Yo-Chi taps agency for influencer-led Singapore debut

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Australian frozen yogurt brand Yo-Chi has turned to influencer agency Kobe to drive its Singapore launch, using social content to turn the debut into a trending event.

Kobe curated a roster of food and lifestyle influencers to preview Yo-Chi’s self-serve offerings, highlighting the brand’s weight-based pricing, premium ingredients, and interactive topping bar. The campaign quickly gained traction online as more than 90 content creators supported the launch, while public posts under #YoChiSG amplified the buzz, according to the agency.

In conversation with MARKETING-INTERACTIVE, Collin Tio, associate director, partnerships, Kobe, said Singaporeans’ love for food and their enthusiasm for discovering new experiences shaped the influencer strategy.

Don't miss: B2B influencer marketing consultancy INFLUENCE opens shop in Singapore

"They’re quick to embrace new dining experiences, especially those that feel both Instagram-worthy and family-friendly. By engaging food lovers, lifestyle tastemakers, and family voices, we made sure Yo-Chi connected across different life stages and social circles, striking the right balance between aspirational and relatable," he added.

Tio added that Yo-Chi’s interactive, visually engaging self-serve experience made it a natural fit for influencer marketing. Unlike traditional media, influencer content could spark conversation, inspire trial, and bring the creativity and community energy that made Yo-Chi a hit in Australia to Singapore.

Short-form video formats, including Reels, TikTok, and Stories, were central to the campaign, capturing the hands-on ritual of crafting each bowl and turning online buzz into queues outside the Orchard Central store on opening day.

"The Orchard Central launch was only the starting point. Influencers will remain a powerful way for Yo-Chi to sustain momentum - whether it’s spotlighting seasonal flavours, highlighting community initiatives, or reinforcing the brand’s commitment to quality and sustainability. Long-term creator partnerships will help Yo-Chi stay relevant and top-of-mind as it grows in Singapore and the region," Tio added.

Founded in Melbourne’s Balaclava district in 2012, Yo-Chi is known for its self-serve frozen yogurt concept, designed to inspire creativity and positive energy. The Orchard Central flagship offers ten yogurt bases, alongside fresh fruits, crunchy toppings, cakes, Singapore-exclusive jellies, popping pearls, and a Nutella fountain.

“Singapore’s food scene is renowned for embracing diverse flavours and culinary trends. We’re excited to bring our self‑serve concept to Orchard Road and invite Singaporeans to share the ‘Chi’ by creating their own frozen‑yogurt masterpieces. Our mission has always been about good energy and creativity, and we look forward to being part of Singapore’s vibrant community,” said Amy Bell, co‑owner of Yo‑Chi Singapore.

The brand plans further Southeast Asia expansion while maintaining its focus on quality, sustainability, and community engagement.

The Yo-Chi launch comes as the influencer marketing space in Singapore continues to evolve. In July, SPH Media partnered with TSL Media Group’s influencer agency X10 Media to enhance its omnichannel offerings with creator-led campaigns, helping brands drive full-funnel results from awareness to conversion.

The partnership combines SPH Media’s editorial reach and trusted content ecosystem with X10 Media’s experience running more than 1,000 influencer campaigns across Southeast Asia. By integrating influencer marketing into its suite of services, SPH Media aims to position itself as a one-stop solution for advertisers seeking credibility, scale, and social engagement.

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