Meet Irene, the creative force behind Foodwanderers, one of Singapore’s Top 14 food blogs as featured in various media platforms. With a mission to unlock potential through social media and community marketing, she empowers marketers, business owners, and aspiring influencers to elevate their brand presence online.
Whether you’re a corporate marketer, an e-commerce manager, or someone seeking purpose through content creation, she provides the tools, insights, and inspiration to transform your online journey. Here is Irene’s story.
What inspired you to start Foodwanderers, and how did you manage to reach the Top 14 position as featured in multiple media outlets?
I have a deep love for food, and capturing the essence of each meal through photos before I dig in is something I truly enjoy. It inspires me to document my dining experiences not just through pictures, but with words as well.
I often write about the taste, the visual appeal of the dish, and if I have the chance to speak with the chefs, I would share their stories—especially the passion behind their cooking. Over the years, my desire to share these experiences became more consistent, and I believe people enjoy how I share stories rooted in personal experiences.
This passion for sharing has led me to continually improve my blog’s platform, interface, and the information I offer. For example, I’ve added clear disclaimers and even a chart outlining my food preferences—whether it’s meat, seafood, vegetables, or flavour profiles like sour, sweet, spicy, and bitter.
This allows readers to gauge whether they might enjoy a dish, based on their own tastes. For instance, a seafood lover may find a slightly fishy clam delicious, but a non-seafood eater might not appreciate the same strong flavour. I believe that providing clear and concise content, even when it’s subjective, is one of the things I’ve done well on my blog.
I’m also incredibly grateful for how well my blog has ranked on Google over the years. It’s been a journey of learning, and along the way, I’ve gained so much insight into SEO—simply by doing what I love. I discovered that Google values original, authentic, and detailed content, and I’m thankful that my blog reflects those qualities.
Sharp and high-quality images also play a key role in enhancing the overall experience for readers. Combining heartfelt storytelling with visuals has helped my blog stand out, and I’m thankful for the support that’s brought it to where it is today.
Can you walk us through your content creation process—from ideation and resource gathering to final publication?
This is a question I get asked a lot—many people are surprised by my process and even find it hard to believe! Honestly, I don’t always plan things from the start. Sometimes I might just stumble upon a new café, walk in, order my food, snap a few photos, enjoy the meal, and jot down key thoughts or feelings about the dishes.
Once I’m back home, I simply open my blog, turn those key points into sentences, add the photos, and publish. That’s really it! That was the method I used for the past 11 years—simple, spontaneous, and heartfelt. These days, I’m grateful to have ChatGPT help me polish my grammar before posting, which makes the process smoother and the quality of my writing more refined.
As for photo editing, I’ve actually stopped doing it altogether. With the quality of today’s smartphones, the natural lighting and sharpness are more than enough—photos look clean, clear, and easy on the eyes without much effort. I’m truly thankful for how technology has made it easier and more efficient to focus on what I love.
Of course, with the rise of more and more social media platforms, a bit more planning is now needed. That’s why I’ve created an Excel sheet system to sort and manage my content. With so many different social media platforms, formats, features, and platform requirements, it can be overwhelming to remember everything.
How do you leverage social media to boost online presence and enhance brand awareness for the businesses you assist?
There are many factors that come into play when it comes to content creation on social media. Uploading content is just one part of the process. For me, and for my brand’s persona at IreneKreations, our goal goes beyond just posting—we’re here to share experiences, offer knowledge, and be a helping hand to those who want to learn and grow.
A lot of our content is rooted in that purpose: to make things clearer, more relatable, and meaningful for others. When it comes to brand awareness, it’s not just about being visible—it’s about being remembered.
That means every piece of content we put out aims to reflect our brand’s vision, mission, and identity in a thoughtful, consistent way. It’s about creating a connection and being of value to those we hope to inspire.
I believe the foundation of a great content creator starts with a genuine heart—someone who is willing to share, not just for monetary gain, but out of a true passion for helping their audience.
What are some common challenges that companies and aspiring influencers face in content creation, and how do you recommend to overcome them?
I’d say a big part of it is the uncontrollable algorithm—the ever-changing nature of it is something most people struggle to keep up with. Another challenge is learning how to create that “perfect” content that might go viral or reach a wider audience.
But honestly, there’s no such thing as “perfect” content. If you want people to engage with your content, there are at least three key things to consider. Firstly, are you sparking curiosity? Next, are you “loud” enough to capture attention? And lastly, is your content empowering or inspiring others?
Beyond that, you can also ask, “Is this content making people react strongly?”—whether it’s touching them deeply or making them angry. And, “Is your content influencing them to take action?” If you can hit three of these criteria, you’re on the right track for creating content that has the potential to go viral or reach more people.
That said, I can’t guarantee it—every social media platform has its own way of responding to your posts. What you’re really doing is playing with psychology. So, how do you counter that? The best approach is to upload your content across as many platforms as possible.
But before you do that, take time to study each platform and tweak your content to attract the right audience on each one.
With your diverse audience that includes corporate marketers, e-commerce managers, and even life purpose explorers, how do you tailor your content to meet these varied needs?
Before I answer the question, I want to say there’s no such thing as a perfect marketer or coach. The key to doing better is being someone who is always ready to listen. Listening to your client, listening to your audience—that’s where it all begins.
Even with years of experience in marketing, social media, and content strategy, I’ve learned that relying solely on my own skills, knowledge, and experience won’t always lead to the best outcomes. I start by truly listening, understanding the key points, and re-analysing what my client’s goals are.
Only then do I clarify those goals with them, ensuring we’re aligned before we move forward with any guidance. It’s about making sure everything is clear and focused before taking the next step together.
What do you think makes a good content creator?
I believe the foundation of a great content creator starts with a genuine heart—someone who is willing to share, not just for monetary gain, but out of a true passion for helping their audience.
Helping can come in many forms, whether it’s sharing valuable information, offering special deals, or simply being kind and responsive when questions are asked. Of course, we can’t rely on that alone.
The second key is clear communication. Knowing how to effectively communicate across different online platforms is crucial. While it may sound simple, I’ve found that many who can create stunning videos, photos, or posts often struggle with this aspect.
To brush it up, other than the above aspects, a better content creator also needs to embrace these qualities: authenticity, consistency, an understanding of relevance and the audience, as well as a balance of technical and creative skills.
These elements come together to help content creators connect, grow, and make a lasting impact.
What emerging trends do you foresee in content creation and social media marketing, and how are you preparing to stay ahead of the curve?
It’s probably pretty clear that AI-driven content creation is here to stay for at least the next 10 years—unless something even more advanced comes along. With tools like ChatGPT and generative AI, we can already see how much potential there is for innovation.
I can even imagine a day when we might be able to communicate through social media posts directly, without any human involvement—who knows what the future holds? It’s all up to imagination. That said, I believe short-form user-generated content (UGC) will continue to be a dominant trend for the next five years.
What’s your vision for Singapore in the next five years?
Are you referring to the marketing and content creation space? It’s exciting to see more people turning their ideas into content! We would most likely witness the rise of hyper-personalised content, with even more creative individuals using different tools to express themselves online.
Additionally, I’m seeing a trend where people are using their personal identities to build online businesses nowadays, and it could increase. And of course, with the integration of AI, there’s so much potential for community sharing and collaboration. It’s an exciting time for content creators!
Connect with Irene: SGFoodWanderers, Facebook and YouTube.
Irene is a member of Rainmaker, a revolutionary movement that rallies like-minded people together based on the values of Love, Authenticity, Respect, Kindness and Youthfulness (LARKY).
