Eatbook.sg

Eatbook.sg is a Singapore-based food discovery brand and digital media platform that offers a comprehensive guide to the local food scene. It provides independent restaurant and hawker reviews, food news, themed food guides, and human-interest features behind eateries and chefs. As of 2025, Eatbook has 171k subscribers on their Youtube, 187k followers and 92.5k followers on Instagram and TikTok respectively.

Eatbook company logo. Photo from Facebook.

Origins and brand vision

Eatbook.sg was officially launched on June 7, 2015, with the mission to become Singapore’s leading food discovery brand. The platform aimed to help locals decide where and what to eat by providing honest reviews and recommendations across various channels, including Google, social media, YouTube, and Telegram. This omnichannel approach allowed Eatbook.sg to reach food-loving Singaporeans at every touchpoint, establishing itself as a trusted voice in Singapore's crowded F&B landscape.

Since their launch, Eatbook.sg has built a loyal following, driving over 9.6 million views monthly across seven platforms. In 2022, the brand introduced a two-tier decal system to celebrate local eateries: the “As Seen On Eatbook” decal spotlights eateries featured on their channels, while the “Eatbook Recommends” decal serves as a seal of approval for top-rated spots that the team themselves would dine at again.

Eatbook.sg's content spans food reviews, guides, behind-the-scenes interviews with hawkers and chefs, food news, and recipes. The platform is known for its beautifully shot videos and honest, undercover reviews, which have resonated with a wide audience. The brand's commitment to integrity is reflected in its editorial policies, including visiting 90% of the places anonymously and declaring the nature of media tastings or partnerships.

Content and focus

Trending topics section on Eatbook.sg. Photo from Eatbook.sg.

Eatbook.sg maintains a significant omnichannel presence across multiple digital platforms to fulfill its mission of helping Singaporeans decide where and what to eat. The brand distinguishes themselves through honest, undercover reviews and a multi-format content strategy.

Website and editorial scope

The Eatbook.sg website serves as a comprehensive guide to Singapore's food scene. Their editorial scope is wide-ranging but remains anchored in local food culture, featuring several core content types:

• Food news: Coverage of new restaurant openings, limited-time promotions, and emerging culinary trends.
• Food guides: Curated lists, such as neighbourhood highlights or cuisine-themed round-ups, to aid dining decisions. They also have guides for good-eats in Malaysia, Thailand, Indonesia, Japan and Korea.
• Food reviews: Objective assessments of dining options, from budget hawker stalls to premium restaurants. The team employs a defined rating system, where a score of 8/10 means a place is "Good, worth recommending to your friends," and a 10/10 is "Close to perfection, worth going broke for."
• Behind the Food: Human-interest stories that spotlight chefs, hawkers, and the personal narratives behind local eateries or recipes.

Video content on YouTube

Eatbook's YouTube channel has amassed over 171k subscribers and complements their written reviews with engaging video series. The channel's content not only includes taste tests, reviews and culinary challenges but also feature original series including:

• Car Chow: The series is known for its lighthearted and engaging format, combining food exploration with entertainment. Episodes often delve into the backgrounds and experiences of the guests, offering a blend of food reviews and personal stories while exploring various eateries.
• Spending $100: Each episode features a different theme or location, with the hosts visiting multiple food establishments or engaging in specific food-related activities. The series showcases a diverse range of Singapore's food scene, from hawker centres and local markets to international supermarkets and themed eateries. The hosts often provide commentary on the affordability, quality, and uniqueness of the food items they encounter.
• Taste Testers: Hosts would conduct blind taste tests of various food items, often comparing different brands or types of a particular dish to determine the best one. The show features a diverse range of foods, including local favorites like Chicken Rice, Satay, and Bak Kut Teh, as well as international snacks and unique food combinations.

Alongside challenge-based formats such as:

• 24 Hours Challenges: A series where the hosts and guests undertake various food-centric challenges lasting 24 hours. The series showcases participants engaging in unique and often humorous culinary experiences, testing their endurance and creativity with food. Notable episodes include.
• 72 Hours Challenges: A series where the hosts and guests take on food-centric challenges lasting three days. Each episode features participants committing to a specific eating theme or restriction, documenting their experiences, and sharing their thoughts, struggles, and enjoyment throughout the 72-hour period.
• Emoji Guesser: Participants engage in fun and interactive challenges by interpreting emoji sequences that represent various food-related brands, dishes, or concepts.

The channel has also collaborated with other content creators including Zermatt Neo and Annette Lee as well as brands such as Changi Airport.

Eatbook.sg's TikTok about STRETCH by unifive. Photo from TikTok.

Social media reach

Eatbook extends their influence through active social media communities, driving a total of 9.6+ million monthly views across seven platforms. Their key social pages include:

• Facebook: Over 340k followers, used for distributing video content and articles.
• Instagram: More than 187k followers, showcasing visually appealing food content.
• Telegram: The Eatbook Telegram channel has over 52k subscribers for direct delivery of reviews and recommendations.
• TikTok: The Eatbooksg TikTok account has over 92k followers. Their content focuses on rapidly covering popular food trends and viral product launches, such as the debut of Mister Donut in Singapore. They also often feature recipe tutorials, cafe and convenience store recommendations, and unconventional food combinations. Several of their videos have gained significant traction. A 2023 video about STRETCH by unifive amassed over 1.6 million views and 117k likes. Another video posted in 2024, captioned "we love our yakun... can't u tell... 👀", received over 1.4 million views. A 2025 video following a trend that involved cooking with ominous background music garnered over 1 million views.

Parent company and sister brands

TSL and their sister brands. Photo from source.

Eatbook is a sister brand of TheSmartLocal (TSL), founded by Bryan Choo in 2013. TSL Media Group consists of other sister brands including:

• Uchify: A home and living guide providing Singaporean homeowners with practical advice, inspiration, and news on interior design, renovation, and property market trends.
• MustShareNews: A digital news platform focusing on viral stories, social media trends, and human-interest features that capture the pulse of Singaporean online communities.
• TelegramCo: A specialized advertising network that operates and manages a large collection of niche Telegram channels, connecting brands with targeted, highly-engaged audiences.
• ZULA: A digital publication and community platform dedicated to empowering millennial women through content spanning lifestyle, beauty, relationships, and personal perspectives.
• Wiki.sg: A fact-checking and encyclopedic knowledge base focused on creating verified, structured entries about notable topics, entities, and events in Singapore.