From fishing supplies to influencer snacks, SGFR’s transformation into a viral sensation captures the essence of Gen Alpha’s consumer culture.
SINGAPORE: A line of excited teens and pre-teens stretches outside Wisteria Mall in Yishun, their voices rising in a synchronized countdown before erupting into high-pitched shrieks as the co-founders of The SGFR Store unveil their shop for another day of sales. The store, no larger than a typical HDB BTO living room, is packed with imported snacks from the United States: Prime energy drinks by influencers Logan Paul and KSI, chocolate bars from YouTuber Mr. Beast, and Takis tortilla chips in daring flavours like ‘Blue Heat’ and ‘Fuego.’ These products have become cult favourites among today’s youth, deeply embedded in the culture of the chronically online.
The co-founders, Mohamed Haikkel, 21, and Lucas Phua, 20, have turned a small store into a viral sensation. Their inventory is more than just snacks; it’s a way of life for young followers who idolize influencers like Logan Paul, KSI, and Mr. Beast. These influencers, with millions of followers across platforms, have given rise to a new wave of branded products—like Prime and Feastables—that kids can’t get enough of. And while stores like NTUC FairPrice don’t stock these niche items, SGFR has become the go-to place for Gen Z and Gen Alpha alike to find their favourite treats.
At the opening of the Wisteria Mall location, Haikkel recalls the moment he knew they had hit something big: “I saw the crowd, and I thought to myself: ‘We’re going to be okay.’”
The rise of SGFR is a testament to the power of Gen Z entrepreneurs who not only understand the cultural zeitgeist but have tapped into the growing phenomenon of influencer-driven consumerism. Whether it’s the limited-edition $300 Gold Prime drink or the $1 Hershey’s popping candy, SGFR offers a place where kids can spend their pocket money on unique and sometimes exorbitantly priced items. It’s not just a store—it’s an experience, and the experience is one that’s deeply connected to the influencers they follow.
The co-founders’ journey didn’t start with snacks. Initially, SGFR was known as SGFishingRigz, a business born out of Haikkel’s entrepreneurial spirit when he was just in secondary school. The business first took off in the pandemic when fishing became a popular hobby. But as international travel resumed, the fishing sales slowed down, and Haikkel and his team had to think outside the box. That’s when the decision was made to pivot—bringing in trending items like Prime and other American snacks, which had a huge appeal among kids. The viral TikTok video announcing Prime’s availability led to 150 bottles selling out in just four hours, cementing SGFR’s place in Singapore’s Gen Alpha culture.
With a rebranding from SGFishingRigz to SGForReal, SGFR now operates multiple locations, including their flagship Tampines store, which boasts a superhero theme, and their new arcade-themed outlet at Wisteria Mall. Their success isn’t just from selling snacks; it’s about creating a fun, inclusive atmosphere for kids to come together after school. The stores are designed to be destinations where fans can interact with influencers like Haikkel and Phua, creating lasting memories that turn customers into loyal followers.
“We try to make each store a fun place that kids want to hang out in,” Haikkel says, noting that each location has its own unique feel. For example, Wisteria Mall offers a free-to-play arcade with a minimum spend and even Prime ice cream for customers who spend over $30.
The SGFR team has proven that their success isn’t just based on chasing trends but creating a community. While they initially attracted attention with their Prime drinks, their diverse range of products—including SGFR merchandise like T-shirts and pins—has become a strong revenue driver. Haikkel, Phua, and their team have turned their store into more than just a snack shop—it’s a cultural hub for Gen Alpha.
Even as they continue to grow, the founders remain mindful of the challenges that come with running a trend-driven business. They’ve faced criticism for their prices and received unsolicited business advice from older generations who don’t understand their appeal. Despite the negativity, SGFR has stayed true to its roots, focusing on creating an experience that their community values.
“Not every kid buys Prime,” Haikkel points out. “Some come for the chocolate or Takis. Others just hang out.” What SGFR offers is a safe space for kids to connect, enjoy their favourite products, and be part of something bigger.
As SGFR continues to expand, Haikkel and Phua are fully aware that trends like Prime won’t last forever. However, the core values of community, fun, and connection will continue to be the driving force behind their success.
