Our Story

Our Story

It started in Oct 2013, when our founder Bryan Choo felt it was strange that Singaporeans had to turn to foreign guide books to read about where to get the best chilli crab in Singapore. He felt more could be done for locals, and that inspired him to start TheSmartLocal.com, Singapore’s first hyperlocal publisher that showcased the best of Singapore by locals, through helpful and positive content.

After getting huge viral success on Facebook, Bryan seized the momentum and grew the business. Over the next few years, TSL Media Group quickly took shape as he built different media brands for specific communities, such as MustShareNews, EatBook and ZULA. Our clients loved it. 

Today, we are a 200-employee-strong Southeast Asia-focused collective of media publications, creative services and media tech solutions. Our brands garner more than 400 million views annually across platforms. We have also expanded our creative services and capabilities to include audience insights, bespoke polls, social listening and influencer marketing. With the acquisition of X10 Media in 2024, we further solidified our position as an end-to-end media and creative services provider in the regional media landscape.

Our Mission

Connecting the world through a hyperlocal lens

Our Vision

To become the leading media tech collective in Southeast Asia

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