Singapore Influencers: 30+ Top Creators Shaping Asia's Digital Hub

Singapore has 5.6 million people.

Yet it's producing some of Asia's most influential content creators—and brands are paying premium prices to reach them.

Here's why: Singapore isn't just a tiny island nation. It's Asia's digital marketing laboratory. The highest internet penetration in Southeast Asia (92%), a highly educated, multilingual audience, and purchasing power that rivals Western markets.

The opportunity: Partner with Singapore influencers and you're not just reaching locals—you're accessing Malaysia, Indonesia, Hong Kong, and the broader Asian diaspora. One Singaporean creator can reach 15+ countries.

Whether you're a brand targeting the Asian market, looking to expand into Singapore, or an aspiring creator learning from the best, this guide covers 30+ top Singapore influencers, partnership strategies, pricing expectations, and cultural nuances you need to know in 2025.

Why Singapore Influencers Are Different

The Market Dynamics

What Makes Singapore Unique

Multilingual content:

• English (primary)
• Mandarin Chinese
• Malay
• Tamil
• Many creators code-switch between languages = broader reach

Regional influence:

• Content resonates across Southeast Asia
• Singapore seen as trendsetter for region
• Access to Malaysian, Indonesian, Hong Kong audiences

Sophisticated consumers:

• High brand awareness
• Quality over quantity mindset
• Willing to pay premium for authenticity
• Strong preference for local creators over international celebrities

Platform preferences:

• Instagram: Fashion, lifestyle, food
• TikTok: Entertainment, comedy, viral trends
• YouTube: Long-form reviews, vlogs
• Xiaohongshu (RED): Beauty, shopping (Chinese-speaking audience)

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Top Singapore Influencers by Category

Fashion & Lifestyle

Notable characteristics:

• High-quality production
• Mix of luxury and accessible brands
• Strong aesthetic curation
• Cross-platform presence

Why they work for brands:

• Audience has high purchasing power
• Strong conversion on fashion/beauty products
• Regional appeal (Hong Kong, Malaysia, Indonesia)

Types of content:

• OOTD (outfit of the day) posts
• Fashion week coverage
• Styling tips for tropical climate
• Luxury unboxings

Partnership pricing:

• Micro (10K-50K): SGD $500-2,000/post
• Mid-tier (50K-200K): SGD $2,000-8,000/post
• Macro (200K+): SGD $8,000-25,000+/post

Best for brands: Fashion, beauty, luxury goods, lifestyle products

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Food & Dining

Why Singapore food influencers dominate:

• Food culture is central to Singaporean identity
• Mix of hawker (street food) + fine dining
• Multicultural cuisine (Chinese, Malay, Indian, Western)
• Food tourism is massive industry

What makes them special:

• Authentic food reviews (Singaporeans are picky eaters)
• Mix of affordable + premium dining
• Strong community trust
• High engagement rates (8-15%)

Content types:

• Hawker center reviews
• Fine dining experiences
• Food challenges
• Recipe adaptations
• Hidden gem discoveries

Partnership considerations:

• Restaurant partnerships common
• Food delivery app collaborations
• CPG (consumer packaged goods) opportunities
• Cooking equipment brands

Engagement patterns:

• Instagram: Visual food photography
• TikTok: Quick reviews, mukbang
• YouTube: Detailed reviews, restaurant tours

Best for brands: Restaurants, food delivery, kitchen equipment, CPG food brands

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Beauty & Skincare

Why Singapore beauty creators excel:

• Tropical climate = unique skincare needs
• Mix of K-beauty, J-beauty, Western brands
• Skincare-obsessed culture
• High humidity skincare challenges

Notable characteristics:

• Product education focus
• Climate-appropriate recommendations
• Multicultural beauty standards
• Strong ingredient knowledge

Content focus:

• Skincare routines for humidity
• Sunscreen reviews (critical in tropical climate)
• Makeup for hot weather
• K-beauty vs. Western comparisons

Audience demographics:

• Primarily female (85%)
• Age 18-35
• High disposable income
• Brand-conscious

Best for brands: Skincare (especially SPF), makeup, beauty tools, K-beauty

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Business & Entrepreneurship

Why they're growing:

• Singapore is a startup hub
• Strong entrepreneurial culture
• Regional business gateway
• English-language advantage for global reach

What they offer:

• Startup journey content
• Business education
• Investment/finance tips
• Career development

Content types:

• LinkedIn + Instagram dual presence
• Business tips and hacks
• Success story features
• Networking events coverage

Best for brands: SaaS, business tools, co-working spaces, financial services

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Parenting & Family

Singapore parenting influencers unique angle:

• Education-focused culture
• Balancing work + family in expensive city
• Enrichment class reviews
• International school content

What makes them authentic:

• Real talk about parenting costs
• Education system navigation
• Dual-income family challenges
• Multi-generational households

Content focus:

• Education choices (local vs. international)
• Enrichment activities
• Budget-friendly family fun
• Parenting in small spaces (HDB flats)

Best for brands: Educational toys, enrichment centers, family services, children's products

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Travel & Adventure

Why Singapore travel influencers work:

• Strategic location (gateway to Asia)
• Frequent travelers (regional + global)
• Weekend getaway culture (Malaysia, Indonesia)
• Luxury + budget travel mix

Content types:

• Regional travel guides
• Staycation reviews (Singapore hotels)
• Weekend trip itineraries
• Travel hacks from Changi Airport

Partnership opportunities:

• Airlines (Singapore Airlines, budget carriers)
• Hotels and resorts
• Travel gear
• Travel insurance

Best for brands: Travel services, hotels, airlines, luggage, travel tech

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Fitness & Wellness

Singapore fitness scene:

• Boutique fitness boom
• Outdoor fitness culture (PCN, parks)
• Wellness-focused lifestyle
• Active aging movement

What they promote:

• Studio fitness (yoga, Pilates, spin)
• Outdoor running/cycling
• Healthy eating
• Mental wellness

Content focus:

• Class reviews
• Workout routines
• Fitness fashion
• Nutrition for tropical climate

Best for brands: Activewear, fitness studios, supplements, wellness apps

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Tech & Gaming

Singapore tech influencers:

• Early adopters
• Gadget reviews
• Gaming content
• Tech startups coverage

Why they're influential:

• Tech-savvy population
• High smartphone penetration (98%)
• Gaming culture (esports hub)
• Regional tech trends

Best for brands: Consumer electronics, gaming gear, tech accessories, software

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Cultural Nuances for Partnering with Singapore Influencers

Language Strategy

English dominates, but:

• Code-switching is common (English + Singlish + Chinese)
• Singlish resonates locally but may confuse international audiences
• Mandarin content reaches Chinese-speaking diaspora
• Malay/Tamil for specific communities

For brands:

• English content = broadest reach
• Singlish = local authenticity
• Mandarin = Chinese market expansion
• Ask creators about their audience language preferences

Content Sensitivity

What Singaporeans value:

• Authenticity over perfection
• Quality and value for money
• Educational content
• Practical tips and hacks

What to avoid:

• Overly promotional content
• Insensitivity to racial/religious diversity
• Disrespecting local culture
• Exaggerated claims (Singaporeans are skeptical)

Religious/cultural considerations:

• Multiracial, multi-religious society
• Respect for Chinese, Malay, Indian festivals
• Halal considerations for food content
• Modest fashion for Muslim influencers

Local vs. Regional vs. Global

Local focus (Singapore only):

• HDB (public housing) content
• Hawker food reviews
• Local events and festivals
• Singapore-specific humor

Regional focus (Southeast Asia):

• Travel content
• Pan-Asian beauty/fashion
• English + some local languages
• Relatable to Malaysia, Indonesia, Philippines

Global focus:

• English-only content
• Universal topics
• International brand partnerships
• Aspirational lifestyle

For brands: Choose creators whose reach matches your target geography.

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Singapore Influencer Pricing Guide

Pricing Tiers (SGD)

Nano (1K-10K followers):

• Instagram post: $100-500
• Instagram Story: $50-200
• TikTok/Reel: $150-600
• Often accept product-only deals

Micro (10K-50K followers):

• Instagram post: $500-2,000
• Instagram Story: $200-800
• TikTok/Reel: $600-2,500
• Expect mix of cash + product

Mid-tier (50K-200K followers):

• Instagram post: $2,000-8,000
• Instagram Story: $800-3,000
• TikTok/Reel: $2,500-10,000
• Cash-only, professional contracts

Macro (200K-1M followers):

• Instagram post: $8,000-25,000
• Instagram Story: $3,000-10,000
• TikTok/Reel: $10,000-30,000
• Agency representation common

Mega (1M+ followers):

• Instagram post: $25,000-100,000+
• Instagram Story: $10,000-40,000+
• TikTok/Reel: $30,000-150,000+
• Custom packages, exclusivity clauses

Factors That Increase Pricing

Premium add-ons:

• Usage rights (ads, website): +30-50%
• Exclusivity (category): +20-40%
• Content ownership: +50-100%
• Multi-platform: +25% per additional platform
• Video vs. static: +30-50%

Quality factors:

• High engagement rate (10%+): +20-40%
• Niche expertise: +15-30%
• Professional production: +10-20%
• Proven conversion history: +30-50%

Ways to Reduce Costs

Negotiation tactics:

• Long-term partnerships (3-6 months): -15-25%
• Multiple creators bundle: -10-20%
• Product + smaller cash payment: -20-30%
• Allow creative freedom: -10-15%
• Flexible timeline: -5-10%

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How to Find Singapore Influencers

Platform-Specific Search

Instagram:

• Hashtags: #sginfluencer #sgblogger #sgfoodie #sgbeauty
• Location tags: Singapore, specific neighborhoods
• Explore page: Check suggested accounts

TikTok:

• Search: "Singapore" + niche
• Trending: Check Singapore trending page
• Sounds: Popular Singapore-related sounds

Xiaohongshu (小红书 / RED):

• Growing platform for Chinese-speaking audience
• Beauty, lifestyle, shopping content
• Search: 新加坡 (Singapore)

YouTube:

• Search: "Singapore vlog" "Singapore review"
• Check trending in Singapore

Agency vs. Direct Outreach

Working with agencies:

Pros:

• Vetted influencers
• Contract management
• Campaign tracking
• Professional deliverables

Cons:

• 20-30% agency fee
• Less flexibility
• Potentially less authentic

Top Singapore influencer agencies:

• Gushcloud
• Influasia
• Partipost
• Cloudbreakr

Direct outreach:

Pros:

• No agency fees
• Direct relationship
• More negotiation flexibility
• Authentic partnerships

Cons:

• More time-intensive
• Need to vet yourself
• Contract creation
• Campaign management

Recommendation: Start with 2-3 direct partnerships to learn, then scale with agencies.

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Partnership Best Practices

Campaign Strategy

1. Set Clear Objectives

• Awareness: Reach and impressions
• Consideration: Engagement and saves
• Conversion: Clicks and sales

2. Match Influencer to Goal

• Awareness: Macro influencers (broad reach)
• Consideration: Mid-tier (engaged community)
• Conversion: Micro (high trust, niche)

3. Platform Selection

• Instagram: Lifestyle, beauty, fashion
• TikTok: Entertainment, viral potential
• YouTube: In-depth reviews, tutorials
• Xiaohongshu: Chinese-speaking, shopping intent

Content Guidelines

What to provide:

• Brand overview and values
• Product information
• Key messages (not scripts)
• Visual guidelines (not strict)
• Examples of past content you liked

What NOT to do:

• Write exact scripts (kills authenticity)
• Over-restrict creative freedom
• Demand too many revisions
• Ignore influencer's input

Best practice: 80% creator freedom, 20% brand guidelines

Contract Essentials

Must include:

• Deliverables (exactly what, when)
• Compensation (amount, payment schedule)
• Usage rights (where you can use content)
• Exclusivity (if any)
• Content approval process
• Timeline and deadlines
• Disclosure requirements (#ad, #sponsored)

Singapore-specific:

• GST considerations (if applicable)
• IMDA advertising guidelines compliance
• Local disclosure requirements

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Measuring Success

Key Metrics

Awareness campaigns:

• Reach
• Impressions
• Profile visits
• Follower growth

Engagement campaigns:

• Engagement rate
• Saves
• Shares
• Comments (quality, not just quantity)

Conversion campaigns:

• Link clicks
• Promo code usage
• Sales attributed
• ROI

Singapore Benchmarks

Average engagement rates:

• Instagram: 3-6%
• TikTok: 5-10%
• YouTube: 2-4%
• Xiaohongshu: 4-8%

Good performance (Singapore):

• Engagement rate: 6%+
• Click-through: 2%+
• Conversion: 3%+
• ROI: 300%+

Tracking Tools

Free:

• Instagram Insights
• TikTok Analytics
• Google Analytics (for traffic)

Paid:

• CreatorIQ ($500+/month)
• Aspire ($1,000+/month)
• Traackr ($1,000+/month)

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Singapore Influencer Marketing Trends 2025

Video-First Content

What's working:

• Short-form video (Reels, TikTok) dominates
• Authentic, unpolished content performs
• Educational content high engagement
• Entertainment value critical

For brands: Invest in video-capable creators, prioritize Reels/TikTok over static posts.

Cross-Border Influence

The opportunity:

• Singapore creators increasingly have regional reach
• Content resonates across Malaysia, Indonesia, Hong Kong
• English language advantage
• Pan-Asian beauty and lifestyle trends

For brands: One Singapore campaign can reach 5+ countries.

Authenticity Over Production

What's changing:

• Over-produced content feels like ads (ignored)
• Raw, honest content performs better
• Behind-the-scenes resonates
• Real opinions valued over perfection

For brands: Give creators freedom, embrace imperfection.

Niche Communities Rising

Shift happening:

• Niche micro-influencers (10K-50K) outperforming generalists
• Specific communities (vegan, sustainable, tech) = high engagement
• Local neighborhood influencers gaining traction

For brands: Prioritize niche fit over follower count.

E-commerce Integration

What's growing:

• TikTok Shop gaining traction
• Instagram Shopping improving
• Live-stream shopping experiments
• Direct-to-consumer via influencers

For brands: Test shoppable posts, live-stream collaborations.

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Red Flags When Vetting

Watch out for:

❌ Fake followers:

• Sudden follower spikes
• High follower, low engagement
• Comments from bots/foreign accounts
• Use HypeAuditor or Social Blade to check

❌ Engagement pods:

• Same accounts commenting on every post
• Generic comments ("Great post!", "Amazing!")
• High engagement but low reach

❌ Brand safety issues:

• Past controversies
• Negative media coverage
• Inconsistent values with your brand

❌ Unprofessional behavior:

• Late deliverables
• Poor communication
• Negative feedback from other brands
• No clear rate card or media kit

Due diligence checklist:

• Google their name + "controversy"
• Check 3-6 months of content
• Read engagement (quality of comments)
• Ask for references from past brands
• Verify follower authenticity

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Case Studies: What Works

Case Study 1: Food Delivery App

Campaign:

• 10 micro-influencers (20K-80K)
• Mix of food bloggers + lifestyle creators
• 2 posts + 3 Stories each
• Promo code tracking

Results:

• 2.3M impressions
• 8.2% average engagement
• 12,400 app downloads
• SGD $8.50 cost per acquisition
• 340% ROI

Why it worked:

• Niche match (food lovers)
• Authentic content (real reviews)
• Promo code incentive
• Staggered posting (sustained buzz)

Case Study 2: Local Fashion Brand

Campaign:

• 1 macro influencer (500K)
• Clothing collection launch
• Instagram Reel + 5 Stories + 1 feed post
• Swipe-up link to e-commerce

Results:

• 1.1M reach
• 65K engagement
• 8,900 link clicks
• SGD $47K in sales
• 470% ROI

Why it worked:

• Perfect audience match
• Creator genuinely loved brand
• High-quality video content
• Limited-time offer created urgency

Case Study 3: Skincare Product

Campaign:

• 5 beauty micro-influencers (15K-45K)
• 30-day skincare journey
• Weekly updates (Stories + feed)
• Before/after content

Results:

• 450K total reach
• 12.1% average engagement
• 3,200 product purchases
• Best-performing skincare launch

Why it worked:

• Long-term content (built trust)
• Visual proof (before/after)
• Diverse skin types (broad appeal)
• Educational value (not just promo)

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Your Singapore Influencer Marketing Checklist

Phase 1: Planning (Week 1)

• Define campaign goals (awareness, engagement, conversion)
• Identify target audience demographics
• Set budget (influencer fees + product costs)
• Choose platforms (Instagram, TikTok, YouTube, Xiaohongshu)
• Decide: agency or direct outreach?

Phase 2: Discovery (Week 2)

• Research 20-30 potential influencers
• Check engagement rates and authenticity
• Review past brand partnerships
• Shortlist 10-15 best fits
• Request media kits

Phase 3: Outreach (Week 3)

• Send personalized partnership proposals
• Negotiate rates and deliverables
• Draft contracts
• Finalize 5-10 partnerships
• Schedule content calendar

Phase 4: Execution (Week 4-6)

• Provide creative briefs
• Send products/access
• Review content drafts (if required)
• Approve final content
• Track posting schedule

Phase 5: Measurement (Week 7-8)

• Collect performance data
• Calculate ROI
• Gather learnings
• Identify top performers
• Plan next campaign

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Related Resources

• Micro Influencer List - 100+ creators by niche
• Influencer Video Marketing - Video content strategy
• Hispanic Influencers - Another geo-specific guide
• Top Female Instagram Influencers - Women creators
• Influencer Partnerships - Partnership basics

The bottom line: Singapore's small geography belies its massive influence.

With 92% internet penetration, $72K GDP per capita, and regional reach across Southeast Asia, Singapore influencers are your gateway to Asia's most sophisticated digital market.

Start here:

1. Pick your niche
2. Research 10 Singapore creators in that space
3. Check authenticity and engagement
4. Reach out with personalized pitches
5. Start with 2-3 test partnerships
6. Scale what works

The market is mature. The creators are professional. The audience is ready to buy.

What are you waiting for?