Influencer marketing is now a core part of digital strategies in Singapore. For SMEs and F&B brands, working with the right influencers can help you reach highly engaged local audiences at a fraction of traditional ad costs. Here’s a look at 10 top influencers in Singapore worth watching in 2025 (list not ranked in order).
1. JianHao Tan
One of Singapore’s most prominent YouTubers, JianHao Tan produces comedy sketches, lifestyle vlogs, and media content. With millions of followers, he has strong influence among youth and young adults.
Niche / Strengths: Youth culture, entertainment, lifestyle
Collaboration ideas: Branded content, skits, product placements
Instagram: www.instagram.com/thejianhaotan
2. Xiaxue (Wendy Cheng)
A pioneer in Singapore’s influencer scene, Xiaxue is known for her beauty, fashion, and lifestyle content, with an outspoken and relatable voice.
Niche / Strengths: Beauty, lifestyle, social commentary
Collaboration ideas: Beauty and fashion reviews, sponsored content
Instagram: www.instagram.com/xiaxue
3. Ryan Kwak
Ryan is a lifestyle and parenting influencer who shares authentic content about family life in Singapore.
Niche / Strengths: Parenting, family, lifestyle
Collaboration ideas: F&B brands, family products, lifestyle campaigns
Instagram: www.instagram.com/ryankwak_
4. Loh Kean Yew
Singapore’s badminton world champion, Loh Kean Yew is a household name inspiring sports and fitness fans.
Niche / Strengths: Sports, fitness, motivation
Collaboration ideas: Activewear, wellness brands, sponsorships
Instagram: www.instagram.com/lohkeanyew
5. Dianna Lee (“Cool Mum Dianna”)
Dianna is a family lifestyle influencer who focuses on parenting and motherhood content, appealing to young families.
Niche / Strengths: Parenting, lifestyle
Collaboration ideas: Family-friendly brands, F&B, kids’ products
Instagram: www.instagram.com/coolmumdianna
6. Dr Samuel Choudhury
Dr Samuel creates health-related content that simplifies medical and wellness advice for Singaporeans.
Niche / Strengths: Health, wellness, education
Collaboration ideas: Healthcare, supplements, wellness campaigns
Instagram: www.instagram.com/drsamuelgp
7. TiffwithMi (Tiffanie & Michy)
This duo shares entertaining lifestyle content and relatable personal stories with a large Singaporean following.
Niche / Strengths: Lifestyle, entertainment, family content
Collaboration ideas: Local retail, F&B, social campaigns
Instagram: www.instagram.com/iammichy
8. Ramya Ramesh (BrownGirlVegan)
A rising name in sustainable and plant-based living, Ramya inspires her followers with vegan recipes and eco-conscious lifestyle tips.
Niche / Strengths: Vegan food, sustainability, wellness
Collaboration ideas: F&B, eco-products, sustainable brands
Instagram: www.instagram.com/browngirlvegan_
9. Tosh Rock
Tosh is a popular figure in Singapore’s urban and streetwear scene, connecting with a younger, trend-driven audience.
Niche / Strengths: Urban culture, fashion, music
Collaboration ideas: Streetwear, fashion, lifestyle collaborations
Instagram: www.instagram.com/toshrock
10. Kiyo (KiyoCosplay)
Kiyo is a cosplayer and illustrator who blends creativity and pop culture, with strong appeal in the cosplay and gaming community.
Niche / Strengths: Cosplay, fandom, gaming
Collaboration ideas: Gaming brands, art supplies, anime collaborations
Instagram: www.instagram.com/kiyocosplay
Final Thoughts
Influencer marketing in Singapore works best when brands collaborate with personalities whose values and audiences align with their goals. Instead of chasing only the biggest names, SMEs and F&B businesses can achieve stronger ROI by tapping into micro-influencers who drive higher engagement and authenticity.
Need help creating impactful social media campaigns?
W Creates Digital Pte. Ltd. is a full-service marketing agency in Singapore, specialising in social media marketing, ads, influencer campaigns, and video content — tailored for SMEs and F&B businesses.
WhatsApp us: +65 8119 4484
Email: hello@wcreatesdigital.com
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