Marketing for businesses that deserve to be found.
The Tofu Group is a Singapore-based growth and marketing studio working with small businesses, startups, publishers and founders. We help businesses become easier to discover through search, content, AI visibility, social, creators and paid growth.
Good marketing should help a business grow. It shouldn’t just give it more things to do.
What is The Tofu Group?
The Tofu Group grew out of years spent working in marketing while also building websites, publishing projects and digital businesses of our own.
Over time, we became increasingly sceptical of marketing plans that looked impressive on paper but didn’t make much sense for the business paying for them. More content is not always the answer. A bigger ad budget is not always the answer, and being active on every platform certainly isn’t always the answer.
We prefer to begin with something more useful: where are your customers already looking for what you do, what are they trying to find, and what is stopping them from choosing you?
Why “Tofu”?
The honest answer is that we liked the name before we came up with the explanation.
It was memorable, felt familiar without sounding overly corporate, and importantly, did not sound like every other marketing agency.
Only afterwards did we realise tofu was actually a fairly good fit for the way we wanted to work. Tofu changes depending on what you put around it. It can be simple or sophisticated, sit quietly in the background or become the main part of the dish.
Marketing is much the same. A facial spa in Singapore should not be marketed like a SaaS company. A publisher with hundreds of existing pages has very different problems from a founder launching their first website.
What we work on
Search sits at the centre of a lot of our work, but we look at the wider journey people take before choosing a business.
Search & AEO
SEO, local SEO, Search Console analysis, content strategy, internal linking and visibility across traditional and AI-assisted search.
Content & Publishing
Editorial strategy, articles, landing pages, content refreshes and useful resources built around real search behaviour.
Launch & Growth
Positioning, launch strategy, first-customer acquisition and deciding which channels deserve attention first.
Social & Creators
Social strategy, community growth, influencer shortlisting, outreach and creator campaigns.
Paid Growth
Google, Meta, TikTok, LinkedIn and retargeting, with equal attention paid to what happens after someone clicks.
Business Building
Websites, publishing projects, tools and digital businesses. We build our own things too.
Vivian Yeong
Founder · Marketer · Publisher · Website Builder
View LinkedIn ProfileThe Tofu Group was founded by Vivian Yeong, a Singapore-based marketer whose experience spans editorial, digital marketing, beauty and medical aesthetics, brand and product marketing, ecommerce and performance marketing.
Her career began in writing and editorial before moving into agency-side digital marketing and later into roles across beauty, medical aesthetics, nonprofit organisations, entertainment and performance-led growth.
Alongside her professional work, Vivian has spent years building and operating websites across travel, parenting, lifestyle, beauty, luxury, local directories and digital tools.
Running those projects has meant dealing with SEO beyond theory: growing traffic, losing rankings, fixing indexing problems, analysing Search Console data, updating established content and learning which ideas actually perform once they leave the spreadsheet.
We build our own things too.
Client work is only one part of The Tofu Group.
We continue to operate our own websites, publishing projects and digital experiments. That gives us somewhere to test ideas before turning them into recommendations for somebody else’s business.
We have seen pages grow into major traffic sources, websites recover after search declines and ideas we were convinced would perform go almost nowhere.
The failures are useful too.
Small steps
before big spend.
A business may not need 50 new articles. It may already have ten pages sitting just outside page one.
It may not need a bigger advertising budget. The landing page may simply need to be better.
It may not need the biggest influencer it can afford. A smaller creator with the right audience may be considerably more useful.
We would rather work out what deserves your money before helping you spend more of it.
Tell us what you’re building.
Whether you’re starting something new, trying to grow an established business or staring at Search Console wondering what happened, we’re happy to start with a conversation.
Contact The Tofu Group →