About Us

Introducing YAY NOVELTY, a leading lifestyle brand that redefines consumer engagement with products through exceptional quality and a commitment to sustainability in everyday life. Established on the core values of premium quality, natural materials, and sustainable practices, YAY NOVELTY transcends the typical brand identity to foster a movement dedicated to creating a positive impact.


At the heart of YAY NOVELTY is a profound commitment to empowering survivors of the Cambodian genocide. The brand fosters market opportunities for small-scale farmers and artisans, delivering exceptional products while contributing to the healing and rebuilding of lives impacted by the tragedy. This unique mission is ingrained in every aspect of the brand, from its name to its product selection.


Founded in 2014 by Sunchea Phou, a survivor of genocide, "YAY" in YAY NOVELTY stands for WHY and WHY - the reason for its existence and the essence of its products. The brand offers an extensive range of exceptional products, meticulously crafted for consumers who value not only quality and sustainability but also the story behind their purchases. YAY NOVELTY offers everything from gourmet delicacies and eco-friendly home essentials to fashionable accessories and personal care products, providing a distinctive shopping experience for those who cherish both quality and sustainability. As a self-financed brand, YAY NOVELTY is committed to delivering accessible luxury, blending affordability with unmatched quality. Each product in our collection reflects our dedication to wellness, sustainability, and empowerment.


YAY NOVELTY warmly welcomes you to join us on a transformative journey towards empowerment, wellness, and sustainable living. Explore a realm where each purchase holds a profound significance, and where quality and meticulous care are seamlessly intertwined.

school supplies donation

About Founder

Having survived the Cambodian holocaust and lost her father and brothers at only one year old, Sunchea Phou was forced to flee the country with her mother when she was just seven. They wound up in a refugee camp for almost five years until they emigrated to Montreal with no money, education, or skills. To make ends meet, Sunchea worked in a sweatshop after school. After she finished her studies in computer science and fashion, she moved to the United States, where she had the incredible opportunity to work with brands such as REI, Eddie Bauer, and Nike.


During this time, some of her projects included creating a medical device for NASA astronauts and engineering NFL uniforms - including those used by Seattle Seahawks during their Super Bowl victory. After these remarkable tasks, Sunchea decided to take a leap of faith and pursue her dreams of starting her own business - YAY NOVELTY. Her most notable achievement thus far has been the resounding success of her high-quality reusable shopping bag, the YaYbag JUMBO. This accomplishment has allowed her to make a significant contribution towards reducing the number of single-use plastic bags and low-quality reusable bags that ultimately end up in landfills.

Super Bowl XLVIII Trophy

YaYwallet with the Super Bowl XLVIII Trophy - Yes, the real one!

The Beginning of YAY NOVELTY

Our inaugural product, the YaYwallet ultra-compact credit card holder, was initially discovered by The Grommet and subsequently by The Container Store. Since then, our product range has been broadened to encompass the spacious YaYbag JUMBO reusable shopping bags, all-natural grass-fed beef jerky with health benefits, luxurious clay bar soaps, mineral tinted sunscreen enriched with anti-aging skincare, convenient vaccine/medical card holders, trendy keychain lip balm holders, eco-friendly Swedish dishcloths, secure luggage tags, beautifully illustrated notepads, elegant eco-friendly greeting cards, unique reusable gift jars, and essentials for pet birds and small animals. We're thrilled to introduce our latest products: the rare and unrefined Palmyra palm sugar (jaggery), the nutrient-packed Kampot salt flower or fleur de sel (harvested using the same method as Celtic Salt), and the exquisite Kampot black pepper, often described as the king of peppers. Plus, get ready for our upcoming innovative tea blends, featuring turmeric and black pepper inflorescence, among other natural wellness products. Subscribe to our newsletter to keep up with our expanding range of healthy, eco-friendly products designed for a sustainable and stylish lifestyle.