Yo-Chi creates new SEA creative and social role as regional ambitions grow

Australian frozen yogurt brand Yo-Chi has promoted Miranda Ho to the newly created role of head of creative and social for Southeast Asia, as the company looks to grow its brand presence and communities across the region.

Ho will oversee Yo-Chi's creative and social strategy across Singapore and other Southeast Asian markets. Reporting to chief brand officer Oliver Allis, she will be responsible for elevating the brand's creative output, growing its online communities, and driving its "Share the Chi" brand platform across the region.

The appointment marks the creation of a new regional role, with no previous incumbent.

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Ho has been with Yo-Chi for close to two years, having led the brand's social media efforts. Prior to joining the frozen yogurt chain, she held marketing and creative roles at Bondi Sands, Little Green Panda and Supernova.

In conversation with MARKETING-INTERACTIVE, Ho said one of her key priorities is to build on the success Yo-Chi has achieved in Australia and bring that momentum to Southeast Asia.

As a Singaporean who spent the past 12 years living in Australia, Ho added that the opportunity carries personal significance, allowing her to bring a brand she has grown to love back to her home region while pushing creative boundaries across the market.

The appointment comes as Yo-Chi continues to build its presence in Singapore through localised brand collaborations. Earlier this year, the frozen yoghurt brand partnered with homegrown Peranakan-inspired bakery Tiap Tiap for its first Chinese New Year collaboration with a local brand.

The campaign transformed familiar festive flavours into an interactive frozen yoghurt experience through heritage-inspired toppings, while reflecting a broader trend of larger brands working with founder-led food businesses.

At the time, Amy Bell, co-owner of Yo-Chi Singapore, said the collaboration was a natural fit, adding that the brand saw Yo-Chi as a platform to spotlight local businesses in ways that felt authentic to customers. Bell also said meaningful collaborations are most effective when they are built on genuine alignment, citing Tiap Tiap's authenticity and craftsmanship as key reasons behind the partnership.

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