Tasty Toastys is a Singapore character brand of cartoon toast created by Chanel Lee. It began in November 2021 as a collection of 7,600 NFTs on Ethereum. Today it sells mostly physical merchandise. The latest news is a themed afternoon tea at Madison's, Pullman Singapore Hill Street, running from 14 September to 31 October 2026 (Eatbook, 14 September 2026). Below are the main points of Lee's interview with this blog, which took place after 22 May 2022. After that comes what has happened to the project since, with each claim dated.
Time left until 31 October 2026 · start of day UTC
Where Tasty Toastys stands in October 2026
- Hotel collaboration (September–October 2026): Eatbook reports that Madison's is running a Tasty Toastys afternoon tea from 14 September to 31 October 2026. It costs S$88++ for two guests, and Tasty Toastys merchandise is on sale for the whole run. Eatbook calls it the brand's first proper high tea collaboration.
- Retail footprint (as of 1 July 2025): Vulcan Post reports more than 20 products, including plush toys, tote bags, neck pillows and bottles. The first blind-box collection came out in May 2024. Products are stocked in all 12 Toys "R" Us stores in Singapore, and also in London bookstores, Don Don Donki in Japan, and shops in Brunei and Taiwan.
- On-chain footprint (as of 25 October 2026): Etherscan shows the TastyToastys contract (0x6264e45d7118f727314633d8e4c503d51d3b0d03) as an ERC-721 token with 2,303 holders.
- Old website: tastytoastys.io now redirects to an unrelated domain. Don't treat links to that address, including ones in older articles, as official, and don't connect a wallet through them.
From NFT drop to toast merch
Step through the dates to see how Tasty Toastys went from a 7,600-NFT Ethereum drop to a physical character brand.
- November 20217,600 NFTs launch on Ethereumdone
Chanel Lee leaves her corporate job and launches 7,600 NFTs. Only a few hundred sell, and early buyers pay up to US$300 including fees.
- 31 January 2022Relaunch sells outdone
Whitelisted members mint free, paying only transaction fees, and the rest is priced at almost a third of the first price. It sells out within a week.
- By 8 February 2022Volume passes 24 ETHdone
Trading volume after the sell-out passes 24 ETH (about US$75,000 then). Discord has about 2,000 members, down from more than 4,000 mostly inactive ones.
- 2022Downturn cuts NFT interestdone
The crypto downturn cuts NFT interest, and a gaming startup that featured her characters shuts down.
- January 2023First physical productsdone
Two plush keychains and a cushion go on sale at a consignment store in Plaza Singapura.
- April 2023Lifestyle brand, flat NFTsdone
Vulcan Post calls the project "alive and well as a lifestyle brand" and says its NFTs have not gained in value.
- May 2024First blind-box collectiondone
The first blind-box collection comes out. By 1 July 2025 Vulcan Post counts more than 20 products.
- 14 Sep – 31 Oct 2026Hotel afternoon teaannounced
Madison's, Pullman Singapore Hill Street, runs a Tasty Toastys afternoon tea at S$88++ for two guests, with merchandise on sale for the whole run.
This shows only the dated milestones that Vulcan Post and Eatbook reported. It does not track NFT prices or holder numbers over time, and the 2025 and 2026 entries each rest on a single outlet.
From NFT drop to merchandise: the timeline
| Date | Event | Source |
|---|---|---|
| November 2021 | Lee leaves her corporate job and launches 7,600 NFTs. Only a few hundred sell. Early buyers pay up to US$300 including fees. | Vulcan Post, 8 Feb 2022 |
| 31 January 2022 | Relaunch: whitelisted members mint free (paying only transaction fees), and the rest is priced at almost a third of the first price. It sells out within a week. | Vulcan Post, 8 Feb 2022 |
| By 8 February 2022 | Trading volume after the sell-out passes 24 ETH (about US$75,000 then). Discord has about 2,000 members, down from more than 4,000 mostly inactive ones. | Vulcan Post, 8 Feb 2022 |
| 2022 | The crypto downturn cuts NFT interest. A gaming startup that featured her characters shuts down. | Vulcan Post, 1 Jul 2025 |
| January 2023 | First physical products, two plush keychains and a cushion, go on sale at a consignment store in Plaza Singapura. | Vulcan Post, 1 Jul 2025 |
| April 2023 | Vulcan Post calls the project "alive and well as a lifestyle brand" and says its NFTs have not gained in value. | Vulcan Post, 25 Apr 2023 |
| May 2024 | First blind-box collection. | Vulcan Post, 1 Jul 2025 |
| 14 Sep – 31 Oct 2026 | Afternoon tea with Madison's, Pullman Singapore Hill Street. | Eatbook, 14 Sep 2026 |
Vulcan Post named a practical problem with the pivot (1 July 2025): most NFT buyers were overseas or anonymous, so they were hard to reach again. Interest in the tokens also did not carry over easily to physical products.
What Lee said in 2022
Before the NFTs, Lee had worked in brand-building and business development. In the interview she described that work as sales and partnerships at a marketing-automation company, marketing a fitness apparel brand, and a government role supporting Singapore's lifestyle and retail sectors.
Building a community
She gave three rules:
- Take part in other NFT communities yourself. First-hand experience is how you learn the culture.
- Be open when things go badly as well as when they go well. Trust builds over time, and a community is "a network of relationships."
- Promote your members. Share their fan art and memes, and hire from within. Members brought her ideas and partnership contacts.
The relaunch Vulcan Post reported in February 2022 matches this approach. She removed inactive Discord members and rebuilt around about 250 holders and recent joiners.
Scams she fell for, and what she recommends
Lee described two mistakes she made herself:
- Lookalike username. She announced a giveaway winner whose username contained "100". An impostor whose handle used "10O" (letter O instead of zero) claimed the prize first, then deleted the account. The fix is to compare handles character by character, or to send prizes only to a wallet address the real winner posts from their verified account.
- Fake copies on an NFT marketplace. She bought counterfeit tokens of a popular collection, thinking they were part of a puzzle. Check the contract address against the project's official channels before buying.
She also mentioned the takeover of digital artist Beeple's Twitter account, which she had warned her Discord about. On 22 May 2022 the account posted a fake "official raffle" link for a Louis Vuitton collaboration. The Block reported about 35 ETH (roughly US$71,000) lost from that link at the time it published. Later reports put the total higher. Her takeaway was that a famous account can still post a malicious link.
Her main defence was a separate "degen" wallet, meaning a burner wallet holding only what you are prepared to lose, used for minting or buying unfamiliar NFTs. That way a malicious approval cannot reach your valuable assets. She said there is no guaranteed protection, only habits.
Singapore's NFT scene
She pointed to projects rooted in local culture, such as CryptoBengz, a Singapore take on CryptoPunks built around the "Ah Beng" persona. The Straits Times reported in April 2023 that it sold out. What she wanted to change was the focus on short-term price pumps, which she said hurt creators.
Bear markets, the metaverse and being public
- On price: "The market controls the price." She said she was building a brand that would exist outside the NFT space. That turned out to be the route the business took.
- On the metaverse, NFTs and physical retail: she saw them as channels for one brand story, not separate products.
- On online events: she doubted that VR headsets would become the standard and expected people to want offline events after the pandemic.
- On being publicly known rather than anonymous: she said she had experienced nothing negative.
- Wished-for collaborations: a documentary about the people behind NFTs, and a children's animation. In July 2025 Vulcan Post reported plans for an animated series and a comic.
The 2022 quotes are Lee's own words. The 2025 business figures and the 2026 hotel collaboration each come from a single outlet.
