Aussie brand Yo-Chi eyes bigger Southeast Asia push after Singapore debut

It aims to be a ‘third place’ like Starbucks, where people gather outside home and work.

Australian self-serve yoghurt chain Yo-Chi plans a wider Southeast Asian expansion after opening its first overseas outlet at Orchard Central in Singapore in August.

Brand director Oliver Allis said the launch would validate Yo-Chi’s model in a regional hub.

“Singapore is quite a strategic location to start our Southeast Asia growth,” he told Singapore Business Review via Zoom. “It’s a central hub and easy to export into, which allows us to bring in our yoghurt and toppings more easily than in any other country.”

The Singapore store has seen strong early traction. Amy Bell, Yo-Chi Singapore co-owner and marketing manager, said queues have formed regularly since opening.

“We’ve been humbled by the support. We are now in our third week of operating, and there’s still hype around the venue,” she said in the same Zoom call. “People are joining our queue, and during that period of time, there's a lot of anticipation for our guests.”

Visitors are welcomed by staff who regularly hand out stickers and guide first-timers through the self-serve process. Ten yoghurt flavours are available, with sample cups provided.

Customers then move to a toppings bar featuring fruit, granola, cookie dough, brownies, and Nutella. Pricing is based on weight, starting at SG$3.50, with discounts for members of the Yo-Chi loyalty programme.

Yo-Chi has positioned itself as more than just a dessert stop. The brand promotes its “Share the Chi” pledge, encouraging positive energy and sustainability. Customers can buy reusable Yo-Chi Go Bowls and then receive a 10% discount on each purchase.

Instead of selling bottled water—despite Singapore being the world’s biggest bottled water consumer in 2023—the store provides free still and sparkling water, a move that Bell said reinforces the company’s values.

Yo-Chi’s entry comes as frozen yoghurt and ice cream brands gain ground in Southeast Asia. Spanish chain llaollao posted $44.77m in sales last year, largely from the region, while Indonesia’s Ai-CHA Ice Cream & Tea opened 300 Malaysian stores in a single year.

Bell, who brings experience from the Guzman y Gomez franchise with her husband Josh, said her team’s long experience in Singapore helped tailor Yo-Chi’s approach. “We have a natural attraction to Gen Z. In shaping the brand, we want to ensure that it’s not just a hangout spot for Gen Zs but for a place for them to bring in their families,” she said.

Allis added that Yo-Chi has evolved into a “third place” like Starbucks, where customers gather beyond home and work. Early results have been encouraging, with the Orchard Central debut setting a new record for transactions across the brand’s network, though figures were not disclosed.

Plans include expanding the toppings bar to feature more options such as the much loved nata de coco and in time, ube as a new frozen yoghurt flavour. They also plan to collaborate with local brands for limited-time offerings. A second outlet in Singapore is being considered but has not yet been finalised.

Founded in Melbourne in 2012, Yo-Chi now operates 56 outlets across Australia after rapid growth under Allis, son of Boost Juice founder Janine Allis.