Table Of Contents
- β Why Food Bloggers Matter in Singapore’s Digital Landscape
- β How We Selected Singapore’s Top Food Bloggers
- β The Top 25 Food Bloggers in Singapore
- β’ Macro Food Influencers (100K+ Followers)
- β’ Mid-Tier Food Creators (50K-100K Followers)
- β’ Niche Specialists & Rising Stars
- β Singapore Food Content Trends to Watch
- β How Brands Can Partner with Food Bloggers
- β Measuring Food Influencer Campaign Success
- β Final Thoughts
Singapore’s food scene has always been extraordinary, but it’s the city-state’s vibrant community of food bloggers and content creators who have transformed how we discover, experience, and share culinary adventures. From the bustling hawker centres of Chinatown to the sophisticated dining rooms along the Singapore River, these digital storytellers have built devoted followings by capturing the essence of what makes Singapore a global food capital.
For brands looking to tap into Singapore’s food-obsessed digital audience, partnering with the right food bloggers has become essential. These influencers don’t just post pretty pictures; they drive restaurant bookings, influence purchasing decisions, and shape dining trends across the island. According to recent industry data, food content consistently ranks among the highest-performing categories on Instagram, TikTok, and increasingly on platforms like Xiaohongshu, where Singaporean food creators are gaining significant traction among Chinese-speaking audiences.
Whether you’re a restaurant owner seeking visibility, a food brand planning an influencer marketing campaign, or simply a food enthusiast looking for your next meal inspiration, this comprehensive guide will introduce you to the 25 most influential food bloggers shaping Singapore’s culinary conversation. We’ve analyzed engagement rates, content quality, audience demographics, and niche expertise to bring you a definitive list that goes beyond follower counts to identify creators who truly move the needle.
How We Selected Singapore’s Top Food Bloggers
Identifying the most influential food bloggers requires more than counting followers. At Hashmeta, our AI influencer discovery platform analyzes multiple performance indicators to determine genuine influence and brand partnership potential. For this list, we evaluated hundreds of Singapore-based food content creators across several key criteria.
Engagement rate topped our evaluation metrics because it reveals how actively an audience interacts with content. A food blogger with 50,000 engaged followers often delivers better campaign results than one with 200,000 passive followers. We looked at likes, comments, shares, and saves to calculate true engagement percentages. Content quality and consistency also played a crucial role in our selection process. The bloggers featured here consistently produce high-quality photography, videography, and written content that resonates with their audiences.
We also considered niche authority and specialization. Some bloggers excel at hawker food reviews, others focus on fine dining, while some have carved out unique positions covering sustainable eating, dessert culture, or specific cuisines. Cross-platform presence matters too, as the most effective food influencers typically maintain strong followings across Instagram, TikTok, and sometimes YouTube or blogs. Finally, we evaluated brand partnership history and professionalism, giving preference to creators known for delivering measurable results and maintaining authentic relationships with their audiences even when posting sponsored content.
This multi-dimensional approach ensures that the bloggers featured represent genuine influencers who can drive real business outcomes, not just vanity metrics. Our methodology aligns with the performance-based philosophy that has made Hashmeta one of Asia’s fastest-growing digital marketing agencies, supporting over 1,000 brands with data-driven content marketing strategies.
The Top 25 Food Bloggers in Singapore
Macro Food Influencers (100K+ Followers)
These established content creators command significant reach and influence across Singapore’s food scene. Their endorsements can fill restaurants for weeks and make products fly off supermarket shelves. Brands partnering with macro influencers gain access to large, diverse audiences while benefiting from professional-grade content creation capabilities.
1. Ladyironchef (@ladyironchef) – With over 280,000 Instagram followers, Daniel Ang has been documenting Singapore’s food scene since 2007. His blog and social platforms cover everything from hawker gems to restaurant openings, with particularly strong content around new F&B launches. His longevity and consistent quality have made him a trusted voice for both local foodies and tourists planning their Singapore food adventures.
2. Danielfooddiary (@danielfooddiary) – Another Daniel in Singapore’s food blogging elite, Daniel’s Food Diary combines stunning photography with detailed reviews. His 250,000+ follower base appreciates his honest assessments and comprehensive coverage of both budget eats and premium dining experiences. He’s particularly effective for campaigns targeting young professionals and couples.
3. The Hungry Cow (@thehungrycow) – Cherie Kong’s approachable style and genuine enthusiasm have earned her over 180,000 followers. She excels at making high-end dining accessible while also championing hidden neighbourhood eateries. Her engagement rates consistently outperform category averages, making her an excellent choice for brands seeking authentic connections.
4. ieatishootipost (@ieatishootipost) – Dr. Leslie Tay brings a unique perspective as a medical doctor turned food blogger. His 165,000+ followers trust his detailed reviews and the scientific curiosity he brings to exploring Singapore’s hawker culture. His blog remains one of the most comprehensive resources for serious food enthusiasts.
5. Sethlui.com (@sethluicious) – Seth Lui’s brand extends beyond social media to include a full-fledged food portal. With 150,000+ Instagram followers and significant web traffic, he offers brands multi-channel exposure. His content focuses heavily on value-for-money dining and new openings, resonating particularly well with millennials and Gen Z audiences.
6. Miss Tam Chiak (@misstamchiak) – This collaborative platform features multiple contributors, creating diverse content that appeals to a broad demographic. Their 140,000+ followers engage with everything from hawker reviews to cafe features, making them versatile partners for various F&B campaigns.
7. TheSmartLocal Eat (@thesmartlocal.eat) – As the food vertical of TheSmartLocal, this account leverages the parent brand’s 130,000+ engaged followers. Their content style is playful and youth-oriented, with particular strength in video content and trending food challenges that drive viral engagement.
8. Eatbook.sg (@eatbooksg) – With a team-based approach and 125,000+ followers, Eatbook produces high-volume content covering budget eats, food challenges, and dining guides. Their systematic approach to content creation makes them reliable partners for sustained campaigns requiring consistent output.
Mid-Tier Food Creators (50K-100K Followers)
Mid-tier influencers often deliver the best return on investment for brands. They maintain strong engagement rates, offer more affordable partnership rates than macro influencers, and frequently have highly targeted niche audiences. These creators combine reach with relevance, making them ideal for brands with specific demographic or psychographic targets.
9. Foodiegrace (@foodiegrace) – Grace’s aesthetic-focused content and 95,000 followers make her perfect for brands emphasizing visual appeal. Her cafe and dessert coverage particularly resonates with female audiences aged 20-35, and her stories generate exceptional engagement through polls and Q&A sessions.
10. EatWithAV (@eatwithav) – Aileen’s authentic voice and 88,000 followers appreciate her balanced approach to food reviewing. She’s built trust by maintaining editorial independence even in sponsored content, making her partnerships feel genuine rather than transactional.
11. JustAsia Media (@justasiasg) – Focusing on Asian cuisine with 82,000 followers, this account excels at highlighting traditional dishes and heritage establishments. Their content strategy aligns perfectly with brands seeking to emphasize authenticity and cultural heritage.
12. BurppleEats (@burpple) – Beyond being a food discovery app, Burpple’s 78,000+ Instagram following engages actively with their curated recommendations. Their data-driven approach to identifying trending restaurants makes them valuable partners for new F&B openings.
13. Foodpanda Singapore (@foodpandasg) – While technically a brand account, Foodpanda’s 75,000+ followers and content featuring partner restaurants make them an influential voice in Singapore’s food delivery ecosystem. Collaborative campaigns can amplify reach significantly.
14. SgFoodonFoot (@sgfoodonfoot) – This account’s 70,000 followers love their focus on accessible, wallet-friendly dining options. Their content performs particularly well with students and young working adults seeking value without compromising on taste.
15. YummyAdvisor (@yummyadvisorsg) – With 65,000 followers, this account combines professional food photography with detailed writeups. Their audience skews slightly older and more affluent, making them suitable for premium F&B brands and fine dining establishments.
16. SGFoodBlog (@sgfoodblog) – Operating across multiple platforms with 60,000+ Instagram followers, this blog-first creator provides in-depth reviews that search engines love. Partnerships here deliver both social exposure and valuable SEO benefits through backlinks and mentions.
17. TheGrowingBelly (@thegrowingbelly) – Joanne’s 58,000 followers appreciate her focus on hidden gems and neighbourhood eateries. Her content discovery angle helps restaurants in less-trafficked areas gain visibility among adventurous foodies willing to travel for good food.
18. SgFoodBaby (@sgfoodbaby) – This account’s 55,000 followers engage enthusiastically with their mix of aesthetic food photography and relatable captions. Their content calendar smartly balances trending establishments with timeless favourites, maintaining consistent engagement.
Niche Specialists & Rising Stars
These creators may have smaller followings, but their specialized expertise and highly engaged communities make them invaluable for targeted campaigns. Niche influencers often command stronger trust within their specific categories, translating to higher conversion rates for relevant brands.
19. Noodou (@noodou.sg) – Specializing in Japanese cuisine and ramen culture, this 48,000-follower account has become the go-to resource for Japanese food enthusiasts. Restaurants serving Japanese fare see exceptional results partnering with this focused creator.
20. HawkerGoWhere (@hawkergowhere) – With 45,000 followers passionate about hawker culture, this account preserves and promotes Singapore’s culinary heritage. Their audience includes both locals seeking authentic experiences and tourists planning hawker centre visits.
21. TheDessertedGirl (@thedessertedgirl) – Rebecca’s 42,000 followers are serious about sweets. Her dessert-only focus makes her the ideal partner for bakeries, patisseries, and brands launching confectionery products. Her content quality rivals professional food magazines.
22. VeganBurgSG (@veganburgsg) – As plant-based eating grows in Singapore, this 38,000-follower account has positioned itself as the authority on vegan and vegetarian dining. Brands in the sustainable food space find highly receptive audiences through this partnership.
23. WineAndCheeseGal (@wineandcheesegal) – Targeting sophisticated audiences interested in wine pairings and artisanal cheese, this 35,000-follower account delivers quality over quantity. Her followers have demonstrated high purchasing power, making her valuable for premium brands.
24. SGCafeHopping (@sgcafehopping) – The cafe culture specialist with 32,000 followers focuses exclusively on Singapore’s booming specialty coffee and brunch scene. New cafe openings gain significant traction through features on this account.
25. EatDrinkLah (@eatdrinklah) – This rising creator’s 28,000 followers grow rapidly thanks to engaging video content and authentic personality. Their TikTok presence is particularly strong, making them ideal for brands seeking to reach younger demographics through short-form video.
Singapore Food Content Trends to Watch
Understanding current content trends helps brands craft more effective influencer partnerships. Singapore’s food blogging landscape continues evolving rapidly, with several notable shifts reshaping how content creators engage their audiences and how brands should approach collaborations.
Video-first content dominance has accelerated dramatically. While beautiful food photography remains important, short-form video on TikTok and Instagram Reels now drives the highest engagement rates. Food bloggers increasingly invest in video equipment and editing skills, creating dynamic content that showcases cooking processes, restaurant atmospheres, and authentic reactions. Brands partnering with influencers should request video deliverables alongside static images to maximize campaign impact.
The rise of authenticity over perfection represents another significant shift. Audiences increasingly value genuine opinions and relatable content over overly polished productions. Successful food bloggers now share restaurant misses alongside hits, discuss value-for-money openly, and show behind-the-scenes glimpses of their content creation process. This trend means brands benefit most from giving influencers creative freedom rather than overly scripted messaging.
Sustainability and ethical eating content has moved from niche to mainstream. Food bloggers highlighting zero-waste restaurants, sustainable seafood, or farm-to-table concepts see strong engagement. Brands with genuine sustainability credentials should emphasize these aspects in influencer briefs, as audiences actively seek and reward ethical food choices.
The expansion to multi-platform strategies is essential for contemporary food influencers. The most successful creators maintain presence across Instagram, TikTok, and increasingly Xiaohongshu (Little Red Book), which has become crucial for reaching Singapore’s Chinese-speaking demographics and tourists from Greater China. Brands working with AI-powered marketing agencies can identify which platforms deliver best results for their specific target audiences.
Hyperlocal content and neighbourhood pride continues gaining traction. Food bloggers championing specific districts or celebrating neighbourhood hawker heroes build deeply engaged local communities. This trend creates opportunities for brands to sponsor area-specific content series or neighbourhood food guides that feel genuinely valuable rather than promotional.
How Brands Can Partner with Food Bloggers
Successful influencer partnerships require strategic planning, clear communication, and performance measurement. Having supported over 1,000 brands through our influencer marketing programmes, we’ve identified best practices that consistently deliver results in Singapore’s competitive F&B landscape.
Matching Brand Objectives with Blogger Strengths
Different food bloggers excel at different objectives. If you’re launching a new restaurant and need immediate awareness, macro influencers with 100,000+ followers provide reach. However, if you’re repositioning an established brand or targeting a specific demographic, mid-tier or niche specialists often deliver better engagement and conversion rates. Take time to review potential partners’ previous sponsored content, noting audience reactions and engagement quality.
Consider alignment beyond follower counts. A dessert brand gains more from partnering with TheDessertedGirl’s 42,000 sweet-focused followers than a general food account with triple the following. Similarly, hawker stalls benefit enormously from features by hawker culture specialists who attract audiences specifically seeking authentic local experiences. Using AI influencer discovery tools streamlines this matching process by analyzing audience demographics, engagement patterns, and content themes at scale.
Crafting Compelling Partnership Proposals
Food bloggers receive dozens of partnership requests weekly. Standing out requires personalization and clear value propositions. Reference specific content you admired, explain why their audience aligns with your brand, and outline mutual benefits beyond payment. Successful proposals typically include campaign objectives, content deliverables, timeline expectations, usage rights, and compensation structure upfront, eliminating back-and-forth negotiations.
Build flexibility into your briefs. While brands naturally want to communicate key messages, overly restrictive guidelines produce inauthentic content that audiences immediately recognize and disengage from. The most effective partnerships provide bloggers with brand information and objectives, then trust their expertise in crafting content that resonates with their specific audience. This approach consistently outperforms scripted messaging in both engagement metrics and conversion rates.
Legal and Disclosure Requirements
Singapore’s Advertising Standards Authority requires clear disclosure of sponsored content. Ensure partnership agreements specify disclosure requirements, typically using #ad or #sponsored hashtags prominently. Beyond regulatory compliance, transparent disclosure actually builds trust with audiences who appreciate honesty about commercial relationships.
Address usage rights explicitly in contracts. Specify whether you can repurpose influencer content for your own social channels, website, or advertising campaigns. Many brands find that influencer-generated content outperforms brand-created assets, making usage rights valuable. However, expanded usage typically requires additional compensation beyond the initial posting fee.
Long-term Relationships vs. One-off Campaigns
While one-time sponsored posts generate immediate visibility, ongoing partnerships build deeper brand associations. Consider retainer arrangements with food bloggers who align closely with your brand values. Recurring features feel more authentic to audiences and allow bloggers to genuinely integrate your brand into their content narrative rather than treating it as a one-off advertisement.
Long-term partnerships also provide better performance data. By tracking results across multiple campaigns, you can optimize content approaches, posting times, and messaging strategies. This data-driven refinement aligns with the performance-based methodology that distinguishes effective digital marketing from generic awareness campaigns.
Measuring Food Influencer Campaign Success
Effective measurement transforms influencer marketing from experimental spending into accountable performance channels. At Hashmeta, our proprietary StarNgage platform enables brands to track influencer campaign metrics with the same rigor applied to paid search or programmatic advertising. Here’s what to measure and why it matters.
Reach and impressions provide the foundational metrics showing how many people potentially saw your content. However, these vanity metrics alone don’t indicate success. A post reaching 100,000 people but generating zero engagement or conversions represents wasted investment. Use reach as a qualifying metric, but never as the sole success indicator.
Engagement rate offers much deeper insight into content resonance. Calculate engagement by dividing total interactions (likes, comments, shares, saves) by reach, then multiplying by 100 for a percentage. Food content typically achieves 3-6% engagement rates, with exceptional content reaching 10%+ engagement. Rates below 2% suggest audience disconnect or potential fake follower issues.
Website traffic and conversions directly connect influencer activity to business outcomes. Provide bloggers with trackable links using UTM parameters to monitor exactly how many visitors, bookings, or purchases resulted from their content. This data proves ROI definitively and identifies which influencers drive actual business rather than just social engagement.
Brand mention volume and sentiment capture longer-term brand building effects. Monitor whether influencer campaigns increase organic brand mentions, improve sentiment scores, or boost branded search volume. These indicators suggest growing brand awareness and consideration that extends beyond immediate campaign periods.
Content quality and reusability represents often-overlooked value. High-quality photos and videos from influencer partnerships can be repurposed across your own marketing channels, potentially saving thousands in professional content production costs. Factor this value into ROI calculations alongside direct performance metrics.
For brands seeking sophisticated measurement capabilities, working with agencies offering AI marketing solutions enables real-time campaign tracking, predictive performance modeling, and automated optimization recommendations. These technologies transform influencer marketing from art into science, delivering consistent, scalable results.
Final Thoughts
Singapore’s food blogging ecosystem represents one of the most vibrant and sophisticated influencer markets in Asia. The 25 creators featured in this guide have built genuine authority through years of consistent content creation, authentic engagement, and deep knowledge of Singapore’s extraordinary culinary landscape. Whether you’re promoting a new restaurant opening, launching a food product, or building long-term brand awareness in the F&B sector, these influencers offer diverse partnership opportunities to match virtually any marketing objective.
The key to successful food blogger partnerships lies in strategic selection, authentic collaboration, and rigorous measurement. Move beyond follower counts to evaluate engagement quality, audience alignment, and content style fit. Trust influencers to create content that resonates with their audiences rather than imposing overly restrictive brand guidelines. Then measure results comprehensively, tracking everything from engagement rates to actual conversions.
As Singapore’s digital landscape continues evolving with emerging platforms and changing consumer preferences, staying current with influencer trends and performance benchmarks becomes increasingly important. The food bloggers succeeding today combine platform expertise with storytelling ability, technical skills with authentic passion, and creative vision with business professionalism. Brands that recognize and reward these qualities through fair compensation and respectful partnerships will build valuable long-term relationships that deliver sustained results.
Remember that influencer marketing works best as part of integrated digital strategies. Combine influencer partnerships with strong content marketing, optimized AI SEO, and data-driven performance tracking to maximize impact. The synergies between these channels amplify results beyond what any single tactic achieves in isolation.
Ready to Launch Your Food Influencer Campaign?
Hashmeta’s proprietary StarNgage platform and team of influencer marketing specialists have helped over 1,000 brands across Asia build successful influencer partnerships. From strategy development and influencer discovery to campaign execution and performance tracking, we deliver end-to-end solutions that transform influencer marketing into a measurable growth channel.