Food influencers in Singapore
Singapore food content is made at stalls more than at restaurants. A hawker centre or a coffee shop is a shared public space with a queue behind it, so filming there is a question of etiquette and timing as much as production. The Creator List is early and Singapore-first, and the food creators listed set their own rates and take briefs direct.
We are signing our founding food influencers in Singapore right now. Nobody is live in this niche yet, so if you make this kind of content here, this is an open door.
By creators, for creators
And for this region. The Creator List is built in Singapore and covers Singapore, Kuala Lumpur, Jakarta, Australia, Hong Kong and Bangkok, where creator work is bought in local terms: UGC creators in Singapore and Australia, KOLs in Hong Kong, KOCs in Thailand. Same team, same vetting, whichever market you are casting in.
Built with the creators
The Creator List is not a directory somebody compiled from follower counts. The founding creators are involved in building it, and how rates are shown, what a brief has to include and what counts as fair usage all came out of those conversations.
They chose to be here
Every creator on the list put themselves forward and takes paid brand work. Reach out and you are contacting someone who is available and expecting to hear from you.
Their rate, their terms
The creator sets the price and it sits on their profile. You brief and pay them direct, the relationship is theirs, and nobody takes a margin in the middle.
No food influencers live in Singapore yet
Nobody is live in this niche here yet. If you are a brand, tell us what you need and we will go and find the right food influencers for it. If you are a creator, the founding spot in Singapore is open.
It's your business.
We bring the briefs.
This is being built by creators, for creators. You set your rate, you talk to the brand direct, and you decide which briefs are worth your time. We are not an agency and we do not manage anybody. We keep the list short so the work that comes in is not spread thin.
We are early and we will say so: Singapore is a small list today, built around founding creators with work on it that has run past 9.7M views. If you make food content here, we would like you on it.
Food content that performs in Singapore
First-bite venue visit
The creator eats at the venue and films the arrival, the order and the first mouthful in one continuous run.
It gives the viewer a location, a price point and a reaction in under thirty seconds, which is the exact information a hungry person needs to decide.
Name the two or three dishes you want on camera and confirm the visit slot, then let the creator order the rest themselves.
Hero dish close-up
Tight, slow footage of the cheese pull, the pour, the crack of the crust or the steam coming off the bowl.
It is the most reusable asset a food brand can buy, cuts straight into paid ads and outperforms studio food photography on social.
Ask for clean takes with no voiceover and no music, filmed in the venue's real lighting, so the footage can be recut later.
Price and portion breakdown
The creator states what they ordered, what it cost and whether it filled them up.
Value is the single most common question under any Singapore food post, and answering it directly earns trust and saves the comment section.
Confirm the exact prices and any set-menu terms in writing before filming so nothing on screen goes out of date.
Product in a real recipe
A sauce, snack or ingredient used in a dish the creator would actually cook, filmed at home.
It shows the buyer what to do with the product after they buy it, which is the barrier for most packaged food.
Give the creator the product and one constraint, such as under ten minutes or under five ingredients, and leave the recipe to them.
Queue and timing guide
Practical coverage of when to go, how long the wait runs and what sells out first.
It converts intent that already exists, and it is the type of video people save and send to a friend rather than just like.
Share your real peak and quiet hours honestly, including the times you would rather they did not visit.
Opening week coverage
A short series filmed across the first days of a new outlet, covering the menu, the space and the signature item.
New openings have a narrow window of curiosity, and a cluster of posts in the same week compounds far better than one post a month later.
Book the creators before the opening date, agree an embargo time, and hold back one menu item as the reason to visit.
Food rates are shaped by whether the shoot happens on your premises or theirs. An in-venue visit costs the creator travel, a booking slot and often a second person on camera, so it prices above a home-kitchen product video. Most creators on the list sit between S$250 and S$1,200 per video, with established KOLs reaching S$10,000. Paid-ad usage adds roughly 30% over organic-only, and asking a creator to sit on a review until an opening date is a scheduling constraint that gets priced in. See the full rate bands →
Typically booked by restaurants and cafes, hawker stalls and coffee shops, new outlet openings, packaged snacks and condiments, beverage and RTD brands, meal kits and grocery delivery, hotel F&B and bars, food halls and mall tenants. For the brand-side view, see UGC for food brands in Singapore →
Why food converts differently to every other niche
Food is a decision category with a short fuse. Someone watching a restaurant video is often deciding where to eat that day, not building a shortlist for next quarter. That collapses the distance between the video and the transaction, and it changes what a good brief looks like: the viewer needs the dish, the location, the price and the wait, and they need all four fast.
The intent behind it is measurable. In a survey of 1,021 Singaporeans by SevenRooms, 43% said they use influencers on social media to hear about and discover new dining options, rising to 59% among Gen Z when restaurant and influencer posts are counted together. That is a large share of a small, dense island where the next meal is a fifteen-minute train ride away.
What local knowledge actually buys you
Singapore food content lives or dies on specificity. A creator who knows which stall in a hawker centre closes on a Monday, which mall unit has the queue, or which cafe is genuinely halal-certified rather than just pork-free is worth more than one with triple the reach and none of that context.
The same is true across the region with different vocabulary. Kuala Lumpur audiences care about halal status and mamak culture, Jakarta about delivery availability and price tiering, Bangkok about street versus mall dining, Hong Kong about cha chaan teng and dim sum credibility. Ask for a UGC creator in Singapore and Australia, a KOL in Hong Kong and a KOC in Thailand.
What sets the rate in food specifically
Location is the first variable. A creator filming your product in their own kitchen is quoting for their time. A creator travelling to your outlet, booking a table, filming in your lighting and often bringing a second person to hold the camera is quoting for a half day. Those are different numbers and should be.
Timing is the second. Opening-week work, embargoed reviews and festive-season slots compress a creator's schedule, and they price accordingly. Usage is the third: an organic post on their account is the base rate, and licensing that video for paid social is around 30% on top.
For creators deciding whether to go pro in food
Food is easy to enter and hard to sustain. Two habits separate creators who get rebooked. The first is shooting clean, silent close-up takes on every visit, whether the brief asked for them or not, because that footage is what brands cut into ads and cannot recreate. The second is a written rate card that separates a home shoot from an in-venue visit, and organic posting from paid-ad usage. Both conversations are cheap to have before the shoot and expensive to have after it.
Booking food creators on The Creator List
The Creator List is a vetted marketplace, not an agency. Creators publish their own rates, you brief them direct, and there is no margin sitting in between. We are small and early, which means the food creators joining now are helping decide how the category works here. By creators, for creators. For APAC, for the region.
Booking food creators in Singapore
Ask the stallholder before anything else, since the stall is the person whose trade is affected. Centres are public, but the managing agent or NEA officers can stop a shoot that blocks a stall frontage or slows a queue, and a tripod plus a light panel will attract attention that a phone will not. Mid-afternoon, between the lunch and dinner rushes, is the practical window. Agree the venue and the setup with the creator in advance rather than discovering the constraint on the day.
Built for APAC, not bolted on
We are based in Singapore and we work across Singapore, Kuala Lumpur, Jakarta, Australia, Hong Kong and Bangkok, so a campaign running in more than one of those markets gets put together in one place by people who know the difference between them. Tell us what you are promoting and we will come back with food influencers who fit, and what they charge.