Australia's cult froyo brand Yo-Chi makes Singapore debut at Orchard Central
Founded in Melbourne in 2012, Yo-Chi has grown a cult following with its strong social media game and hip branding, particularly among the Gen Z and Gen Alpha demographic.
As in Australia, the 60-seat cafe here - complete with a disco ball and pumping pop hits - operates as a self-serve, pay-by-weight concept.
To start, pick a cup or cone and swirl your own frozen yogurt flavour, including its Original Tart, Chocolate, Matcha and Mango, all made in-store with Australian milk.
Then add an array of toppings. Options include chocolate chip cookie dough, mini mochi, chocolate brownie cake and fresh fruits, plus the Singapore-exclusive coconut jelly and nata de coco.
Finish with white or dark chocolate sauce, or warm Nutella. For that final local touch, add a cracker that says Yo-Chi Is So Shiok.
Finally, weigh your order at the counter for payment. Prices start at $3.50 for 100g.
Ahead of the store's opening on Aug 15 at 11am, a queue of about 200 people had already formed.
First in line was a 16-year-old student who wanted to be known only as Miss Rui. She had been waiting since 3.15am.
"I like frozen yogurt and knew of Yo-Chi from TikTok," she says, nodding in approval after taking her first bites of the dessert.
This was her first taste of Yo-Chi and her order comprised the chocolate and original yogurt flavours, along with toppings of brownie, mochi and nata de coco. Her treat was priced at $4.25 after a 20 per cent discount from downloading the Yo-Chi app, for this weekend only. She also received one of 50 goodie bags for the first 50 in line.
The brand's entry into Singapore is a joint venture with the Allis family who own the chain in Australia; Ms Amy Bell, the Australian co-owner of Yo-Chi Singapore; and her Singaporean business partner.
Ms Bell, 40, has been living in Singapore for the past 13 years with her family, and is also the founder of online grocer platform The Meat Club. She previously ran another soft-serve brand called Cocowhip, from 2015 to 2019.
Ms Bell was introduced to Ms Janine Allis, founder of famed Australian smoothie brand Boost Juice, by a mutual friend when they were out surfing at Byron Bay seven months ago. Discussions followed, leading to Yo-Chi's debut here.
Ms Bell is scouting for locations to expand here and will venture into the South-east Asian region "once the Singapore experience is perfected".
Yo-Chi is still expanding in Australia. Currently at 56 outlets, it is set to go beyond 60 by the end of 2025.
Yo-Chi's opening here follows the arrival of another notable dessert brand from Australia: Gelato Messina, which has been drawing queues since opening at Club Street in May.
Yo-Chi's co-owner and brand director Oliver Allis, who is Ms Allis' son, says: "Our goal is to do things differently and be a beaming light of positivity and authenticity in today's dreary world.
"Whether you are taking your grandparents out for a walk, going on a first date or just chilling with your friends, Yo-Chi aims to be a space where people from all walks of life feel welcome."
Yo-Chi at 01-06 Orchard Central, 181 Orchard Road, and opens from 10am to 10pm (Mondays to Thursdays), 10am to 11.30pm (Fridays to Sundays). For more information, go to yochi.com.sg.
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