Eatbook.sg

Eatbook company logo. Photo from Facebook.

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 170k subscribers on Youtube, 180k followers and 88.6k followers on Instagram and TikTok respectively.

Origins and brand vision

Eatbook was officially launched on 7 June 2015. From its inception, the brand framed itself as “Singapore’s leading food discovery brand,” dedicated to helping locals decide where and what to eat through multiple content channels including Google search, YouTube, Facebook, Instagram, and Telegram. The mission was to extend beyond simple food reviews, aiming instead to become a trusted voice for dining choices in Singapore’s crowded F&B landscape.

Content and focus

Eatbook’s editorial scope is wide-ranging but remains anchored in Singaporean food culture. Its content includes:

• Food News: coverage of new restaurant and hawker openings, promotions, and culinary trends.
• Food Guides: curated lists such as neighbourhood highlights or cuisine-themed round-ups.
• Food Reviews: objective assessments of both budget and premium dining options.
• Behind the Food: human-interest stories that spotlight chefs, hawkers, and the personal narratives behind local eateries.

In addition to its role as a guide for diners, Eatbook plays an active part in promoting the local F&B ecosystem, often spotlighting emerging eateries alongside established players.

Recognition

TikTok

On TikTok, Eatbook.sg's content focuses on rapidly covering popular food trends and viral product launches, such as the debut of Mister Donut in Singapore. Its videos often feature recipe tutorials, cafe and convenience store recommendations, and unconventional food combinations.

Several of its 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.

Youtube

Eatbook.sg operates a dedicated YouTube channel with over 171k subscribers. The channel features original series including Car Chow, Spending $100, and Taste Testers, alongside challenge-based formats such as 24 Hours Challenges and Emoji Guesser. The channel has collaborated with influencers including Zermatt Neo and Annette Lee as well as brands such as Changi Airport.

In 2022, Eatbook introduced a two-tier decal system for eateries that appeared on its platforms. The first, labelled “As Seen on Eatbook,” identifies outlets featured in the brand’s content. The second, “Eatbook Recommends,” represents a more exclusive seal of approval reserved for spots the editorial team endorses as places they would personally return to. This system has served to reinforce Eatbook’s credibility as an arbiter of dining quality in Singapore.

Parent company and sister brands

Eatbook is a sister brand of TheSmartLocal (TSL), founded by Bryan Choo in 2013. TSL Media Group is Singapore's largest new media publication, with over 220 employees as of January 2023. Other sister brands under TSL include:

• Uchify (home renovations in Singapore)
• MustShare News (digital news and viral content)
• TelegramCo (Telegram channels network)
• ZULA (women's lifestyle)
• Wiki.sg