UNIQLO serves up local breakfast with Ya Kun Kaya Toast collab

UNIQLO is celebrating Singapore’s 60th birthday with a hyperlocal twist, partnering with heritage breakfast brand Ya Kun Kaya Toast for a limited-edition UTme! T-shirt collection that spotlights Singapore's well-loved breakfast staples. 

Launching on 1 August, the collection features six exclusive designs that pay tribute to Ya Kun Kaya Toast’s 80-year legacy and Singapore’s iconic kopi and teh culture. Three designs draw on the brand’s rich heritage, with scenes inspired by its original Far East Square store, while the other three showcase local coffee shop lingo from milk types to sweetness levels riffing on the breakfast brand's "Order coffee like a pro" concept. 

Available at all UNIQLO outlets, the collection marks the first time customers can customise their UTme! tees in-store with Singapore-themed graphics.

Don't miss: Laksa donuts? TikTok bites into SG's food scene with creator collabs 

Beyond the T-shirts, the collaboration extends to limited-edition novelties. From 1 to 10 August, shoppers who spend at least SG$100 in-store can redeem a UNIQLO x Ya Kun Kaya Toast keychain set, with three pre-packed designs available while stocks last.

Ya Kun Kaya Toast will also roll out its own exclusive tie-in from 6 August where customers who buy any SG60 menu item at select Ya Kun outlets can purchase a UNIQLO x Ya Kun Kaya Toast keychain set for SG$6.

Jesher Loi, third-generation owner of Ya Kun Kaya Toast, said the tie-up is a nod to the brand’s everyday connection with Singaporeans. “We are so thankful for the support and love Singaporeans have shared with Ya Kun Kaya Toast over the past 80 years, whether it’s at our stores or outdoors with loved ones,” said Loi.

“Collaborating with UNIQLO has been the perfect union this SG60, as we spotlight how we’ve served customers day in and out, to provide the best products and experiences for our community," he added. 

The collection and keychain redemptions will run islandwide, as UNIQLO and Ya Kun Kaya Toast look to mark SG60 with designs and giveaways rooted in Singapore’s breakfast culture.

This isn’t UNIQLO’s first foray into local food icons. In May, it dropped a limited-edition UTme! range featuring work by Singaporean artists Tiffany Lovage and Kenneth Seow, with designs inspired by 328 Katong Laksa, Song Fa Bak Kut Teh, chilli crab, chicken rice and kaya butter toast. The tees sparked praise for championing local flavours but also drew flak online for bearing a striking resemblance to another local brand’s earlier concept.

Similarly, Ya Kun Kaya Toast is no stranger to big brand collabs either. Last year, it joined forces with adidas for a National Day drop featuring graphic tees, hoodies, shoe charms and enamel pins inspired by menu staples such as kaya butter toast and soft-boiled eggs.

Related articles:   
UNIQLO 'Cai fan' keychain kerfuffle: Where does inspiration end and imitation begin?   
Local brand calls out UNIQLO SG over surprising 'cai fan' merch resemblance 
adidas gets really local in Singapore with an unconventional Ya Kun Kaya pairing