EAGG meets Eden Chiang, co-founder of The Oh Collective
- Eileen Wada Willett
- 13 hours ago
- 5 min read
Eden Chiang is a former Nike Brand Director turned co-founder of The Oh Collective, a pleasure-forward wellness brand reshaping intimacy through design, education, and everyday rituals. Having lived across Taiwan, Canada, China, Thailand, and now between London and the Netherlands, she’s committed to building brands that break taboos and bring people closer to themselves and each other.
The Oh Collective is a pleasure-forward wellness brand on a mission to make great sex and true intimacy accessible at every stage of life. The idea began the way so many real conversations do: around a dinner table, a few glasses of wine in, when my three co-founders and I realised we were all quietly experiencing the lack of genuinely pleasurable sex.
We grew up being taught to “play it safe”. Sex was framed around procreation, risk, and caution… never pleasure. It wasn’t until our mid-20s that many of us even learned the word clitoris. Naming our pleasure centre helped us claim it and from that moment on, we decided to take our own pleasure seriously, and put ourselves first.
That shift is what inspired The Oh Collective. We wanted to create a space where women feel seen, supported, and encouraged to explore what feels good without shame. Our products, rituals and date-night moments are designed to make pleasure playful and completely normal.
You are four female founders, all Asian, and all from conservative Asian backgrounds – how has that played out with in your work?
Being four Asian women from conservative households has shaped our work in a really profound way. We grew up with the same unspoken rules many Asian girls do: don’t talk about sex, don’t draw attention to your body, don’t express desire. Asian women are so often stereotyped as submissive or quiet, and we felt the weight of that narrative our whole lives.
We made it our mission to challenge it.
From day one, we wanted to show what it looks like when Asian women reclaim their pleasure and take up space. That’s why our own faces are on our packaging as a statement. We want people to see that we’re not hiding and we’re not apologising for wanting pleasure. Speaking openly about our needs isn’t shameful; it’s powerful.
One of the most meaningful parts of this journey has been meeting other Asian women who tell us they finally feel seen. Women who grew up in similar conservative environments who say, “I resonate with your journey!” That connection keeps us grounded in our purpose: creating a world where Asian women feel safe, confident, and celebrated in owning their pleasure.
And how has that played out in your personal, family lives? For many of us, living ‘double diasporic’ lives, big life choices can have a big impact on relationships.
In my personal life, the biggest shock for my family wasn’t actually what I was doing, it was the fact that I left a stable, well-paid corporate career to build something from scratch. My parents are entrepreneurs themselves, so they understand how tough that path can be. Their first reaction was more fear than judgement: “Are you sure you want to put yourself through that?”
Growing up, my parents were very conservative, especially around topics like sex, pleasure, to even hanging out with friends! They think all I should do was study and do sports. But over the years, they’ve grown alongside me. They’ve seen how much meaning this work brings to me even if it’s very different from the type of “respectable” work they had imagined for me.
Seeing The Oh Collective featured in mainstream media has helped them understand that this isn’t just a “taboo” company. (Validation is so important for so many Asian parents!!) It’s a real business with purpose, impact, and a mission that resonates with so many people. I think that visibility helped bridge the gap between their world and mine.
Now they’re not just supportive, I think they are secretly proud. They’ve gone from “Are you sure?” to sharing our mission with their friends. It’s been a beautiful reminder that relationships can evolve, even across generations and cultural expectations.
The Oh Collective shop is in Amsterdam, your brand is available around the world in over 30 countries, and you are based in the UK. What have you loved (or not) about making the move here?
What I have like most about moving to the UK is the creativity and inspiration that is everywhere. London feels like a place where the most interesting talent, ideas and innovation all meet in one city. It constantly pushes you to think bigger, experiment more and raise the bar in everything you do.
What has been more challenging is finding a sense of community. London moves fast and can feel very fragmented. People are impressive and ambitious, but it can be difficult to find others who are in a similar life stage or who share the same values and cultural nuances. Coming from a more community driven environment, that took some time to adjust to. I miss feeling like I’m truly a part of a city, not just “in it.”
Your brand is all about creating deeper intimacy whether through ‘silent flirting’ or tucking into Oh Collective Date Night Chocolates. What are your top tips on encouraging deeper communication and hotter bedroom fun.
For deeper intimacy and hotter bedroom fun, it always starts with knowing yourself. You cannot communicate what you want if you have never taken the time to explore it. When women understand their own pleasure, everything else becomes easier and more enjoyable.
I also believe women need to give themselves permission to be selfish in bed. Many of us grew up being the caretakers of everyone else’s comfort. That often shows up in our sex lives too. Prioritising your pleasure is not rude or demanding. It is essential.
Making time is another big one. In a city that never slows down, intimacy can fall to the bottom of the list. But pleasure works just like any other part of life. If you do not water it, it does not grow. A little intentional time together goes a long way.
Ask questions. Stay curious about your partner. Talk about what you genuinely enjoy, and invite them to share as well. Curiosity builds safety, and safety builds desire.
Everyone experiences pleasure differently. There is no universal formula. The magic happens when both people meet each other where they are, with patience, openness and a willingness to explore together.
Tell us what we should be putting in our partner’s stocking this year?
The Oh Collective Date Night Bonbons! They’re chocolates made with energy and libido boosting herbs such as maca, ginseng and damiana. It also includes a truth or dare card to bring couples closer through words and play.
Finally, East Asian Girl Gang is all about celebrating a shared cultural and ethnic heritage. What does it mean to you and why did you join?
Being part of East Asian Girl Gang feels like finding a community that understands you without needing to explain anything. Growing up between cultures comes with its own challenges, and it feels empowering to be surrounded by women who share that experience.
I joined because representation and connection matter a lot to me in a new city. It reminds me that our voices matter and that there is real strength in showing up together!
Check it out!
Upcoming workshop at the Amsterdam shop on November 29
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