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 Youtube, 187k followers and 92.5k followers on Instagram and TikTok respectively.

Eatbook company logo. Photo from Facebook.

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.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, Spending $100, and Taste Testers, alongside challenge-based formats such as 24 Hours Challenges and Emoji Guesser. The channel has also collaborated with other content creators including Zermatt Neo and Annette Lee as well as brands such as Changi Airport.

A screenshot of one of Eatbooksg's TikTok content format. 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.

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 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.