Yeo’s recognised at the FMCG Asia Awards 2025 for redefining tea culture in Singapore

The company is courting a new generation of tea drinkers through creative storytelling and authentic local engagement.

Yeo’s received two honours at the FMCG Asia Awards 2025: Campaign of the Year - Singapore for Gen Tea, and Consumer Good of the Year (Non-Carbonated Beverage) - Singapore for First Harvest Green Tea. Together, these awards recognise the brand’s clear execution in cultural relevance and product innovation within Singapore’s ready-to-drink tea market.

Reinterpreting national identity with Gen Tea

Gen Tea reframed the post-2000 NRIC prefix “T” as “Tea”, positioning this generation as the new faces of Singapore’s tea culture. Launched in the lead-up to General Election Cooling-Off Day, the campaign invited Singaporeans aged 25 and under to claim a complimentary bottle of Yeo’s First Harvest Green Tea as a symbolic “birthright”.

Over three days at One Holland Village, more than 1,500 participants created personalised “Identi-Tea Cards” and redeemed their bottles of First Harvest Green Tea.

“This creative leap aligned Yeo’s with national pride and strengthened its promise to remain relevant whilst honouring its heritage as a trusted tea maker,” the company said.

Activity spanned online and on-ground, deepening Yeo’s resonance with younger consumers. Influencers, including Dewy Choo, Ian Thio, and Kai, along with organic posts on @yeossg platforms, contributed to more than 7 million cumulative views. 

First Harvest Green Tea - Innovation with provenance

Introduced in 2023, First Harvest Green Tea is brewed from spring’s first leaf buds, with a defined aroma, taste, and an antioxidant profile aligned to the early-pick origin. With various campaigns such as the Charli XCX-inspired BRATTEA, Gen Tea movement, and National Day Parade, the brand achieved over 10 million reach and one million product trials nationwide.

Commercial impact followed, with a 20% growth for Yeo’s in ready-to-drink tea despite a 4% category decline. Yeo’s is also expanding its tea portfolio with new launches such as the White Peach Tea, crafted to appeal to consumers seeking lighter, fruit-forward profiles.

Beyond its tea range, the brand is committed to innovations with the launch of Immuno Soy Milk, Supersprouts Soy Milk, Orchid Chrysanthemum Tea, and more. The introduction of such contemporary variants signals Yeo’s commitment to evolve with the consumers, balance modern tastes with the brand’s legacy, and anchor itself in everyday Singaporean culture. 

The FMCG Asia Awards, organised by Retail Asia, recognises companies that have made a significant impact on the fast-moving consumer goods industry. It celebrates the excellence of those who consistently deliver exceptional products, drive innovative initiatives, and execute remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here.  For more information about the awards programme, you may contact Shela Ramos at +65 3158 1386 or [email protected].