Christabel Chua

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Christabel Chua, also known by her social media handle BellyWellyJelly, is a Singaporean lifestyle blogger (official website) and Youtuber (Youtube Channel). In 2013, Christabel joined TheSmartLocal and rose in popularity through her hosting in TSL's videos. As of January 2019, Christabel has more than 231,000 followers on Instagram (Instagram profile). Christabel Chua also owns an online retail store called Kai (official website).

Background

Christabel studied at Fairfield Methodist Primary School. She then received her secondary education at Fairfield Methodist Secondary School. After the ‘O’ Level examinations, she attended Anglo-Chinese Junior College (ACJC) where she went into the Arts stream and took up subjects such as Economics, History and Literature. Christabel furthered her studies at the University of Western Australia (UWA), in Perth, Australia where she eventually graduated with a Bachelor of Commerce.[1]

Career highlights

Kai (2017 - Present Day)

The kai x Starbucks collaboration in 2019 featured 3 products - a cardholder, lanyard and keychain. Photo credit to Starbucks Singapore.

After 2 years of planning, Christabel officially launched her company kai (official website) in 2017. kai is an online retail store which sells mainly brightly coloured bags, pouches, stickers and planners. One of the most recognisable products from kai are the pouches from the Fruit Collection, priced at SGD$59.90 each.[2] The word Kai was acquired from the Chinese character ‘开’ (kai). The character stands for openness and freedom, and the term ‘开心’ (kai xin) means the feeling of being happy. Christabel aimed to bring the concept of such emotions into her brand’s motto.[3] Within the first week of the website launch on 30 June 2017, all the products on the site were sold out.[4]


In January 2019, kai collaborated with Starbucks Singapore to create lanyards and keychains. The products are inspired by the season of summer and the designs also incorporated Starbucks drinks such as frappucinos.[5] The items are priced at SGD$16.90 each. Due to the limited quantities of products manufactured and the overwhelming support, the merchandise sold out within 3 weeks.[6] In February 2019, Christabel secured another collaboration for kai with beauty company, Fresh to create self-care stickers. The stickers and other merchandise from Kai collection have been featured at a pop-up in Fresh Kitchen at JEM.[7] The stickers are also available at Kai online retail website.[8]

Youtube (2016 - Present Day)

Complementing her blog, Christabel started a Youtube channel (YouTube channel) with the same BellyWellyJelly handle where she posts travel, lifestyle and beauty videos. As of January 2019, her most viewed video is “CURRENT FAVES: JANUARY 2018” (YouTube video), where she presented her treasured fashion and beauty products. The video garnered more than 174,000 views on Youtube.

Miss Universe (2014)

At 23 years old, Christabel participated in Miss Universe Singapore where she claimed the titles for “Miss Photogenic” and “Best Skin”.[9]

TheSmartLocal (2013 - 2016)

Between 2013 and 2016, Christabel was a host for TSL on their YouTube platform. She rose in popularity through her hosting in the segments Pretty Smart Season 1 and TSL Travels Season 2. Under TSL Travels Season 2, the video titled “Hokkaido Adventure- Why You MUST VISIT At Least Once In Your Life” gained more than 381,000 views, making it one of the most popular uploads on TSL Youtube channel.[10] She was also featured on “Singaporeans Try: Singapore Vs Malaysia Food Blind Taste Test” which garnered more than 565,000 views.[11] After working for two and a half years, she decided to leave the company claiming health reasons. She also stated that she wanted to focus more on her lifestyle blog and starting up a new retail store.

Blogging (2005 - Present Day)

Christabel had started blogging at 14 years old. As of 2019, her blogposts fall into 4 categories - travel, beauty, fashion and “#Thoughtposts” where she expresses her feelings and opinions about both her personal life and society (official website). She also provides encouragement to her readers, motivating them to remain positive when they encounter challenges in life.[12]

Advertisements

Christabel has collaborated with well known fashion and beauty brands such as Dyson, SKII and ASOS. In collaboration with Dyson Singapore, she filmed “Vacation Hairstyles Vlog”, featuring the Dyson Supersonic to create different hairstyles (YouTube video). The video received more than 34,000 views on Youtube.[13] She also attended the opening of SK-II’s R.N.A Power Series with Mediacorp artist, Rebecca Lim in 2015.[14] In 2017, she worked with skincare brand, Fresh, to film a mini documentary in Vietnam (YouTube video).[15]

Media appearances & collaborations

Year Partner / Organisation Video title
2017 Harper’s BAZAAR Singapore Never Have I Ever… Christabel Chua, Isabel Tan, Savinia Chia
2017 The In Central Would You Betray Your Friend for Money?

Christabel Chua Shows Off Her Hidden Singing Talent

Christabel and Keiji on Who Would Do Better if They Left TSL

2017 The New Paper Celebrity Chow with Christabel Chua
2015 - 2017 Trevmonki One Direction Songs in Real Life

The Cookie Face Challenge (ft. The Smart Local)

Trevmonki Plays: NO THUMB JENGA CHALLENGE?!

7 Ways To Say "I Love You"

2014 - 2016 TheSmartLocal Pretty Smart Season 1 (Episode 1 - 51)

TSL Music Parodies (Episode 1 - 7)

Singaporeans Try (Episode 2, 3, 7, 9, 17, 18, 22, 23, 30, 31, 32)

TSL Comedy (Episode 1 - 8, 13, 18)

TSL Travels (Episode 1 - 14)

Challenge Accepted (Episode 4)

2015 The Ming Thing You Again Web Series (Episode 1 - 5)
2015 Dee Kosh Tummy Smiles (Original Song)

Scotch Tape True or False Challenge

Private video leak (2018)

Christabel was in a relationship with former TSL colleague Joal Ong in 2014. In December 2017, she announced on her Youtube channel that their relationship had ended a few months before. In May 2018, intimate videos of Christabel’s private life with Joal Ong were leaked and distributed on the internet.[16]


After 2 months, Christabel addressed the incident in an open letter that was originally published on Harper’s BAZAAR Singapore.[17] In the post dated 30 July 2018, Christabel clarified that the videos were filmed during her 4-year long relationship with Joal, and was misused by an anonymous third party. She also stated that she had faced much backlash from netizens who had privately criticised her for the videos.[18] Through her open acknowledgement of the incident and the difficulties that followed, Christabel turned her plight into a platform to provide support to similar victims of such situations.[19]

References / Citations

  1. ↑ TheSmartLocal. “Draw My Life by Bellywellyjelly - PrettySmart: EP 40”. November 4, 2015. Accessed on 21 January 2019. Youtube. Retrieved from: https://www.youtube.com/watch?v=27UeXD0jLCI
  2. ↑ "Fruit Collection". Kai. Accessed on 27 February 2019. Retrieved from: https://www.iamkai.co/collections/fruit-collection
  3. ↑ "about kai". Kai. Accessed on 22 January 2019. Retrieved from: https://www.iamkai.co/pages/about-kai
  4. ↑ Chan, Melissa. “This Social Media Darling Decided To ‘kai’ An Online Shop Selling Fruit Pouches - All Sold Out In 5 Days”. Vulcan Post. July 24, 2017. Accessed on 22 January 2019. Retrieved from: https://vulcanpost.com/616197/bellywellyjelly-kai-online-store/
  5. ↑ Iamkai.co. "STARBUCKS X KĀI". Instagram. January 28, 2019. Accessed on 27 February 2019. Retrieved from: https://www.instagram.com/p/BtLW-wbBGU2/
  6. ↑ Iamkai.co. Instagram. February 15, 2019. Accessed on 27 February 2019. Retrieved from: https://www.instagram.com/p/Bt5ftX2BeUm/
  7. ↑ Iamkai.co. "kai x fresh". Instagram. February 8, 2019. Accessed on 27 February 2019. Retrieved from: https://www.instagram.com/p/Btns19bBUY5/
  8. ↑ "Sticker Pack: Fresh x kai Exclusive". kai. Accessed on 27 February 2019. Retrieved from:https://www.iamkai.co/collections/stickers/products/sticker-pack-fresh-x-kai-exclusive
  9. ↑ By The Guy. “5 Minutes With Christabel: Getting Inside Bellywellyjelly’s Mind”. Seriously Man. August 26, 2014. Accessed on 22 January 2019. Retrieved from: http://seriouslyman.com/5-minutes-with-christabel-life-as-a-fashion-blogger/
  10. ↑ “Hokkaido Adventure - Why You MUST VISIT At Least Once In Your Life - #TSLGoesHokkaido Part 1”. TheSmartLocal. December 10, 2015. Accessed on 21 January 2019. Youtube. Retrieved from: https://www.youtube.com/watch?v=0s3BqbkPEfQ&t=14s
  11. ↑ The Smart Local. “Singaporeans Try: Singapore Vs Malaysia Food Blind Taste Test (feat. The Ming Thing) | Ep 32”. January 4, 2016. Accessed on 21 January 2019. Youtube. Retrieved from: https://www.youtube.com/watch?v=Yo0hnbX1GUA
  12. ↑ Chua, Christabel. “Pain”. Bellywellyjelly. Accessed on 22 January 2019. Retrieved from: https://bellywellyjelly.com/2017/09/thoughtpost-pain/#more-1735
  13. ↑ Bellywellyjelly. “VACATION HAIRSTYLES VLOG | BELLYWELLYJELLY”. June 20, 2018. Accessed on 22 January 2019. Youtube. Retrieved from: https://www.youtube.com/watch?v=kHPe4ed619k
  14. ↑ Tiong, Sabrina. “Actress Rebecca Lim & Blogger Christabel Chua’s Style & Beauty Tips”. Her World. July 16, 2015. Accessed on 22 January 2019. Retrieved from: https://www.herworld.com/beauty/actress-rebecca-lim-blogger-christabel-chua%E2%80%99s-style-beauty-tips
  15. ↑ Fresh Beauty. “BellyWellyJelly’s Travelogue to the Land of the Lotus”. December 21, 2017. Accessed on 22 January 2019. Youtube. Retrieved from: https://www.youtube.com/watch?v=2KY8lUWmjD4
  16. ↑ Fang, Joy. “Influencer scandals that shocked and rocked Singapore”. HERWORLD. December 22, 2018. Accessed on 21 January 2019. Retrieved from: http://www.asiaone.com/singapore/influencer-scandals-shocked-and-rocked-singapore
  17. ↑ Joelynn. “Influencer Christabel Chua Turns Her Video Scandal Into A Rallying Call In Open Letter”. MustShareNews. July 30, 2018. Accessed on 21 January 2019. Retrieved from: https://mustsharenews.com/christabel-chua-bellywellyjelly/
  18. ↑ Harper’s Bazaar Staff. “CHRISTABEL CHUA FINALLY OPENS UP ABOUT THAT INCIDENT”. Harper’s Bazaar. July 30, 2018. Accessed on 30 January 2019. Retrieved from: https://www.harpersbazaar.com.sg/life/christabel-chua-finally-opens-up-about-that-incident/
  19. ↑ Ibid. Retrieved from: https://www.harpersbazaar.com.sg/life/christabel-chua-finally-opens-up-about-that-incident/
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