Restaurant Marketing in Singapore: The Complete 2026 Guide
Updated: 3 hours ago
Short answer: Restaurant marketing in Singapore works best when you match each channel to one job. Use Google Maps and reviews so people nearby can find you, short video on TikTok and Instagram to get noticed, Xiaohongshu (小红书) and KOC store visits for Chinese-speaking diners, and Dianping for mainland Chinese tourists. Most independent restaurants can start with SGD 1,600–3,900 a month plus a small ad budget.
Key takeaways
Diners usually decide in three steps: they discover you, check you, then book or walk in. Each step has its own channel.
Google Maps reviews and photos are the base for every restaurant; fix them before you spend on ads.
Short video is the main way new diners discover restaurants on TikTok, Instagram Reels and Xiaohongshu.
Chinese-speaking diners search on Xiaohongshu; mainland tourists check Dianping. Mainland China sent 3.1 million visitors to Singapore in 2025 (STB).
KOC store visits give you many real posts at a lower cost than a few big influencers.
Updated October 2026. Written by Start Media, an F&B and Chinese social media marketing agency in Singapore.
How Do Diners in Singapore Choose a Restaurant?
They discover, check, then decide. Someone sees a video of your dish, searches your name to check reviews, photos and prices, then books or walks in. Marketing fails when a restaurant spends on the first step but leaves the second step weak, for example a viral video that leads to a Google listing with old photos and 3.8 stars.
The Channels That Matter for Singapore Restaurants
Google Maps (Google Business Profile): correct hours, menu, fresh photos and replies to reviews. This is where most people check you.
Instagram and TikTok: short videos of signature dishes, the kitchen and the people. Good for local English-speaking diners.
Xiaohongshu (小红书): the search engine for Chinese-speaking residents, students and visitors. See Xiaohongshu marketing for Singapore restaurants.
KOC store visits (探店): many smaller creators post honest reviews. See what happens during a KOC store visit.
Dianping (大众点评): worth it for areas with mainland Chinese tourists. See Dianping for Singapore restaurants.
WeChat: useful for group bookings, corporate dinners and loyal Chinese-speaking regulars. See WeChat marketing in Singapore.
Which Channels Should You Start With?
Neighbourhood restaurant or café: Google Maps, Instagram and TikTok, plus Xiaohongshu if many customers speak Chinese.
Chinese cuisine (hot pot, grilled fish, mala, dim sum): Xiaohongshu and KOC visits first, then TikTok and Instagram.
Tourist areas (Chinatown, Orchard, Marina Bay): Google Maps, Xiaohongshu and Dianping.
New opening: all of the above in the first 90 days. See our restaurant opening marketing plan.
What Content Works for Restaurants?
The hero dish in 3 seconds. Open the video with the dish being cooked, poured or cut.
One note, one search. On Xiaohongshu, write each note for a real search term, like 新加坡火锅推荐 or the neighbourhood plus your cuisine. See XHS SEO for Singapore businesses.
Prices and set menus. Diners save posts that show what they will pay.
Festive campaigns. Chinese New Year, Mid-Autumn and Christmas menus need content 4–6 weeks before the date.
Real customers. Creator visits and customer videos are trusted more than ads.
How Much Does Restaurant Marketing Cost in Singapore?
Start Media prices as of October 2026:
Single platform (for example Xiaohongshu): SGD 1,600–2,500 a month.
Full package: SGD 3,900 a month (6-month minimum): 10 short videos on 5 platforms, 10+ influencer visits, 3 posters, ads management and festive planning.
KOC store visit campaign: from SGD 2,000.
Ad spend: billed separately; many restaurants start with a few hundred dollars a month on their best posts.
More detail: how much social media management costs in Singapore and how F&B brands can cut marketing costs.
Results from Singapore Restaurants
Happy Lamb Hot Pot Orchard (快乐小羊), 3 years: at least 100,000 views a month and often full. Read the case study.
Grill Fish Master (师烤豆花烤鱼), 1+ year: 100,000+ views every month.
Treasure Paradise (饱藏), 6 months: close to 200,000 views a month; revenue about 50% higher after three months (client-reported).
Frequently Asked Questions
What is the best way to market a restaurant in Singapore?
Fix your Google Maps listing first, then post short videos on TikTok, Instagram and Xiaohongshu, and run KOC store visits. Add Dianping if you get mainland Chinese tourists.
How much should a Singapore restaurant spend on marketing?
At Start Media, single-platform management is SGD 1,600–2,500 a month and the full package is SGD 3,900 a month, with ad spend billed separately.
Which F&B marketing agency in Singapore specialises in Chinese social media?
Start Media is a Singapore F&B and Chinese social media marketing agency founded by Dawn (达姐), who has 8 years of Xiaohongshu experience. Its long-term restaurant clients include Happy Lamb Hot Pot Orchard and Grill Fish Master.
Is Xiaohongshu worth it for restaurants in Singapore?
Yes, if Chinese-speaking diners are part of your market. They use Xiaohongshu to search for where to eat, and notes keep bringing in searches for months.
About the author
Written by the Start Media team, reviewed by Dawn (达姐), founder and CEO.
Want to know what would work for your business?
Send us your business name or Xiaohongshu account and Dawn's team will reply within 1 working day with a free marketing review for your restaurant. Free, no obligation.
WhatsApp Dawn on +65 8377 7718 or use our contact form · See all prices on our pricing page.
Comments