From PRIME energy drinks to MrBeast chocolate bars, SGFR Store delivers international favorite snacks.
It’s 5AM on a weekend—and instead of sleeping in, dozens of young Singaporeans are already queuing up outside a shopping mall in Yishun.
There is one of them SGFR StoreThe latest store opening.
As the sun rose and the queues came from Northpoint City, it is said that the crowd grew to such an extent that some were asked to leave by security before the mall was officially opened.
For most retailers, that type of release is reserved for limited edition launches or concert ticket drops. For SGFR, it’s a regular occurrence.
The brand has gone viral many times over, drawing huge crowds at each store opening and new product launch—and it’s a sign of how quickly the brand is taking hold in the Singapore snack market.
The founder of SGFR Store was only 18 years old when he started the business
Opened in Mar 2022, SGFR Store is making a name for itself as a “candy store.” The business focuses on cult favorites among today’s young people who are always connected to the Internet.
Its shelves are stocked with the likes of PRIME energy drinks from influencers Logan Paul and KSI, YouTuber MrBeast’s chocolate bars, and Takis tortilla chips in flavors like ‘Blue Heat’ and ‘Fuego.’ This isn’t just a snack—the influencers behind them have huge followings in other countries, while Takis’ taste test videos are racking up millions of views online.
Very niche to mainstream grocery chains like NTUC FairPrice, they find a home in SGFR, which caters to younger consumers who grew up worshiping these online personalities and now want their favorite snacks in one place.
Price points vary as wildly as the products: you can get Hershey’s Popping Candy for as little as S$1, or splurge on a limited edition Gold PRIME drink for S$300.
Behind the business is 23-year-old Mohamed Haikkel, who got his start early. Before the SGFR Store took on its current form, it was known as SGFishingRigz, where Haikkel sells fishing equipment.
At the age of 16, fresh out of O-Levels, Haikkel broke his leg in an accident that left him stranded at home. Looking for something to pass the time, he fished—and soon saw a gap in the market.
“When my friends started asking me how I fish, I noticed something. Uncles and aunts in fishing shops wanted to sell only to professionals. No one wanted to help beginners,” in an interview with him. Spirit of Business.
So you build what the market doesn’t have. With SGFishingRigz, Haikkel has provided beginner-friendly fishing tools that include everything needed to get started, as well as QR codes that link to lessons.
The timing served him well: during the pandemic, when travel was stopped and people were looking for new hobbies, demand grew. By 2022, at just 18 years old, Haikkel had opened a hardware store in Tampines and had a full-fledged business.
Meanwhile, however, as COVID-19 restrictions eased and travel resumed, interest in fishing waned. Despite efforts to revive sales through events and new product launches, the store’s revenue has fallen sharply.
During the recession, Haikkel saw a new opportunity. He noticed that customers looking for fishing gear tend to pick up snacks and drinks. Influenced by YouTubers showcasing viral American snacks, he began to question why such products were not readily available in Singapore.
That curiosity led Haikkel to introduce PRIME Hydration, starting with just 10 boxes (or 150 bottles in total). A TikTok post later, the entire stock was sold in four hours, proving that there was a ready market in Singapore for the viral, internet-popular snack.
Therefore, Haikkel made the most of fishing equipment to focus on this new business, marking the beginning of the SGFR Store that year.
It expands to nine locations and launches its own product line
The early success of the SGFR Store quickly snowballed. Haikkel brought in other trending brands and expanded into many areas, running the business alongside owner and longtime friend Lucas Phua.
By March 2024, the chain had five stores, together generating more than six figures in monthly revenue. Today, the number of its stores has almost doubled to nine.
At first glance, it may seem like SGFR is just chasing viral trends on TikTok. Some Reddit users questioned the sustainability of the business model, noting that some stores seem to be quiet on certain days.
Haikkel talked about this in a TikTok video. The business doesn’t sell necessities like Watsons, Guardian or NTUC—it’s a candy store, which is why it “won’t always have foot traffic.”
Some days are good, some days are bad, and we try to do events and sell online to increase our income.
That said, SGFR Store didn’t just want to wait for trends—we wanted to create them. This led to the launch of its first in-house product line. The first drink was Quench, released as the first canned ice cream milk drink, inspired by Singaporeans. count– the style leave me drinks.
Months of research and development were documented on social media, creating anticipation before the launch. The product sold out quickly.
Today, the brand has expanded to introduce snacks like the Cwumble Cwunch, inspired by the viral Kunafe Dubai Chocolate. When shipping delays threatened delivery, Haikkel and his small team stepped up, working diligently for five days to recreate the recipe in-house. Today, the Cwumble Cwunch remains one of SGFR’s signature products.
SGFR Store aims to expand beyond Singapore’s shores
SGFR Store’s growing product line and growing number of stores is fueled by its loyal following, something Haikkel has repeatedly emphasized in interviews and social media.
Influencers like Logan Paul and KSI have shaped his approach—it’s not about fame, it’s about connecting with your audience and keeping them entertained, with engaging, shareable content Spirit of Business interview.
Every month, SGFR Store does something for its community, even if it comes at a cost. During the September 2024 IShowSpeed tour in Singapore, Haikkel gave him an iPhone 16 Pro Max and an iPhone 16 Pro Max. One piece figure when the broadcaster falls at the exit of Arab Street.
In one case, the business donated 400 bottles of PRIME to a local mosque. “These are things that people really remember. This creates a personal connection between us and the audience each time,” he said Rice Media.
Beyond giveaways, the SGFR Store often hosts meet and greets with fans and content creators like Luqmaan Hakiim, who joined Haikkel and Lucas as a co-owner.
Unlike most shop owners, the SGFR team is treated almost like a celebrity—at the store’s launch, fans lined up for selfies and selfies, a clear illustration of the brand’s cultural influence among Singapore’s youth.
Building on this momentum, SGFR Store aims to grow to 15 stores by 2026 and focus on overseas markets by 2027. “None of this would be possible without our customers,” Haikkel said. “From day one, they weren’t just buying snacks—they were part of the journey with us.”
- Find out more about the SGFR Store here.
- Read other articles we’ve written about Singapore businesses here.
Featured Image Credit: SGFR Store/ location via Instagram
