Yobe Malaysia Teams Up with ALPHA and Launches Yobe Crafted at BBCC
Malaysia’s homegrown frozen yoghurt scene is getting a fresh swirl of excitement as Yobe Malaysia takes its next step forward with the launch of Yobe Crafted at Tuah 1895 BBCC.
The new outlet concept is more than just another place to grab a cup of frozen yoghurt. Yobe Malaysia also used the launch to introduce rising Malaysian boy group ALPHA as its first-ever Brand Ambassador, bringing together local food culture, youth entertainment and the spirit of Merdeka.
With its familiar promise of “Pure Happiness in Every Swirl”, Yobe Malaysia is positioning itself as a homegrown brand that wants to create enjoyable everyday moments for Malaysians while continuing to expand its presence nationwide.
Yobe Crafted Brings Something New to BBCC
Located at Tuah 1895 BBCC, Yobe Crafted represents the latest evolution of Yobe Malaysia’s outlet concept.
The new outlet brings together Yobe’s range of frozen yoghurt and desserts, while also introducing new product innovations designed around everyday indulgence.
For a brand that is still expanding its footprint, the growth has been fairly impressive. With the opening of Yobe Crafted at BBCC, Yobe Malaysia has reached five outlets in just four months.
And the expansion does not stop there.
The brand plans to open another seven outlets by the end of 2026, strengthening its presence across Malaysia through a combination of Yobe Crafted outlets, Yobe Mini Vending and Yobe Crafted Flagship concepts.
According to Leon Tang, Chief Executive Officer of Yobe Malaysia, the brand hopes to become more than simply a frozen yoghurt business.
The idea is to create small moments of happiness that Malaysians can enjoy and share, which fits nicely with the brand’s playful and accessible identity.
ALPHA Becomes Yobe Malaysia’s First Brand Ambassador
Perhaps the biggest highlight of the launch was the unveiling of ALPHA as Yobe Malaysia’s first-ever Brand Ambassador.
The Malaysian boy group consists of Daniel, Izat, Rizal, Ariel, Ray, Araff and Sky, and the partnership comes at an interesting time as ALPHA continues to establish itself among Malaysia’s rising young entertainment acts.
The collaboration was officially marked with a signing ceremony held during the Merdeka season.
For Yobe Malaysia, partnering with ALPHA is more than a typical celebrity endorsement. Both names share Malaysian roots, with the collaboration built around the message “Swirled in Malaysia, for the World.”
The campaign celebrates Malaysian talent, youth culture and the ambition to take homegrown creativity beyond the country’s borders.
It is also a timely message for Merdeka season, reminding consumers that local brands and Malaysian talents can have ambitions that go far beyond the domestic market.
A Collaboration Designed for ALPHA Fans
For fans of ALPHA, the partnership also comes with something more tangible than advertisements and promotional appearances.
Yobe Crafted x ALPHA will introduce a series of exclusive fan experiences, giving customers the opportunity to collect special merchandise while enjoying their favourite frozen yoghurt.
One of the highlights is Yobe Stamp & Collect, which features exclusive ALPHA photocards. Fans can collect stamps while also getting their hands on limited-edition items associated with the group.
Yobe Crafted blind boxes and other limited-edition ALPHA merchandise are also part of the campaign.
These collectibles add another layer to the collaboration, particularly for fans who enjoy collecting photocards, blind boxes and exclusive merchandise linked to their favourite artists.
More importantly, the campaign gives ALPHA fans another reason to visit Yobe Crafted while introducing the brand to a younger generation of consumers.
Swirled in Malaysia, For the World
The Yobe Malaysia and ALPHA partnership feels like a collaboration built around a distinctly Malaysian identity.
On one side, there is a homegrown frozen yoghurt brand expanding rapidly through new retail concepts. On the other is a young Malaysian boy group representing the country’s growing entertainment scene.
Bringing the two together during the Merdeka season makes the message even more relevant.
Rather than simply celebrating Malaysian products and talent, the partnership highlights the idea that local creativity can be fresh, confident and ambitious.
With five outlets already established in four months and seven more planned before the end of 2026, Yobe Malaysia clearly has bigger plans ahead.
For now, however, Yobe Crafted at Tuah 1895 BBCC offers Malaysians another place to enjoy frozen yoghurt, desserts and exclusive ALPHA experiences.
And with “Pure Happiness in Every Swirl” at the heart of the brand, Yobe Malaysia seems ready to add a little more local flavour to Malaysia’s growing lifestyle and dessert scene.
For more information on Yobe Malaysia and its latest promotions, please visit yobe.com.my or follow @yobemalaysia on Instagram.
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