their first overseas outlet (in Indonesia) in 2002 and expanded their menu (adding ice cream toast and the Toastwich), they have won the 2004 and 2005 Superbrands Award, the 2005 to 2007 SIFST Product Award and the 2008 SPBA-CitiBusiness Regional Brands Award. Products and stores Ya Kun Kaya Toast has over forty Singaporean outlets, about half of which are franchised, and over thirty overseas outlets, all franchised, across seven countries (China, Indonesia, Japan, Myanmar, South Korea, Taiwan, Philippines and United Arab Emirates); they plan to expand to Brunei, India, Malaysia, the Maldives, and Thailand in future. The stores have a retro ambiance, with wooden tables and stools, a Chinese calligraphy of the company name, posters about their history, and traditional methods of preparing food and customer service reflecting Chinese family values. Unlike their main competitors, they have a limited menu that revolves around their core product, kaya toast, with cheese, peanut butter and ice cream as alternative spreads for their thin, brown, crispy bread. To appeal to a wider demographic, Ya Kun also sells French toast and Toastwiches (their Asian alternative to sandwiches). Prices at local Ya Kun stores are slightly higher than those at kopitiams, but lower than prices of comparable products at Western coffeehouse chains operating in Singapore, while food at overseas Ya Kun outlets is relatively expensive. All outlets obtain their ingredients from the same suppliers and some ingredients, notably the kaya and coffee powder, are made at the Ya Kun factory in Bedok, using recipes that only a few of the Loi family know. The chain are "widely regarded as an institution of good kaya toast" and "a Singaporean cultural icon" that the Singapore Tourism Board has promoted as a tourist attraction. A Ming Pao review praised the "crispy but not hard, fragrant but not burnt" toast and fresh kaya, while a Straits Times review described the toast as "evenly sliced" and of "the right texture", the eggs as "cooked to perfection" and the tarik as "not too milky and not overpoweringly sweet either". Management Adrin has an 80 percent share of Ya Kun Singapore and his younger brother, Algie, has a 20 percent share, with other members of the Loi family actively involved in daily activities, while Ya Kun International is fully owned by Adrin Loi. Their corporate culture is conservative and people-centric, with emphasis on preserving their brand identity as their chengnuo (承诺, "commitment"