From K-Beauty bargains to practical tools: How Yeoh Mong Chin taps on Shopee for viral products

Long-time content creator Yeoh Mong Chin, better known by her online alias @mongabong, has been sharing about beauty products for years. Having built her presence as a beauty content creator on Instagram and Youtube, it was only natural for her to work with Shopee to recommend products that she has tried and tested.

As one of Singapore’s earliest beauty creators, Mong Chin built her following on trust and consistency, and recommending products on Shopee felt seamless, as it’s a platform that her community already knows and uses.

“Basically, you can find anything and everything on Shopee. This opens up the amount of things that I can talk about and recommend to my followers,” she says.

Through the Shopee Affiliate Programme, she found a way to blend passion with practicality – earning a little extra simply by sharing products she already loves on her social media.

Much of her content focuses on Korean beauty, many brands of which are available on Shopee. With vouchers, discounts and monthly campaigns, the platform makes these products easier than ever to access – and at better prices.

“People usually think (these brands) are cheaper in Korea,” she says. However, she discovered otherwise and filmed a video documenting that. “When I was shopping in Korea, I literally had the Shopee app open on my phone comparing prices,” she laughs.

She is careful to find trusted stores with many good reviews and items sold. She also points her followers to official Korean brands on Shopee Mall, where authenticity is assured.

One of her most unexpected viral hits? A pair of one dollar seamless underwear. “When I first posted it, it went crazy. I’m still seeing traffic from it (more than a month later),” she says.

How Shopee supports online entrepreneurs

Shopee also recently rolled out Youtube affiliate tagging, where creators can tag up to 30 products in their videos, so viewers can make purchases without leaving the app. For Mong Chin, this extends the Affiliate Programme by opening up new opportunities to showcase more of her favourites. The longer format also allows her to dive deeper into them, while complementing her usual Instagram Stories or Tiktok videos, giving her content greater longevity.

Beyond product recommendations, she also launched her own beauty brand, That Letter M, specialising in 100 per cent organic cotton sheets and beauty tools, and later expanded it to Shopee. As a first-time business owner when she started in 2023, she was handling orders all by herself. It got to a point where she was struggling to manage the growing number of orders.

Switching to the Fulfilled-by-Shopee (FBS) service solved the problem and boosted her sales. The service makes it easier for sellers to grow by relying on Shopee’s warehouses and delivery network, so orders reach customers quickly and reliably. Shopee’s team now stores, packs and delivers her products for her.

By freeing herself from day-to-day logistics, Mong Chin can focus more on product innovation, content creation, and engaging her community. For anyone thinking of starting a business, her advice is simple: “There’s no harm trying. It’s simple to get started, and there’s no pressure to pay rent or keep inventory.”

With Shopee’s user-friendly tools, women entrepreneurs are not only growing their businesses, but also uplifting other women along the way.

Join Mong Chin as she shares more about her entrepreneurial journey with Shopee at Finding your Niche Online (18 September, 5-7pm), a fireside chat on kickstarting and growing an online business, brand or side hustle. Sign up here!

PHOTOGRAPHY: Lawrence Teo
ART DIRECTION: Adeline Eng & Ray Ticsay
STYLING: Donson Chan
HAIR: Peter Lee
MAKEUP: Lasalle Lee
COORDINATION: Chelsia Tan

Outfit: Leather jacket, Coach. Tweed cardigan, and printed cotton skirt, Tory Burch. Boots, stylist’s own