Tap Space founder started his business with just S$50

From keychains with MRT station names to miniature bus models, transport products are popular in Singapore.

One of the businesses riding this wave is tap spacefounded by 29-year-old Danial Sim. He started with just S$50 and is now able to sell thousands of products a day.

We spoke to Danial to find out more about how his holiday inspiration grew into a full-fledged business with regular lines and stores that can sell more than 1,000 items a day.

The idea for Tap Space came to me while on vacation in South Korea.

The idea for TapSpace came to Danial while vacationing in South Korea in August 2023. There he discovered a vibrant public transit culture and a true appreciation for the transit system through collectible trinkets. I found that to be something that was largely missing in Singapore.

At the time, Danial was working in engineering and lab jobs, not the typical background for someone starting a creative products business. The idea of ​​creating transportation-themed goods had always been in the back of my mind, but I had to put it on hold due to work commitments.

But his love of public transport, and the nostalgia it evoked for the sights, smells and interiors, stayed with him throughout his daily travels around Singapore. So, a year later, in August 2024, he finally decided to give it a try, starting with an investment of S$50 to test the market.

That modest investment was used to source local manufacturers for small-volume items such as keychains. Danial’s breakthrough came when he found a supplier in Singapore who worked with no minimum order quantities. This is a unique opportunity to test the market without paying a lot of money upfront.

Starting from ground zero

Tap Space’s first product line was launched in four MRT station keychain designs: Changi Station, Orchard Station, Punggol Station and Sengkang Station, priced at S$9.90 each.

To market his product, Danial started from scratch and launched a TikTok account with zero followers. Every night after dinner, Danial religiously started a TikTok livestream to show off what he came up with and engage with potential customers.

Besides TikTok Shop, Danial expanded his business to Shopee after realizing that many Singaporeans prefer Shopee for online purchases. Tap Space also held regular pop-ups at hobby fairs to reach an even wider audience.

Danial’s efforts finally paid off. He was gaining “hundreds of followers” ​​on social media every day. This proved that there is a demand for transportation accessories in Singapore.

Gradually, customers also started requesting additional stations (Choa Chu Kang, Jurong East, Woodlands), laying the foundation for a new product line. Danial continues to expand and now produces over 250 MRT and LRT inspired keychain designs.

Tap Space broke even after a year

Every brand has a turning point. As for TapSpace, it arrived at Takashimaya in August 2025 during a two-week invitational pop-up event coinciding with Singapore’s SG60 National Day celebrations.

This event was a milestone for the business. We broke even, selling 1,500 units on the first day and completely sold out on the third day.

Daniel also showed that Tap Space has the potential to grow beyond a hobby. After the pop-up, he made the leap from full-time employment to full-time entrepreneurship, realizing that the growing demand for his products required his utmost attention.

Soon after, he opened a physical retail space in Burlington Square, giving customers a place to view his collection in person.

Expanding Tap Space’s product range

Besides MRT stations, Tap Space also offers other iconic transportation symbols as keychains, such as “Can I give you my seat” and priority seating icons. The store also sells MRT handles as keychains. Initially sourced from a local scrapyard, Danial has since found the original supplier of these authentic parts.

The transport handle was 3D printed and appeared to be fake. But once they realize it’s the real thing, they start buying it not just for keychains, but for other fun things like going to the gym or walking the dog.

Danial Sim

In addition to key chains, Tap Space also sells stickers, miniature models of buses, trains, and taxis from various eras, figurines, desk mats, and more. Some items are sold in blind boxes.

To balance local support and efficiency, Danial works with local manufacturers to replenish small batches, while large-scale production is handled by specialized suppliers across Asia (China, Malaysia, and Thailand) to shorten delivery times.

A desire to expand overseas beyond products

Tap Space stores are currently experiencing steady demand. According to the founders, restocking is required two to three times a week, a frequency that is evidenced by the lines that line up “every day.”

People see public transport as just something to use. They don’t really think of it as a memory. When you turn it into something memorable and collectible, people say, “Wow, I didn’t know this one key chain or this one design held so many memories.” It starts from there.

Danial Sim

In addition to Merlion keychains, the store attracts a wide range of customers, from families with children to groups of overseas travelers looking for authentic souvenirs. Many visitors come just to browse the carefully managed and inviting space. According to Danial, the space is described as “Singapore’s mini-transportation museum.”

The founders also secured consignment sales at popular bookstores and major retailers such as Toys R Us.

Looking to the future, Tap Space’s ambitions extend beyond products to technology. Danial is researching NFC-enabled keychains that link to LTA wayfinding and EZ-Link systems, with the aim of merging physical collectibles and digital utility.

As part of an effort to “expand thoughtfully,” Danial is devising bilingual versions of the station design, such as Japanese and English, that could be more appealing to international visitors.

We are also considering international expansion. Danial recently hosted a successful pop-up in Kuala Lumpur showcasing products inspired by Malaysia’s public transport system, but has not revealed any concrete plans for further expansion.

The transformation of mundane infrastructure, such as train handles, station signs, and bus liveries, into coveted collectibles shows that business opportunities often lie hidden in plain sight, waiting for those willing to see the extraordinary in the ordinary.

You don’t need to start with a lot of money. You can start with S$50 like me. Use the money you have. Don’t try your best. You should try small markets first. We are holding small pop-ups around Singapore and if you are interested, why not join us?

Danial Sim

• Click here for more information about Tap Space here.
• Read other articles we’ve written about doing business in Singapore here.

Featured image credit: Tap Space