At 5AM, Gen A S’poreans queue for this store—& save pocket money to buy viral snacks

From PRIME vitality drinks to MrBeast’s chocolate bars, SGFR Retailer brings in cult-favourite worldwide snacks 

It’s 5AM on a weekend—and as an alternative of sleeping in, dozens of younger Singaporeans are already lining up outdoors a mall in Yishun.

They’re there for considered one of SGFR Retailer’s newest outlet openings.

By dawn, queues had been already snaking by way of Northpoint Metropolis, with the group reportedly rising so massive that some had been requested to go away by safety earlier than the mall formally opened.

For many retailers, that form of turnout is reserved for restricted version launches or live performance ticket drops. For SGFR, it’s a recurring phenomenon.

The model has gone viral a number of occasions, drawing enormous crowds for every retailer opening and new product launches—and it’s an indication of simply how rapidly the model has captured a distinct segment in Singapore’s snack market.

SGFR Retailer’s founder was simply 18 when he began the enterprise

Opened in Mar 2022, SGFR Retailer manufacturers itself as a “idea sweet retailer.” The enterprise’s focus is on cult favorite goodies amongst at this time’s chronically on-line youth. 

Its cabinets are stocked with the likes of PRIME vitality drinks from influencers Logan Paul and KSI, chocolate bars by YouTuber MrBeast, and Takis tortilla chips in flavours resembling ‘Blue Warmth’ and ‘Fuego.’ These aren’t simply snacks—the influencers behind them have followings greater than some nations, whereas Takis taste-test movies rack up hundreds of thousands of views on-line.

Too area of interest for mainstream grocery chains like NTUC FairPrice, they discover a house at SGFR, catering to younger customers who grew up idolising these on-line personalities and now search out their favorite snacks in a single place.

Value factors fluctuate simply as wildly because the merchandise: you possibly can seize Hershey’s Popping Sweet for as little as S$1, or splash out on a limited-edition Gold PRIME drink for S$300.

Behind the enterprise is 23-year-old Mohamed Haikkel, whose entrepreneurial streak started early. Earlier than SGFR Retailer took its present type, it was referred to as SGFishingRigz, the place Haikkel offered fishing kits.

At 16, contemporary out of his O-Ranges, Haikkel broke his leg in an accident that left him caught at house. In search of one thing to move the time, he picked up fishing—and rapidly noticed a niche out there.

“When my pals began asking me how one can fish, I seen one thing. The uncles and aunties at fishing outlets solely wished to promote to execs. No one wished to assist learners,” he shared in an interview with Spirit of Enterprise.

So he constructed what the market didn’t have. By means of SGFishingRigz, Haikkel supplied beginner-friendly fishing kits that included every thing wanted to get began, together with QR codes linking to tutorials.

The timing labored in his favour: through the pandemic, when journey was drawn to a halt and folks had been looking for new hobbies, demand grew. By 2022, at simply 18 years outdated, Haikkel had opened a bodily retailer in Tampines and was working a full-fledged enterprise.

By then, nonetheless, with COVID-19 restrictions easing and journey resuming, curiosity in fishing was really fizzling out. Regardless of makes an attempt to revive gross sales by way of occasions and new product launches, the shop’s income declined sharply.

Amid the downturn, Haikkel noticed a brand new alternative. He seen that clients looking for fishing gear would typically choose up snacks and drinks as nicely. Influenced by YouTubers showcasing viral American snacks, he started to query why such merchandise weren’t as simply accessible in Singapore.

That curiosity led Haikkel to import PRIME Hydration, beginning with simply 10 cartons (or a complete of 150 bottles). One TikTok publish later, the complete inventory offered out in 4 hours, proving there was a prepared market in Singapore for viral, Web-famous snacks.

Therefore, Haikkel pivoted totally from fishing gear to deal with this new enterprise, marking the beginning of SGFR Retailer that very same 12 months.

Increasing to 9 shops & launching its personal product line

SGFR Retailer’s early success snowballed rapidly. Haikkel introduced in different trending manufacturers and expanded to a number of places, working the enterprise alongside co-owner and longtime buddy Lucas Phua.

By Mar 2024, the chain had 5 shops, collectively producing over six figures in month-to-month income. In the present day, its retailer depend has practically doubled to 9.

At first look, it would seem to be SGFR is just chasing viral traits on TikTok. Some Reddit customers have questioned the sustainability of the enterprise mannequin, noting that some shops seem quiet on sure days.

Haikkel addressed this in a TikTok video. The enterprise doesn’t promote requirements like Watsons, Guardian or NTUC—it’s a sweet retailer, therefore it “received’t have footfall at each second.”

Some days are good, some days are dangerous, and we strive doing occasions and on-line gross sales to broaden our earnings streams.

That mentioned, SGFR Retailer didn’t simply need to look ahead to traits—it aimed to create them. This led to the launch of its first in-house product line. The debut was Quench, billed because the world’s first canned ice cream milk drink, impressed by Singapore’s balang-style pasar malam drinks.

Months of analysis and growth had been documented on social media, producing anticipation forward of launch. The product offered out instantly.

In the present day, the model has even expanded to launch snacks just like the Cwumble Cwunch, impressed by the viral Kunafe Dubai Chocolate. When cargo delays threatened provide, Haikkel and his small group improvised, working tirelessly for 5 days to recreate the recipe in-house. In the present day, Cwumble Cwunch stays considered one of SGFR’s signature merchandise.

SGFR Retailer goals to develop past Singapore’s shores

SGFR Retailer’s increasing product line and rising variety of shops are fuelled by its loyal following, one thing Haikkel has emphasised repeatedly in interviews and on social media.

Influencers like Logan Paul and KSI formed his strategy—it’s not about fame, however about interacting along with your viewers and conserving them invested with enjoyable, participating content material, he shared within the Spirit of Enterprise interview.

Each month, SGFR Retailer does one thing for its group, even when it comes at a value. Throughout streamer IShowSpeed’s Sept 2024 go to to Singapore, Haikkel gifted him an iPhone 16 Professional Max and a One Piece determine when the streamer dropped by the Arab Avenue outlet.

On one other event, the enterprise gave out 400 bottles of PRIME to a neighborhood mosque. “That is the stuff that folks actually keep in mind. This creates a private connection between us and the viewers every time,” he informed Rice Media.

Past giveaways, SGFR Retailer commonly hosts meet-and-greets with followers and content material creators like Luqmaan Hakiim, who joined Haikkel and Lucas as a co-owner.

In contrast to most retail house owners, the SGFR group is handled virtually like celebrities—at retailer launches, followers line up for autographs and selfies, a transparent reflection of the model’s cultural affect amongst younger Singaporeans.

Constructing on this momentum, SGFR Retailer goals to broaden to fifteen shops by 2026 and set its sights on abroad markets by 2027. “None of this is able to have been potential with out our clients,” mentioned Haikkel. “From day one, they weren’t simply shopping for snacks—they had been a part of this journey with us.”

Discover out extra about SGFR Retailer right here.

Learn different articles we’ve written on Singaporean companies right here. 

Featured Picture Credit score: SGFR Retailer/ acstitude by way of Instagram