Tap Space’s founder started with just S$50 to kickstart his business
From keychains bearing the names of MRT stations to miniature bus models, transport merchandise is taking off in Singapore.
One business riding this wave is TapSpace, founded by 29-year-old Danial Sim—he started with just S$50, and now, he can sell thousands of items in a single day.
We spoke with Danial to find out more about how a holiday inspiration grew into a full-fledged business, with a store that regularly sees queues and can sell over a thousand products in a single day.
The idea for Tap Space struck him during a holiday in Korea
The idea for TapSpace struck Danial during a holiday in Korea in August 2023. There, he noticed a vibrant public transport culture and a genuine appreciation for transit systems through collectible trinkets—something he realised was largely missing back home in Singapore.
At the time, Danial was working in engineering and laboratory roles, hardly the typical background for someone launching a creative merchandise business. Though the idea of making transport-themed collectibles had lingered in the back of his mind, he had put it on hold due to the demands of his job.
Yet his love for public transport—and the nostalgia it evoked, from the sights and smells to the interiors—stuck with him throughout his daily travels around Singapore. Hence, a year later, in Aug 2024, he finally decided to give it a shot, starting with a S$50 investment to test the market.
That modest investment went towards sourcing local manufacturers for small-batch items like keychains. Danial’s breakthrough came when he found a Singapore supplier willing to work without minimum order quantities, a rare opportunity that let him test the market without a massive upfront commitment.
Starting from ground zero
Tap Space’s first merchandise line launched with just four MRT station keychain designs: Changi, Orchard, Punggol, and Sengkang, each priced at S$9.90.
To market his products, Danial started from scratch, launching a TikTok account with zero followers. Every single night, after dinner, Danial would religiously start a TikTok livestream to show what he’s come up with and engage with potential customers.
Beyond TikTok Shop, Danial expanded to Shopee after noticing that many Singaporeans prefer it for online purchases. Tap Space also regularly held pop-ups at hobby fairs to reach an even wider audience.
Danial’s hard work paid off eventually. Every day, he would gain “a few hundred followers” on social media, which proved to him that there was an appetite for transport trinkets in Singapore.
Gradually, customers also began requesting additional stations—Choa Chu Kang, Jurong East, Woodlands—laying the foundation for new product lines. Danial continued expanding, and today he has over 250 MRT and LRT-inspired key chain designs.
Tap Space broke even in one year
Every brand has its watershed moment. For TapSpace, it arrived in Aug 2025 at Takashimaya during a two-week invitational pop-up event coinciding with Singapore’s SG60 National Day celebrations.
The event marked a milestone for the business—it broke even, selling 1,500 pieces on the first day and completely selling out by day three.
It also showed Danial that Tap Space could grow beyond a hobby. After the pop-up, he took the leap from full-time employment into full-time entrepreneurship, recognising that the growing demand for his products required his full attention.
Shortly afterwards, he even opened a physical retail space at Burlington Square, giving customers a place to browse his collectibles in person.
Expanding Tap Space’s product range
Beyond MRT stations, Tap Space also offers other iconic transport symbols as keychains, such as the ‘May I have a seat’ and priority seating icons. The shop even sells MRT handles as keychains—initially sourced from local scrap yards, though Danial has since located the original supplier for these authentic pieces.
People thought the transport handles were 3D printed, like a fake thing. However, when they realised that it’s the actual thing, they buy them for funny uses, not just as keychains, but for the gym, or to walk their dogs.
Danial Sim
Apart from keychains, Tap Space has expanded into stickers, miniature models of buses, trains and taxis from different eras, figurines, and desk mats. Some of these products are even sold in blind boxes.
To balance local support with efficiency, Danial works with local manufacturers for small-batch restocking, while larger production is handled by specialised suppliers across Asia—China, Malaysia, and Thailand—for faster turnaround times.
Ambitions to go beyond merchandise & expanding overseas
Today, Tap Space’s store sees steady demand. According to the founder, it requires restocking two to three times weekly, a frequency backed by the “daily” queues it sees every day.
People just see public transport as something that you take; they don’t really think of it as a memory. When you turn it into something memorable and collectible, people be like, ‘Oh, I didn’t know that this can have so much memories in this one keychain or in this one design.’ That’s where it starts off.
Danial Sim
The shop attracts a wide range of customers, from parents with children to groups of overseas tourists seeking authentic souvenirs beyond the usual Merlion keychains. Many visitors come just to browse the carefully curated, cosy space, which, according to Danial, has been described as a ‘museum for mini Singapore transport.’
The founder has also managed to secure consignment placements in major retailers, including Popular bookstores and Toys “R” Us.
Looking ahead, Tap Space’s ambitions go beyond merchandise into technology. Danial is exploring NFC-enabled keychains that link to LTA wayfinding and EZ-Link systems, aiming to merge physical collectibles with digital utility.
As part of his efforts of “expanding thoughtfully,” Danial is also in the midst of coming up with bilingual versions of station designs, such as Japanese and English, which may appeal better to international visitors.
International expansion is also not off the table. Danial recently hosted a successful pop-up in Kuala Lumpur showcasing products inspired by Malaysian public transport, though he has not shared concrete plans for further expansion.
The transformation of mundane infrastructure—train handles, station signs, bus liveries—into coveted collectibles demonstrates that business opportunities often hide in plain sight, waiting for someone willing to see the extraordinary in the ordinary.
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. If you go for small pop-ups around Singapore and there is interest, then why not?
Danial Sim
- Find out more about Tap Space here.
- Read other articles we’ve written on Singaporean businesses here.
Featured Image Credit: Tap Space