When cult-favourite sandwich joint KORIO suddenly announced its closure in Dec 2023, fans were floored. After all, it was notorious for drawing long lines of customers at its Far East Square outlet.
But this time, KORIO is back—and not with one, but two outlets.
We caught up with the husband-and-wife team behind the brand, Shaz and Myron Tan, to find out what led to the brand’s closure, and how they’re plotting a bigger comeback.
Making its name in the F&B scene
KORIO was born out of a “shared love for honest, comfort food done right.”
“Some of our most memorable meals were sandwiches enjoyed in unexpected places,” said Myron. Much of the inspiration for the brand came from his time working in the US, where Myron had some of the best sandwiches in New York, and wanted to bring that experience back to Singapore.
Moreover, when Myron and Shaz were still dating, their late-night suppers at home almost always revolved around sandwiches, which made the idea of building a brand around them feel especially meaningful.
The idea for KORIO first started taking shape in 2019, and the brand officially launched in early 2020. It made its name with indulgent, grilled sandwiches, and soft, pillowy brioche doughnuts.
Some of its signature offerings included the Breakfast Sammy, a brioche sandwich with sauce gribiche (a classic French-style egg salad) and seared spam, as well as grilled cheese, a blend of American and cheddar cheeses with caramelised onions on whole-wheat sourdough. Their doughnuts, especially the Honey Sea Salt, were also hits.
Reflecting on the opening of their first outlet, Shaz shared that the initial reaction from most customers was “genuine surprise.” “First, at the fact that everything was made in-house, from our brioche doughnuts to our full sandwich lineup, all from a tiny hole-in-the-wall unit on Amoy Street. And then, surprise again at just how good the food was.”
At the time, she shared that the sandwich and doughnut space in Singapore was “relatively underdeveloped,” and that KORIO was one of the first businesses to introduce a concept that offered both—done well.
And it’s clear that the concept resonated well with people. “Response at the first outlet was incredibly encouraging,” said Myron. “On peak days, we saw a steady flow of both regulars and new customers throughout service, and certain items often sell out well before closing.”
While the duo declined to share specific sales numbers, they shared that demand had “consistently exceeded forecasts,” especially during lunch hours.
“It’s not unusual for our signature sandwiches and doughnuts to be completely sold out by mid-afternoon, and we’ve had to adjust our production levels more than once to keep up.”
For a while, it seemed like KORIO had everything going its way…
…or so it seemed
One of the biggest challenges the duo faced leading up to KORIO’s closure in 2023 was, as the business’s founders put it, stagnation.
“We had big ambitions for the brand, but over time, we became so consumed by the demands of daily operations that it became difficult to think beyond the immediate. Burnout set in, and it was hard to find the space—mentally or physically—to grow.”
The brand’s original store was a relatively small unit, which made it difficult to scale. “We couldn’t take on larger orders, optimise workflow, or increase efficiency. At the same time, rising rental costs added further pressure to an already stretched setup.”
It then became clear to the couple that, after a four-year run, they needed to step back in order to move forward. Describing the store closure as one of the best decisions they’ve made, Myron shared that it gave the duo the space to reflect and restrategise. “That pause was necessary to reimagine what KORIO could become.”
During their break, the duo shared that received continued support from their community—customers kept asking when they would return.
It reminded us that the brand still had real momentum and meaning. We always knew we wanted to bring it back, but in a more sustainable, thoughtful way. The challenge was figuring out how and when.
That moment arrived when Andrew Li, the CEO of Zouk Group, approached the brand. Though he hadn’t been a customer—KORIO’s sandwiches always sold out too quickly for him to try—he was intrigued when he heard about its closure and decided to reach out.
When the founders responded, he finally got the chance to taste the sandwiches for himself. The experience exceeded expectations, and he immediately fell in love with the brand—sparking a partnership that would lead to the brand’s revival.
Evolving from a small, founder-run business
The first step in that partnership was a pop-up at Here Kitty Kitty, a speakeasy-style cocktail bar owned by Zouk Group.
Still, Shaz and Myron were initially hesitant. Relaunching KORIO as part of a collaboration, rather than striking out on their own, felt like a gamble, especially after being away for some time.
“We weren’t sure how our original customers would respond, or if it would feel too far removed from what KORIO used to be,” said Shaz.
But those doubts were quickly put to rest. The pop-up was fully booked, drawing a mix of new and familiar faces. Some even returned multiple times.
The overwhelming response made the decision clear: it was time to bring KORIO back for good. And thus, the couple reopened at IOI Central Boulevard Towers in Dec 2024.
Tapping into their partnership with Zouk Group, Shaz and Myron are now able to operate KORIO with a far stronger infrastructure behind the scenes.
“This has made a meaningful difference compared to when we were managing everything independently,” said Shaz.
While the founders still continue to lead on product, brand, and creative direction, Zouk has provided the operational support needed to streamline and scale the business.
They have played an instrumental role in securing prime locations, negotiating favourable leases, and liaising with contractors during fit-outs, lifting a significant load off the couple’s plates.
Operationally, Zouk has also assisted with hiring, advertising, and financial management, including budgeting and tracking overall performance.
Overall, the partnership has helped us evolve from a small, founder-run business into a more robust and scalable operation.
KORIO’s vision extends beyond just being a great F&B brand
Since reopening, both Shaz and Myron have been “really encouraged” by the traction KORIO has received. While the duo chose not to disclose exact sales figures, they shared that many of the brand’s core items sell out daily.
Buoyed by the positive response, they have also opened a second outlet at Bugis Guoco Midtown II recently in Jul.
But the duo is not stopping there. While their short term goal is to focus is on strengthening operations across both outlets, they’re also exploring ways to grow the brand sustainably.
This could mean expanding to more locations in Singapore, or potentially exploring overseas opportunities in the future. “But any move we make will be intentional—we’re not in a rush to scale for the sake of it,” added Myron.
Our mission has always been simple: to create delicious, unforgettable food moments that stand the test of time. We’re not chasing trends; we’re building something lasting. As we grow, our vision extends beyond just being a great F&B brand. We hope to build a community that’s rooted in authenticity, driven by passion, and powered by really good food. That’s the heart of KORIO—and always will be.
- Find out more about KORIO here.
- Read other articles we’ve written on Singaporean businesses here.
Featured Image Credit: KORIO