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 170k subscribers on Youtube, 180k followers and 88.6k followers on Instagram and TikTok respectively.[1][2][3]
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.[4]
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.[5]
Recognition
TikTok
On TikTok, they are known for speedily covering the hottest food trends and viral launches, such as the Mister Donut viral drop. Their content includes fun recipe hacks, cafe recommendations, convenience store hacks, and weird food pairings. In 2023, their video on STRETCH by unifive went viral, amassing over 1.6 million views and over 117k likes.[6] Another video posted on 2025 following a trend where someone cooks with a scary background music garnered over 1 million views.[7] In 2024, a video captioned "we love our yakun... can't u tell... 👀" had over 1.4 million views
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.[4]
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
References/Citations
- ↑ "Eatbook" Youtube. n.d. Accessed 16 September 2025.
- ↑ "@eatbooksg" Instagram. n.d. Accessed 16 September 2025.
- ↑ "eatbooksg" TikTok. n.d. Accessed 16 September 2025.
- ↑ 4.0 4.1 “About Eatbook.sg” Eatbook.sg. n.d, Accessed 12 September 2025.
- ↑ “Publication Profile: Eatbook” Telum Media. n.d. Accessed 12 September 2025.
- ↑ "@eatbooksg" TikTok, 12 July, 2025. Accessed 22 October 2025.
- ↑ "@eatbooksg" TikTok, 10 October, 2025. Accessed 22 October 2025.