Short answer: To find food bloggers and KOCs in Singapore, Start Media recommends searching Instagram, TikTok and XHS (小红书) for the dishes and neighbourhoods your customers already look up. Shortlist creators whose followers are mainly in Singapore and who post about restaurants regularly, then check their comments and style before you invite them. Agree deliverables, usage rights and disclosure in writing, and track enquiries after every visit. Key takeaways • Audience fit m

How Singapore restaurants can attract Chinese-speaking diners with Xiaohongshu content, local keywords, KOC collaborations and practical marketing strategies.

"Should we start doing XHS (小红书)?" is one of the most common questions we at Start Media hear from Singapore restaurants, cafés and F&B groups. Many have already tried. They opened an account, posted a few beautiful photos, maybe invited one influencer, and then saw almost nothing happen. Updated October 2026. The timing matters. F&B services sales in Singapore fell 1.9% year on year in July 2026, and café sales fell 6.4%, according to SingStat. Meanwhile, mainland China rema

Short answer: At Start Media, we find most Singapore restaurants and cafés can cut marketing costs, including on XHS (小红书), by stopping three leaks: paying for separate content for every platform, buying ads before they have content people search for, and running one-off influencer posts with no follow-up. Start Media's clients usually get more from one monthly shoot reused across platforms, steady Xiaohongshu (小红书) posts from SGD 1,600 a month, and KOC store visits from SGD