The significance of niche marketing on social media is even greater these days. Companies need to change with the times in order to effectively reach their audience. From AI user personalisation to short videos, those who adapt to the new changes put themselves ahead of the competition.

This article outlines the most crucial social media niche marketing trends and how ignoring them can hinder your business growth.

AI-Driven user personalisation

Artificial intelligence uses one’s activities, likes, and engagements to curate content specific to one’s needs. With this strategy, the chances that the content being sent will be of a higher level of usefulness is ensured. For instance, AI can predict one’s course of action, which will aid businesses in their expectations accordingly.

For instance, Netflix suggests what new shows or movies their viewers should watch next based on what they searched for previously. They also track the podcasts used by users, similar to Spotify. They track what users listen to most and suggest new songs of that genre to them.

Micro-influencer partnerships

Micro-influencers are emerging as effective marketers of relatable content. Because these influencers relate to their audience much more than macro-influencers do, they tend to have high engagement rates. For instance, micro-influencers on Instagram have an engagement rate of 1.06 per cent, which is significantly higher than that of macro-influencers.

With Micro-Influencer Partnerships, marketers can tap into the loyal and more targeted niche that micro-influencers have, which is helpful in building brand awareness. This strategy enhances brand engagement and increases the interaction level. Incredibly, 64 per cent of marketers worked with micro-influencers and 47 per cent of those reported achieving success with the participants.

Short-form video dominance

In the realm of short-form video content, TikTok sits comfortably at the top with a 40 per cent market share, followed closely by Instagram Reels and YouTube Shorts which hold approximately 20 per cent market shares each. This increase in share indicates a clear shift towards content that can be consumed in seconds.

Also Read: The hidden price of connection: Privacy in the age of social media

Best practices for creating engaging video content

Here are some suggestions to help capture the audience’s attention in this new world of advanced competition

• Keep it short: Cut your videos to under 90 seconds and enjoy a boost in viewer retention and attention span by 50 per cent
• Start with a hook: Hook viewers’ interest from the first 3 seconds of the video to keep viewers engaged
• Trend participation: Partake in popular challenges and sounds to create viral content and gain more attention
• Create value: Entertaining, informative or inspirational approaches are valuable to your audience
• Use text elements: Improves accessibility by adding captions and overlays

Applying all these strategies allows you to develop amazing short videos that easily capture attention and revitalise interactions. Be it researching the most profitable YouTube niches or expanding the scope of your brand, integrating short-form video content within your marketing strategies is one approach you will not want to disregard.

Private communities and exclusive content

There is a significant rise in private communities on Facebook Groups and Discord. According to Facebook, over 1.8 billion users are active in groups every month, out of which more than 20 million of them are active communities. Similarly, Discord’s usage rose to 150 million users globally every month.

Participation in these groups gives you custom content and creates a sense of community. Companies understand this and offer early product access and discounts to loyal members of the community, thus strengthening their allegiance to the brand. Further, personal touches such as exclusive offers and customised suggestions demonstrate concern for, and influence, the customer’s relationship with the brand.

Social commerce evolution

The rise of social commerce is continuously reshaping online shopping, capturing people’s attention and making buying easier than ever. Today, users can purchase without leaving the app via TikTok and Pinterest, which are leading in social commerce.

Brands can also market their products via videos and through live streams using the TikTok Shop feature. In addition, users are targeted with recommended products they might like through AI algorithms. Similarly, Pinterest’s Shoppable Pins allows pinners to purchase Pins directly without needing to visit the seller’s website.

How to make your shopping experience more effective

To maximise their returns, brands need to focus on social commerce by:

• Engaging short videos: When products are featured in videos on TikTok, sales tend to rise.
• Shoppable: Buying on the spur becomes easy with Pinterest Rich Pins.
• User-generated content: Product reviews and demo videos increase trust in a brand among the audience.
• AI personalisation: Advertisements in social media are dictated by the user’s personal data.

With the continual rise in social commerce comes the need to adapt to the rapid shift for better sales. There is a paradigm shift occurring in e-commerce, and with it, the experience of purchasing goods is becoming more seamless.

User-generated content (UGC) for authenticity

It is apparent that a consumer product post will get your attention more than a brand post. This is why brands resort to user-generated content to appear more authentic. As per a survey, 85 per cent of UGC is attended to more than brand content (Nielsen). It’s simple: people trust other people more than advertisements.

Also Read: Rising trend in Vietnam: Young professionals embracing social media content creation

Brands have taken a step further by UGC because it is more fun and cost-effective compared to advertising, and has a higher probability of acceptance. For instance, Starbucks invited users to upload pictures of themselves with Starbucks holiday cups and featured the hashtag #RedCupContest to increase engagement and sales with this contest. GoPro has a similar strategy, but instead of cups, their customers use the GoPro camera to document their holiday adventures.

There is no doubt that by doing this, these brands are creating real communities around their products. The next time you upload a picture of using a product that you love, remember, you are not an ordinary consumer but a free marketer for the company.

Voice and conversational marketing

At the core of this is the combination of voice searching and AI chatbots. People use assistants such as Alexa and Siri, which leads them to search in a more natural way with full complete sentences rather than just typing in keywords. AI chatbots create their very own personalised responses, so interactions with users are instant and smooth. Together, they offer a more human experience.

Notably, conversational engagement is focused upon as a key area of optimisation for this specific target. Using NLP improves intent detection and makes responses more personal. For instance, customer service chatbots no longer use cold, scripted responses but instead interact in a more personable and relatable way. Optimisation of content has also been done to suit voice search by providing direct answers and employing long-tail keywords that people use.

What does this achieve? Bigger and faster outcomes with great value that keep customers coming back. The interactions are done without effort, be it through a voice search or a chatbot. The goal of conversational marketing is seamless integration into the user’s context.

Conclusion

Active engagement with social media target audience is only possible if all marketing trends are followed. AI-driven personalisation, partnering with micro-influencers, social commerce, and short videos are changing the brand audience relationship. Voice marketing, proprietary communities, and UGC further enhance authenticity and engagement.

These trends show how businesses can better relate to their audience, improve their market presence, and gain a positive impact in the niche. Staying relevant means that these approaches need to be implemented immediately.

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Securing funding is one of the biggest challenges for startups and SMEs. Whether it’s working capital for day-to-day operations, investment funding for scaling, or grants to support innovation, the financial ecosystem can often be complex and time-consuming to navigate. Entrepreneurs need the right guidance, tools, and connections to secure the resources they need to grow.

In today’s business environment, access to capital can make or break a company’s success. Many startups struggle with cash flow and investment readiness, which can slow down their growth potential. Studies show that a lack of financial resources is among the top reasons startups fail. This underscores the importance of having a streamlined approach to securing funds, grants, and investment capital.

Onzla: Leading the way in financial advisory for entrepreneurs 

Onzla was founded with the mission of empowering startups and SMEs to achieve financial success through tailored advisory, creative financial solutions, and exceptional customer support. By simplifying access to business financing, they help founders and business leaders focus on innovation and expansion instead of financial roadblocks.

“Entrepreneurs should be focused on building great businesses—not worrying about how to secure funding. At Onzla, we streamline the process so they can access capital faster and more efficiently,” said Jamie Tan, Co-Founder of Onzla.

What sets Onzla apart is their holistic approach to financial advisory. They work closely with founders, co-founders, CEOs, CFOs, and directors to understand their business goals and match them with the right funding sources. Their network includes venture capitalists, angel investors, private lenders, government grant providers, and financial consultants. This ensures that every entrepreneur has access to the best financial solutions for their needs.

Meet Onzla at Echelon Singapore 2025

Onzla is among the many dynamic industry leaders joining Echelon Singapore 2025, hosted by e27. Alongside Onzla, other key leaders, visionary entrepreneurs, and innovative startups from across the region will converge for an action-packed two-day event at Suntec Singapore on 10-11 June 2025.

Attendees will have the opportunity to engage with Onzla’s team, who will provide financial insights, explore partnerships, and discuss strategies for startups and SMEs to secure funding more effectively. One of the highlights of Onzla’s participation will be its keynote session. They will share expert strategies on obtaining funds from various sources. 

Whether you’re looking to expand your expertise, connect with influential figures in the tech startup world, or present your groundbreaking ideas, Echelon 2025 presents an unmatched experience sure to give you and your company a boost. Secure your spot now and join us as a participant or an official partner. Together, we can shape the future and create a lasting impact.

At Echelon 2025, the future is now—connect, innovate, and grow with us!

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This article is produced by the e27 team

We can share your story at e27 too! Engage the Southeast Asian tech ecosystem by bringing your story to the world. Reach out to us here to get started.

Featured Image Credit: Onzla

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The global financial markets are navigating a storm of uncertainty, and as an observer with a front-row seat to this unfolding drama, I find myself both fascinated and apprehensive about the forces at play. The past week has been a rollercoaster, with stocks and bonds caught in a relentless selloff driven by escalating trade tensions that have markets on edge.

The White House’s decision to slap a staggering 145 per cent tariff on Chinese imports has sent shockwaves through global economies, and even the brief reprieve offered by President Trump’s 90-day tariff pause hasn’t been enough to restore confidence. Investors are rattled, and for a good reason—the spectre of a US recession looms large, and the ripple effects could reshape the global economic landscape.

As I unpack the market’s reaction, I see a complex interplay of fear, opportunism, and cautious hope, with assets like gold and Bitcoin reflecting the broader search for stability in a world that feels increasingly unmoored.

Let’s begin with the equity markets, where the mood is unmistakably grim. The MSCI US index plummeted 3.5 per cent on Friday, a sharp decline that underscores the market’s growing unease. Defensive sectors like Consumer Staples and Utilities managed to hold their ground, with the former eking out a modest 0.2 per cent gain and the latter slipping just 0.6 per cent.

These sectors, often seen as safe harbours during turbulent times, are benefiting from investors’ flight to quality. But the broader picture is one of retreat—Asian equities, led by Japan, were down in early trading, and US equity futures signalled another weak open, with a projected 0.5 per cent drop.

The MSCI gauge of Asian stocks is on track for its third consecutive week of losses, a streak that reflects the region’s vulnerability to trade disruptions. China and Hong Kong, which briefly rallied on hopes of fresh stimulus from Beijing, gave back those gains on Friday as reality set in: tariffs of this magnitude could choke off growth, and no amount of stimulus may fully offset the damage.

The bond market, meanwhile, is telling its own story of unease. The US Treasury yield curve has steepened, a sign that investors are bracing for a mix of inflationary pressures and economic slowdown. The 10-year Treasury yield climbed 9.3 basis points to 4.42 per cent, reflecting concerns that tariffs could drive up costs and fuel inflation.

At the same time, the 2-year yield dipped 4.6 basis points to 3.86 per cent, suggesting that markets are pricing in slower growth and potential rate cuts down the line. This steepening curve is a classic signal of uncertainty—investors are torn between the immediate inflationary impact of tariffs and the longer-term risk of a recession.

The bond market’s volatility has been exacerbated by a selloff that some analysts liken to the “dash for cash” seen during the early days of the COVID-19 crisis. Hedge funds, caught off guard by the rapid rise in yields, have been forced to unwind leveraged positions, adding to the market’s fragility.

Also Read: Trump tariffs shake markets: Why gold soars as Bitcoin stumbles in 2025

The US dollar, typically a safe haven in times of crisis, is under pressure, with the dollar index sliding 2.0 per cent. This decline reflects growing concerns about US economic growth, as tariffs threaten to disrupt trade and erode confidence in American assets. Meanwhile, the euro and yen are gaining ground, a sign that investors are seeking non-US alternatives.

The yen, in particular, benefits from its status as a safe-haven currency, while the euro’s strength may reflect Europe’s efforts to present a united front against US trade policies. But let’s not kid ourselves—Europe isn’t immune to the fallout. A 20 per cent US tariff on European goods could hammer exporters, and the STOXX 600’s recent slide suggests that investors are already pricing in pain.

Gold, unsurprisingly, is shining bright amid the chaos. Up 3.0 per cent and pushing toward US$3,250 an ounce, the precious metal is basking in its role as the ultimate safe haven. Investors are piling in, driven by fears of economic instability and the inflationary pressures that tariffs could unleash. Gold’s upward momentum feels relentless, and I can’t help but see it as a barometer of the market’s deepest anxieties.

When even US Treasuries—long considered the bedrock of safety—are being dumped in favour of cash and gold, you know the ground is shifting. Brent crude, on the other hand, is struggling, down 3.3 per cent and hovering just above US$62 per barrel. The combination of tariff-induced demand fears and OPEC+’s decision to ramp up output is keeping oil prices in check, a rare bit of relief for consumers but a headache for energy producers.

Then there’s Bitcoin, which occupies a curious niche in this turbulent landscape. At US$79,474, it’s down 3.5 per cent over the past day and 2.24 per cent over the last month, according to CoinMarketCap. April has been a wild ride for the cryptocurrency, with Trump’s tariff announcements triggering sharp swings.

The initial panic on April 2 sent Bitcoin reeling, as investors fled risk assets. But the pause in tariffs has sparked a tentative recovery, with signs of a corrective bullish wave emerging. The Relative Strength Index is showing early positive divergence, hinting that the selling pressure may be easing. Still, Bitcoin faces a tough road ahead. If it can’t break through the US$84,000 resistance level, it risks stalling out.

But if bullish momentum builds, we could see it test US$96,000. What strikes me about Bitcoin is its dual nature—it’s both a speculative asset and a potential hedge against fiat currency debasement. In a world where tariffs are stoking inflation fears, Bitcoin’s narrative as “digital gold” gains traction, even if its volatility keeps it from being a true safe haven.

Also Read: Gold jumps 3.3 per cent, Nasdaq soars 12.1 per cent, Bitcoin increases 7 per cent: Inside Trump’s tariff rollback effects

As I reflect on these developments, I’m struck by the broader implications of this trade war. Tariffs of this scale—145 per cent on China, 20 per cent on Europe, and a baseline 10 per cent on nearly all US imports—are a gamble with high stakes. The White House argues they’re a tool to protect American industries and level the playing field, but the immediate fallout suggests otherwise. Supply chains are buckling, consumer prices are poised to rise, and corporate earnings are under threat.

The market’s reaction—plunging stocks, surging gold, and a weakening dollar—tells me that investors see more pain ahead than promise. China’s retaliatory tariffs, now at 84 per cent on US goods, signal that this isn’t a one-sided fight. Beijing’s hints at further stimulus may cushion the blow, but they’re unlikely to fully offset the drag of restricted trade.

What worries me most is the potential for a self-fulfilling prophecy. Markets are pricing in a US recession, with some estimates putting the odds as high as 60 per cent. If businesses pull back on investment and consumers tighten their belts, that fear could become reality. The Federal Reserve, already grappling with sticky inflation, faces an impossible choice: cut rates to stimulate growth and risk fuelling inflation, or hold firm and watch the economy sputter.

The bond market’s volatility suggests that investors are losing faith in the Fed’s ability to thread the needle. And while Trump’s tariff pause offers a glimmer of hope, it’s a temporary reprieve at best. Negotiations with over 75 countries are underway, but the threat of renewed levies looms large, especially for China.

On the flip side, there’s an argument to be made that markets are overreacting. The US economy has shown resilience before, and corporate America is adept at adapting to new realities. If tariffs force companies to reshore production, it could spark a manufacturing renaissance, creating jobs and strengthening domestic supply chains.

The pause in tariffs has already triggered massive relief rallies, with the S&P 500 posting its biggest one-day gain since 2008 earlier this week. And let’s not forget that volatility creates opportunities—savvy investors are snapping up beaten-down stocks and positioning for a rebound. Bitcoin, too, could benefit if inflation fears drive demand for alternative assets.

Still, I can’t shake the sense that we’re at a tipping point. The global economy is interconnected, and policies that disrupt trade flows don’t just hurt one nation—they reverberate worldwide. Emerging markets like Vietnam, already reeling from currency devaluations, face a precarious future. Europe’s export-driven economies are bracing for impact, and even Japan, with its safe-haven yen, isn’t immune to the slowdown.

As I look at the data—plunging stock indices, soaring gold, and a bond market in disarray—I see a world grappling with uncertainty. My view is cautiously pessimistic: while markets may find moments of relief, the underlying tensions won’t resolve quickly. Investors should buckle up for a bumpy ride, with safe havens like gold and selective defensives offering the best shelter in this storm.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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Dear reader,

Southeast Asia’s fintech sector is navigating a sobering moment. A staggering 66% year-on-year funding decline in Q1 2025 underscores growing investor caution, shaped by global headwinds and regional market saturation. Yet, beneath the surface of shrinking capital inflows, a more nuanced story emerges—one of resilience and recalibration.

Singapore’s dominance remains undisputed, drawing nearly three-quarters of all funding and reaffirming its role as the region’s fintech nucleus. The rise of Sygnum as 2025’s only fintech unicorn globally is a bright spot, highlighting investor appetite for innovation in digital asset banking even amid a downturn. Sector-wise, cryptocurrencies held their lead, while investment tech showed quarter-on-quarter recovery, hinting at selective investor confidence in long-term plays.

The sharp fall in late-stage funding and seed capital paints a concerning picture for pipeline growth and exits, especially with IPO activity stalled for over a year. However, the uptick in early-stage funding and strategic acquisitions signals continued belief in Southeast Asia’s fintech potential—albeit more cautious and targeted.

In a fragmented, increasingly protectionist world, SEA’s fintech ecosystem is recalibrating toward quality over quantity. Those building region-specific, scalable solutions stand the best chance of weathering this funding winter and thriving in the cycles to come.

Sainul,
Editor.

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REGIONAL NEWS

SEA fintech faces funding slump in Q1 2025, Singapore and crypto buck the trend
Singapore continues to be the epicentre of fintech funding, attracting a substantial 74 per cent of the total investment in Q1 2025.

Monk’s Hill leads US$28.8M round in Cinch to power device-as-a-service expansion
Cinch offers a subscription model that provides flexible, affordable, and sustainable access to various devices, such as smartphones, laptops, and tablets.

Hoopi raises funding to expand collectibles platform across Southeast Asia
Creative Gorilla Capital is the lead investor | Hoopi provides a consumer-to-consumer marketplace, an auction-based card trading system, local card grading services, and gamified experiences for rare, high-value collectibles.

Singapore anchors inaugural ClimAccelerator for agritech startups in APAC
Powered by Better Earth Ventures, ClimAccelerator aims to support startups in innovating, catalysing, and scaling their climate solutions.

Kopi Kenangan opens its first store in India
India is now the fifth Asian market for Kopi Kenangan, which already has locations in Indonesia, Malaysia, Singapore, and the Philippines | The company plans to open over 10 outlets in India by the end of 2025 while aiming for a long-term goal of 50 stores.

FEATURES & INTERVIEWS

VC in a fragmented world: How trade wars are redrawing SEA’s startup map
Venture capitalists are recalibrating strategies amid global trade wars, prioritising regionalisation, resilience, and geopolitical awareness in investments.

Turbulence and tenacity: How SEA’s startups are turning trade wars into opportunity
Startups are navigating trade wars with resilience, viewing disruptions as catalysts for innovation, growth, and strategic adaptation.

Can Singapore stay on top of the Web3 world? All signs say yes
Singapore cements its status as Asia’s on-chain leader, balancing strict regulation with innovation, ecosystem growth, and real-world crypto adoption.

A thriving Web3 ecosystem is defined by ability to deliver long-term value: Forest Bai of Foresight Ventures
According to the Foresight Ventures Co-Founder, VCs play a critical role in the Web3 ecosystem by providing more than just capital.

INTERNATIONAL NEWS

ShopUp and Sary merge to form SILQ, raise US$110M funding
The investors include Sanabil Investments and Peter Thiel’s Valar Ventures | The newly formed group will establish SILQ Financial, a dedicated financing arm focused on driving innovation in SME financing

US stocks sink as tariffs on China rise to 145%
The markets were giving back large portions of the gains they had made in Wednesday’s historic rally when Trump backed down on his most punishing tariffs on nations he called the “worst offenders” by postponing them for 90 days.

US-China trade war escalates: Markets and Bitcoin plummet
The US-China trade war escalates as markets, currencies, and Bitcoin react to looming tariff hikes and global tension.

Indian AI startup unveils tool to run AI without costly chips
Developed with the Indian Institute of Technology Madras, Kompact AI by Ziroh Labs works on standard CPUs found in regular devices, reducing the need for expensive and scarce GPUs | It has been tested by Intel and AMD.

India investigates quick commerce on market fairness grounds
A complaint filed by the All India Consumer Products Distributors Federation (AICPDF) accuses quick commerce platforms, including Blinkit, Zepto, and Swiggy Instamart, of monopolistic behaviour and selling below cost.

Gold jumps 3.3 per cent, Nasdaq soars 12.1 per cent, Bitcoin increases 7 per cent: Inside Trump’s tariff rollback effects
Markets surge after Trump announces 90-day global tariff pause, but hikes China tariffs to 125 per cent, stoking trade tensions.

Trump tariffs shake markets: Why gold soars as Bitcoin stumbles in 2025
Market wrap shows shifting risk sentiment, trade tensions, and diverging gold-bitcoin trends amid Trump’s tariffs.

Apple’s iPhone cost could rise 90% if it is made in US, BofA says
“iPhone cost can increase 25 per cent purely on higher labour cost in the US,” BofA analysts led by Wamsi Mohan wrote in a note to clients on Wednesday.

Apple shifts 1.5M India-made iPhones to US
This move is part of Apple’s strategy to increase production in India and reduce the impact of high tariffs on imports from China | The flights began in March as Apple responds to US tariffs on Chinese goods, which have reached 125%.

SEMICONDUCTOR

Việt Nam, Singapore seek cooperation chances in semiconductor industry
Vietnam has set a target of becoming a global hub for semiconductor talent and establishing fundamental capabilities in research, design, manufacturing, packaging, and testing by 2030.

India’s semiconductor push with US$8.8B
The government provides 51 per cent fiscal support for projects related to chip fabrication, display fabs, compound semiconductors, and semiconductor assembly (ATMP/OSAT). Product Design Linked Incentives further support chip design.

ARTIFICIAL INTELLIGENCE

AI agents are the new workforce: How to implement them successfully
AI Agents are transforming businesses by automating tasks and enhancing efficiency — learn how to integrate them strategically.

The evolution of healthcare delivery: AI as a partner in collaborative care
AI can refine health information, reduce misinformation, and enhance doctor-patient trust — reshaping healthcare for better outcomes.

Will AI spark a green energy revolution or deepen the global energy crisis? — Part 2
AI’s energy demands are rising, but smart solutions in cooling, grids, and renewables can help balance efficiency and sustainability.

THOUGHT LEADERSHIP

Africa’s green dilemma: Financing the future without selling the soil
Africa’s shift from aid to economic self-assertion unfolds with youth-led markets and green tech, shaping its green growth and sovereignty.

Trust me, PR is with you day and night!
Expertise, creativity, and emotional understanding remain three key advantages for PR professionals in this ever-changing landscape.

Why traditional marketers must embrace digital marketing: Top 3 skills to learn
To stay relevant, it’s crucial that traditional marketers continually learn and adapt to the digital marketing ecosystem.

Diversity and inclusion marketing campaigns: Everyone, everyday, forever
It not throwing in a simple image in the mix anymore but understanding the consumer’s psyche and building products that fulfil their needs.

Building brand visibility: Timeless content marketing principles for startups
Content marketing isn’t just about producing material—it’s about creating meaningful, valuable experiences that connect with people.

Why startups should prioritise brand reputation from day one
Startups need a strong communications strategy to build brand reputation, ensuring credibility with investors and long-term success.

What angel investors should know before using Y Combinator’s SAFE agreement
SAFE agreements streamline startup funding, but the risk for angels needs legal expertise to handle complexities.

Building communities and navigating the future of Web3: Insights from Anndy Lian at Hong Kong Consensus 2025
Hong Kong Consensus 2025 explored Web3’s future, with insights on community building, exchanges, and security from industry leaders.

Exit thinking: One key mindset change to gear up and scale
Having the exit in mind means that you now have a way to define what you want to achieve and to anticipate whatever strategic steps will need to be taken along the way.

From behind a women’s lens: Establishing a footing in the male-dominated VC industry
Women have different life experiences than men, which translates into unique perspectives on business and decision-making processes.

How to embrace a product mindset for digital success
Digital products require continuous iteration, adaptation, and improvement to remain competitive and meet evolving user needs.

Empowering women entrepreneurs: Breaking stereotypes, building success
By challenging stereotypes and providing tailored financial support, we can foster an inclusive environment where women entrepreneurs can flourish.

The post Ecosystem Roundup: SEA fintech funding slumps in Q1 2025 | Trade wars redrawing SEA’s startup map | Cinch raises US$28.8M appeared first on e27.

‘Edge of Tomorrow’, released in 2014, is a science fiction action film starring Tom Cruise and Emily Blunt. The movie is set in a future where Earth is under attack by an alien race known as Mimics, where William Cage (Tom Cruise) finds himself caught in a time loop, reliving the same brutal battle each day. With the help of Rita Vrataski (Emily Blunt), Cage must use his newfound ability to repeatedly relive the day to improve his combat skills, strategise, and ultimately find a way to defeat the alien invaders.

Here are several ways in which being a startup founder can be like Cage’s experience depicted in ‘Edge of Tomorrow’:

• Constantly facing new challenges: Each day brings new obstacles and problems to solve, similar to how the protagonist — William Cage, faces new battles repeatedly.
• Learning through failure: Just like Cage learns from each iteration and failure to improve, startup founders often need to learn and adapt from their mistakes.
• Persistence is key: Success often requires relentless perseverance and trying again after failures, akin to the Cage’s repeated attempts to overcome challenges.
• Facing uncertainty: Both startup founders and the protagonist navigate a landscape filled with uncertainty and unpredictability.

Also Read: What startup founders can learn from Netflix’s “The boy who harnessed the wind”

In the movie, Cage eventually loses his ability to reset the day after a critical incident. Initially, Cage gains the power to reset the day each time he dies due to being exposed to the blood of an Alpha Mimic during battle.

However, during one of the loops, Cage is critically injured and receives a blood transfusion in a hospital. This transfusion dilutes or replaces the Mimic blood in his system, stripping him of the power to reset time. From that point on, he can no longer rely on dying to restart the day.

This aspect is very similar to what we experience as startup founders. As long as we do not lose our ability to persevere, we will be able to continue the fight tomorrow, and so long as we can keep on trying, success is within our grasp. So keep on fighting, comrades.  

—

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

Join our e27 Telegram group, FB community, or like the e27 Facebook page.

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This article was first published on July 1, 2024

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WeLab, a Hong Kong-headquartered fintech platform with a presence in Indonesia, has secured an investment from the HKIC, the investment arm of the Hong Kong SAR government.

This strategic partnership will enable WeLab to develop innovative AI agents that will provide more tailored financial solutions, dynamically responding to customers’ personalised needs and behaviours, as well as to expand its business across Asian markets.

The fintech firm will also foster financial innovation and enhance fintech development across the region. As part of the strategic partnership, WeLab aims to upskill 100 per cent of its staff by 2025 through training programmes focused on AI-driven financial skills.

Also Read: Lighthub Asset, WeLab partner to form new digital bank in Thailand

Furthermore, WeLab will support the HKIC’s ecosystem by assisting companies in expanding their operations in Southeast Asia. WeLab also plans to nurture the next generation by providing fintech training to secondary school and university students.

WeLab offers mobile-based consumer financing solutions, digital banking services to retail individuals, and technology solutions to enterprise customers. It claims to have over 70 million individual users and 700 enterprise customers. It operates in three markets under several key brands, including WeLend, WeLab Bank in Hong Kong, various business lines in Mainland China, and Bank Saqu in Indonesia.

Bank Saqu claims it has amassed over two million customers within its first year. The company is actively pursuing a regional growth strategy, with Thailand identified as a key target for its third digital banking license.

WeLab is backed by Allianz, China Construction Bank International, International Finance Corporation, Khazanah Nasional Berhad, TOM Group, and Sequoia Capital.

Paul Chan, the Financial Secretary of the Hong Kong SAR government, said: “This strategic partnership will assist more local and regional enterprises in leveraging AI and fintech, unlocking the potential of finance to support economic development across Asia. At the same time, it will inspire more cross-sectoral innovation and support talent development for the fintech sector.”

Also Read: WeLab acquires Bank Jasa Jakarta to launch digital bank in Indonesia

Clara Chan, CEO of the HKIC, stated, “The HKIC has been very focused on investment in three key themes relating to technology and closely monitoring the development and application of technology in finance as one of the leading industries in Hong Kong, particularly the integration of open-source AI large language models to explore new, AI-based solutions for smart finance and inclusive development in a target-oriented manner. This approach will provide practical scenarios and support for the advancement of smart finance in Asia, enrich the development of Hong Kong’s capital market and enhance Hong Kong’s strengths as an international finance centre.”

The HKIC, wholly owned by the HKSAR government, manages approximately US$7.95 billion (HK$62 billion). Its dual mandate involves seeking reasonable long-term financial returns and channelling capital to build a vibrant innovation and technology ecosystem, with a focus on hard and core technology, biotech, and new energy and green technology.

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After a turbulent 2024 marked by layoffs and hiring freezes, the 2025 edition of the NodeFlair Salary Report points to a cautiously optimistic outlook for the tech industry in Asia. Drawing from over 130,000 verified data points, the report highlights hiring momentum and mixed salary developments across various roles and markets in the region.

The findings are grounded in NodeFlair’s proprietary database, comprising user-submitted payslips and offer letters, as well as job postings aggregated from leading job portals.

A minimum threshold of 200 data points ensures reliability for each category, with flags placed on entries lacking sufficient data.

The report also notes that job titles and seniority levels may vary across companies, which could affect categorisation accuracy.

“While 2024 was a year of correction for many tech companies, the rebound in hiring seen in early 2025 suggests renewed confidence in digital transformation and emerging technologies,” the report states.

In Singapore, compensation trends for tech professionals present a mixed picture. Software Engineers, a broad category encompassing frontend, backend and full-stack roles, saw a modest 3.3 per cent increase in 2025. However, this figure masks wide disparities based on seniority.

The report found that salaries for Mobile Engineers dipped slightly by 0.2 per cent, while Blockchain Engineers experienced a healthier 3.9 per cent increase. Data-related roles were generally under pressure: Data Engineers and Data Analysts saw declines of 1.5 per cent and 2.4 per cent, respectively. Data Scientists registered a 1.2 per cent drop.

Also Read: Work, tech, and talent: Kristen Lim on the evolving nature of leadership

Cybersecurity Engineers, once a hot commodity, experienced a 4.6 per cent decrease in compensation. In contrast, Solutions Engineers witnessed a robust 11.3 per cent rise, and Game Engineers saw the largest jump, with salaries climbing 28 per cent overall.

Other notable changes include:
– DevOps Engineers: +0.1 per cent
– Site Reliability Engineers: +1.0 per cent
– Systems Engineers: +4.2 per cent
– Product Managers: +3.5 per cent
– SysOps Engineers: +7.6 per cent

While these figures offer a granular view of salary movements, NodeFlair cautions that broader market sentiment, evolving job expectations, and role definitions continue to influence pay scales. Titles such as “Software Engineer” or “Data Scientist” are often used broadly, further complicating year-on-year comparisons.

Competitive edge in employer branding

NodeFlair also analysed the top-searched companies in Singapore, offering insight into how compensation aligns with perceived desirability.

All of the top 15 firms paid Software Engineers at least 10 per cent more than the market median, with 70 per cent offering 20 per cent more. Notably, so-called “FAANG-ish” companies stood out, offering salaries 35 to 52 per cent above the market median.

The report combines salary data with employer reviews, offering a multifaceted perspective on what drives talent interest. This trend suggests that top firms are continuing to use compensation as a lever to attract and retain talent in a recovering job market.

Regional overview: A patchwork of outcomes

Outside Singapore, salary trends across Asia reveal significant variation. India saw an overall decrease in compensation across many tech roles in 2025, suggesting a cautious hiring climate.

In contrast, Vietnam’s data paints a more uneven picture, with some roles experiencing gains while others registered losses.

Also Read: Building an AI-ready Asia by bridging talent, technology, and cyber threats

Indonesia also saw widespread reductions in compensation, reflecting broader macroeconomic pressures. Malaysia’s figures were more mixed, with no consistent trend across roles. The Philippines showed a general decline in pay across most tech roles.

“While market recovery is underway in some regions, others are still navigating a challenging economic landscape,” the report notes. “Employers continue to calibrate their compensation strategies to balance cost management with the need to secure in-demand talent.”

Looking Ahead

As hiring rebounds in early 2025, tech professionals and employers alike are navigating a new normal shaped by shifting role expectations, regional competition, and broader economic pressures. While the salary outlook remains uneven, the industry appears to be stabilising after a volatile period.

For tech workers, the data offers both reassurance and a reality check: opportunities are growing, but compensation trends will likely remain dynamic and role-specific.

As the report concludes, “Adaptability remains key—not only for companies but for talent seeking to thrive in an evolving industry landscape.”

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Image Credit: Microsoft Edge on Unsplash

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Singapore’s tech sector is showing early signs of revival in 2025, following a difficult year marred by hiring freezes and widespread layoffs across the region. According to the NodeFlair Salary Report 2025, companies have begun to cautiously reinitiate hiring activities, fuelling cautious optimism for the months ahead.

This shift suggests that the worst post-pandemic correction may be behind the sector, although uncertainty remains amid ongoing shifts in technology and workplace expectations.

Among the most impactful trends influencing the tech landscape is the growing integration of artificial intelligence (AI) into day-to-day development work.

While the report does not quantify AI’s direct effect on salaries, it offers anecdotal insights from industry leaders that point to a deeper shift in the nature of tech work.

In the report’s “Humans of Tech Q&A” section, several senior leaders reflect on how AI is reshaping workflows, priorities, and potentially the skill sets that drive compensation.

Li Hongyi, Director at Open Government Products (OGP), cautions against the indiscriminate use of AI tools.

“AI is a effective tool as long as you are clear on what problem you’re trying to solve,” he says. “Teams focused on solving problems naturally use AI effectively, while those just trying to ‘use AI’ might build frivolous things.”

Also Read: How can we maximise the full spectrum of tech talent in the digital age?

Li also notes that AI could reduce the cost of building disposable prototypes, hinting at greater efficiency in early-stage software development. This in turn may shift hiring criteria, favouring engineers who can iterate quickly and adapt to changing product demands.

At Carousell Group, CTO Igor Volynskiy observes that most engineers now use AI assistance in some form.

He suggests that AI allows developers to “move up levels of abstraction,” focusing less on code and more on user experience and system design. This could lead to a re-evaluation of how value is measured in technical roles.

Similarly, Rajat Malhotra, CTO at GXS Bank, highlights a distinction that may shape future hiring practices. “AI might replace a developer who simply codes, but not an engineer who engineers a solution,” he states.

Around one-third of GXS engineers now regularly use AI tools, which Malhotra believes improves productivity and enables more personalised product development.

These insights suggest a subtle but growing divide between roles centred on routine coding and those requiring higher-order problem-solving and systems thinking. If these patterns continue, it is plausible that future salary structures will begin to reflect this divergence, rewarding individuals who can integrate AI meaningfully into their work.

Shuyang Quek, Country Head Singapore at Padlet, reinforces the point about AI’s utility when used purposefully. “AI can be efficient if used in a way that’s fit for purpose, like writing code in well-supported languages and stacks,” she notes, underlining the importance of choosing the right tools for the job rather than following trends.

Also Read: How to scale talent in Southeast Asia during unprecedented times

While the NodeFlair Salary Report 2025 does not draw direct correlations between AI use and pay, the shift in discourse among tech leaders indicates that compensation trends may evolve alongside the changing nature of work. Roles that emphasise strategic thinking, user-centric design, and system-level problem-solving may become more highly valued than those focused purely on execution.

As Singapore’s tech industry continues to navigate recovery and transformation, AI’s role appears set to change not only how work is done but potentially who gets paid more for it.

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Image Credit: Alex Kotliarskyi on Unsplash

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Indonesian premium affordable coffee chain Fore Coffee has attracted significant investor interest in its recent initial public offering (IPO).

The offering, which concluded between April 8 and 10, 2025, saw 114,873 retail investors participate and was oversubscribed by 200.63 times via the Indonesia Stock Exchange (IDX) e-ipo system.

This development comes despite the uncertainty in the capital market. According to Wilson Cuaca, Fore Coffee’s IPO success underscores how “an authentic product from a local startup can resonate strongly”.

Fore Coffee, trading under the ticker symbol FORE, is slated to commence trading on the IDX on April 14. The company priced its IPO at IDR 188 per share.

Also Read: Fore Coffee eyes expansion with US$23.2M IPO on Indonesia Stock Exchange

Through the issuance of 1.88 billion new shares, representing 21.08 per cent of its total issued and fully paid-up capital, Fore Coffee is set to raise approximately IDR 353.44 billion (~US$ 22.8 million based on an assumed exchange rate of IDR 15,500 to US$1 for April 2025) in fresh capital.

The newly acquired funds are earmarked for strategic business expansion. Approximately US$ 17.7 million will be directed towards expanding Fore Coffee’s physical presence, with a goal of launching 140 new coffee shops across Indonesia over the next two years.

Furthermore, US$3.9 million is allocated for establishing new donut outlets through its subsidiaries, while the remaining US$1.2 million will be used for working capital.

Established in 2018 with an online-to-offline business model, Fore Coffee offers premium local coffee at an accessible price point. As of September 2024, it has over 216 outlets in 43 Indonesian cities, including tier 2 and 3 cities, and one outlet in Singapore.

The company claims to have demonstrated significant financial growth, with net sales surging by IDR 418 billion (135 per cent year-on-year) to IDR 727 billion as of September 2024, up from IDR 309 billion in September 2023.

Gross profit also witnessed substantial growth, increasing by IDR 252 billion (128 per cent year-on-year) to IDR 447 billion in the same period.

Furthermore, Fore Coffee’s EBITDA growth rose by an impressive 187 per cent year-on-year to IDR 135 billion in September 2024.

The post Fore Coffee’s IPO oversubscribed 200x amid market uncertainty appeared first on e27.

Diversity and inclusion are essential elements in creating a more equitable future for everyone. As we celebrate International Women’s Day (IWD), it is crucial to acknowledge the importance of promoting diversity and inclusion in all aspects of life, including the business world. 

The statistics highlight the need for more action in this area:

• Only 2.5 per cent of startups have solely female founders.
• Startups founded by women have received only 4.4 per cent of venture capital backing since 2016.
• Only 14 per cent of startups have a female CEO.

These numbers show that there is still a long way to go in achieving gender parity in the business world. In Singapore, the situation is even more concerning:

• Women-owned businesses constitute only 27 per cent of all businesses.
• Women-owned businesses account for just 13 per cent of sales in the country.

These figures indicate that women entrepreneurs face significant barriers and challenges in accessing resources and scaling their businesses.

Key challenges women face in business

According to an article in Business News Daily, women entrepreneurs face several challenges in the business world. 

• Some of these challenges include limited access to funding, gender bias, lack of mentorship, balancing work-life responsibilities, and overcoming societal stereotypes. 
• Limited access to funding is a major challenge for women entrepreneurs as they often struggle to secure the necessary capital to start or grow their businesses. 
• Gender bias is another significant obstacle that women face, as they are often subjected to unfair treatment and discrimination based on their gender. 

Also Read: Invest in women, accelerate progress: Why gender equality matters now more than ever

• Additionally, the lack of mentorship and role models can hinder women’s progress in the business world, as they may not have access to guidance and support from experienced professionals. 
• Balancing work-life responsibilities is yet another challenge for women, as they often bear the burden of managing their careers and family obligations. 
• Lastly, women entrepreneurs often have to overcome societal stereotypes and biases that question their abilities and undermine their credibility. These challenges collectively impede women’s progress and limit their opportunities for growth and success in the business world.

Supporting women-owned businesses

By buying from women-owned businesses, we can contribute to closing the gender gap and empowering women entrepreneurs. When we support these businesses, we help create a more inclusive and diverse business landscape that benefits everyone. 

Supporting women-owned businesses is not just about making a purchase; it’s about taking action and making a difference. It’s about discovering their brands, reaching out to them, engaging with their stories, and sharing their successes. It’s about amplifying their voices and championing their cause. 

We’ve created a dedicated space at HitPay called Buy From Her, where we spotlight the online store of the women who have most inspired us in 2023. 

There are stories that are not just about business; they’re personal journeys that resonate with me. Every woman entrepreneur, driven by a commitment to solve real needs in their community, has crafted products not just from passion but from a call to action. These are tales of identifying gaps, taking action, and doing the work to make a meaningful impact.

• Amanda Tan from The CloudTots Singapore, a mother of three kids, realised that today’s kids’ clothes lacked the comfort and creativity that children envision in their imagination. This realisation led her to create clothes with coordinated sets and fun patches for little ones.
• Joana, the creator of The Oneisagi, crafts adorable designs that bring together the love of Japanese aesthetics and cute furry pets. These designs come to life in cute bags or wristlets.
• Maribel created the Tamales Mexicanos restaurant here in Singapore, bringing the flavours of Mexico to Singapore with tasty tamales.

By supporting women-led businesses like these, you not only get access to great products and services but also contribute to building a more diverse and inclusive business ecosystem.

Diversity and inclusion are crucial for creating a more equitable future. As we celebrate International Women’s History Month, let’s take action and prioritise diversity and inclusion within our organisations. By supporting women-owned businesses, we can make a tangible impact and contribute to a more inclusive business landscape.

HitPay is proud to support women entrepreneurs and provides the tools and services they need to thrive. Together, we can create a world where everyone has an equal opportunity to succeed. So, let’s buy from her and make a difference.

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This article was first published on March 14, 2024

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