I can’t believe we’re writing this, but welcome to Yellowbelly! 

While it may seem that this site appeared out of nowhere, it’s been a long time coming. For those unfamiliar with Yellowbelly lore, we started as an Instagram account in the mid-2010s. We’d review our favourite foods using prose that was equal parts humorous and indecipherable. Through the rants and essay-length posts, we cultivated a dedicated following.

Meanwhile, our individual and shared careers were advancing. Over the last decade, we have worked with various clients and media outlets to tell stories focused on the Asian Australian diaspora (there’s a lot to unpack here). Throughout this journey, the idea of launching our own publication was simmering in the background, waiting to boil over.

Fast forward to 2025, and we had an epiphany (which will be explained in a later op-ed). It’s now or never. With our signature chaos, we set aside everything and worked on taking the best parts of Yellowbelly and blowing them up. 

Now we’re here.

This is just the beginning. We’ll feature interviews, reviews, and op-eds covering a wide range of topics. For those day-oners, have no fear; we are still reviewing food and giving them arbitrary scores. Additionally, for any would-be writers and storytellers, reach out and pitch us your idea.

Stay tuned and get involved. We’re looking forward to seeing where this goes just as much as you are.

Photo by Johanna Ng.