Homegrown frozen yoghurt brand brings “Pure Happiness in Every Swirl” to a new outlet concept, sealed with a Merdeka-season partnership with rising boy group ALPHA
KUALA LUMPUR, 28 AUGUST 2026 – Yobe (Yoghurt Beku) Malaysia, a proudly Anak Malaysia, home-grown frozen yoghurt and dessert brand, recently launched Yobe Crafted, a new concept outlet at Tuah 1895 BBCC, alongside the unveiling of Malaysia’s rising boy group ALPHA as the brand’s first-ever Brand Ambassador. Built around its promise of Pure Happiness in Every Swirl, Yobe Malaysia continues to grow its presence across Malaysia through its network of Yobe Crafted outlets, Yobe Mini Vending and Yobe Crafted Flagship concepts.
With the opening of Yobe Crafted at Tuah 1895 BBCC, Yobe Malaysia marked five outlets in just four months, with seven more outlets planned by the end of 2026. The new concept brings together Yobe Malaysia’s full range of frozen yoghurt and desserts alongside new product innovations designed around everyday indulgence.
“We want Yobe Malaysia to be more than just a frozen yoghurt brand; we want to create little moments of happiness that Malaysians can enjoy and share,” said Leon Tang, Chief Executive Officer of Yobe Malaysia.
The launch was marked by a signing ceremony introducing ALPHA – comprising Daniel, Izat, Rizal, Ariel, Ray, Araff and Sky – as Yobe Malaysia’s first-ever Brand Ambassador. Taking place during the Merdeka season, the partnership brings together two homegrown names under the shared message “Swirled in Malaysia, for the World,” celebrating Malaysian talent, youth culture, and the ambition to take homegrown creativity beyond borders.
“ALPHA and Yobe Malaysia share the same Malaysian roots and a passion for creating something fresh for the next generation. Together, we hope to show that being proudly Malaysian can be a source of creativity, confidence and inspiration,” Leon Tang added.
Yobe Crafted x ALPHA will also introduce a series of exclusive fan experiences, including Yobe Stamp & Collect, featuring exclusive ALPHA photocards, alongside Yobe Crafted blind boxes and other limited-edition ALPHA merchandises, which customers can get their hands on starting from today. The campaign is designed to bring ALPHA fans and everyday Malaysians together through a fun, engaging, and proudly local brand experience.
For more information on Yobe Malaysia and its latest promotions, please visit yobe.com.my or follow @yobemalaysia on Instagram.
ABOUT YOBE MALAYSIA
Yobe (Yoghurt Beku) Malaysia is a proudly Anak Malaysia, homegrown frozen yoghurt and dessert brand committed to making premium frozen yoghurt an affordable, convenient and accessible everyday indulgence. Guided by its philosophy of Pure Happiness in Every Swirl, Yobe Malaysia brings its signature frozen yoghurt experience closer to the community through its growing network of Yobe Crafted, Yobe Mini Vending, and Yobe Crafted Flagship outlets, with Flagship locations offering the brand’s full menu, new product innovations and exclusive hidden menus.
Yobe Malaysia uses Halal-certified ingredients across its products and is working closely with its Halal compliance team and the relevant authorities to complete Halal certification at each outlet. With a focus on quality, value, and enjoyable everyday experiences, Yobe Malaysia continues to grow as a proudly Malaysian brand with ambitions to bring its frozen yoghurt experience to more communities.
