Opinion Piece - 19/11/2024
The Rise of Yo-chi and the decline of "third places" for young people.
On any given evening, in shopping centres across the country, you might be pleased to find young people gathered chatting, laughing and maybe even enjoying a sweet treat - but more than likely they won’t be on their phones, they will be enjoying each other’s company.
They’ll be enjoying some Yo-Chi.
Yo-Chi locations have become vibrant hubs for young people, who gather around the self-serve frozen yoghurt counters to chat, eat, and socialise.
The appeal lies not just in the delicious yoghurt but in the chance to meet and unwind in an era when opportunities for young people to gather have dwindled.
The Yo-Chi phenomenon is reminiscent of pre-social-media era (which now seem distant) wherein young people often went outside to find community and action. Many now regard their local Yo-Chi as a “third place”—a neutral, welcoming environment outside home and work, which is rare in modern western culture.
"rising rent and operation costs have priced out both businesses and young customers."
Historically, places like bars, cafes, and shopping malls filled this role for youth, but rising rent and operation costs have priced out both businesses and young customers. With fewer traditional gathering spots, social media or online gaming platforms became the fallback. Additionally, religious institutions and community centres, once alternative third places, no longer attract young people at the same rate.
Financial and logistical barriers also limit young people’s access to social venues. For instance, the cost of social outings—whether for food, drink, or entertainment—often far exceeds what a teenager or young adult can reasonably afford.
As in-person gatherings become less accessible, young people naturally turn to social media and other online forms of gathering such as gaming for connection, reducing face-to-face interactions and contributing to a sense of isolation. This shift to online forms of community is more of a response to barriers that are now in place which prevent real connection, rather than a lack of desire for in-person socialising.
Research on the loneliness epidemic underscores the mental health impact of reduced social spaces,considering those without a third place are more likely to experience symptoms of anxiety or depression highlighting the need for accessible, casual meeting places.
Yo-Chi has found a unique way to attract young people by combining affordability and a relaxed and inviting setting, that makes it clear guests are welcome to “hang”. With its “pay-by-weight” model, Yo-Chi allows customers to control their spending, making it possible to spend as little as $5 or splurge on a larger treat.
This flexibility accommodates tight budgets and encourages young people to gather in groups, fostering a positive, interactive experience. The appeal of self-service, variety, and a welcoming environment keeps customers in-store, engaging socially rather than simply taking their yoghurt to go.
The importance of a third space for youth can't be understated, in a world of increasing technological reliance and isolation, providing young people the means to connect in person is paramount. Yo-Chi’s success demonstrates the potential of youth-oriented, affordable social spaces in enhancing mental well-being by providing safe places to connect. As this model gains traction, it may inspire other businesses to create similar spaces, addressing the need for accessible, in-person social venues for young people in an increasingly isolated world.
