Singapore’s YouTube ecosystem has evolved into one of Southeast Asia’s most dynamic creator communities, with influencers commanding millions of subscribers and shaping consumer behaviour across the region. From comedy sketches that resonate with multicultural audiences to tech reviews that influence purchasing decisions, Singaporean YouTubers have carved out distinctive niches that blend local flavour with international appeal.

For brands navigating the complex landscape of digital marketing, understanding who these creators are and what makes them influential is no longer optional. With YouTube serving as a primary platform for product discovery, entertainment, and education among Singaporean consumers, partnering with the right creators can dramatically amplify brand visibility and drive measurable conversions.

This comprehensive guide profiles the top 50 YouTubers in Singapore, organized by content categories to help marketers identify ideal collaboration partners. Whether you’re seeking mass-market reach or niche engagement, you’ll discover creators whose audiences align with your brand objectives, complete with insights into their content strategies, audience demographics, and collaboration potential.

Understanding Singapore’s YouTube Landscape

Singapore’s position as a digital hub has created fertile ground for YouTube creators. With internet penetration exceeding 92% and a tech-savvy population that consumes an average of 2.5 hours of video content daily, the opportunity for creators to build substantial audiences is significant. What distinguishes Singaporean YouTubers from their regional counterparts is their ability to navigate multiple languages and cultural contexts, creating content that resonates locally while appealing to broader Southeast Asian and global audiences.

The YouTube creator economy in Singapore has matured considerably, with top creators treating their channels as full-fledged media businesses. Many have diversified beyond ad revenue into brand partnerships, merchandise, speaking engagements, and cross-platform content strategies. This professionalization means brands can expect more sophisticated campaign execution and clearer performance metrics when working with established creators.

Content consumption patterns among Singaporean viewers skew toward practical, entertaining, and culturally relevant material. Entertainment and comedy remain dominant, but educational content, particularly around personal finance, tech reviews, and career development, has experienced explosive growth. Understanding these nuances is critical for brands developing effective influencer marketing strategies.

Entertainment & Comedy Creators

Singapore’s comedy and entertainment creators have built massive followings by capturing the quirks of local life while maintaining universal appeal. These channels often blend sketch comedy, social commentary, and relatable storytelling that resonates with both Singaporeans and the diaspora community worldwide.

Top Entertainment & Comedy YouTubers

JianHao Tan remains Singapore’s most subscribed YouTuber, with over 5.8 million subscribers. His Titan Digital Media production house creates high-production-value comedy sketches, often set in school environments that tap into shared experiences of Singaporean students. His content strategy emphasizes consistency, with multiple uploads weekly, and his collaboration network extends across Southeast Asian creators, amplifying reach significantly.

Sneaky Sushii (Jianhao’s wife, Debbie Soon) has carved her own niche with lifestyle and comedy content that appeals primarily to female audiences. Her authentic approach to discussing relationships, motherhood, and personal challenges has built a loyal community of over 1.2 million subscribers who value her transparency and humor.

WahBanana pioneered the Singaporean YouTube comedy scene with viral sketches that humorously explore local culture, customs, and social phenomena. With over 2.1 million subscribers, the channel’s longevity demonstrates the power of culturally grounded content that evolves with audience preferences while maintaining core brand identity.

Ryan Sylvia delivers comedy sketches and vlogs that showcase Singapore’s unique multicultural dynamics. His content often features collaborations with other creators, creating a network effect that benefits all participants. With 1.4 million subscribers, Ryan’s channel exemplifies how personality-driven content can build sustained engagement.

Dee Kosh combines entertainment with social commentary, tackling trending topics with humor and insight. Despite controversies that have shaped his career trajectory, his influence on Singapore’s YouTube landscape and ability to drive conversations remains notable.

Night Owl Cinematics (NOC) operates as a full-scale production company creating diverse content from comedy sketches to food reviews. Their ensemble cast approach and professional production values have attracted over 1.8 million subscribers and positioned them as premium content creators suitable for high-budget brand collaborations.

Jianhao Tan’s secondary channels extend his reach into specific niches, including gaming and behind-the-scenes content, demonstrating sophisticated audience segmentation strategies that maximize monetization opportunities across multiple channels.

Lifestyle, Beauty & Fashion Influencers

Singapore’s beauty and fashion YouTubers have established themselves as trusted authorities in product recommendations, styling advice, and lifestyle inspiration. These creators typically command highly engaged audiences with strong purchasing intent, making them valuable partners for consumer brands.

Leading Beauty & Fashion Creators

Mongabong represents Singapore’s beauty community with makeup tutorials, product reviews, and lifestyle content that blends expertise with relatability. Her honest reviews and skilled application techniques have earned her over 800,000 subscribers who trust her recommendations, particularly for Asian beauty products and techniques suited to tropical climates.

Tiffany Yong combines beauty content with lifestyle vlogs, creating a holistic personal brand that extends beyond makeup into travel, food, and personal development. Her versatility makes her an attractive partner for lifestyle brands seeking authentic integration rather than traditional product placement.

Xiaxue (Wendy Cheng) remains one of Singapore’s most controversial yet influential creators. Her fashion hauls, beauty transformations, and unfiltered opinions have maintained relevance for over a decade. With 600,000+ subscribers, her ability to drive conversation and commerce remains significant, though brands must carefully consider alignment with her outspoken persona.

Christabel Chua (bellywellyjelly) focuses on sustainable fashion, beauty, and lifestyle content that appeals to environmentally conscious consumers. Her thoughtful approach to consumerism and emphasis on quality over quantity resonates with audiences seeking more mindful purchasing decisions.

Sheena Phua delivers beauty tutorials with a focus on everyday wearability, making her content accessible to viewers seeking practical rather than dramatic looks. Her approachable style and clear instructions have built a dedicated following among working professionals.

Food & Travel Vloggers

Food content thrives in Singapore’s culture-obsessed dining scene, while travel creators inspire exploration both locally and internationally. These channels often achieve impressive engagement rates as viewers actively seek recommendations and live vicariously through creator experiences.

Top Food & Travel YouTubers

Eatbook dominates Singapore’s food content space with systematic reviews of hawker centers, restaurants, and food trends. Their structured approach to content creation, featuring multiple hosts and consistent formatting, has attracted over 700,000 subscribers seeking reliable dining recommendations. Their influence on restaurant traffic is well-documented, making them powerful partners for F&B brands.

Seth Lui combines food reviews with personality-driven vlogging, creating content that entertains while informing. His willingness to try extreme food challenges alongside genuine reviews provides variety that keeps audiences engaged across his 500,000+ subscriber base.

Fatty Mok brings humor to food reviews with exaggerated reactions and entertaining commentary. His authentic enthusiasm for hawker food and local cuisine has made him a beloved figure among viewers seeking genuine local perspectives rather than polished food photography.

The Food Ranger (featuring Singapore content) showcases Singapore’s food scene to international audiences, providing valuable cross-cultural exposure for local establishments and positioning Singapore as a culinary destination.

Wil Dasovich, though Filipino-American, has created substantial Singapore-focused content during his time in the region, offering outsider perspectives that help local businesses understand international visitor expectations.

Ladyironchef provides comprehensive food guides that blend video with written content, creating evergreen resources that continue driving traffic and business to featured establishments long after initial publication.

Education & Tech Channels

Educational and technology-focused channels address Singapore’s knowledge-hungry audience seeking professional development, tech insights, and practical skills. These creators often attract viewers with higher disposable incomes and clear purchase intent for products and services that enhance productivity or capabilities.

Notable Education & Tech Creators

Dave Lee (Dave2D), though Canadian-based, is of Singaporean origin and maintains strong connections to the local tech community. His laptop and tech reviews influence purchasing decisions globally, with his minimalist presentation style and technical expertise earning over 4 million subscribers. His credibility makes him invaluable for tech brands seeking authoritative endorsements.

Tech YES City (Bryan) delivers PC building guides, tech reviews, and second-hand market analysis that appeals to budget-conscious tech enthusiasts. His practical focus on value rather than premium products resonates with audiences seeking maximum performance per dollar spent.

Aaron Yeo creates educational content around productivity, career development, and personal growth. His structured approach to self-improvement and clear action steps attract viewers committed to professional advancement, making him ideal for B2C and B2B education brands.

TheSmartLocal produces content spanning travel, lifestyle, and local culture education, positioning themselves as Singapore experts for both residents and visitors. Their team-based approach enables consistent content output across multiple topics.

Gerald Koh focuses on personal finance, investment strategies, and wealth building tailored to Singaporean contexts. His content addresses CPF optimization, property investment, and retirement planning, attracting viewers with serious financial goals and significant investment capacity.

Educational content creators represent exceptional opportunities for brands in the financial services, technology, and professional development sectors. Their audiences actively seek solutions and demonstrate strong purchase intent when recommendations align with their goals. Implementing sophisticated content marketing strategies alongside influencer partnerships can amplify educational messaging effectively.

Gaming & Esports Creators

Gaming content has exploded in Singapore alongside the broader Southeast Asian esports boom. These creators engage highly dedicated audiences who spend significant time consuming content and demonstrate strong loyalty to creators who consistently deliver entertainment and skill.

Top Gaming YouTubers

Swit Swoo dominates gaming content in Singapore with engaging gameplay, commentary, and collaborations across popular titles. His energetic presentation style and consistent upload schedule have built a subscriber base exceeding 600,000, primarily among younger demographics highly valuable to gaming peripheral and lifestyle brands.

Zoella Gaming (Singapore-based content) showcases mobile gaming, particularly titles popular in Southeast Asia like Mobile Legends and PUBG Mobile. The mobile gaming focus aligns with regional consumption patterns where smartphones serve as primary gaming devices.

Akimitsu creates content around competitive gaming, tournament coverage, and game analysis that appeals to serious gamers seeking to improve their skills. His educational approach within gaming content attracts viewers willing to invest in equipment and training to enhance performance.

VG SeeOhGee combines gaming with lifestyle content, creating a more holistic creator persona that extends monetization opportunities beyond gaming-specific brand deals into broader lifestyle partnerships.

Team SMG members represent Singapore’s professional esports scene on YouTube, with individual players creating content that showcases professional gameplay while building personal brands that survive beyond competitive careers.

Family & Parenting Content

Family vloggers and parenting content creators tap into Singapore’s family-oriented culture, creating content that resonates with parents seeking advice, entertainment, and community. These channels often achieve remarkable engagement as viewers return consistently to follow family journeys over years.

Leading Family & Parenting Channels

The Chua Family documents their family life with authenticity that appeals to parents navigating similar challenges. Their content spans daily routines, parenting tips, and family adventures, creating relatable narratives that build emotional connections with viewers.

Eunice Annabel shares her journey through motherhood, entrepreneurship, and personal growth with transparency that resonates with millennial parents balancing multiple roles. Her willingness to discuss challenges alongside successes creates authentic connection.

Shu An Ong combines parenting content with lifestyle and relationship topics, creating versatile content that appeals to various life stages within her audience demographic.

Sylvia Park (Mrs Momsta) focuses on early childhood development, educational activities, and parenting hacks that provide practical value to new parents seeking guidance on child development milestones.

Family content creators offer unique advantages for brands in childcare, education, food, and family lifestyle categories. Their audiences demonstrate high trust levels and actively seek product recommendations to improve family life, resulting in strong conversion potential for authentically integrated partnerships.

Fitness & Wellness Influencers

Health and fitness content has grown substantially as Singaporeans prioritize wellness, particularly following increased health awareness in recent years. These creators inspire lifestyle changes while demonstrating products and services that support fitness goals.

Top Fitness YouTubers

Jordan Yeoh delivers comprehensive fitness tutorials, workout routines, and nutrition advice backed by professional credentials. His educational approach and impressive physical transformation inspire viewers committed to serious fitness goals, making him influential for supplement, equipment, and apparel brands.

Zoe Raymond combines fitness content with lifestyle vlogging, creating accessible entry points for viewers beginning fitness journeys rather than intimidating advanced content. Her inclusive approach expands audience reach beyond hardcore fitness enthusiasts.

Lindy Tsang (Bubzbeauty), though known primarily for beauty content, has expanded into fitness and wellness, showcasing how established creators can successfully diversify content while maintaining audience loyalty.

Wendy Wei Fitness focuses specifically on women’s fitness, addressing body image, strength training, and wellness topics particularly relevant to female audiences often underserved by male-dominated fitness content.

Chris Koh Fitness provides structured workout programs and challenges that encourage viewer participation, creating community engagement beyond passive content consumption.

Business & Finance Creators

Singapore’s position as a financial hub has spawned numerous creators addressing investment, entrepreneurship, and wealth building. These channels attract high-value audiences with significant purchasing power and active interest in financial products and services.

Key Business & Finance YouTubers

Financial Horse analyzes investment opportunities, market trends, and portfolio strategies with depth that appeals to serious investors. His research-driven content provides genuine value that builds authority and trust among financially sophisticated viewers.

Adam Khoo combines trading education with motivational content, creating an engaging blend that attracts aspiring traders and investors. His paid courses and coaching programs demonstrate successful monetization beyond ad revenue and brand deals.

Dr Wealth delivers systematic investment education, breaking down complex financial concepts into accessible explanations. Their structured curriculum approach creates logical content progression that encourages viewers to consume multiple videos and deepen engagement.

Alvin Chow (Dr Wealth founder) shares his investment journey and strategies with transparency that includes both successes and failures, creating credibility through honesty rather than unrealistic promises.

Gin and Tonic focuses on personal finance for young professionals, addressing student loans, first investments, and financial independence goals relevant to audiences beginning wealth-building journeys.

Business and finance creators represent premium opportunities for financial services, investment platforms, and professional development brands. Their audiences actively seek solutions and demonstrate willingness to invest significantly in products and services that accelerate financial goals. Partnering with these creators requires sophisticated understanding of compliance and disclosure requirements within financial marketing.

How to Work with Singapore YouTubers

Successful collaborations with YouTube creators require strategic approach beyond transactional sponsorships. Singapore’s creator community values authenticity, creative freedom, and partnerships that genuinely align with their content and audience interests.

Begin by thoroughly researching potential creator partners. Subscriber counts matter, but engagement rates, audience demographics, and content alignment with brand values prove more critical for campaign success. Analyze comment sections to understand audience sentiment, review previous brand partnerships to assess integration quality, and verify that followers match your target customer profile. Tools like AI Influencer Discovery can streamline this research process by providing data-driven insights into creator audiences and performance metrics.

Approach creators with personalized outreach that demonstrates familiarity with their content. Generic mass emails receive low response rates from established creators who receive dozens of partnership inquiries weekly. Reference specific videos, explain why you believe the partnership aligns with their content direction, and clearly articulate mutual value rather than simply listing what you want from the collaboration.

Negotiate partnerships that allow creative freedom within brand guidelines. Creators understand their audiences better than external marketers. Overly scripted content or rigid requirements typically result in videos that feel inauthentic and perform poorly. Provide clear brand messaging, product information, and campaign goals, then trust creators to integrate these elements in ways that resonate with their specific audience.

Structure compensation fairly based on creator reach, production requirements, and usage rights. Rates vary significantly based on channel size, engagement levels, and content complexity. Small creators (10,000-50,000 subscribers) might charge $500-$2,000 per video, mid-tier creators (50,000-500,000 subscribers) typically command $2,000-$10,000, while top-tier creators (500,000+ subscribers) may charge $10,000-$50,000+ depending on production scope and deliverables.

Establish clear performance metrics before campaigns launch. Define success through relevant KPIs like view counts, engagement rates, click-through rates to landing pages, conversion rates, or brand sentiment shifts. Implement tracking mechanisms like unique discount codes or UTM parameters that enable accurate attribution of sales and conversions to specific creator partnerships. Working with an experienced AI marketing agency can help develop measurement frameworks that accurately capture influencer campaign ROI.

Maintain long-term relationships rather than one-off transactions when creators perform well. Repeat collaborations build deeper authenticity as creators become genuine brand advocates rather than paid promoters. Audience trust increases when they see consistent partnerships over time, and production efficiency improves as creators better understand brand preferences and requirements.

Measuring Influencer Marketing ROI

Quantifying return on influencer investments requires comprehensive tracking beyond vanity metrics. While view counts and engagement rates indicate content resonance, business outcomes ultimately determine campaign success.

Implement multi-touch attribution models that recognize influencer content as one touchpoint within customer journeys. Customers rarely convert immediately after single video exposures. Instead, they may watch creator content, research products independently, see retargeting ads, and convert days or weeks later. Attribution models that credit all touchpoints rather than only last-click interactions provide more accurate pictures of influencer contribution to conversions.

Track both direct and indirect metrics. Direct metrics include clicks from video descriptions to landing pages, conversions using unique discount codes, and sales attributed to affiliate links. Indirect metrics encompass brand search volume increases following video releases, social media follower growth, website traffic patterns, and brand sentiment shifts measured through social listening tools.

Calculate cost per acquisition (CPA) and compare against other marketing channels. Divide total campaign investment (including creator fees, product costs, and management time) by conversions generated to determine influencer marketing CPA. Compare this against CPAs from paid search, social ads, and other channels to assess relative efficiency and optimize budget allocation.

Monitor video performance beyond initial publication. YouTube content remains discoverable through search indefinitely, unlike temporary social media posts or time-limited ads. Track cumulative views, ongoing traffic, and conversions over months to capture full campaign value. Top-performing videos continue driving results years after publication, delivering compounding returns that significantly improve overall campaign ROI.

Leveraging comprehensive SEO and AI SEO strategies can amplify influencer content by ensuring videos rank well in YouTube search results and Google video searches, extending organic reach beyond creator’s existing subscribers.

Conduct audience surveys to measure brand awareness and perception shifts. Include questions about content exposure, brand recall, purchase consideration, and likelihood to recommend in post-campaign surveys. Compare responses between exposed and control groups to isolate influencer campaign impact on brand health metrics.

A/B test different creator types, content formats, and messaging approaches. Run simultaneous campaigns with different creators addressing similar audiences or vary integration approaches (dedicated videos versus integrated mentions) to identify highest-performing strategies. Apply learnings systematically to improve future campaign performance.

The sophistication of measurement infrastructure directly correlates with optimization capability. Brands investing in robust tracking, attribution modeling, and performance analysis gain competitive advantages through continuously refined influencer strategies that maximize return on investment.

The Future of YouTube Influence in Singapore

Singapore’s YouTube landscape will continue evolving as platform algorithms shift, creator tools advance, and audience preferences change. Several trends are shaping the future of YouTube influence in the region.

Short-form video content through YouTube Shorts has exploded, with creators adapting to compete with TikTok and Instagram Reels. This format shift enables more frequent publishing and lower production barriers, though monetization mechanisms remain less developed than traditional long-form content. Successful creators will likely adopt hybrid strategies incorporating both formats.

Niche specialization is overtaking generalist content as competition intensifies. Broad lifestyle channels struggle to differentiate while hyper-focused channels addressing specific interests, problems, or demographics build loyal communities with higher commercial value. Brands should expect more targeted partnership opportunities with creators commanding smaller but highly engaged audiences.

Multi-platform presence has become essential as audiences fragment across platforms. Leading creators maintain coordinated presences across YouTube, Instagram, TikTok, and increasingly platforms like Xiaohongshu to capture Chinese-speaking Singapore audiences. Cross-platform campaigns that leverage creator audiences across multiple channels deliver superior reach and frequency.

AI and automation tools are transforming content creation efficiency. From AI-powered editing tools to automated thumbnail generation and AI marketing optimization, creators increasingly leverage technology to scale production. Brands may see improved turnaround times and production values as these tools mature.

Commerce integration through features like YouTube Shopping and affiliate programs will deepen, making creator content directly shoppable. This reduces friction in customer journeys from discovery to purchase, potentially improving conversion rates and attribution clarity.

Authenticity and transparency requirements continue strengthening as audiences become more sophisticated about sponsored content. Creators who maintain genuine relationships with audiences through transparent disclosures and selective brand partnerships will sustain influence while those perceived as overly commercial may experience declining trust and engagement.

Singapore’s position as a Southeast Asian hub positions local creators advantageously for regional expansion. Brands seeking Singapore entry points with potential for broader regional impact should prioritize creators demonstrating cross-border appeal and multilingual capabilities.

Singapore’s top 50 YouTubers represent diverse content categories, audience demographics, and partnership opportunities for brands seeking to leverage influencer marketing effectively. From entertainment giants commanding millions of subscribers to niche experts with highly engaged communities, the creator landscape offers options for virtually every marketing objective and budget level.

Success in YouTube influencer marketing requires moving beyond superficial metrics to understand audience alignment, content quality, and creator authenticity. The most effective partnerships emerge when brands identify creators whose values and audiences genuinely align with their offerings, then collaborate respectfully to create content that serves viewers while achieving marketing goals.

As Singapore’s digital economy continues maturing, YouTube creators will remain influential voices shaping consumer preferences, driving purchasing decisions, and building communities around shared interests. Brands that develop sophisticated influencer strategies, invest in meaningful creator relationships, and measure performance comprehensively will capture disproportionate value from this dynamic marketing channel.

The creators profiled in this guide represent the current landscape, but new voices continually emerge while established creators evolve. Maintaining awareness of trending creators, shifting content formats, and audience preference changes enables brands to adapt strategies and sustain influencer marketing effectiveness over time.