"Yes, there are adults collecting Prime (bottles) in Singapore." It's meant for Prime collectors," he wrote. On SGFR's online store, the Prime collection ranges from S$7.50 for student-priced "common" bottles to as much as S$350 for a "super rare" collectible.Ī comment by Mr Haikkel on TODAY's Instagram page stated that bottles priced S$45 and above are "limited edition collectibles that have (only) 1,000 in the world, 10,000 in the world". In a video interview with entertainment channel Wekaypoh, posted on TikTok on Wednesday, Mr Haikkel notes that the bottled drinks have different rarities because the creators "wanted (Prime) to be like Pokemon cards".īottles that have higher rarities are more expensive and often bought for collection purposes rather than for consumption. Other users also claimed that Prime is sold at cheaper prices at Mustafa Centre in Little India here. The top comment for the video read: "All kids and YPs (young punks) who don't know SGFR (adds a) 200 per cent (mark-up) for Prime." Those in the know, however, criticised SGFR for its alleged high prices. They literally baited everyone." 'DAYLIGHT ROBBERY TO KIDS' This prompted a TikTok user to joke: "Wah, from fishing to snacks. SGFR's founder and chief executive officer Mohamed Haikkel, 21, said that he first started SGFishingRigz as a business on e-marketplace Carousell in March 2020, selling fishing rigs and kits for beginners.ĭue to Covid-19 restrictions, personal issues and waning interest in fishing, the team decided to officially pivot to selling international snacks and drinks early this year and rebranded the store, coming up with the backronym "SG4Real". Its launch late last year saw huge demand among schoolchildren in the United Kingdom (UK) and the United States (US), with media outlets reporting of "chaos" in supermarkets and online resellers hiking up prices by as much as 1,600 per cent. Prime Hydration is a range of sports drinks, drink mixes and energy drinks launched by YouTubers Logan Paul and KSI, both of whom have leveraged their large social media followings to promote it. It also stocks snacks and drinks such as Takis tortilla chips from Mexico, G Fuel energy drinks and Prime energy drinks. SGFR calls itself a "concept candy store" that sells well-known international candies such as YouTuber MrBeast's Feastables chocolate bars, Kellogg's Pop-Tarts and Sour Patch Kids. Similarly, other users in their 20s and 30s confessed that they did not know of the brand either.Īnother appealed for answers, asking: "What they sell, sia? I searched SGFR, it gave me Singapore Fishing Rigz." Instead of discussing the store, many viewers were simply wondering what it was.Ī top comment went: "I'm so old at 47, I don't know what (The SGFR Store) is." The video quickly went viral and has since reached 279,500 views as of Thursday. The queue, cordoned off with red barrier belts, lines the block past other stores such as Long John Silver's and Yoshinoya food shops. In a TikTok video posted by user "julia_lfm" on Monday, a long line of young people and children can be seen queueing along the exterior of the mall in Yishun. Yet, one in particular had social media users stumped this week: A snaking queue for the opening of The SGFR Store at Wisteria Mall last Sunday (Dec 3). SINGAPORE - From camping at SingPost for Taylor Swift tickets to trying to get into Johor Bahru on a long weekend, Singaporeans are no stranger to long queues.
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