KUALA LUMPUR: Homegrown frozen yoghurt brand Yobe Malaysia aims to expand its market, targeting 32 Yobe Crafted outlets nationwide by the end of 2027.
Since its official launch in June, the company has rolled out five Yobe Crafted outlets and 17 Yobe Mini App-to-Cup Vending units, with plans to open seven additional Yobe Crafted outlets by the end of this year.
CEO Leon Tang said the company would accelerate its expansion next year, including entering into key markets in southern Malaysia and the East Coast.
“The encouraging response during our first three months has strengthened our confidence in Yobe Malaysia’s growth potential,” he said in a statement.
Tang noted that the expansion is built around a multiformat model comprising Yobe Crafted outlets, Yobe Mini App-to-Cup Vending units and Yobe Crafted Flagship locations.
He said the model enables the brand to cater to different consumer occasions while widening access to its frozen yoghurt and dessert range, with its flagship locations offering the full menu, new product innovations and exclusive hidden menus.
Tang said Yobe Malaysia positions its premium Greek yoghurt-based swirl as an affordable luxury for everyday indulgence.
“With the injection of fresh capital, this allows us to seamlessly integrate our Yobe Crafted retail outlets and Yobe Mini vending ecosystem into our Yobe App, this digital integration is the catalyst that accelerates our grand vision: pioneering Southeast Asia’s very first App-to-Cup frozen yoghurt and dessert brand.”
In August, Yobe Malaysia appointed local M-pop group Alpha as its first brand ambassador and introduced fan experiences including collectible photocards, blind boxes and limited-edition merchandise.
The collaboration supports Yobe Malaysia’s ambition to build a culturally relevant Malaysian brand under the message “Swirled in Malaysia, for the World”.
