Meet Yvonne, the entrepreneur behind KK Cheese, Singapore’s viral crispy popiah skin snack that’s taken TikTok by storm and landed on supermarket shelves. Not all snacks are created equal—and sometimes, one bite is all it takes to spark a business idea. What started as a simple family recipe from Malaysia has grown into a mainstream favourite with a loyal local following.
In this interview, we speak with Yvonne who saw potential in an unfamiliar snack and turned it into a household name. From navigating early challenges to scaling production and exploring global expansion, she shares the secrets behind KK Cheese’s success—and what it truly takes to build a standout snack brand in Singapore.
What inspired you to create KK Cheese using popiah skin? Was there a personal story or an “aha” moment behind it?
It was definitely an “aha” moment! To clarify, I didn’t create the product myself—it was originally made by a family of sisters in Malaysia during COVID.
They were selling it casually to friends and weren’t actively marketing it. When I came across the snack, I ended up finishing five tubs in one go. That was the moment it hit me—this wasn’t just another snack.
It had huge potential. I immediately reached out to the creators and began distributing the product in Singapore. What inspired me most was the opportunity to introduce something truly unique.
People in Singapore are used to snacks like potato chips and fish skin, but nothing quite like this—a base made from crispy popiah skin. I wanted to make it mainstream and bring joy to people through this new kind of snack.
How did you go about launching a viral product that’s now become a household name?
At the start, I treated it like my own brand. I handled all the marketing, rebranded it for a Singaporean audience, and focused heavily on TikTok marketing and pop-up sampling events.
I created a sense of hype through strategic content, which encouraged people to share and try it. Getting content creators on board was tough initially. When your product is unknown, most people aren’t willing to make a video or even try it.
It took three months of personally messaging creators before I found a small group willing to support the product. Their positive feedback helped spread the word to their creative networks, which eventually led to virality.
Thanks to that momentum, local supermarkets like NTUC Finest reached out, and we began listing our product in stores.
Popiah skin is such a unique base for a snack. How did you experiment to get the perfect crisp and flavour?
Our factory is in Malaysia, and we work very closely with them on R&D. Our seasoning doesn’t just come from Malaysia or Singapore—we import it from around the world to achieve a unique flavour profile that stands out from regular chips.
Because the snack is handmade, consistency is key. Getting the perfect crisp and flavour took a lot of trial and error. It was a long process of refining and testing recipes, but with persistence and hard work, we got it right.
Determination is vital. I’ve been running businesses since graduation and have never worked in a traditional office. I’ve failed many times, including in MLM and F&B businesses, but I never gave up.
What other hurdles did you face scaling KK Cheese from a homemade snack to commercial success?
After going viral, demand surged, and we struggled to keep up. We had to upscale production fast—rent a new space, buy machines, and hire 30 new part-timers. This wasn’t easy. Our snack isn’t machine-made; it’s handcrafted.
That means tearing, shaping, and drying each piece manually. With new workers, ensuring consistent quality became our biggest challenge. This crunch period lasted several months, but we overcame it through sheer effort.
Once production stabilised, things became more manageable.
Are there plans to launch new flavours, expand internationally, or collaborate with other brands?
Yes! We just launched a new flavour—Sweet Chilli KG—in June and have more flavours coming soon. We’re also introducing smaller pouches, making it more affordable and travel-friendly.
In terms of expansion, we’re exploring markets in Taiwan, Indonesia, China, and Thailand. Someone in Australia has also started bringing our product in. We’re definitely open to collaborations—I believe working together is the key to going far.
What do you think makes a good entrepreneur?
Determination is vital. I’ve been running businesses since graduation and have never worked in a traditional office. I’ve failed many times, including in MLM and F&B businesses, but I never gave up.
A good entrepreneur must be resilient and stay updated with market trends. Right now, for example, we’re looking into AI-related products to stay relevant.
What’s your vision for Singapore in the next five years?
I hope Singapore continues to support small food businesses like ours. Right now, most startup focus is on tech, but food—rich in culture and heart—is often overlooked.
I’d love to see more shared kitchens, cross-border opportunities, and especially more mentorship programmes. When I started, scaling a food business felt like a mystery. Better support could really help future founders.
If you had to choose between S$1 million or the ability to teleport for five days, which would you choose and why?
Teleport, of course! In five days, I’d close all my big distribution contracts. After that, the million dollars would follow. So really, I’d get both!
Connect with Yvonne: Instagram and TikTok.
Yvonne is a member of Rainmaker, a revolutionary movement that rallies like-minded people together based on the values of Love, Authenticity, Respect, Kindness and Youthfulness (LARKY).
