About Us

Welcome to YAY NOVELTY, a lifestyle brand where every product tells a story, and every purchase makes a difference. We offer a thoughtfully curated range of gourmet delicacies, eco-friendly home essentials, stylish accessories, and personal care items, all crafted with exceptional quality and purpose. At YAY NOVELTY, we’re redefining the way consumers connect with products—through meaningful stories, sustainable practices, and a commitment to empowering communities.

OUR JOURNEY

Founded in 2014 by Sunchea Phou, a survivor of the Cambodian genocide, YAY NOVELTY was born from resilience and a desire to create change. The name "YAY" reflects the dual meanings of "WHY"—why we exist and why our offerings matter. At our core, we’re dedicated to empowering survivors and supporting small-scale farmers and artisans. By creating market opportunities for these communities, we help rebuild lives and foster hope for a better future.

WHAT WE STAND FOR

At YAY NOVELTY, we believe in three key values:

EMPOWERMENT:

Every product supports survivors and artisans, creating pathways to self-sufficiency.

WELLNESS:

From gourmet foods to personal care, our offerings are designed to help you live a healthier, more mindful life.

SUSTAINABILITY:

We prioritize eco-friendly practices and products, contributing to a more sustainable world.

JOIN OUR MOVEMENT

YAY NOVELTY isn’t just a brand—it’s a movement. By choosing our products, you’re joining a community dedicated to wellness, sustainability, and empowerment. Together, we can transform lives and inspire change, all while enjoying beautifully crafted products with a purpose.

Explore our collection and discover how every purchase can make a meaningful impact. Let’s build a brighter future, one product at a time.

school supplies donation

About the Founder

Sunchea Phou, the founder of YAY NOVELTY, is a visionary leader with a story of resilience, purpose, and transformation. Born in Cambodia, Sunchea survived the harrowing Khmer Rouge regime, losing her father and brothers at a young age. At just seven years old, she and her mother fled to a refugee camp, where they lived for five years before immigrating to Montreal, Canada, to rebuild their lives from nothing.

Her journey of survival sparked a lifelong quest for meaning and self-discovery. At 16, she began meditating in search of answers, experiencing profound moments that shaped her perspective on life and purpose. Over the years, Sunchea’s path has been filled with challenges—loss, stress, and hardship—but through it all, she found enlightenment in understanding the laws of karma, nature, and the universe.

This awakening led her to let go of corporate ambitions and materialism, choosing instead to dedicate her life to serving humanity and protecting the environment. Driven by her newfound purpose, Sunchea founded YAY NOVELTY, a lifestyle brand committed to promoting well-being for people, the planet, and underserved communities.

YAY NOVELTY is more than a business—it’s a passion project fueled entirely by Sunchea's dedication to impact over profit. Every penny earned is reinvested into the company to create meaningful change. By focusing on sustainability, compassion, and empowerment, Sunchea is building a brand that reflects her values and inspires others to join the mission.

Sunchea invites you to be part of this journey. Whether through supporting YAY NOVELTY's products or helping spread the word, you can contribute to a brighter, more compassionate future for generations to come.