‘Heritage must evolve’: Ya Kun’s director of branding on keeping kopitiam culture fresh

A heritage breakfast brand and a Japanese fast-fashion giant may seem an unlikely pairing at first glance, but for Jesher Loi, third-generation owner and director of branding and market development at Ya Kun Kaya Toast, collaborating with global lifestyle names is part of how the brand keeps its nostalgic story alive for new generations.

Last year, Ya Kun teamed up with adidas on a National Day drop that turned kaya toast and kopi into streetwear staples. This SG60, the brand is back in the fashion spotlight, collaborating with UNIQLO for a limited-edition UTme! T-shirt collection. The collection will launch islandwide on 1 August and celebrates Singapore’s enduring love for kopitiam culture.

“When imagining a collaboration, our philosophy is to collaborate with only one partner per industry,” Loi said in an interview with MARKETING-INTERACTIVE. “When it came to fashion, we unanimously felt that UNIQLO would be the gold standard of collaboration between our brands both in terms of market segment, branding and lifestyle." 

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That same clarity of purpose underpins why the tie-up made sense for Ya Kun. For Loi, UNIQLO’s “LifeWear” ethos — simple, high-quality everyday clothing designed to make life better — mirrors Ya Kun’s own belief in doing “simple things well and bringing everyday joy to people.”

“UNIQLO has always been about LifeWear, simple, high-quality everyday clothing designed to make life better for everyone. That philosophy resonated deeply with us. When they shared their vision of celebrating SG60 by featuring iconic local brands, it felt like a meaningful way to honour what makes Singapore home and connect with the community in a fresh, authentic way," he explained. 

For this year’s National Day, that connection takes shape in six original UTme! designs, which Ya Kun co-created with local illustrator Xin Li. Each one nods to the everyday rituals and familiar shorthand of kopitiam life, from the brand’s Far East Square heritage store to local lingo such as “kopi siew dai" ('less sweet coffee').

“Nostalgia and tradition are at the heart of Ya Kun, but we also see them as living ideas that evolve with each generation. We wanted shirts that captured everyday Singapore and Singaporean culture," said Lo. 

Loi, who was “deeply involved” in the creative process, described it as a “three-way conversation” from the start, balancing Ya Kun’s iconic menu with UNIQLO’s design expertise and Xin Li’s knack for visual storytelling.

“It was important to me that each design carried the warmth of Ya Kun, the feeling of sitting down for kaya toast with people you care about,” Loi said. “Xin Li truly brought the designs to life in a beautiful way.”

The final line-up? A series of six: the Far East Square store, Set A Kaya Toast with Butter, Set B Steamed Bread, Kopi, Iced Teh-C and Iced Soya Kopi Siew Dai, each playing off Ya Kun’s familiar “Order coffee like a pro” guide.

“Choosing the specific items was a really tough decision that went through multiple rounds of discussions,” revealed Loi. 

Beyond the T-shirts, the collaboration also comes with a nod to loyal fans. Shoppers who spend at least SG$100 in-store between 1 and 10 August can redeem a limited-edition UNIQLO x Ya Kun Kaya Toast keychain set, while Ya Kun customers can purchase a matching keychain with any SG60 menu item.

The tie-up lands just months after UNIQLO’s last local food collection sparked backlash for its similarities to local label Musoka Club’s “Dress code: Kopitiam edition.” But this time, Ya Kun’s direct involvement and its legacy of co-branding with heavyweight partners — adidas included — appear to sidestep the same missteps.

For Loi, it’s all about keeping the story authentic. “We see partnerships as an opportunity to tell our story in new ways,” he said. “Working with UNIQLO allows us to connect with people beyond the kopi table, reaching them in their everyday lives through fashion.”

The marketing push will spotlight Xin Li’s process and the stories behind each design, amplified through Ya Kun’s channels and by creators who bridge cultures, such as Ghib Ojisan, a Japanese YouTuber who has called Singapore home for years.

“We worked together with Ghib Ojisan, a well-known Japanese YouTuber that has lived in Singapore for many years and a huge foodie to share more about our new collaboration!” Loi said.

“He is truly the perfect profile to share more about Ya Kun’s local heritage with Singaporeans and tourists alike, while also bringing customers through UNIQLO’s UTme! Service at its Orchard Central Global Flagship store," added Loi. 

Through it all, the message is clear:

Heritage doesn’t stand still, it adapts.

“Kaya toast and kopi aren’t just food and drink, they’re memories of childhood breakfasts, late-night study breaks, morning catch-ups with parents or grandparents,” Loi said. “In a fast-changing world, these simple comforts anchor us, and that’s why they will always have a place in our hearts." 

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