Asmine Koh Of Hideout Coffee Bar On The Future Of Singapore's F&B Scene

Every one of this 34‐year‐old’s F&B projects has been off the beaten track and on the small side. There’s the now‐defunct (and sorely missed) natural wine bar Nothing Fancy, which was located in a back alley on Hamilton Road; the aptly named natural wine distributor and occasional party organiser The Smallest Wine Fair; and – her latest – the hole‐in‐the‐wall Hideout Coffee Bar, a 269‐sqft space tucked away in yet another alley, this time on Geylang Road. Every one, however, has been big on vibes, drawing throngs of young, cool and creative types. Here, she tells us all about the beauty of marching to her own beat in the highly competitive world of F&B.

HELLO, ASMINE! WE UNDERSTAND YOU’VE TRIED YOUR HAND AT VARIOUS DISCIPLINES – FROM STUDYING FASHION DESIGN TO BEING A FITNESS INSTRUCTOR. HOW DID YOU END UP IN F&B?

“After graduating from Temasek Polytechnic’s fashion design course, I thought the best way to get into the fashion world was by travelling, so I decided to join Singapore Airlines as a cabin crew member. I spent six years flying, and realised that I really enjoy and excel at customer service. After leaving the airline, I tried my hand at fitness, design and eventually, F&B, with my first experience in the last being the in‐house designer at Two Men Bagel House back in 2017. I went on to open an early version of Hideout – a pop‐up concept – on a rooftop in 2020. Be it Nothing Fancy, The Smallest Wine Fair or Hideout, there’s been one main focus across all the F&B projects I’ve created: bringing people together. Whether it’s through art, music, wine or food, the intention has always been to create spaces where the community can connect over shared experiences.”

THE LOCATIONS FOR NOTHING FANCY (NOW DEFUNCT) AND HIDEOUT COFFEE BAR ARE UNUSUAL AND, SOME MIGHT EVEN SAY, UNUSUALLY SMALL. WHAT’S THE REASON BEHIND THIS?

“I’ve always believed in the charm of small spaces. Not only are they more manageable, but I also think they have incredible potential – sometimes just as much as a larger 20‐seater eatery (Hideout Coffee Bar can fit just between 10 and 15 people). While travelling, I had the chance to visit many coffee shops, and I was particularly inspired by small cafes and wine bars in Tokyo, such as Camelback, Coffee Supreme, Ahiru Store and Bear Pond Espresso. They really showed me how much a compact space can offer.”

HOLE-IN-THE-WALL CONCEPTS HAVE ALWAYS HAD A COOL FACTOR. IN 2024 THOUGH, SO MANY F&B JOINTS RUN ON BEING COOL. WHAT DO YOU THINK SETS YOUR CONCEPTS APART?

“Small spaces are great because they create a cosy atmosphere where you naturally interact with those around you, whether they’re strangers or friends. You’re almost forced to engage in conversation with the person next to you and this allows for a more intimate, comfortable experience. Plus, you get to take in the whole space all at once, observing how people feel and react, which adds to the unique energy of the place.”

WHILE IT OPENED ONLY THIS JULY, HIDEOUT COFFEE BAR HAS ALREADY COLLABORATED WITH SEVERAL BRANDS, INCLUDING THE FOOD CHANNEL ON CHEFS GROUND, FOR WHICH YOU CREATED A SPECIAL SANDWICH, AND THE SNEAKER BOUTIQUE LIMITED EDT, WHICH STOCKED NEW BALANCE KICKS IN YOUR SPACE. WHAT’S THE SPECIAL INGREDIENT BEHIND ITS POPULARITY?

“For me, the intention behind this project has always been clear from the start: Hideout is not meant to be just a coffee shop. Instead, it’s a space to foster conversations and build a community; where people can feel safe to retreat to and hide. That’s why we launched with the tag line ‘Your favourite place to hide’ – it captures the essence of what we want to create here and I guess people have resonated with that.”

WE SEEM TO HAVE ENTERED AN ERA WHEN THE DESIGN AND VIBES OF AN F&B ESTABLISHMENT ARE AS – AND IN SOME CASES, MORE – IMPORTANT THAN THE FOOD. WHAT’S YOUR TAKE ON THIS?

“I do agree to some extent, especially when it comes to first impressions and making initial contact with the public – particularly with strangers who may not know you yet. However, I believe the product and people are the most important factors in F&B. They are what keep customers coming back and build long‐term loyalty far beyond that initial impression.”

WHAT DOES THIS EMPHASIS ON VIBES MEAN FOR SMALL-BUSINESS OWNERS LIKE YOURSELF?

“I don’t believe you need to blow your budget to create a great event or space. With Nothing Fancy, for example, I kept the renovations minimal and cost‐effective. I wanted to save on renovation costs while still creating a space I felt had potential. It all boiled down to being selective, deciding what features toupdate, what to keep, and finding the right balance between style and practicality.”

THERE’S ALSO THE RISK OF A VIBEY PLACE BECOMING OVERHYPED. WHAT HELPS KEEP YOUR F&B ESTABLISHMENTS IN CHECK?

“We try to approach things in a more cultural way – whether it’s hosting art shows in‐store, making our sandwiches in front of our customers or simply discussing common interests with an open heart. Our businesses aren’t just about the vibes. They’re about creating genuine connections and making people feel welcomed. I believe that through conversations, one can learn almost anything about a person or topic.”

ALL OF YOUR F&B BUSINESSES HAVE BEEN A HIT WITH GEN Z. WAS THIS INTENTIONAL?

“I wouldn’t say that my businesses have been built to appeal to a particular generation, including Gen Z. Instead, our focus has been on creating a comfortable and welcoming space where everyone, regardless of age, can enjoy themselves and feel at home. This approach has naturally attracted a diverse community of patrons, including Gen Zers, who appreciate the environment we’ve cultivated ... I’ve always been inspired by the various F&B experiences and concepts I’ve encountered during my travels, and I think Nothing Fancy and Hideout have been a cumulation and reflection of that.”

WHAT OTHER OBSERVATIONS HAVE YOU MADE ABOUT HOW THE NEXT GENERATION IS DINING TODAY? 

“We’ve noticed that today’s younger customers – particularly Gen Z – value authenticity and meaningful experiences. They tend to seek out brands and spaces that align with their values. At the same time, social media remains a strong influence, and they often discover and decide on places based on online reviews and recommendations ... One downside to this has been that it’s increasingly challenging to maintain customer interest – especially when there are so many options now. Many people are drawn to new concepts or experiences, but that interest often fades quickly, leading to declining patronage once the novelty wears off. Such shifting consumer behaviour combined with rising costs make it particularly tough for F&B entrepreneurs to sustain their businesses.”

WHAT’S NEXT FOR YOU IN 2025?

“Expansion isn’t in the plans yet, but we’re looking to do a lot more collaborations with other like‐minded brands, chefs and artists through pop‐ups and activations. We’re really a bunch of creatives, and we look forward to creating fun and engaging experiences for our patrons and community. For example, we launched Hideout with an art showcase by the Bali‐based artist Eka Sudarma Putra, who’s also my tattoo artist, and we’re hoping to do similar showcases every two months from now on.”

THIS INTERVIEW HAS BEEN EDITED FOR BREVITY AND CLARITY.

PHOTOGRAPHY ATHIRAH ANNISSA ART DIRECTION PANG JIA WEI

This article first appeared in the December 2024 Food Edition of FEMALE