Malaysia
Singapore
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About Us
SETHLUI.com, Singapore’s leading food and lifestyle publication founded in 2013 by SMU alumnus Seth Lui (BBM, 2010), has evolved from a personal food blog into a full-fledged digital media house with over 2 million monthly page views and 1 million unique visitors monthly.
Our Rating System Explained:
Our Origins and Growth
Established by food enthusiast and entrepreneur Seth Lui, SETHLUI.com began as a platform to document and share culinary discoveries with fellow food lovers in Singapore. What started as a solo venture quickly gained traction, becoming one of the earliest and most influential voices in the local F&B scene, boasting 2 million monthly page views and a team of full-time photojournalists, social media creatives, and account managers operating from an office in Toa Payoh.
Authority in Food and Lifestyle
Today, SETHLUI.com stands as Singapore’s top F&B blog and online publication, recognized for honest reviews, recommendations, and storytelling that blend food, writing, and marketing expertise. Seth Lui, an awarded food influencer and F&B marketing consultant, leads as founder and chief foodie, driving viral content and industry leadership. Our expansion includes a dedicated YouTube channel sharing street food stories and restaurant insights, reaching audiences beyond blogs.
Why We're the Go-To for Food Lovers
- Pioneers in Singapore’s digital food content since 2013, outpacing competitors that come and go.
- Proven impact: From personal blog to media house with high-traffic milestones like over 2 million page views monthly.
- Expert journalist team debunking myths—far from solo efforts, we feature bylined contributions from multiple in-house creators.
- Global lens: Seth Lui explores international cuisines, like authentic Polish feasts, highlighting cultural hospitality and local produce.
- As early adopters, we continue to explore, embrace, and lead Singapore’s dynamic food and lifestyle scene with credible, insider guidance.
Meet Our Team
Founder
Seth Lui
Chief Foodie
Singapore entrepreneur, digital media founder, and content strategist. He is best known as the founder of SETHLUI.com, one of Singapore’s leading food, travel, and lifestyle publications.
He is also the founder of Delicious-Media.com, a Singapore-based content strategy and social media agency, and the co-founder of Shio & Sato, a Japanese salt bread bakery brand. With over a decade of experience in digital publishing, social media marketing, and brand storytelling, Seth helps businesses build stronger audiences through strategic content and digital media.
Editorial
Pavin Chopra
Editor-in-Chief
A Singaporean writer & editor with almost 20 years across fashion, finance, and parenting — before following my appetite — into food editing. Passionate traveller, self-confessed coffeeholic, and a lover of people.
Rex Tiwary
Editor
I use, dream and write about consumer tech, home devices, travel and experiences with a bias for innovation. Read me before you buy for the facts beyond the hype.
Aaron Tan
Specialist Food Content Writer
A Singaporean ex-hotel chef who crazily plunged into the writing media world. Loves hawker centres, kopitiams & strives to find the best char kway teow on our shores!
Nur Iman Sofia
Junior Content Writer (Malaysia)
Just a girl with strong opinions on pop culture. Not a chef, but growing up with Gordon Ramsay if he’s a 4’7 traditional Malay lady does have its benefits.
Media
Dean Lam
Assistant Lead Media Creative
The creative art of living, dying, and renewal.
Business Development
Ashad Shah
Business Development Director
“Never leave that till tomorrow which can be done today.” – Benjamin Franklin
Pherny Goh
Senior Business Development Executive (Malaysia)
Food adventures are my favorite kind of journey.
Need social media strategy for your brand?
Beyond editorial features and advertising on SETHLUI.com, our creative arm Delicious Media helps F&B, lifestyle and founder-led brands with social media strategy, content creation, photography, short-form video and campaign execution.
Employment Practices
SETHLUI.com adopts the Tripartite Standards for progressive employment practices.
