sourced authentic, used MRT handles from local scrap yards (and now directly from the supplier), which have grow surprisingly popular items, used not just as keychains but also for gym workouts or dog walks. He currently offers over 250 MRT and LRT-inspired keychain designs.

To manage production efficiently, TapSpace employs a hybrid approach. Small-batch restocking is handled by local manufacturers, while larger production runs are outsourced to specialized suppliers in Asia – China, Malaysia, and Thailand – to ensure faster turnaround times.

Beyond Merchandise: Integrating Technology

Sim’s ambitions for TapSpace extend beyond simply selling merchandise. He is exploring the integration of Near Field Communication (NFC) technology into his keychains, potentially linking them to LTA wayfinding systems and EZ-Link functionalities. This would merge physical collectibles with practical digital utility, offering a unique value proposition to customers. He is also developing bilingual designs, including Japanese and English, to appeal to international tourists. Google News reports on the growing popularity of TapSpace’s merchandise.

Steady Demand and Future Growth

TapSpace’s Burlington Square store experiences consistent demand, requiring restocking two to three times per week. The store regularly attracts queues of customers, and Sim describes it as a “museum for mini Singapore transport.” He has also secured consignment agreements with major retailers, including Popular bookstores and Toys “R” Us, further expanding his reach.

Sim emphasizes the importance of starting small and utilizing available resources. “You don’t have to start with a lot of money. Can be like me: start with S$50. Use the money you have. You shouldn’t go all out; you should just try the small market first,” he advises.

The success of TapSpace demonstrates the potential for identifying and capitalizing on niche markets, transforming everyday infrastructure into collectible items, and building a thriving business from a modest initial investment. The company’s future plans include continued product innovation, technological integration, and potential international expansion, building on the momentum generated by its unique and nostalgic offerings.