There has never been more content competing for our attention. With creators sharing everything from food and travel to beauty, lifestyle and everyday moments, standing out is no longer simply about having a polished feed or knowing how to work the algorithm.
The creators who leave an impression are often the ones who bring something that cannot be replicated — their own perspective, personality and authentic story. Behind every piece of content that feels genuine is a creative process, and often, people working quietly behind the camera to help bring that story to life.
We spoke to a group of creators and creatives from different corners of the local content scene, asking them about their experiences, creative process and what keeps them going. Here’s what they had to say when we put some of our questions to them.
1. Serene Koh
What happens when you’ve spent years building an audience, only to lose much of what you’ve built? For Serene Koh, the answer was simple: start again.
A Singaporean creator with 10+ years of content creation experience since 2008, Serene has lived through several eras of Singapore’s digital landscape — from blogging to today’s short-form content world. Her journey has evolved alongside her own life, from being a fitness athlete to becoming a mum, lifestyle creator and founder of The Keepsake Atelier.
The Milestone That Came With a Setback
Serene previously built a community of 10,000+ followers and created hundreds of sponsored content pieces, working with more than 100 brands. But losing much of that audience meant facing something many creators rarely talk about: starting over.
Instead of walking away, she continued creating — rebuilding her presence while raising a family and running a business. In a creator economy where follower counts can sometimes feel like everything, her story is a reminder that experience, trust and the ability to keep going don’t disappear when the numbers do.
Brands She’s Worked With
Unreal But Real
The polished family Reel doesn’t show the toys scattered across the floor, filming around nap times or editing after everyone has gone to bed. Behind the camera is a creator balancing motherhood, business and content creation — often all at once.
Why We Think You Should Follow Her
Serene is worth following if you’re interested in realistic family life, travel, beauty, wellness and practical recommendations for Singapore families. But perhaps more importantly, her journey is one creators themselves can relate to: sometimes you lose the numbers, but you don’t lose the experience that got you there.
Find her on: Instagram @ serenekoh.sg / @xiangtingk | TikTok @ serenekoh.sg
| XiaoHongShu SereneKoh | YouTube @SereneKoh | Blog xiangtingk.com
2. Irene K.
Foodwanderers | Instagram: @Foodwanderers
What does it take to stay relevant when the internet changes completely around you?
For Irene, the answer is 12 years of adapting without losing the reason she started. From the early days of food blogging and DSLR photography, through the Facebook era, Instagram’s rise, COVID and the explosion of TikTok, she has watched Singapore’s creator landscape transform firsthand. What began as Foodwanderers — a blog built around photography, food and discovering unique local experiences — eventually grew into a wider career spanning digital marketing, branding, social media, photography and creator education.
Recognition & Milestones
Irene has been featured or mentioned by The Straits Times, CNA 938, Lobangsiah and South China Morning Post, and was recognised by CNA938 as one of Singapore’s Top 10 Food Blogs. She also ranked among Singapore’s established food publications and, in 2026, received the trip.best Reviewer 2026 Award as a Senior Travel Master.
Her collaborations include Pizza Hut, Awfully Chocolate, Shopee, Playmade, Hai Di Lao, trip.com, LiHO, Krispy Kreme, Genki Sushi, Shangri-La Singapore and many more.
Unreal But Real
The creator economy has changed dramatically, but Irene is still doing something familiar: telling stories through experiences. Today, she may be shooting with different platforms and formats, but the process remains surprisingly hands-on — planning shots, adjusting lighting, styling food, filming, editing, checking information and adapting the same story for multiple platforms.
And perhaps that is the real story behind 12 years of content creation. The cameras, algorithms and platforms changed. The curiosity didn’t.
Why We Think You Should Follow Her
Foodwanderers is suited for anyone who enjoys Singapore food, lifestyle, travel and experiential content, especially if you prefer recommendations that come with context rather than simply a “must-try” label. Her approach is rooted in personal experience and honest perspective — including acknowledging that taste is subjective and giving readers enough information to decide for themselves.
From DSLRs to Reels, Facebook to TikTok, blogging to AI-era content, Irene’s journey offers something increasingly rare: a front-row view of how Singapore’s creator economy has evolved — and what it might become next.
Find her on: Instagram, TikTok, XiaoHongShu, YouTube, Facebook, Threads, Lemon8 and sgfoodwanderers.blogspot.com
3. Eveline Violetta
@evelinevioletta | Instagram & TikTok
At just 23, Eveline Violetta has already called four cities home. Born in Indonesia, she grew up in Bajawa, Flores, moved to Surabaya at 10, later lived in Jakarta, and eventually moved to Singapore for university and work. Today, she is back in Singapore, balancing a full-time career as a Marketing Manager with a growing creator journey.
Recognition & Milestones
In just two years, Eveline has built an almost 3,000-follower bilingual expat community, completed 35+ brand collaborations across 11 categories, and achieved a 21.9% engagement rate on her best-performing post. Her organic TikTok documenting a real-life Singapore moment reached 205K+ views without ad spend, while her PR Journey series generated more than 130K reach and 360 new followers. She has also worked with brands including Smiles Mobile, Wosado, Airbot, My Cozy Room, LiXin Teochew Fishball Noodles and more.
Unreal But Real
The 30-second Reel doesn’t show what happens after office hours. Eveline often films before or after work, spends weekends creating, and has found herself shooting close to 1am when work and campaign deadlines collide. Behind each seemingly effortless video are retakes, tripod adjustments, voiceovers, editing, brand revisions, invoices and performance reviews.
What makes her story more relatable is that she isn’t waiting for content creation to become her full-time job before taking it seriously. She is building it alongside a career, while documenting what it actually feels like to build a life away from home.
Why We Think You Should Follow Her
Eveline is particularly worth following if you’re a young expat, international student, foreign professional or aspiring Singapore resident. Her content sits in a relatively distinctive space — the emotional and practical reality of adulting abroad, from spending and work routines to friendships, rest and finding a sense of home in Singapore.
Her story isn’t simply about moving countries. It’s about figuring out who you become when you do.
Find her on: Instagram & TikTok @evelinevioletta | Threads @evelinevioletta | Lemon8, XiaoHongShu, YouTube, Facebook and LinkedIn.
4. Shahidah Yazid
@sha_satravelpebble | @sha_sonajourney
For Shahidah Yazid, travel content started simply as a way to preserve memories. Six years later, what began with filming her own adventures has grown into a creative journey that has taken her from Singapore to Hong Kong, connecting her with fellow creators and industry opportunities along the way.
A Philosophy graduate and Muslim travel creator, Shahidah brings a more personal perspective to travel. Her content goes beyond simply listing places to visit — she shares itineraries, experiences and practical ideas that make travelling feel more approachable, particularly for Muslim and family travellers. She has travelled with her parents and grandmother, making her perspective especially relatable to those planning trips that work for different generations.
Featured Recognition & Milestones
Being selected for the Klook Kreator Programme, a year-long programme that brought together creators across different experience levels, became a defining moment for Shahidah. More than just strengthening her editing and content creation skills, it gave her a community that helped her believe she could take content creation further. The opportunity also led to her collaboration with The Travel Intern and the Hong Kong Tourism Board.
Brands & Collaborations
She has worked with The Travel Intern, Klook, Gardenia, Lukumades and more.
Unreal But Real
6 years of creating content — despite having a full-time life outside of content creation. Shahidah shares that audiences may only see the polished 20% on camera, while the remaining 80% can involve hours of planning, filming, editing and reworking ideas late into the night. “When I counted and realized I had been creating content for 6 years… it made me proud of myself.”
Why We Think You Should Follow Her
Follow Shahidah if you enjoy travel inspiration with a practical, personal and relatable touch. She is especially worth following for Muslim travellers, families and anyone who wants to discover destinations beyond the usual tourist checklist.
Find her on: Instagram @sha_satravelpebble | TikTok @sha_sonajourney | Lemon8 @sha_sonajourney
5. Phebe Lim
@leletheexplorerrr | Instagram & TikTok
Sometimes, a creator journey begins without a big plan. For Phebe Lim, it started in the UK in 2024, while she was caring for her son and looking for a creative outlet. What began as something she could do from home gradually became a passion — and eventually, a growing creator career that continued even after returning to Singapore.
Phebe is a self-taught creator whose content centres around relatable motherhood, lifestyle, skincare and family moments, with travel now becoming part of her growing repertoire. Rather than restricting herself to one niche, she chooses collaborations that genuinely fit her life and audience.
Featured Recognition & Milestones
In just two years, Phebe has grown from 300 to 10K followers, while building her own creator portfolio and media kit along the way. One particularly memorable achievement was appearing as an “Ah Ma” in a FairPrice Group commercial twice — a role the team loved for her character and personality.
Brands She’s Worked With
FairPrice Group, Courts, Novena Furniture, Cetaphil and more.
Unreal But Real
Behind the polished videos are plenty of retakes, editing and everyday chaos. Phebe’s filming days can start with a quick bowl of instant noodles and 15 minutes of her favourite drama before getting back to work. It may not sound glamorous, but that’s exactly what makes her content relatable — she is creating alongside real life, not pretending life stops for content.
Why We Think You Should Follow Her
Phebe is worth following if you enjoy honest motherhood, everyday lifestyle and beauty content that feels lived-in rather than overly polished. She is especially relatable to mums and families who want to discover products and experiences through someone navigating similar everyday moments.
Find her on: Instagram @leletheexplorerrr | TikTok @leletheexplorerrr
And that brings our feature to a close!
There may be countless creators sharing content today, but there is no single formula for what makes someone stand out. Through our conversations, we found that behind every account is a different journey, personality and reason for creating. Some create to share their passions, some to connect with others, and others simply enjoy telling stories in their own way. In a crowded content landscape, perhaps it is these individual stories and perspectives that make each creator worth following — not just for what they post, but for the person behind the content.
