Insights

If you have been watching the news lately, or simply paying for your lunch, you already know that Singapore is expensive. Kopi is pushing $2. A plate of chicken rice regularly clears $8. Mixed vegetable rice that used to cost $4 now costs $7 at some hawker centres. The cost-of-living conversation is everywhere, from family group chats to parliament. And yet, right in the middle of all of this, a $1 matcha soft serve cone is quietly building one of the most loyal customer base