TikTok sensation Homeboy opens city café, supported by Renew Adelaide

On 28 November, 19-year-old social media sensation Tom Oswald will launch his new CBD café, Homeboy – an exciting evolution of the Hahndorf pop-up he opened in July 2023.

Supported by precinct curation and business incubator program Renew Adelaide, this month will see Tom adapting his cosy Adelaide Hills coffee shop concept to the ground floor of Yugo Adelaide City, a student housing space on North Terrace.

Residents and visitors of the 725-bed property will get to enjoy Tom’s signature coffee roast, alongside sandwiches and cinnamon scrolls.

Since July 2023, the 19-year-old business owner has earned a loyal global following of more than 500k by documenting the experience of running a small business via his popular TikTok profile and Instagram handle.

Tom’s heartfelt content about the challenges and triumphs of operating a cafe has inspired people all over the world, putting Adelaide’s hospitality scene on the map for new audiences.

“I’m so excited to launch ‘SZN 2’ of Homeboy in the CBD,” Tom says. “After working with Renew Adelaide to find this dream location at Yugo, I’m hoping to inspire creatives, spark conversation and build community with the addition of quality coffee and food."

Renew Adelaide – a not-for-profit that activates vacant property with unique business concepts via its rent-free model – has worked closely with the team at Yugo Adelaide City to find the perfect tenant for its hole-in-the-wall café space. Renew Adelaide CEO Gianna Murphy is proud to support Tom to launch Homeboy in the CBD.

“We’re in awe of what Tom has accomplished in just over a year and are so excited to work with him as he branches out into creating a space that’s truly his own,” Ms Murphy said.

“Transforming this tenancy into something that reflects the Homeboy brand is Tom’s biggest project yet, and we can't wait for Adelaide (and the whole world!) to see the hard work he’s put into this space. We’re delighted by the opportunity we’ve been able to offer Tom in collaboration with our property partners at Yugo Adelaide City and can’t wait to support him as he tests his café concept in the city.”

Yugo Adelaide City, which offers spacious rooms and apartments for both local and international students, is the perfect canvas for a young, emerging business owner to test their concept. Its Gen Z residents are exactly the kind of crowd who are likely to identify with Tom’s story and celebrate his success.

Tim Klitscher, Head of Operations for Yugo in Australia, said: “We’re delighted to welcome Tom to Yugo Adelaide City, where his unique business story is bound to impress our students, who come here from all over the world.

“Our research shows that 62% of students worry about career opportunities post-graduation which is why as part of our YuPro pillar we offer them training and career resources.

“Tom is a shining example of a young person on a professional journey, learning from his mistakes, following his ambitions, and inspiring others.”

Homeboy opens at Yugo Adelaide (266—269 North Terrace, Adelaide) on Thursday 28 November.