The first food trend of 2018 has a certain pull factor

For anyone who’s been to Bangkok (or Japan), you might recognize the stretchy, Hokkaido-style cheese toast that’s graced many an Instagram page. It took a while, but the trend has finally arrived in Singapore, in the form of Thai brand Say Chiizu.

Sink your teeth into the unique cheese blend recipe, perfected by co-founders Keeratikorn Letlumchaiyakorn (Khun Jae) and Pornphan Petchdara (Khun Aor). Say Chiizu’s cheese is made with specially imported Japanese milk, and mixed with a blend of other fresh cheeses like mozzarella, for the ultimate "cheese-pull" texture.

Wedged between pillowy homemade Hokkaido milk toast, the cheese has a subtle savory-sweet taste; while the toast itself comes in three flavors—charcoal, chocolate and original ($3.80). The cute creature on the sleeve packaging—if you were wondering—is a sunny yellow bear modelled after one of the co-founders’ nickname, "Bear". Selected cheese drinks will be available at outlets too.

Starting Jan 15, Say Chiizu will open in the form of takeaway kiosks at VivoCity (Jan 15), 313@Somerset (Jan 15), White Sands Shopping Centre (Jan 17), and The Clementi Mall (Jan 18). The plan here seems to be world domination, one mall a day—but jokes aside, the brand has plans to open 10 outlets by the end of 2018, as well as a proper cafe in town in Feb 2019. Looks like the cheese toast trend isn’t going anywhere anytime soon.