Singapore’s influencer marketing landscape has evolved into one of Asia’s most sophisticated and performance-driven ecosystems. With over 4.9 million social media users in a population of 5.9 million, the city-state boasts one of the world’s highest social media penetration rates, creating fertile ground for influential creators who command engaged, high-purchasing-power audiences.

The Singapore influencer scene stands apart from regional counterparts through its multicultural diversity, bilingual content creation, and exceptional production quality. These creators don’t just accumulate followers; they drive measurable business outcomes through authentic storytelling that resonates across Southeast Asian markets and beyond.

This comprehensive guide profiles the top 30 Singapore influencers who are shaping consumer behavior, setting trends, and delivering exceptional ROI for brand partnerships. Whether you’re planning your first influencer marketing campaign or optimizing an existing strategy, understanding these key players will inform smarter collaboration decisions and better campaign performance.

Understanding Singapore’s Influencer Landscape in 2026

Singapore’s influencer ecosystem has matured significantly, with creators now operating as sophisticated media businesses rather than hobbyist content producers. The average engagement rate for Singapore-based influencers sits at 3.8%, notably higher than the global average of 2.4%, reflecting the highly connected and responsive nature of local audiences.

Platform preferences have diversified beyond Instagram’s traditional dominance. While Instagram remains the primary platform for 67% of Singapore influencers, TikTok has surged to claim 54% adoption among creators, with many maintaining active presences across multiple channels. Xiaohongshu (Little Red Book) has also emerged as a critical platform for reaching Singapore’s Chinese-speaking audiences and connecting with broader Greater China markets.

The most successful Singapore influencers balance local authenticity with regional appeal, creating content that travels well across ASEAN markets while maintaining distinctly Singaporean perspectives. This positioning makes them particularly valuable for brands seeking to establish credibility in Singapore before expanding regionally.

Performance-based partnerships have become the industry standard, with sophisticated creators demanding transparent analytics, clear KPIs, and compensation models tied to measurable outcomes. This professionalization has elevated campaign quality while making influencer selection and management increasingly complex for brands without specialized expertise.

Beauty & Fashion Influencers

1. Mongchin Yeoh (@mongabong)

Followers: 580K+ across Instagram and TikTok | Specialization: Korean beauty, skincare routines, affordable luxury

Mongchin Yeoh has built an empire around accessible beauty content that demystifies K-beauty trends for Southeast Asian audiences. Her detailed skincare tutorials achieve average engagement rates of 6.2%, significantly above category benchmarks. Brands particularly value her authentic product testing approach, where she documents weeks-long trial periods rather than superficial first impressions. Her audience skews 18-34, predominantly female, with strong purchasing intent in the premium skincare category.

2. Christabel Chua (@bellywellyjelly)

Followers: 340K+ | Specialization: Fashion styling, sustainable fashion, body positivity

Christabel pioneered size-inclusive fashion content in Singapore, creating styling guides that resonate with audiences seeking practical, confidence-building fashion advice. Her collaboration with local and international fashion brands has consistently delivered double-digit conversion rates, particularly for capsule collections and limited releases. Her content strategy balances aspirational high-fashion pieces with accessible fast-fashion alternatives, making her recommendations actionable across income segments.

3. Tiffany Yong (@tiffanyyong)

Followers: 215K+ | Specialization: Beauty reviews, cosmetic procedures, wellness

Tiffany’s evidence-based approach to beauty content, including frank discussions about cosmetic procedures and medical aesthetics, has established her as a trusted authority in the beauty transparency movement. Her detailed before-and-after documentation and willingness to discuss both successes and disappointments create exceptional audience trust. Brands in the medical aesthetics and premium skincare categories see her as a crucial credibility partner.

4. Wendy Cheng (@xiaxue)

Followers: 620K+ | Specialization: Beauty commentary, lifestyle, controversial takes

As one of Singapore’s original influencers, Xiaxue maintains relevance through unfiltered commentary and willingness to tackle controversial topics. While her polarizing style doesn’t suit every brand, she delivers exceptional results for products targeting confidence-driven consumers and brands seeking to break through saturated markets with bold campaigns. Her long-form blog content continues to drive significant traffic and search visibility.

5. Rachel Lim (@rachellim.co)

Followers: 485K+ | Specialization: Luxury fashion, entrepreneur lifestyle, investment pieces

Rachel successfully bridges the fashion influencer and business entrepreneur identities, having built Love, Bonito into a regional fashion powerhouse. Her content provides insider perspectives on building a fashion brand while showcasing personal style evolution. Her endorsements carry particular weight with aspirational professional women seeking investment wardrobe pieces.

Lifestyle & Wellness Creators

6. Joanna Kang (@joandso)

Followers: 190K+ | Specialization: Minimalist living, intentional lifestyle, motherhood

Joanna’s aesthetic minimalism and thoughtful approach to modern parenting resonate with Singapore’s growing community of conscious consumers. Her content philosophy centers on quality over quantity, making her partnerships highly selective but exceptionally authentic. Brands in sustainable living, educational toys, and wellness categories see strong performance through her carefully curated recommendations.

7. Jade Seah (@jadeseah)

Followers: 425K+ | Specialization: Fitness, television personality, lifestyle balance

Jade leverages her television background to produce broadcast-quality content that stands out in crowded social feeds. Her fitness journey content, documenting transformation through sustainable practices rather than extreme measures, appeals to health-conscious audiences seeking realistic inspiration. Her multi-platform presence, including traditional media appearances, amplifies campaign reach beyond social channels.

8. Melissa Koh (@melissa.celestine.koh)

Followers: 385K+ | Specialization: Motherhood, family activities, home organization

Melissa’s relatable mom content balances aspirational elements with authentic struggles, creating deep emotional connections with parent audiences. Her toy and children’s product reviews drive exceptional conversion rates due to her thorough testing approach and consideration of educational value. Brands appreciate her ability to showcase products within natural family contexts rather than staged scenarios.

9. Shine Koh (@shinekohh)

Followers: 180K+ | Specialization: Wellness routines, self-care, mental health advocacy

Shine has carved a niche in the wellness space by combining Eastern and Western approaches to self-care and mental health. Her content addresses the unique stressors of Singapore’s high-pressure environment while offering practical coping strategies. Her audience demonstrates exceptional engagement with content around stress management, sleep optimization, and work-life integration.

10. Samantha Tan (@sammi.tan)

Followers: 220K+ | Specialization: Plant-based living, yoga, holistic wellness

Samantha’s expertise in yoga instruction and plant-based nutrition positions her as an authority in Singapore’s wellness community. Her content educates while inspiring, making complex nutritional concepts accessible to mainstream audiences. Food brands entering plant-based categories and wellness services targeting stress relief see her as an ideal awareness and credibility partner.

Food & Travel Influencers

11. Seth Lui (@sethluicious)

Followers: 695K+ | Specialization: Hawker food, local dining, food challenges

Seth dominates Singapore’s food influencer space through comprehensive coverage of the local dining scene, from hawker centers to fine dining. His systematic approach to food discovery and honest reviews make him the go-to resource for both locals and tourists. Restaurant partnerships with Seth consistently drive foot traffic spikes and extended visibility through his strong search presence.

12. Annette Lee (@annettelee)

Followers: 340K+ | Specialization: Luxury dining, travel destinations, lifestyle experiences

Annette’s sophisticated content captures high-end dining and travel experiences with exceptional visual quality. Her audience comprises affluent consumers actively seeking curated recommendations for premium experiences. Hotels, luxury restaurants, and travel brands benefit from her ability to showcase aspirational experiences while maintaining authentic storytelling.

13. Daniel Ang (@danielfooddiary)

Followers: 580K+ | Specialization: Food photography, restaurant reviews, culinary trends

Daniel’s photography-first approach creates scroll-stopping content that drives exceptional engagement rates. His technical expertise in food photography, combined with knowledgeable commentary on ingredients and preparation methods, appeals to serious food enthusiasts. His platform functions as both inspiration and practical dining guide, making restaurant features particularly valuable.

14. Zermatt Neo (@zermattneo)

Followers: 420K+ | Specialization: Fitness nutrition, competitive eating, food challenges

Zermatt uniquely positions himself at the intersection of fitness and food, creating content around nutrition optimization and strategic indulgence. His food challenge videos generate millions of views, providing entertainment value alongside dining recommendations. QSR brands and fitness nutrition companies find his audience particularly valuable for reaching health-conscious consumers who still enjoy food experiences.

15. Maureen Chen (@chermology)

Followers: 150K+ | Specialization: Baking, home cooking, recipe development

Maureen’s expertise in recipe development and baking science makes her content uniquely educational within the food influencer category. Her detailed tutorials empower home cooks while showcasing kitchen equipment, ingredients, and techniques. Brands in the home appliance and specialty ingredient categories see strong performance through her thorough product demonstrations and genuine enthusiasm.

Tech & Business Thought Leaders

16. Adrian Tan (@adrianvideos)

Followers: 280K+ | Specialization: Tech reviews, gadgets, consumer electronics

Adrian provides comprehensive technology reviews with a focus on practical applications for Singaporean consumers. His content balances technical specifications with real-world usage scenarios, helping audiences make informed purchase decisions. Tech brands value his methodical review process and ability to explain complex features in accessible language.

17. Paul Twohill (@paultwohill)

Followers: 95K+ | Specialization: Smartphone reviews, mobile photography, app recommendations

Paul’s specialization in mobile technology and photography creates a niche authority position in the competitive tech review space. His photography tutorials using smartphones democratize high-quality content creation, resonating with aspiring content creators. Mobile brands and photography app developers benefit from his technical expertise and engaged audience.

18. Goh Jing Yang (@jingyanggg)

Followers: 125K+ | Specialization: Entrepreneurship, business insights, career development

Jing Yang shares entrepreneurship lessons and business insights that resonate with Singapore’s ambitious professional class. His content demystifies business building while providing actionable frameworks for career advancement. B2B service providers and professional development platforms find his audience highly qualified and conversion-ready.

19. Melissa Tan (@melissakctan)

Followers: 110K+ | Specialization: Marketing strategy, digital transformation, business growth

Melissa’s expertise in digital marketing and brand strategy positions her as a thought leader for business audiences. Her content breaks down complex marketing concepts into digestible insights while showcasing successful campaign case studies. Marketing technology providers and business service companies leverage her credibility to reach decision-makers.

20. Aarika Singh (@aarikasingh)

Followers: 88K+ | Specialization: Personal finance, investment strategies, wealth building

Aarika’s financial education content addresses knowledge gaps in personal finance management and investment strategy. Her approachable teaching style makes complex financial concepts accessible to young professionals building wealth. Financial services providers and investment platforms benefit from her ability to build trust around sensitive financial topics.

Entertainment & Content Creators

21. Jianhao Tan (@jianhaotan)

Followers: 1.2M+ Instagram, 5.8M+ YouTube | Specialization: Comedy sketches, youth entertainment, brand storytelling

Jianhao has built Singapore’s largest digital entertainment company, producing high-quality comedy content that resonates across ASEAN markets. His ability to weave brand messages into entertaining narrative content creates non-intrusive advertising that audiences actually enjoy. Major consumer brands leverage his production capabilities for campaign content that functions as entertainment rather than traditional advertising.

22. Hirzi Zulkiflie (@hirzihungrybear)

Followers: 450K+ | Specialization: Comedy content, cultural commentary, viral trends

Hirzi’s comedic take on Singaporean culture and daily life generates highly shareable content that regularly achieves viral reach. His understanding of what resonates with local audiences makes him valuable for brands seeking to tap into cultural moments and trending conversations. His content style works particularly well for brands targeting younger, digitally-native consumers.

23. Nuseir Yassin (@nasdaily)

Followers: 890K+ Instagram, 15M+ Facebook | Specialization: Educational content, cultural stories, global perspectives

Though now global in scope, Nas Daily’s Singapore base and regional focus make him a powerful voice for brands seeking to connect local offerings with international audiences. His one-minute video format has influenced content creation trends across the region. Tourism boards, technology companies, and mission-driven brands leverage his storytelling capabilities to communicate complex value propositions concisely.

24. Preetipls (@preetipls)

Followers: 320K+ | Specialization: Music, comedy, social commentary

Preeti’s multidisciplinary content spanning music, comedy, and cultural commentary creates a unique voice in Singapore’s creator landscape. Her willingness to address social issues and challenge norms resonates with progressive audiences seeking authentic perspectives. Brands targeting culturally-aware consumers and supporting social causes find alignment with her platform.

25. Sylvia Chan (@sylsylnoc)

Followers: 890K+ | Specialization: Entertainment, lifestyle, entrepreneurship

Sylvia’s journey from content creator to media entrepreneur provides a compelling narrative that extends beyond typical influencer content. Her multi-format presence across video, social media, and business ventures creates diverse partnership opportunities. Brands benefit from her understanding of both creator and business perspectives when developing influencer strategies.

26. Xiaohan (@littlemissdebbie)

Followers: 210K+ | Specialization: Bilingual content, Chinese culture, lifestyle

Xiaohan’s bilingual content bridges English and Chinese-speaking audiences, making her particularly valuable for brands seeking to reach Singapore’s diverse linguistic communities. Her cultural insights help brands navigate nuances when expanding from English-dominant to Chinese-speaking markets. Her presence on both Instagram and Xiaohongshu provides cross-platform campaign opportunities.

27. Tosh Zhang (@toshrock.zhang)

Followers: 380K+ | Specialization: Acting, lifestyle, fitness

Tosh leverages his celebrity status from traditional media to maintain strong social influence, particularly among audiences who consume both traditional and digital content. His fitness transformation content and lifestyle insights appeal to health-conscious professionals. Brands benefit from his credibility across both traditional celebrity and digital influencer channels.

28. Jiaying Ng (@ngjiaying)

Followers: 175K+ | Specialization: Family content, parenting humor, everyday life

Jiaying’s relatable parent content captures the humor and challenges of raising children in Singapore’s unique environment. Her authentic storytelling style, avoiding over-production and excessive curation, creates genuine connection with parent audiences. Family-focused brands appreciate her ability to showcase products within realistic, unfiltered daily scenarios.

29. Dee Kosh (@deekosh)

Followers: 520K+ | Specialization: Radio personality, entertainment news, pop culture

Dee’s background in radio and entertainment creates a professional content approach combined with genuine personality. His coverage of pop culture trends and entertainment news keeps audiences engaged with timely, relevant content. Entertainment brands, streaming services, and lifestyle products targeting pop culture enthusiasts see strong engagement through his platform.

30. Yilin (@yilinnnnnnn)

Followers: 140K+ | Specialization: Gen Z lifestyle, student life, authentic daily content

Yilin represents the emerging generation of Singapore influencers creating highly authentic, unpolished content that resonates with Gen Z audiences. Her day-in-the-life content and honest takes on student and young professional life build strong community engagement. Brands targeting younger consumers benefit from her credibility with an audience notoriously skeptical of traditional advertising.

How to Choose the Right Influencer for Your Brand

Selecting the right influencer partnership requires looking far beyond follower counts to evaluate genuine influence, audience alignment, and collaboration potential. The most successful campaigns match brand values and objectives with creator strengths and audience characteristics.

Audience demographics and psychographics should be your primary evaluation criteria. An influencer with 100,000 highly engaged followers who match your target customer profile will outperform a creator with 500,000 loosely aligned followers. Request detailed audience insights including age distribution, gender split, geographic concentration, and interest categories before committing to partnerships.

Engagement quality matters more than engagement rate. High comment counts mean little if those comments consist of generic emoji responses rather than substantive conversations. Review actual engagement patterns to assess whether the creator’s audience actively discusses content, asks questions, and demonstrates purchase consideration behaviors.

Content aesthetic and brand alignment determine how naturally your products or services can be integrated into the creator’s content flow. Forced integrations that break from typical content style feel inauthentic and generate poor response. The best partnerships occur when brand offerings genuinely enhance the content the creator would naturally produce.

Platform selection impacts campaign performance significantly. Instagram excels for visual products and lifestyle integration, while TikTok drives discovery and trend participation. LinkedIn serves B2B campaigns, and Xiaohongshu unlocks Chinese-speaking audiences and Greater China market connections. Multi-platform creators can extend campaign reach, but platform-specific content adaptation is essential.

Previous brand collaboration quality reveals professionalism, creative capabilities, and business acumen. Review past sponsored content to assess how well the creator balances brand requirements with authentic storytelling. Creators who maintain consistent quality across sponsored and organic content demonstrate the professionalism required for successful long-term partnerships.

For brands lacking internal influencer marketing expertise, partnering with an experienced influencer marketing agency dramatically improves campaign outcomes. Agencies bring creator relationships, negotiation expertise, campaign management capabilities, and performance analytics that maximize ROI while minimizing execution risks.

Measuring Influencer Campaign Success

Effective measurement begins with clearly defined objectives that extend beyond vanity metrics to track business impact. Different campaign goals require different measurement frameworks, and successful brands establish KPIs before campaign launch rather than retrofitting measurement afterward.

Awareness campaigns should track reach, impressions, and brand mention volume alongside engagement metrics. Monitor share of voice changes within your category and track branded search volume increases during and after campaign periods. Video view completion rates indicate message resonance, particularly for longer-form content requiring sustained attention.

Consideration campaigns focus on engagement depth, website traffic quality, and content interaction patterns. Track click-through rates to owned properties, time on site for influencer-driven traffic, and content consumption patterns. Monitor saves, shares, and comment sentiment to gauge genuine interest versus passive content consumption.

Conversion campaigns require direct attribution through unique discount codes, tracked links, or dedicated landing pages. Calculate customer acquisition cost for influencer-driven conversions and compare against other channels. Track not just initial conversion but lifetime value of influencer-acquired customers, as these often show different retention patterns than customers from other sources.

Attribution modeling complexity increases with campaign sophistication. Multi-touch attribution reveals how influencer content interacts with other marketing channels in the customer journey. Many conversions initially exposed through influencer content ultimately convert through search or direct traffic, making single-touch last-click attribution significantly undervalue influencer impact.

Long-term brand building metrics capture influencer impact that extends beyond immediate campaign windows. Track brand sentiment changes, community growth on owned channels, and organic conversation volume. Monitor whether influencer partnerships create lasting associations that continue influencing purchase behavior months after campaign conclusion.

Sophisticated measurement increasingly leverages AI marketing tools that track cross-platform performance, identify optimization opportunities, and predict campaign outcomes. These technologies transform influencer marketing from intuition-based relationship management into data-driven performance channel optimization.

For brands seeking to discover and evaluate influencers efficiently, platforms like StarScout AI streamline creator discovery through AI-powered matching that considers audience alignment, engagement quality, and collaboration fit. These tools dramatically reduce the time investment required to identify ideal creator partners while improving match quality.

Singapore’s influencer ecosystem represents one of Asia’s most sophisticated and performance-driven creator markets, offering brands exceptional opportunities to connect with engaged, high-value audiences across diverse categories. The 30 influencers profiled in this guide demonstrate the breadth and depth of creative talent available for strategic partnerships.

Success in influencer marketing requires moving beyond superficial metrics to evaluate genuine audience alignment, content quality, and collaboration potential. The most effective campaigns balance creative authenticity with strategic planning, allowing creators to showcase brand value through their unique voices while delivering measurable business outcomes.

As the influencer landscape continues evolving, brands that develop sophisticated selection criteria, measurement frameworks, and relationship management approaches will consistently outperform competitors relying on ad hoc influencer experiments. The professionalization of influencer marketing transforms it from a experimental tactic into a core performance channel deserving strategic investment and expert management.