Singapore has one of the most connected digital audiences in the region, with 5.33 million social media user identities and 5.78 million internet users in the latest available 2026 market data.
Instagram has around 3.35 million users, while TikTok reaches about 3.8 million adults. For brands, that means there is a creator for almost every audience, from food and fashion to fitness, gaming, and travel.
The challenge is choosing the right one. A large following can help with reach, but a creator with a smaller and more relevant audience may be better for a specific campaign.
Below, we have grouped some of the top influencers in Singapore by niche and included their approximate audience size, content focus, and brand fit.
Top Lifestyle & Fashion Influencers in Singapore
Singapore’s fashion and lifestyle scene has creators ranging from luxury and personal styling to motherhood, fitness, and everyday life.
Melissa Celestine Koh, Christabel Chua, Andrea Chong, and Hannah Cheng-Bradshaw are among the stronger names for brands that want a polished lifestyle audience.
| Creator | Handle | Main platform | Approx. followers | Content focus | Best for |
| Melissa Celestine Koh | @melissackoh | 319K | Fashion, styling, lifestyle, motherhood | Fashion, luxury, beauty, family | |
| Christabel Chua | @bellywellyjelly | 310K | Fashion, beauty, lifestyle | Fashion, beauty, lifestyle | |
| Andrea Chong | @dreachong | 328K | Fashion, lifestyle, running, travel | Fashion, activewear, beauty | |
| Hannah Cheng-Bradshaw | @hannahchengbradshaw | 382K | Beauty, fashion, fitness, food | Fashion, beauty, wellness | |
| Aimee Cheng-Bradshaw | @aimeechengbradshaw | 302K | Fashion, modelling, beauty | Fashion, luxury, beauty | |
| Mongchin Yeoh | @mongabong | Instagram / TikTok / YouTube | 390K IG | Beauty, lifestyle, food, motherhood | Beauty, FMCG, lifestyle |
| Dianna Lee | @coolmumdianna | 676K | Fashion, motherhood, lifestyle | Family, fashion, FMCG | |
| Soh Pei Shi | @speishi | 350K | Fashion, beauty, lifestyle | Fashion, beauty, lifestyle |
Now, let’s talk about the above prominent lifestyle and fashion influencers in Singapore in detail.
Melissa Celestine Koh
Melissa Celestine Koh is known for fashion, luxury lifestyle and motherhood content. Her Instagram has a polished, editorial feel, but she also shares personal moments from her family and daily life. This mix can work well for fashion, jewellery, beauty, luxury, travel and family-focused brands that want a premium look without making the content feel like a traditional advertisement.
Christabel Chua
Christabel Chua creates content around fashion, beauty, lifestyle and personal experiences. Her content gives brands room to show how a product fits into everyday life, from fashion and beauty choices to lifestyle routines. She can be a good option for fashion and beauty brands that want polished content with a more personal feel.
Andrea Chong
Andrea Chong combines fashion with travel, fitness and everyday lifestyle content. This gives brands more flexibility than working with a creator focused only on fashion. She is particularly relevant for fashion, activewear, travel, beauty and lifestyle brands that want to connect their products with an active and modern lifestyle.
Hannah Cheng-Bradshaw
Hannah Cheng-Bradshaw covers fashion, beauty, fitness and food, giving her content a broad lifestyle angle. For brands, that means a campaign does not have to focus only on the product itself. She can naturally place products into beauty routines, fashion content, fitness-related posts or everyday lifestyle moments, making her a useful choice for brands targeting women across several interests.
Aimee Cheng-Bradshaw
Aimee Cheng-Bradshaw has a strong focus on fashion, modelling, beauty and lifestyle. Her modelling background also gives her content a more polished and visually driven style. She is a strong fit for fashion, luxury, beauty and premium lifestyle brands that need high-quality visuals to present their products.
Mongchin Yeoh
Mongchin Yeoh covers beauty, lifestyle, food and motherhood across Instagram, TikTok and YouTube. Her content goes beyond product-focused posts and often connects with different parts of everyday life. This makes her useful for beauty, skincare, FMCG, family and lifestyle brands that want to reach consumers across more than one type of content.
Dianna Lee
Dianna Lee, known as Cool Mum Dianna, focuses strongly on motherhood, family life, fashion and practical lifestyle content. Her content is particularly relevant when a product needs to solve an everyday family need rather than simply create awareness. She can be a strong choice for family, FMCG, parenting, household, fashion and lifestyle brands looking to reach parents in Singapore.
Soh Pei Shi
Soh Pei Shi combines fashion, beauty and lifestyle content with a strong focus on personal style. Her content gives brands plenty of room to show clothing, beauty products and lifestyle products in a visually appealing way. She is best suited to fashion, beauty, skincare and lifestyle brands looking for creator-led content that feels polished but still personal.
Top Food Influencers in Singapore
Singapore food creators can help brands reach people who actively look for restaurants, new dishes, recipes and dining recommendations.
Zermatt Neo offers huge reach, while creators such as Daniel Food Diary, LadyIronChef and Seth Lui give brands a more focused food and restaurant audience.
| Creator | Handle | Main platform | Approx. followers | Food niche | Best for |
| Zermatt Neo | @zermattneo | Instagram / YouTube | 2.4M IG | Competitive eating, food, nutrition | F&B, FMCG, food challenges |
| Brad Lau / LadyIronChef | @ladyironchef | 569K | Restaurant reviews, food and travel | Restaurants, hotels, tourism | |
| Lennard Yeong | @lennardy | 571K | Food discovery and dining | Restaurants, food brands | |
| Seth Lui | @sethluicious | 317K | Restaurant recommendations | F&B launches, restaurants | |
| Daniel Ang / Daniel Food Diary | @danielfooddiary | 290K | Restaurant reviews and Singapore food | Restaurants, cafés, F&B | |
| Aiken Chia | @aikenchia | Instagram / YouTube | 176K IG | Food, recommendations, lifestyle | Restaurants, hospitality |
| Rajeswari Vijayanand | @rakskitchen | 142K | Indian vegetarian recipes | Grocery, ingredients, kitchen products | |
| Eric Youn | @esyfilms | 134K | Korean recipes and food | Korean F&B, ingredients |
Here’s a closer look at these leading food influencers in Singapore.
Zermatt Neo
Zermatt Neo is best known for competitive eating, food challenges, and entertaining food content. His large audience gives brands strong potential reach, especially when the product itself can become part of an interesting food experience. He is a strong fit for F&B brands, food delivery platforms, FMCG companies, nutrition brands, and food challenges.
Brad Lau / LadyIronChef
Brad Lau, better known as LadyIronChef, focuses on restaurants, dining experiences and food-related travel. His content is useful for people deciding where to eat or what places to visit, which gives his recommendations clear value for hospitality businesses. He can work particularly well for restaurants, hotels, cafés, tourism boards and premium dining experiences.
Lennard Yeong
Lennard Yeong creates food discovery and dining content, with a strong focus on places and dishes worth trying. This makes him relevant when a brand wants to introduce a new restaurant, menu, or food product to people who already enjoy discovering where to eat. He is a good option for restaurant launches, F&B campaigns, food products, and hospitality brands.
Seth Lui
Seth Lui is closely associated with Singapore’s restaurant and food scene, covering dining recommendations and different places to eat. His focused niche means brands can reach an audience that already has a clear interest in local food and restaurants. He is particularly suitable for restaurant openings, new menus, F&B launches, and dining promotions.
Daniel Ang / Daniel Food Diary
Daniel Ang, known through Daniel Food Diary, focuses heavily on Singapore’s food scene, including restaurants, new openings, dishes and dining experiences. This local focus makes him useful for businesses that want to attract people who are actively looking for food recommendations. He can be a strong choice for restaurants, cafés, new F&B concepts and food brands targeting Singapore diners.
Aiken Chia
Aiken Chia combines food recommendations with lifestyle and personality-led content. Rather than simply showing a dish, his content can make the dining experience itself part of the story. This makes him a useful option for restaurants, hotels, travel brands, and hospitality businesses that want to promote an experience as well as their food.
Rajeswari Vijayanand / Raks Kitchen
Rajeswari Vijayanand runs Raks Kitchen and focuses on Indian vegetarian recipes and cooking content. Her niche gives brands a clear audience interested in home cooking, ingredients, and recipes. She can be especially relevant for grocery brands, food ingredients, kitchen products, and brands looking to demonstrate how their products can be used in recipes.
Eric Youn
Eric Youn focuses on Korean food and recipe content, giving him a much more specific niche than a general food creator. That makes his audience particularly relevant for brands connected to Korean cuisine and food culture. He can be a good fit for Korean restaurants, Korean food products, sauces, ingredients, and FMCG brands looking to reach Singapore consumers interested in Korean food.
Top Beauty Influencers in Singapore
Beauty campaigns work best when the creator’s normal content already includes skincare, makeup, or personal-care products.
Naomi Neo, MidiMiye and Xiaxue offer large audiences, while Hannah Cheng-Bradshaw, Mongchin Yeoh and Christabel Chua give brands a strong mix of beauty and lifestyle content.
| Creator | Handle | Main platform | Approx. followers | Beauty focus | Best for |
| Naomi Neo | @naomineo_ | Instagram / TikTok | 1M IG | Beauty, lifestyle, motherhood | Beauty, FMCG, lifestyle |
| MidiMiye | @midiforreal | Instagram / TikTok | 696K IG | Beauty, fashion, lifestyle | Beauty, fashion |
| Wendy Cheng / Xiaxue | @xiaxue | Instagram / YouTube | 584K IG | Makeup, beauty, lifestyle | Cosmetics, beauty |
| Hannah Cheng-Bradshaw | @hannahchengbradshaw | 382K | Beauty, fashion, fitness | Skincare, beauty, wellness | |
| Mongchin Yeoh | @mongabong | Instagram / TikTok / YouTube | 390K IG | Beauty and lifestyle | Skincare, FMCG |
| Christabel Chua | @bellywellyjelly | 310K | Beauty, fashion, lifestyle | Beauty, fashion | |
| Aimee Cheng-Bradshaw | @aimeechengbradshaw | 302K | Beauty, fashion, modelling | Luxury beauty, fashion | |
| Michelle Tan | @mirchelley | Instagram / TikTok | 164K IG | Beauty and fitness | Beauty, activewear, wellness |
Here’s what makes these beauty influencers in Singapore relevant to different brands.
Naomi Neo
Naomi Neo has built a large audience around beauty, lifestyle, family and everyday content. That wider mix gives beauty brands more than one way to position a product, whether it is part of a routine, a family lifestyle or a broader consumer campaign. She is particularly relevant for skincare, cosmetics, personal care and FMCG brands that need strong reach in Singapore.
MidiMiye
MidiMiye brings together beauty, fashion and lifestyle content, with a strong visual focus. Her content can give cosmetics and skincare products a more editorial treatment while still keeping them connected to everyday lifestyle. She makes sense for beauty launches, makeup, skincare, haircare, and fashion brands targeting a style-conscious audience.
Wendy Cheng / Xiaxue
Wendy Cheng, better known as Xiaxue, has been a prominent Singapore internet personality for many years. Her content is more personality-driven and outspoken than the highly polished approach often seen in beauty campaigns. Brands that want strong opinions, distinctive creator personality, and conversational beauty content may find her more suitable than a creator focused mainly on product aesthetics.
Hannah Cheng-Bradshaw
Hannah Cheng-Bradshaw covers beauty alongside fashion, fitness, food, and lifestyle. This makes her useful when a product needs to fit naturally into a wider routine rather than appear as a standalone beauty recommendation. She could suit skincare, beauty, wellness, and active-lifestyle brands looking to connect with women across several interests.
Mongchin Yeoh
Mongchin Yeoh’s content spans beauty, lifestyle, food, and motherhood, giving her a broader consumer audience than a beauty-only creator. A brand can use that mix to show how a beauty product fits into real routines and different stages of everyday life. She is well suited to skincare, personal care, beauty, family and FMCG campaigns.
Christabel Chua
Christabel Chua combines beauty with fashion and lifestyle content, giving her a strong fit for visually led campaigns. Her content can work particularly well when a brand wants to introduce a product while also showing the wider lifestyle around it. She is a good match for skincare, makeup, fashion and lifestyle launches.
Aimee Cheng-Bradshaw
Aimee Cheng-Bradshaw brings a modelling background to her fashion and beauty content, so visual presentation is a major part of her work. This can be valuable for products where packaging, styling and overall campaign appearance matter. She is particularly suitable for premium skincare, cosmetics, luxury beauty and fashion brands.
Michelle Tan
Michelle Tan sits at the intersection of beauty, fitness and wellness. That gives personal-care brands an opportunity to position products around active routines, self-care and everyday wellbeing rather than beauty alone. She can be a strong choice for skincare, personal care, activewear, fitness and wellness brands.
Top Travel Influencers in Singapore
Travel creators are useful for more than tourism campaigns. Their content can also support hotel launches, airlines, travel apps, luggage, cameras and lifestyle products.
Dorothy Soh stands out for scale, while Marcus & Chelsey, Grace Glazee and Edwin Hung offer more focused travel and lifestyle audiences.
| Creator | Handle | Main platform | Approx. followers | Travel focus | Best for |
| Dorothy Soh | @dotzsoh | 1.2M | Travel photography, destinations, travel gear | Tourism, airlines, hotels | |
| Midi | @midiforreal | 696K | Travel and lifestyle | Tourism, hotels, fashion | |
| Marcus & Chelsey | @voyagewithmc | 309K | Singapore and international travel | Tourism, hotels, destinations | |
| Grace Glazee | @graceglazee | Instagram / TikTok | 308K IG | Travel, shopping, lifestyle | Travel, retail, lifestyle |
| Edwin Hung | @edwin871126 | 175K | Travel, architecture, lifestyle | Hotels, tourism | |
| Danil Palma | @whathebronte | 77.8K | Travel, wellness, aesthetics | Wellness, hotels, travel |
Here’s a closer look at the leading travel influencers in Singapore.
Dorothy Soh
Dorothy Soh is a Singapore travel creator and photographer known for destination-focused visual content. Her large audience and strong travel positioning make her one of the clearest choices for tourism and hospitality campaigns.
Midi
Midi combines travel with fashion and lifestyle content. This broader positioning can help hotels and destinations reach consumers who see travel as part of a wider lifestyle.
Marcus & Chelsey
Marcus and Chelsey create travel content around Singapore and international destinations. Their couple-focused approach can work particularly well for hotels, romantic stays and travel experiences.
Grace Glazee
Grace Glazee combines travel with shopping and lifestyle content. That mix makes her useful for campaigns where travel is connected to experiences, retail or city exploration.
Edwin Hung
Edwin Hung focuses on travel and lifestyle with an interest in architecture and destinations. His visual content can suit hotels and tourism brands that want to highlight design, location and experience.
Danil Palma
Danil Palma has a smaller but more focused audience around travel, wellness and aesthetic experiences. That can make him a useful choice for boutique hotels and wellness destinations.
Top Fitness Influencers in Singapore
Fitness creators give brands a direct route into audiences interested in training, activewear, sports and wellness.
Jamie Pang and Tyen Ying Rasif are strong choices for strength-focused campaigns, while Jaime Teo and Jiaen can suit broader lifestyle and women’s fitness campaigns.
| Creator | Handle | Main platform | Approx. followers | Fitness niche | Best for |
| Jamie Pang | @jamiepang | 229K | Fitness, strength | Gym, activewear, supplements | |
| Tyen Ying Rasif | @tyenrasif | 202K | Strength, squats, bodybuilding | Fitness, activewear, wellness | |
| Nicholas Joel Leong | @njltheawesome | 158K | Personal training, fitness, adventure | Fitness, sports, travel | |
| Jaime Teo | @jmeteo | 131K | Fitness, pickleball, lifestyle | Sports, fitness, wellness | |
| Jiaen | @iamjiaen | 122K | Women’s strength training, coaching | Women’s fitness, activewear |
Now, let’s look at what these fitness influencers in Singapore offer brands.
Jamie Pang
Jamie Pang creates fitness and strength-focused content for an audience interested in training. Her positioning makes her a natural fit for gym, activewear and performance-focused campaigns.
Tyen Ying Rasif
Tyen Ying Rasif focuses heavily on strength and training content. Her specialist positioning is useful for brands that want to reach people who are already serious about fitness.
Nicholas Joel Leong
Nicholas Joel Leong combines fitness with personal training and adventure content. That gives sports and active-lifestyle brands a way to build campaigns beyond standard gym content.
Jaime Teo
Jaime Teo combines fitness with sports such as pickleball and wider lifestyle content. Her broader profile can suit brands looking to promote active living rather than one specific type of training.
Jiaen
Jiaen focuses on women’s strength training and coaching. Her specialist content gives fitness brands a clear audience rather than a broad lifestyle following.
Top Gaming Influencers in Singapore
Gaming influence does not always show up in Instagram follower numbers, so brands should also look at Twitch, YouTube, TikTok and livestream activity.
Spicyuuu is the standout large creator here, while Denise Teo, Jolline Lim and Julynn Lau offer more focused gaming and streaming audiences.
| Creator | Handle | Strongest platform | Approx. IG followers | Content | Best for |
| Spicyuuu | @spicyuuu | Twitch / Instagram | 2.1M | Gaming livestreams | Gaming, tech, peripherals |
| Denise Teo | @deniseteojiaqi | Instagram / livestreaming | 387K | Gaming, streaming, travel, music | Gaming, tech, lifestyle |
| Jolline Lim | @jollinepop | Instagram / streaming | 119K | Gaming, streaming, travel | Gaming, tech |
| Julynn Lau | @julynnlau | TikTok / streaming | 99.5K | Gaming, singing, vlogs | Gaming, consumer tech |
| Diana Bakar | @dianabakar_ | TikTok / Instagram | 84K | Gaming, lifestyle | Gaming, lifestyle |
Below are the overall details of the top gaming influencers in Singapore.
Spicyuuu
Spicyuuu is a major gaming creator with a large social audience and a Twitch streaming presence. Her combination of social reach and gaming-focused content makes her one of the strongest options for gaming and technology brands.
Denise Teo
Denise Teo combines gaming and livestreaming with travel and music content. That broader entertainment profile can work well for gaming brands that want a creator with interests beyond games alone.
Jolline Lim
Jolline Lim creates gaming and streaming content while also covering travel. Her smaller audience can suit campaigns where a brand values a focused gaming community over mass reach.
Julynn Lau
Julynn Lau mixes gaming with singing and vlog content. Her entertainment-led approach gives brands room to build gaming partnerships around personality and storytelling.
Diana Bakar
Diana Bakar combines gaming with lifestyle content. Her more focused audience can help brands reach younger consumers across gaming and everyday lifestyle interests.
Top Celebrity Influencers in Singapore
Celebrity influencer marketing works differently from niche creator campaigns because the value often comes from recognition, reach and brand association.
These influencers give you national-level reach, which suits big launches more than niche targeting.
| Creator | Handle | Platform | Approx. followers | Type | Best for |
| Zermatt Neo | @zermattneo | Instagram / YouTube | 2.4M IG | Food and entertainment creator | Food, FMCG, nutrition |
| Spicyuuu | @spicyuuu | Instagram / Twitch | 2M IG | Gaming and entertainment creator | Gaming, tech |
| Dorothy Soh | @dotzsoh | 1.2M | Travel creator | Tourism, hotels, travel | |
| Naomi Neo | @naomineo_ | Instagram / TikTok | 1M IG | Lifestyle creator | Beauty, FMCG, family |
Zermatt Neo and Spicyuuu are Singapore’s biggest verified names at 2.4 million and 2 million followers, followed by Dorothy Soh and Naomi Neo, both past the 1 million mark.
Which Influencer Tier is Right for Your Brand?
The best influencer tier depends on what the campaign needs, not simply on how many followers a creator has.
Nano and micro influencers can work well for focused audiences and local campaigns, while macro and celebrity-level creators make more sense when a brand needs broad awareness.
| Tier | Typical followers | Avg engagement rate | Best use | What brands should check |
| Nano | 1K–10K | 8% | Local reach, product seeding, niche communities | Relevance, trust, engagement |
| Micro | 10K–100K | 5% | Targeted awareness, engagement, conversions | Audience quality, niche fit |
| Macro | 100K–1M | 2.5% | Product launches, large awareness campaigns | Reach, engagement, content quality |
| Celebrity / Mega | 1M+ | 1.2% | Mass awareness and major campaigns | Brand fit, reputation, audience overlap |
Follower count alone does not tell you whether an influencer is right for a campaign. A 70K travel creator can be a better choice for a boutique hotel than a 1M general lifestyle creator if the smaller creator’s audience is more interested in travel.
Brands should compare audience location, age, interests, engagement, content quality, previous brand work and platform strength before making a final choice.
How to Choose the Right Singapore Influencer
Start with the audience you want to reach, then choose the creator whose content already attracts that audience. Check the creator’s recent posts instead of relying only on their follower count or an old influencer ranking.
For example, a skincare brand could shortlist Naomi Neo, Hannah Cheng-Bradshaw or Mongchin Yeoh, while a restaurant could look at Daniel Food Diary, LadyIronChef or Seth Lui. A gaming hardware company would have very different options, such as Spicyuuu or Denise Teo.
It is also worth checking whether the creator can produce content in the format your campaign needs. Instagram Reels, TikTok videos, YouTube videos and Twitch livestreams can serve very different purposes, even when two creators have similar follower numbers.
To put it simply, find the creator whose audience, content and platform match the campaign. That usually matters more than picking the biggest name on the list.
Work With the Right Singapore Influencer Through KOL Digital
Finding creators is only the first step. A campaign also needs the right shortlist, outreach, negotiation, content planning, approvals, tracking and reporting.
KOL Digital, a leading influencer marketing agency in Singapore, can manage those parts together so brands can focus on the campaign rather than coordinating every creator separately.
Get a quote and work with KOL Digital on your Singapore influencer campaign.
FAQs
Influencer rates in Singapore vary by follower size, platform, content type, usage rights and campaign length. Always request a quote based on your exact campaign rather than relying on a fixed rate.
Check the creator’s Singapore audience, engagement, content niche and past brand work against your campaign goal. A smaller creator can sometimes be a better choice than a larger one if their audience matches your target customers.
Check audience quality, engagement, follower growth, previous sponsored posts and whether the creator fits your brand image. For Singapore campaigns, also confirm that the creator can meet local advertising disclosure requirements. |