Singapore’s digital landscape is being reshaped by a generation of creators who’ve grown up with smartphones in hand and social media as their native language. Gen Z influencers in Singapore aren’t just content creators; they’re cultural trendsetters, community builders, and authentic voices that brands are increasingly turning to for meaningful engagement with younger audiences.

Unlike their millennial predecessors, Gen Z influencers have mastered the art of multi-platform storytelling, seamlessly moving between TikTok, Instagram, YouTube, and emerging platforms like Xiaohongshu (Little Red Book). They value authenticity over perfection, community over followers, and social responsibility alongside entertainment. For brands looking to connect with Singapore’s youth market, partnering with the right Gen Z influencer can mean the difference between a campaign that resonates and one that falls flat.

This comprehensive guide profiles 15 of Singapore’s most influential Gen Z creators across various niches, from lifestyle and fashion to tech and education. Whether you’re a marketing manager planning your next campaign or a brand exploring influencer marketing for the first time, you’ll discover the metrics, content styles, and partnership opportunities that make these creators stand out in Singapore’s crowded digital space.

Understanding Gen Z Influence in Singapore

Before diving into individual creators, it’s essential to understand what makes Gen Z influencers uniquely positioned to drive brand success in Singapore’s market. Born between 1997 and 2012, this generation represents approximately 20% of Singapore’s population and wields significant purchasing power both directly and through their influence on family spending decisions.

Gen Z influencers in Singapore exhibit distinct characteristics that set them apart. They prioritize transparency and are quick to call out inauthenticity, making genuine brand partnerships more valuable than traditional advertising. They’re also highly visual communicators who favor short-form video content, engaging storytelling, and interactive formats that encourage community participation. Additionally, they’re platform-agnostic, maintaining presence across multiple channels and adapting content strategies to each platform’s unique culture and algorithm.

For brands leveraging AI marketing tools and data-driven strategies, these influencers provide measurable ROI through engagement rates, conversion tracking, and audience insights that traditional media channels cannot match. The key is identifying creators whose values, audience demographics, and content style align with your brand’s objectives.

Lifestyle & Fashion Content Creators

1. Naomi Neo (@naomineo_)

While technically on the cusp of Gen Z and millennial, Naomi Neo has evolved her content to resonate deeply with Gen Z audiences. With over 380,000 Instagram followers and a thriving YouTube channel, Naomi creates relatable lifestyle content that balances motherhood, fashion, and everyday experiences. Her authenticity and willingness to share both successes and struggles have built a loyal community that trusts her recommendations.

Primary Platforms: Instagram, YouTube, TikTok
Content Focus: Fashion, lifestyle, motherhood, beauty
Average Engagement Rate: 4.2% on Instagram
Best For: Fashion brands, family products, lifestyle services

2. Jianhao Tan (@jianhaot)

As one of Singapore’s most successful digital entrepreneurs, Jianhao Tan has built an empire through relatable comedy sketches and lifestyle content. His YouTube channel boasts over 6 million subscribers, with content that consistently goes viral across Southeast Asia. Jianhao’s ability to create shareable, entertaining content while incorporating brand messages makes him a premium choice for campaigns targeting Gen Z.

Primary Platforms: YouTube, Instagram, TikTok
Content Focus: Comedy, lifestyle, entertainment
Average Engagement Rate: 3.8% on Instagram
Best For: Tech brands, lifestyle products, entertainment services, food & beverage

3. Chloe Ting (@chloe_t)

Chloe Ting has become a global fitness phenomenon, with her workout programs reaching millions worldwide. Her approachable fitness content and free workout challenges have created a dedicated community of followers who actively engage with her content and trust her product recommendations. For brands in the wellness and activewear space, Chloe represents unparalleled reach within the health-conscious Gen Z demographic.

Primary Platforms: YouTube, Instagram
Content Focus: Fitness, wellness, lifestyle
Average Engagement Rate: 2.9% on Instagram (high volume compensates)
Best For: Fitness brands, activewear, health supplements, wellness apps

Food & Beverage Influencers

4. Seth Lui (@sethluicious)

Seth Lui has carved out a distinctive niche in Singapore’s food content space by combining humor with genuine food reviews. His TikTok videos regularly garner hundreds of thousands of views, and his honest, comedic approach to food content resonates strongly with Gen Z audiences who value authenticity over polished production. Seth’s ability to make even simple food content entertaining has made him a go-to influencer for F&B establishments.

Primary Platforms: TikTok, Instagram
Content Focus: Food reviews, comedy, lifestyle
Average Engagement Rate: 6.8% on TikTok
Best For: Restaurants, food delivery services, beverage brands, food products

5. Titus Low (@tituslowjx)

Titus Low brings a unique blend of lifestyle and food content to his platforms, with a focus on aesthetically pleasing photography and genuine recommendations. His Instagram feed showcases Singapore’s diverse food scene while maintaining a cohesive visual identity that appeals to brands seeking high-quality content creation alongside influencer promotion.

Primary Platforms: Instagram, TikTok
Content Focus: Food, lifestyle, fashion
Average Engagement Rate: 5.1% on Instagram
Best For: Cafes, lifestyle brands, fashion collaborations, food photography

6. Cindy Kimberlys (@wolfiecindy)

Known for her visually stunning content and international appeal, Cindy creates aspirational lifestyle content that includes food, travel, and fashion. Her Singapore connection and global reach make her valuable for brands seeking to position themselves in both local and international markets. Her aesthetic-driven approach attracts engagement from design-conscious Gen Z audiences.

Primary Platforms: Instagram
Content Focus: Lifestyle, food, travel, fashion
Average Engagement Rate: 4.5% on Instagram
Best For: Premium dining, fashion brands, travel services, luxury lifestyle products

Tech & Gaming Creators

7. JianHao Tan Gaming (@jianhaotgaming)

Leveraging his main channel’s success, JianHao has created a dedicated gaming channel that appeals to Singapore’s growing gaming community. His entertaining commentary and collaborative gaming content attract significant viewership from Gen Z gamers who value personality alongside skill. This makes him ideal for gaming brands and tech companies targeting younger audiences.

Primary Platforms: YouTube, Twitch
Content Focus: Gaming, tech reviews, entertainment
Average Engagement Rate: 5.2% on YouTube
Best For: Gaming peripherals, game publishers, tech brands, streaming services

8. Aiken Chia (@aikenchia)

Aiken Chia brings technical expertise to accessible tech content, reviewing gadgets, gaming equipment, and digital tools in a way that resonates with both tech enthusiasts and casual consumers. His detailed reviews and honest opinions have built credibility within Singapore’s tech community, making him a trusted voice for product launches and tech campaigns.

Primary Platforms: YouTube, Instagram, TikTok
Content Focus: Tech reviews, gaming, gadgets
Average Engagement Rate: 4.7% on Instagram
Best For: Tech companies, gaming brands, electronics retailers, software platforms

9. Dee Kosh (@deekosh)

Dee Kosh combines gaming content with commentary on internet culture, creating entertainment that resonates with digitally native Gen Z audiences. His ability to spot and discuss trending topics quickly makes him valuable for brands looking to tap into current conversations and viral moments within the gaming and tech space.

Primary Platforms: YouTube, Instagram
Content Focus: Gaming, commentary, entertainment
Average Engagement Rate: 3.9% on Instagram
Best For: Gaming brands, entertainment platforms, lifestyle tech products

Beauty & Wellness Influencers

10. Sonia Chew (@soniacyy)

Sonia Chew seamlessly blends her media personality background with authentic beauty and wellness content. Her approach to skincare, makeup, and wellness topics combines professional knowledge with relatable experiences, creating content that educates while entertaining. Her established credibility and multi-platform presence make her a strong choice for beauty and wellness brands seeking to reach Singaporean audiences.

Primary Platforms: Instagram, YouTube
Content Focus: Beauty, skincare, wellness, lifestyle
Average Engagement Rate: 3.6% on Instagram
Best For: Skincare brands, makeup lines, wellness products, beauty services

11. Mongchin Yeoh (@mongabong)

Mongchin brings an artistic approach to beauty content, with makeup tutorials that showcase creativity and technical skill. Her content appeals to Gen Z audiences interested in self-expression through makeup and beauty experimentation. Her growing following and high engagement rates indicate strong community connection and influence within Singapore’s beauty community.

Primary Platforms: Instagram, TikTok, YouTube
Content Focus: Makeup artistry, beauty, creative content
Average Engagement Rate: 7.2% on TikTok
Best For: Makeup brands, beauty tools, creative collaborations, cosmetic launches

12. Christabel Chua (@bellywellyjelly)

Christabel has built her platform around holistic wellness, mental health awareness, and authentic lifestyle content. Her willingness to discuss mental health challenges and personal growth resonates deeply with Gen Z audiences who value vulnerability and authenticity. Brands in the wellness and mental health space find her platform ideal for thoughtful, impactful partnerships.

Primary Platforms: Instagram, YouTube
Content Focus: Wellness, mental health, lifestyle, beauty
Average Engagement Rate: 5.8% on Instagram
Best For: Wellness brands, mental health services, lifestyle products, sustainable beauty

Education & Career Content Creators

13. Jade Rasif (@jaderasif)

Jade Rasif creates content that blends lifestyle with career insights, entrepreneurship, and personal development. Her journey as a young entrepreneur and content creator provides valuable insights for Gen Z audiences navigating career decisions and personal growth. Her authentic storytelling and business acumen make her particularly valuable for brands targeting ambitious, career-focused Gen Z consumers.

Primary Platforms: Instagram, YouTube, TikTok
Content Focus: Entrepreneurship, career, lifestyle, personal development
Average Engagement Rate: 4.9% on Instagram
Best For: Professional services, educational platforms, productivity tools, lifestyle brands

14. Further Studies (@furtherstudies.sg)

This education-focused account has built a strong following by providing valuable insights into university life, study tips, and career guidance specifically tailored to Singaporean students. The content directly addresses the concerns and questions of Gen Z students, creating a highly engaged community seeking educational resources and career advice.

Primary Platforms: Instagram, TikTok
Content Focus: Education, study tips, university life, career guidance
Average Engagement Rate: 8.1% on Instagram
Best For: Educational institutions, tutoring services, productivity apps, student services

15. Night Owl Cinematics (@xiaomayi)

The Night Owl Cinematics team, particularly through their various talent like Sylvia Chan and the broader NOC team, creates educational and entertaining content that explores Singaporean culture, social issues, and lifestyle topics. Their documentary-style content combined with entertainment value attracts Gen Z audiences interested in understanding societal trends and cultural conversations.

Primary Platforms: YouTube, Instagram, Facebook
Content Focus: Culture, education, entertainment, social commentary
Average Engagement Rate: 4.3% on Instagram
Best For: Social enterprises, cultural brands, educational content, lifestyle services

How to Select the Right Gen Z Influencer for Your Brand

Choosing the right influencer extends far beyond follower counts and surface-level metrics. Successful influencer marketing campaigns require strategic alignment between brand values, target audience, and influencer authenticity. Here’s a framework for making informed partnership decisions.

Audience Alignment: Examine the influencer’s audience demographics, interests, and engagement patterns. Tools like AI Influencer Discovery can provide deep insights into audience composition, helping you identify creators whose followers match your target customer profile. Look beyond age and gender to understand psychographic factors like values, interests, and purchasing behaviors.

Engagement Quality Over Quantity: A creator with 50,000 highly engaged followers often delivers better ROI than one with 500,000 passive followers. Analyze comment quality, share rates, and how actively the influencer engages with their community. Gen Z audiences particularly value two-way conversations, so influencers who actively respond and create dialogue typically drive stronger campaign results.

Content Authenticity and Brand Fit: Review the influencer’s content history to ensure their style, values, and previous partnerships align with your brand identity. Forced or obviously sponsored content performs poorly with Gen Z audiences, who can quickly identify inauthentic endorsements. The best partnerships feel like natural extensions of the influencer’s existing content narrative.

Multi-Platform Presence: Gen Z consumers engage across multiple platforms throughout their day. Influencers who maintain active, platform-optimized content across Instagram, TikTok, YouTube, and emerging platforms like Xiaohongshu provide opportunities for integrated campaigns that reach audiences at different touchpoints and content consumption moments.

Performance History: Request case studies or performance data from previous brand partnerships. Metrics like engagement rate, click-through rate, conversion rate, and audience sentiment provide concrete evidence of an influencer’s ability to drive business results. Working with an influencer marketing agency can streamline this vetting process and provide access to historical performance data.

Measuring Influencer Campaign Success

Effective measurement transforms influencer marketing from a creative gamble into a data-driven growth channel. For brands serious about ROI, establishing clear KPIs and tracking mechanisms before campaign launch is essential.

Awareness Metrics: For campaigns focused on brand awareness, track reach, impressions, and share of voice within your target demographic. Monitor branded hashtag performance, profile visits, and follower growth during campaign periods. These metrics indicate how effectively the influencer partnership expanded your brand’s visibility within Gen Z audiences.

Engagement Metrics: Engagement rate, comments, shares, saves, and video watch time reveal how compelling your content resonates with audiences. High engagement indicates genuine interest and typically correlates with stronger brand recall and consideration. For Gen Z campaigns, engagement quality matters as much as quantity. Analyze comment sentiment and the nature of conversations your content sparks.

Conversion Metrics: Ultimate campaign success often comes down to business impact. Track click-through rates, website traffic from influencer links, coupon code usage, and direct conversions attributed to influencer content. AI marketing platforms can help attribute conversions across touchpoints, revealing how influencer content influences the customer journey even when it’s not the final click before purchase.

Long-term Brand Impact: Beyond immediate campaign metrics, monitor brand sentiment, search volume for branded terms, and customer lifetime value of influencer-acquired customers. Gen Z influencer campaigns often create lasting brand associations that deliver value long after the content stops posting. Tools integrated with SEO analytics can reveal how influencer content drives branded search growth and organic discovery.

Working with a performance-based AI marketing agency like Hashmeta provides access to sophisticated measurement frameworks that connect influencer activities to business outcomes. This data-driven approach transforms influencer marketing from experimental tactics into core growth strategies with predictable returns.

Singapore’s Gen Z influencer landscape represents a dynamic ecosystem of creators who’ve mastered the art of authentic digital storytelling. From lifestyle and fashion to tech, gaming, and education, these 15 influencers demonstrate the diversity and depth of talent available to brands seeking meaningful connections with younger audiences.

The key to successful influencer partnerships lies not in chasing the highest follower counts, but in identifying creators whose values, audience, and content style genuinely align with your brand’s objectives. Gen Z audiences possess finely tuned authenticity detectors and reward brands that approach influencer marketing with strategy, respect, and genuine partnership rather than transactional sponsorships.

As Singapore’s digital landscape continues to evolve, so too will the influencer ecosystem. New platforms will emerge, content formats will shift, and audience expectations will rise. Brands that build flexible, data-informed influencer strategies while maintaining focus on authentic storytelling and measurable outcomes will find themselves well-positioned to leverage one of digital marketing’s most powerful channels for Gen Z engagement.

Whether you’re planning your first influencer campaign or optimizing an existing program, the creators profiled in this guide offer diverse opportunities to connect with Singapore’s Gen Z consumers in meaningful, memorable ways that drive both brand awareness and business growth.