A New Generation of API Makers & Creators

With the help of social media, new creators have emerged during the pandemic to take a leap of faith, bet on themselves, and become the rebellious individuals they must be to create.

Watch our launch video

Learn more about how Vyvyan, the Founder of Ooh! What’s This came up with the idea to start a gift shop to showcase API creators and designers. Video Created By: www.JackyLiCreative.com

Ooh! What's This Popup at Yoonique Tea

API & Creativity

Ooh! What’s This? is about celebrating a movement that supports API folks and their pursuit to make a (successful) living through art, design, and creativity. Many API creators that you recognize today might have grown up in families that did not support the idea of pursuing a creative career. These types of interests were said to only be seen a side hobby and nothing more because a college degree and traditional job (typically salaried with benefits) offered a more stable route in life.

Brandon Leung Baisun Candles

New creators on the rise

Since the pandemic, many API creators  have stepped out and started to explore the possibilities of their dreams right from their very own bedroom or work studio “aka the garage.” With the help of social media, creators of this generation today have taken a leap of faith to bet on themselves and become the rebellious individuals they must be to simply create. For this generation, being able to dream, free the mind, and express artistically has been a long time coming despite the fear of failing and other challenges along the way.

Emily Liu of Studio Mui x Ooh What's This


Today, the Ooh! What’s This? shop exists as a way to bring more exposure for original product creations from talented designers from all around the world. We’ve got creators from the U.S. (California, Delaware, Idaho, New York, Oregon and Washington), the United Kingdom, Canada, and Australia. When you shop at Ooh! What’s This, your dollar supports a community of people who did not create their products from millions of dollars, 500+ employees, or from the factory, but right from their own home to yours.


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