The word “hustlers” is often synonymous with passionate entrepreneurs racking in big cash or college undergraduates taking on a side-job to make ends meet. When used in everyday conversations today, the word seems to encapsulate an illustration of driven, hard-working millennials going against the grain to chase their dreams. (Mongabong)
The millennial demographic seems to take pride in being associated with the expression. On Instagram, the axis of millennial and Gen Z lives, images featuring the hashtag, #hustle, rack up more than 25 million posts. Amongst them, motivational quotes emphasing limitless possibilities and optimism are most commonly featured. Occasionally, we would come across the success stories of a 20-something or 30-something individual, who overcame the odds and made a mark in the industry. And since many of us are purveyors of motivational content, the success stories of these individuals, who don’t wear their harried lifestyles as badges, are exceptionally appealing in the inspirational sense; in many instances, these individuals have become role models, whose habits and successes are things we want to emulate.
Back home, hoolah Singapore has had the opportunity to collaborate and interact with four such Singaporean hustlers. In the first of the four-part series, we feature content creator Mongchin Yeoh (or Mongabong).
Social Media Marketer Mongchin Yeoh, 27
Going by her moniker @mongabong on Instagram, social media marketer Mongchin Yeoh is too embarrassed to call herself an influencer. And it is not difficult to see why.
From being basic to narcissistic, superficial to status-seeking, there are many negative connotations tied to the word ‘influencer’. “People see influencers as ‘bimbotic’, people who don’t work hard…wait for things to fall from the sky, people who are attention-seeking, who want to be famous,” she says in a video interview with Asia One. “These are traits that people don’t like.”
But if you are willing to look past all these nuances, the job, which requires one to be adept at using social media and many things else, is gruelling work. Oftentimes, she is expected to be charismatic, have a likable personality (without “trying too hard”, of course), know how to shoot and edit photographs, and more. In an era that places great attention and emphasis on social media, which will continue expanding its cultural dominance, these are the people you need to steer conversations that matter.
The funny reality, however, is that ‘influencers’ have been a huge part of our lives long before social media existed. It was only recently that such a term was coined; in the past, we would call them “celebrities”, “radio hosts”, and if I may “writers” too. So frankly, to dismiss them casually may be quite folly instead.
For Yeoh, being a content creator or a social media marketer posits its own sets of challenges. The need to constantly keep up with appearance can be exhausting and burnout-inducing. And to juggle several projects, which comprises both client-sponsored works and her own creative endeavours, at a go also meant that she needed to prioritise her time and attention well. Which begs the question: does she have a work-life balance?
“Sometimes I get so caught up with work that I realise my entire life becomes about work. When that happens, I’ll give myself a few hours break and really indulge in my dramas, or go on a trip,” she explains that in an interview with RICE Media.
At present Yeoh has amassed more than 270,000 followers on her Instagram, and this number is increasing by the day. The content she covers on her social media, including her YouTube channel, runs the gamut from makeup videos to fashionable OOTDs (although we might soon see images of her newly adopted cat, Pepper, amongst her collage of images soon).
In truth, the content that Yeoh curates and creates is relatable to the Singaporean demographic. She is known for being truthful and at times, revealing her vulnerabilities (often in a way that empower and embolden her viewers). She has shared about her troubles with eczema (and practical solutions). She has also published a video highlighting the realities of her life navigating about the social media industry, marriage and more.
On the topic of marriage and weddings, Yeoh wedded her university beau, Matthias Lim, last year. The two had met in Singapore Management University. While it is common knowledge that several brands have approached Yeoh and expressed their interest in sponsoring her wedding, Yeoh remains adamant that she wanted her wedding banquet to come out of her (and Lim’s) pockets.
Yeoh admits she does not actively seek sponsorships from brands, which invariably sets her apart from some of the other run-of-the-mill personalities. Elaborating on sponsorships, she remains realistic and down to earth. “It has to be something that I’m willing to pay for even if I’m not sponsored. If I can’t afford $20,000 worth of flowers or a $50,000 dress, I won’t get that sponsored, even if I have the option to,” she says in an interview with Zula.
And that, I believe says a lot about Yeoh.
Related Article: 21st Century Hustlers Spotlight: Actor Alan Wan
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