Who could have predicted that frozen yoghurt would be so cool? Photo: Region.
Wollongong’s place to be on a Saturday night isn’t a restaurant or a club – it’s a frozen yogurt shop.
Up until a month ago I hadn’t heard of Yo-Chi and now trying to understand the hype has become my Roman Empire.
I was admittedly skeptical when I heard a frozen yoghurt shop was the next to occupy the revolving door of businesses that have attempted to succeed in the massive space on the corner of Crown and Keira streets, but the response by the community has been overwhelming.
In the days after the store launched, the scope of what we were dealing with became clear with Yo-Chi’s cult following leading to lines around the block and the business becoming a must-stop location for Illawarra locals and visitors alike.
While it might have been assumed the excitement would start to dwindle, it’s been more than a month and the store is still buzzing for almost 12 hours a day, 7 days a week.
And it’s not even summer yet.
But I just don’t understand why?
This is not the first nor is it the only frozen yoghurt place in Wollongong. In fact, I think I could throw a stone from Yo-Chi’s front door to at least three other businesses that sell acai desserts.
So what makes it different? Why are people so obsessed with this particular store? Why this yoghurt?
I’ve had people tell me it’s the “best” frozen yoghurt while others have told me it’s so good it tastes more like ice-cream than frozen yoghurt … if you want ice-cream, eat ice-cream.
While Yo-Chi boasts healthy and vegan options, fun toppings and a DIY style, I can’t help but think that the cultural phenomenon extends beyond the product itself.
Apparently a photo with your local Yo-Chi is like a badge of honour, a sign that you’re part of something bigger than yourself, a way to identify with your youth.
I’m wondering if perhaps this is the smashed avo craze but for Gen Z?
Is there anything wrong with it? No. Is it delicious? Probably. Will it prevent this generation from being able to afford property in the future? Who knows.
As someone who is still all in for a slice of avo toast, I’m not quite ready to join a queues for frozen yoghurt, especially when I have yoghurt and a freezer at home.
But I might be willing to change my mind and give it a try if one of these young folk could just explain to me why.
Unfortunately even if they could explain, out of every 10 words they say I only understand around 6,7 (another generational mystery – ask a teenager to explain that phrase) of them anyway.
