The Brand Behind the Hype
PLUSEIGHTTWO (+82) isn't just another dessert cafe. It was co‑founded by BTOB member Eunkwang. The concept: Korean bingsu and desserts with a modern, Instagram ready aesthetic.
The Singapore flagship opened in January 2018 at Rendezvous Gallery, Bras Basah. It was a hit but the founders saw bigger opportunities across Southeast Asia. Malaysia. Indonesia. Maybe more.
There was just one problem: they had no local team in those countries, no understanding of cross border compliance and no experience negotiating leases in unfamiliar markets.
That’s where Freakyyy came in.
Most brands think scaling regionally is about finding a partner and copying what worked at home. In Southeast Asia, that thinking fails fast.
Here’s what we uncovered in our first conversations:
Malaysia’s Halal requirement
Any food brand entering Malaysia targeting the local Muslim market needs Halal certification. The process is not automatic. It requires ingredient audits, kitchen inspections and ongoing compliance. Without it, you're limited to a tiny expat audience.Cross border leases
Lease terms in Kuala Lumpur are different from Singapore. Security deposits, escalation clauses, fit out periods – each market has its own norms. A Singapore lease template copied to Malaysia can cost you tens of thousands.Celebrity IP doesn't automatically translate
BTOB is huge in Korea and has a strong fanbase across SEA. But a celebrity name alone won't fill seats. The brand needs local PR, influencer engagement and culturally adapted marketing.Indonesia’s regulatory maze
Foreign ownership, company registration, food import permits – Jakarta is a different beast. Without local legal support, a rollout can stall for six months or more.
We didn't write a strategy deck. We executed – market by market.
Phase 1: Corporate Setup & Launch Support
· Managed company incorporation for the joint venture.
· Sourced the prime location at Rendezvous Gallery, Bras Basah.
· Negotiated favourable lease terms with the landlord, including a rent free fit out period.
· Coordinated the grand opening with celebrity guests
· Secured news coverage – driving significant opening weekend footfall.
Phase 2: Malaysia – Halal Certification & Venue Sourcing
· Led by Ben, we navigated Halal certification for the Malaysia launch (Sunway, Kuala Lumpur).
· Identified and secured a high traffic location suitable for the brand.
· Managed local compliance for food service operations.
Phase 3: Indonesia – Jakarta Rollout
· Established the operational framework for Jakarta.
· Coordinated with local legal partners for foreign ownership compliance.
· Set up venue sourcing and lease negotiation processes for the Indonesia market.
The Results
Area Outcome
Markets entered Singapore (flagship) → Malaysia (Kuala Lumpur) → Indonesia (Jakarta)
PR & media Yahoo News Singapore feature; local influencer coverage in each market
Lease terms Secured rent‑free fit‑out periods and reduced deposits in multiple locations
Halal certification Achieved for Malaysia, enabling access to the full market
Current status Operational in all three countries
Why This Matters for Your Brand
If you're a celebrity backed brand – or any F&B concept – looking to scale across SEA, the lesson is clear: fame alone doesn't guarantee success.
You need someone who knows:
· How to certify Halal in Malaysia
· How to incorporate in Jakarta
· How to negotiate a lease in Singapore
· How to get local PR that actually drives foot traffic
That's what Freakyyy does.
Verification
This case study is based on actual project work completed by Freakyyy.
For verification, a direct client reference is available upon request.
Ready to Scale Your Brand Across SEA?
Whether you need corporate structuring, venue sourcing, or cross border compliance – Freakyyy handles it.
Visit our website or check out our digital case study here!