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F.EAST is a Singapore food brand that was launched in 2017 to do one special thing, and that is to infuse the taste of iconic Asian cuisines into crunchy potato chips. F.EAST, which stands for Flavours of the East, is the brainchild of the young husband-and-wife team of YJ and Vern, who left their jobs in the finance industry to pursue the dream of creating unique Asian-flavoured potato chips. They believe that snack lovers like themselves want exciting new potato chips with that Asian twist, and they were proven right.