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Despite offers to go West, Ya Kun Kaya Toast would rather deepen roots in South-east Asia

In Singapore, the kaya toast chain is focusing on innovation and collaboration

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Romaine Chan

Published Wed, Apr 2, 2025 · 04:00 PM
    • Jesher Loi, director of branding and market development at Ya Kun International, says South-east Asia is very receptive to the brand's taste palate and the concept of coconut as a jam.
    • Ya Kun Kaya Toast and Adidas collaborated to produce apparel for Singapore's 59th National Day.
    • Jesher Loi, director of branding and market development at Ya Kun International, says South-east Asia is very receptive to the brand's taste palate and the concept of coconut as a jam. PHOTO: TAY CHU YI, BT
    • Ya Kun Kaya Toast and Adidas collaborated to produce apparel for Singapore's 59th National Day. PHOTO: YA KUN KAYA TOAST

    [SINGAPORE] Heritage brand Ya Kun Kaya Toast has received many requests to bring its quintessential Singaporean breakfasts to the West, but would rather focus on sinking deeper roots in South-east Asia.

    Founded in the 1940s by Loi Ah Koon, Ya Kun International is now led by the founder’s sons Adrin and Algie.

    In recent years, Singaporeans who migrated to the United States, Europe, and Australia have approached Ya Kun about franchising, said Jesher Loi, Adrin’s son and part of the third-generation leadership.

    Singapore SMEsF&BYa Kun Kaya

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