About Us

YAY NOVELTY is a lifestyle brand that creates inspiring products with a focus on quality and well-being, while also promoting sustainability. The brand is based in Washington State and stands for "Why and Why" — representing the reasons for the company's existence and the purpose behind its products. YAY NOVELTY's goal is to connect fun with functionality and quality, while also supporting resources for Cambodian genocide survivors.


At YAY NOVELTY, we are committed to providing a high-quality range of products that not only look great but also provide excellent value for money. Our selection includes stylish reusable shopping bags, ALL-IN-ONE mineral tinted sunscreen+anti-aging skincare, all-natural grass-fed beef jerky with anti-inflammatory benefits, slim wallets, vaccine/medicare card holders, lip balm cases, luxurious clay bar soap, designer Swedish dishcloths, vibrant luggage tags, illustrated notepads, elegant greeting cards, and eco-friendly gift jars. All of our products are produced to the highest standards with a focus on fair trade and sustainability. With YAY NOVELTY you can be sure that you are getting the very best products, without compromising on quality or style. In addition, we also offer an extensive range of pet products to choose from.

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 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 completing these amazing tasks, Sunchea decided to take a leap of faith and pursue her dreams of starting her own business - YAY NOVELTY. So far, her biggest accomplishment is the success of her quality reusable shopping bag, YaYbag JUMBO. This means that she has been able to make a considerable contribution towards reducing the amount of single-use plastic bags and cheap quality bags that end up in landfills.


Following a number of near-death experiences, she began to wonder about her purpose in life - an inquiry that initiated a quest for answers. After long contemplation, it became clear what her purpose should be, and she has been motivated ever since to make YAY NOVELTY a success.

Super Bowl XLVIII Trophy

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

Discovering the Beginning of YAY NOVELTY

Our inaugural product, YaYwallet, was first discovered by The Grommet and then The Container Store. Since then we have created more products such as reusable shopping bags, all-natural grass-fed beef jerky with anti-inflammatory benefits, luxury clay bar soaps, ALL-IN-ONE mineral tinted sunscreen+anti-aging skincare, vaccine/medical card holders, lip balm holders, Swedish dishcloths, luggage tags, illustrated notepads, elegant greeting cards, reusable gift jars, and pet bird toy. YaYbag has attracted some of the largest retailers such as QVC and over 5000 independent stores. At YAY NOVELTY, our main mission is to make a positive impact on both environment and human wellbeing.