Michael Collins · SingaporeMichael Collins · Singapore
Kelicia Ong · Singapore
Yi Hui Ng · Singapore
Alene Ren · Singapore
Kathlynn · Singapore
Kieshell · New Zealand
Michael Collins · Singapore
Kelicia Ong · Singapore
Yi Hui Ng · Singapore
Alene Ren · Singapore
Kathlynn · Singapore
Michael Collins · Singapore
Kelicia Ong · Singapore
Yi Hui Ng · Singapore
Michael Collins · Singapore
Kelicia Ong · Singapore
Yi Hui Ng · Singapore
Michael Collins · Singapore
Michael Collins · Singapore
Michael Collins · SingaporeLifestyle influencers in Johor Bahru
Johor Bahru lifestyle content sits next to Singapore without belonging to it. Shoppers cross the causeway in both directions, SGD prices appear in ordinary posts, and Iskandar Malaysia households have different rhythms from the CBD around Jalan Wong Ah Fook. Creators here reach a genuinely cross-border audience.
Open spot
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What works
Lifestyle content that performs in Johor Bahru
- 01
Home tour
A walk through the creator's actual flat, room by room, with the product placed where it genuinely lives.
It is the highest-retention format in the category because the audience came to look at the space, so the product gets watched rather than skipped.
Put this in the briefName the room and the moment, agree what stays out of frame, and pay separately for the access to the home.
- 02
Day in the life
A loosely edited run through one real day, with the product appearing at the point in the day it is used.
It answers the question a static ad cannot: when would I actually use this.
Put this in the briefGive one required beat and one line to say, then leave the rest of the day alone.
- 03
Renovation or move-in series
Two to five videos tracking a BTO, resale or rental fit-out from empty rooms to finished space.
Renovation audiences follow a project to the end, so a series compounds attention in a way a one-off post never does.
Put this in the briefBook the whole series up front with dates tied to the build, and accept that timelines slip when contractors do.
- 04
Weekly reset or routine
A repeatable segment: the Sunday clean, the grocery restock, the evening wind-down.
Repeatable formats build habit, and a product embedded in a habit gets mentioned again without being paid for again.
Put this in the briefAsk to sponsor an existing recurring segment rather than inventing a new one.
- 05
Unscripted misadventure
Something that goes wrong on camera and is kept in: the wrong bus, the failed recipe, the flat-pack that will not close.
It is the most shareable lifestyle format because it reads as a person rather than an advert.
Put this in the briefState the one thing that must stay accurate, then give written permission for everything else to go sideways.
- 06
Small-space problem solve
A short fix for a constraint specific to APAC flats: storage in a 3-room HDB, drying laundry indoors, cooking in a galley kitchen.
It is search-friendly, saves well, and gives the product a job rather than a placement.
Put this in the briefSend the constraint, not the script, and let the creator pick the fix from their own flat.
Rates
Lifestyle rates move on access more than on reach. Filming inside a creator's own home is a bigger ask than filming a product on a desk, and a home tour or a renovation series is priced accordingly, because the creator is licensing their private space alongside the video. Most creators price a single lifestyle video between S$250 and S$1,200, up to S$10,000 for a top creator or KOL, with paid-ad usage adding roughly 30% over organic-only for a 30-day run.
Who works with them
Usually home and furniture brands, interior design and renovation firms, appliance and homeware retailers, banks and insurers, telcos, property developers, subscription services, wellness and self-care brands, travel and hospitality, supermarkets and grocery delivery.
Working with lifestyle creators
What lifestyle content actually is
Lifestyle is not a subject, it is a permission. The audience has agreed to watch someone's ordinary week. That agreement is fragile, and the fastest way to break it is a scripted product moment dropped into the middle of a real day.
The proof point sits among our featured Singapore creators. Yi Hui Ng (@__yihui) is a deadpan travel and lifestyle creator. His top reel reached well beyond his follower base. That content is rarely polished: hitchhiking across Japan and backpacking on close to zero budget, with the mistakes left in. Unscripted formats like that tend to travel.
Where the money is in this niche in Singapore
Home is the commercial core of APAC lifestyle content. Every renovation is a large, dated, once-a-decade purchase decision, and people research it on Instagram and TikTok before they ever speak to a designer. Qanvast puts a 3-room resale HDB renovation at roughly S$51,000 to S$61,800 in 2025, which is why furniture, appliance, lighting and contractor brands are a natural fit for a creator whose audience is mid-renovation.
That gives lifestyle creators a clear commercial ladder. Renovation and home content books at the top. Everyday routine content books steadily. Aesthetic-only content with no purchase moment attached is the hardest to sell, however good it looks.
Briefing a lifestyle creator properly
Three rules cover most of it.
Brief the moment, not the script. Say the product should appear during the morning routine and name the one claim that must stay accurate. Do not write dialogue: a lifestyle audience can hear a brand sentence from three seconds away.
Buy repetition instead of reach. One appearance in someone's week is a placement. Three appearances across a month is a habit, and habits are what actually shift consideration. Two or three smaller bookings usually beat one expensive one.
Respect the home as an asset. If you want the flat in shot, price it, scope it and agree which rooms are off limits before the shoot.
For creators weighing up going pro
Lifestyle is the easiest niche to start and the hardest to charge properly in, because the work looks like something you were doing anyway. Two things change that. Publish a rate card that separates organic posting from paid-ad licensing, so the usage conversation happens before you film. And pick an anchor: home, travel, parenting, wellness. Brands book a specific audience, and general lifestyle gives them nothing to book.
Working with creators across the region
The vocabulary shifts by market. Ask for a UGC creator in Singapore and Australia, a KOL in Hong Kong and a KOC in Thailand. The home content shifts too. Singapore runs on HDB, BTO and resale timelines, Kuala Lumpur and Jakarta skew towards landed and larger apartments with more DIY, Hong Kong content is dominated by extreme small-space solutions, and Australia sits closer to Western home-renovation formats.
Creators set their own rates, and you agree the brief, contract and fee with them directly, with no margin in between. The Creator List isn't somewhere to hire creators. It's the workspace creators use to manage deals they've already agreed, and if a creator you work with uses it, you review drafts, leave notes and approve the final cut there for free.
FAQ
Lifestyle influencers in Johor Bahru: common questions
Both sides of the causeway in most cases. Singapore shoppers, workers and families follow JB creators for food, deals and day trips, while local audiences follow for everyday city life. Ask for the audience location split before you book. For a Singapore brand entering Malaysia, that cross-border reach is the main reason to start in this city.
It comes up in every negotiation, so raise it first. Creators usually invoice in MYR, and a rate that looks small in SGD is often correct for the local market. Pay the local rate for local work and reserve the Singapore budget for usage that runs in Singapore. Settling it up front avoids a resentful delivery.
Depends on the product. Iskandar Malaysia, Medini and Desaru suit family life, new-town living and weekend content. The CBD around Jalan Wong Ah Fook suits work, food and city nightlife. Name the setting in the brief, because a creator on the wrong side of town will deliver polished footage of the wrong audience.
Creators set their own rates based on the format, production effort and usage rights. Review the rate and agree the scope directly with the creator; paid-ad usage generally costs more than organic-only because it extends where and how long the work can run.
We are early, so the honest answer is not many yet. Everyone shown here opted in to be featured, so the names you see are people who chose to show their work rather than a ranking of the best-known accounts in Johor Bahru.
No. These pages cover Singapore, Malaysia, Indonesia, Hong Kong, Thailand, Australia, New Zealand, Kuala Lumpur, Penang, Johor Bahru, Jakarta and Bangkok, and you can see featured creators in each market from the same place. The Creator List isn't somewhere to hire creators: it's the workspace creators use to manage deals they've already agreed, so you contact and agree work with a creator directly.
Yes. Sign up and you go straight into your workspace, where you manage the brand deals you already have: brief, agreement, drafts, client review, invoice and payment follow-up. When you set up, you can choose your niches and opt in to being featured on pages like this one.
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Creator work is bought in local terms here: UGC creators in Singapore and Australia, KOLs in Hong Kong, KOCs in Thailand. See the featured lifestyle influencers and what they charge. The Creator List isn't somewhere to hire creators; if a creator you work with uses it, you review drafts, leave notes and approve the final cut there for free.
See featured creators' workLifestyle influencers in other markets