Tasty Toastys – Born from Warmth, Creativity & Community
From a cozy concept about warmth and human comfort to a pioneering Singapore‑born lifestyle brand with global reach.
Where It All Began
Tasty Toastys originated in 2021–2022 when Chanel Lee, a Singapore‑based creative born in South Korea, imagined a brand that captured the feeling of being “Toasty”: warm, comfortable, and delightfully nostalgic.
Instead of a traditional product launch, Chanel chose a pioneering digital path and introduced Tasty Toastys first as a collection of 7,600 NFTs on the Ethereum blockchain in November 2021 / February 2022. These digital collectibles were designed with simple, charming bread‑inspired icons intended for digital expression and community building.
The Toasty Dreamer, Chanel Lee
Before Tasty Toastys, Chanel worked in corporate roles, including in tech marketing. During the pandemic, she explored NFTs and fell in love with the creative and community‑driven potential of the space. Her first NFT collection sold out quickly, confirming a strong global interest. Inspired by this success, Chanel envisioned Tasty Toastys not just as art but as a brand similar to iconic lifestyle brands she admired with plans for physical products and broader cultural touchpoints.
The Toasty Philosophy
The core idea of Tasty Toastys is comfort, warmth, and connection captured through playful characters and lifestyle experiences. It draws from the universal familiarity of toast a simple yet comforting food and extends that feeling into digital collectibles, physical goods, and community spaces.
A Digital Launch Like No Other
In late 2021 / early 2022, Tasty Toastys debuted a 7,600 piece NFT collection that sold out within a week, positioning it as one of Singapore’s first successful NFT brand launches. The collection showcased generative designs with fun combinations and helped build an early international community of supporters.
From Digital to Tangible Joy
Tasty Toastys evolved from NFTs to a full lifestyle brand, offering plush toys, bags, accessories, stationery, and other goods. The transition began with small retail placements and online offerings, continuing Chanel’s long‑term vision of a universal, heart‑warming brand that resonates beyond digital spaces.
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