A food brand developing a cult following is no easy feat, that is, unless you are Yo-Chi.
First founded in 2012 in Melbourne, Australia, Yo-Chi has grown famous for its self-serve frozen yoghurt (froyo) and acai. Singapore marks the brand’s first international stop, with crowds forming snaking queues at Orchard Central.
We couldn’t have asked for more excitement from our guests. They have not only enjoyed sharing the Chi, they have embraced it. One person even started lining up at 3.15AM to be the first one through the doors on opening day…
Amy Bell, co-owner of Yo-Chi Singapore
Vulcan Post was exclusively invited to visit the sole outlet on Tuesday (Aug 19) and spoke to Amy on the reasons why the Aussie cult favourite picked the city-state as its first stop.
Setting up shop here
A former lawyer and a proud Aussie herself, Amy Bell first moved to Singapore more than a decade ago with her family. She is also the founder of two homegrown F&B brands, Cocowhip (which has since closed) and The Meat Club, making her no stranger to the local food scene.
Speaking to The Straits Times, the 40-year-old shared that she was introduced to Janine Allis, the founder of another famed Australian brand, Boost Juice, by a mutual friend when they were out surfing at Byron Bay. Discussions were conducted for less than eight months, which led to Yo-Chi’s debut here.
Well known for being a foodie nation, Amy described Singapore as the “perfect launchpad” into Asia’s food scene and that she felt hopeful that the local audience would embrace Yo-Chi’s concept and quality dessert offerings.
“The Yo-Chi team actually picked Singapore over the UK and the US because we felt confident in our belief that Yo-Chi would match Singapore’s foodie needs!” she enthusiastically added.
Crowd at Yo-Chi on Aug 16 / Image Credit: Vulcan Post 
Similar crowd levels when we visited on Aug 19 / Image Credit: Vulcan Post 
Yo-chi offers nine froyo flavours & acai, where you can try as many flavours as you want/ Image Credit: Vulcan Post, Yo-Chi Singapore 
Customers can also help themselves to as many toppings as they want, from fresh fruit to sweets to spoon Nutella from the tap. The Singapore outlet has two country-exclusive toppings: coconut jelly and nata de coco / Image Credit: Yo-Chi Singapore 
What we got from Yo-Chi, where we attempted to try as many of the flavours and toppings in one sitting / Image Credit: Vulcan Post
However, we have learnt that standing out in Singapore’s F&B industry is not a piece of cake, with the record number of closures and several international brands exiting, including The Manhattan Fish Market and Eggslut, which originated in Malaysia and the United States, respectively.
So it seemed natural to wonder if Yo-Chi will thrive in a saturated industry after the hype dies down, a challenge that Amy acknowledged has been faced by F&B businesses lately.
That said, she remains confident that the brand will continue to stand out beyond novelty and emphasised the importance of building a strong and committed team and continuously looking for areas of improvement—lessons that she learnt from her F&B ventures.
Surround yourself with an amazing team and support network because nothing is ever done alone. Ask the questions you think might be silly or dumb. Don’t be scared if you don’t know the answer, because the best part of running a business is that the learning never stops.
Amy Bell, co-owner of Yo-Chi Singapore
Speaking about money, I was also told that Yo-Chi is priced slightly cheaper in Singapore, at S$3.50 per 100g, compared to Australia’s AUD 4.20 per 100g, implying that the brand is aware of how price-conscious the local audience is.
What makes Yo-Chi stand out?
While it’s a little too early to tell whether the hype for Yo-Chi will remain months or even years later, one has to remember that the brand did not start as a cult favourite from the get-go.
Although Yo-Chi was founded in 2012, it only grew to four outlets in Australia before being acquired in 2018 by Made Entertainment—the hospitality group helmed by MasterChef Australia judge George Calombaris.
However, Made Entertainment soon started to crumble due to a wage theft scandal, and Yo-Chi never saw further expansion, leaving the brand as the company’s sole survivor in 2020.
Fortunately, Oliver Allis, son of Boost Juice founder Janine Allis, took over the reins that same year, and the number of outlets skyrocketed to 38 within four years. Currently, it has 56 outlets in Australia and is set to open 60 shops by the end of 2025.
At Yo-Chi, we never take shortcuts with the quality of our product. Our yoghurt is made from fresh milk, and we always use organic, sustainably sourced açaí. When you step into our space, expect good vibes, big smiles, and fun campaigns that will keep you coming back.
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.
Oliver Allis, co-owner of Yo-Chi Singapore
Located at Orchard Central, high footfall and visibility are already guaranteed for Yo-Chi with multiple passers-by stopping at their signage in the mall and on the roadside. Its self-serve froyo and acai concept is also designed to encourage return visits, as customers would be enticed to try different combinations of yoghurt or acai with multiple toppings.
The brand is also taking advantage of the declining nightlife scene in Singapore. Yo-Chi remains open until 11.30PM on Fridays and weekends, which allows it to become another indoor spot for people to sit and chat if all the seats at the nearby 24-hour Don Don Donki outlet are filled.
In fact, this trend is also apparent back home in Australia, with one publication deeming Yo-Chi as the country’s “hottest club.” The mirrorball, neon signs, and loud pounding music also mimic the ambience often found at clubs and bars, just without the extra dollars spent.
Just a week after opening its doors in Singapore, there is high potential for Yo-Chi to continue winning the hearts of consumers in the city-state. While Amy and her team remain pragmatic about their expansion strategy and emphasise that they will remain focused on their sole outlet, they are also exploring their new Singapore venue in the background.
“We want every first impression (and all others after it) to be 10/10. In the background, we’ll start looking for our second Singapore venue in time or before we start getting too ahead of ourselves!” said Amy with a laugh.
- Learn more about Yo-Chi Singapore here.
- Read more articles we’ve written on Singaporean businesses here.
Featured Image Credit: Vulcan Post, Yo-Chi Singapore
