Yobe Malaysia Swirls Into a New Era with ALPHA as First-Ever Brand Ambassador

 

Yobe Malaysia Swirls Into a New Era with ALPHA as First-Ever Brand Ambassador

Homegrown frozen yoghurt brand celebrates Merdeka season with a new outlet concept and rising Malaysian boy group ALPHA

KUALA LUMPUR, 28 AUGUST 2026 – Yobe (Yoghurt Beku) Malaysia, the proudly Anak Malaysia homegrown frozen yoghurt and dessert brand, is celebrating the Merdeka season with two exciting milestones: the launch of its latest Yobe Crafted outlet at Tuah 1895 BBCC and the unveiling of rising Malaysian boy group ALPHA as its first-ever Brand Ambassador.

Built around its promise of “Pure Happiness in Every Swirl,” Yobe Malaysia continues to bring fun, flavour and everyday indulgence to Malaysians through its growing network of Yobe Crafted outlets, Yobe Mini Vending and Yobe Crafted Flagship concepts.

The opening of Yobe Crafted at Tuah 1895 BBCC marks Yobe Malaysia’s fifth outlet in just four months, with seven more outlets planned by the end of 2026. The new concept offers Yobe Malaysia’s range of frozen yoghurt and desserts, alongside new product innovations created for modern, on-the-go lifestyles.

“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 also saw the signing ceremony introducing ALPHA – comprising Daniel, Izat, Rizal, Ariel, Ray, Araff and Sky – as Yobe Malaysia’s first-ever Brand Ambassador. Coinciding with the Merdeka season, the partnership celebrates two homegrown names united by a shared vision encapsulated in “Swirled in Malaysia, for the World.”

“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 added.

Fans can also look forward to Yobe Crafted x ALPHA experiences, including Yobe Stamp & Collect, featuring exclusive ALPHA photocards, as well as Yobe Crafted blind boxes and limited-edition ALPHA merchandise.

The campaign brings together frozen yoghurt, fandom and Malaysian youth culture in a playful celebration of local creativity.

For more information, visit yobe.com.my or follow @yobemalaysia on Instagram.

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