Fans of the Sidemen and fried chicken lovers in Singapore have reason to celebrate — the UK-based YouTube sensation is bringing its popular fried chicken chain Sides to Singapore. The grand opening is set for Thursday, June 5 at 10 AM, and it marks the brand’s first international outlet, right in the heart of Bugis+ Mall.
With a menu that features Nashville-style fried chicken, a choice of nine unique sauces, and a massive online fanbase backing the brand, Sides is more than just a fast-food joint — it’s a pop culture phenomenon arriving on Singapore’s shores.
Who Are the Sidemen?
The Sidemen are one of the most successful YouTube collectives in the world. Formed in 2013, the group includes KSI (Olajide Olayinka Williams Olatunji), along with fellow British YouTubers Harry Lewis, Simon Minter, Joshua Bradley, Vikram Barn, Ethan Payne, and Tobi Brown.
Their main channel boasts over 22 million subscribers, with content ranging from football challenges and game streams to hilarious sketches and real-life dares. Over the years, they’ve expanded their reach far beyond YouTube with ventures into merchandise, beverages, and now, fast food.
Sides: A Fried Chicken Brand with a YouTube Twist
Sides first launched in the United Kingdom in 2021, offering a modern spin on Nashville-style fried chicken. Customers can choose from tenders, wings, burgers, or wraps — all served with your preferred spice level. Options range from “Classic (no heat)” for mild eaters to “Insane (if you dare)” for those who crave serious spice.
The star attraction, however, is the sauce selection. With nine signature sauces, Sides offers everything from tangy to adventurous. Flavours include:
- Nashville Cheese
- Chocolate Barbecue
- Garlic Mayo
- Smokey BBQ
- And their much-hyped “Secret Sauce”
These bold combinations are designed to appeal to Gen Z tastebuds and social media foodies alike — perfect for an Instagram-worthy meal.
Sides Singapore Grand Opening Details
The new outlet at Bugis+ Mall will open on June 5, 2025, and promises more than just food. According to Harry Lewis — one of the Sidemen — fans can expect a full opening day celebration, including:
- Freshly prepared fried chicken and sides
- Sidemen merchandise available for purchase
- Possible appearances from special guests
In a teaser video posted on Sides Singapore’s TikTok and Instagram pages, Lewis even made a playful attempt at Singlish, jokingly saying: “Don’t say we bojio ah!” — an effort that quickly won over local fans.
Building a Global Food Brand from YouTube Fame
The Sidemen’s entry into the F&B industry is a calculated move to expand their brand beyond content creation. With a massive global following, they’ve been able to build successful business arms including:
- Sidemen Clothing (launched in 2014)
- XIX Vodka, their own line of alcoholic beverages (launched in 2022)
- Best Cereal, their newly unveiled breakfast cereal brand (launched in 2024)
The launch of Sides in Singapore represents the group’s ambition to become a global lifestyle brand, leveraging their influence to cross over into retail, food, and entertainment industries.
What Makes Sides Stand Out?
Beyond the celebrity factor, Sides is positioned to thrive thanks to its unique fusion of comfort food and online culture. The focus on quality ingredients, bold flavours, and engaging branding taps into what younger audiences crave — not just a meal, but an experience worth sharing.
Whether you’re a longtime Sidemen fan or someone simply curious about the hype, Sides offers a fresh dining concept with a youthful edge. The ability to choose spice levels and sauces allows diners to customise their meal just the way they like it, making repeat visits more enticing.
Final Thoughts: A Must-Try for Fans and Foodies
The arrival of Sides in Singapore is more than just another fried chicken chain opening — it’s the start of a broader movement that merges digital influence with real-world business. By combining a strong online presence with bold, flavorful food, the Sidemen are creating something that resonates across continents.
If you’re in the Bugis area on June 5, drop by Sides Singapore to experience the hype for yourself. Whether you’re there for the chicken, the merch, or the vibes, it promises to be a launch you won’t want to miss.
