Yo-Chi
#YoChiSG
Food & Beverage
3.7M views from a 74-creator study sample of one Singapore F&B launch
Industry ·
Food & Beverage
Platform ·
TikTok
Type ·
Hashtag Campaign
Year ·
2025
Overview
Yo-Chi’s Singapore debut at Orchard Central in August 2025 leaned entirely on creator activation instead of traditional launch marketing. More than 90 creators posted under the branded hashtag #YoChiSG in the days around opening, helping drive queues that reportedly formed hours before the doors opened.
GenZ Studio selected a smaller sample of 74 TikTok videos out of the 90-plus creators who took part, choosing to run a controlled study on a representative slice of the activation rather than pull every post published under the hashtag. The sample captured views, likes, shares, and follower counts across each creator studied.
The study found that reach didn’t track cleanly with follower size. Several creators with under 5,000 followers outperformed accounts with hundreds of thousands of followers, and even established local media pages, on both views and engagement.
The Approach
As observed from the outside — GenZ Studio was not involved in running this campaign.
Activated more than 90 creators within a tight window around a single launch date, rather than staggering content over weeks.
Centered the campaign on one branded hashtag, #YoChiSG, so every post rolled into a single trackable dataset instead of fragmenting across tags.
Mixed proven local creators with untested micro-creators under 5,000 followers, rather than restricting activation to established accounts.
Let creators film unscripted queue experiences, first reactions, and group visits instead of directing a uniform content format.
Results
3.72M
Total views across the 74-video study sample
161K+
Total likes generated
50K
Average views per creator studied
Figures come from GenZ Studio's own study of a 74-video sample pulled from the #YoChiSG campaign, which activated more than 90 creators in total. The sample was selected for analysis and does not reflect every post published under the hashtag.
Example Content
Several creators under 5,000 followers outperformed accounts with hundreds of thousands of followers, showing that community trust drove more reach than audience size in this launch.
Relevant if you're an F&B brand planning a Singapore launch and deciding between a small roster of macro creators or a high volume of micro-creators.