If you have ever fallen down a YouTube rabbit hole of mysterious Asian stories, sharp social commentary and unexpectedly dark humour, chances are you have come across Sneaky Sushii.
With over 690,000 subscribers on YouTube, Jay, better known as Sneaky Sushii, has carved out a distinctive space as a social media influencer in Singapore. His channel explores strange, unsettling and sometimes controversial stories from across Asia, delivered with crisp editing and a calm yet cutting narrative style.
As the creator economy grows and influencer marketing in Singapore becomes more sophisticated, creators like Sneaky Sushii stand out not just because of numbers, but because of strong storytelling and clear identity.
Here are five fun facts about Sneaky Sushii that might surprise you.
1. He Went Viral Making Cinematic Films Inside Fortnite
Before he was Sneaky Sushii, he was running a channel called Sushi Films.
In July 2018, Jay uploaded his first YouTube video. It was a short film created entirely using footage from the video game Fortnite. Instead of simply recording gameplay, he crafted cinematic narratives inside the game, complete with structured plots and tight editing.
The response was explosive.
Within six months, the channel reached 100,000 subscribers. One of his most popular Fortnite short films eventually hit 8.2 million views. For a creator working within a game environment, that level of storytelling and production value was impressive.
By mid 2019, his videos were pulling in millions of views consistently. What started as creative experimentation quickly became a serious career path.
2. He Completely Rebranded When He Got Bored
Most creators would stick with a formula that works. Jay did the opposite.
After about a year of creating Fortnite-based short films, he grew tired of the game. Instead of continuing to capitalise on a proven niche, he decided to pivot entirely.
He rebranded himself as Sneaky Sushii and shifted towards commentary and storytelling. His new content blended humour, cultural critique and deep dives into strange or mysterious stories from Asia.
The move was risky. Audiences do not always follow creators across drastic changes in niche. But the gamble paid off.
Today, his channel is known for unpacking lesser-known Asian phenomena, controversial figures and bizarre subcultures in a way that feels both entertaining and thought-provoking. That reinvention is a big part of what keeps his content fresh.
3. He Dropped Out of NTU to Pursue Content Full-Time
Jay attended Nanyang Technological University but dropped out after roughly one and a half years.
He has shared that he felt his film professors were repeating concepts he had already learned during his time in polytechnic. Rather than continue on a path that did not feel aligned, he decided to learn independently and focus on YouTube.
In Singapore, dropping out of university is not typically seen as the safe route. It requires a strong sense of conviction, especially when the alternative is an uncertain creative career.
For Jay, the decision reflected confidence in his ability to build something on his own terms. Considering the trajectory of his channel since then, it is clear that he trusted the right instinct.
4. He Believes Strongly in Manifestation and Meditation
On screen, Sneaky Sushii often appears analytical and sceptical. Off screen, he credits a large part of his success to visualisation and manifestation.
He has spoken openly about going through one of the darkest periods of his life at 21. During that time, he turned to self-help books, meditation and the law of attraction. He describes manifestation as something close to a personal belief system, attributing much of his career progress to consistently visualising the outcomes he wanted.
He also practises meditation to manage stress and burnout, which is especially important in the fast-paced world of content creation.
It is an unexpected contrast to his sharp commentary style, but it adds depth to his personality. Behind the calculated storytelling is someone who has invested heavily in his mindset and mental resilience.
5. He Is Part of a Creator Power Couple
Sneaky Sushii is in a relationship with fellow creator Dewy Choo. The pair have shared insights about their journey on various podcasts, discussing everything from content creation to navigating relationships in the public eye.
Their openness offers a glimpse into the realities of being digital creators in Singapore. Balancing personal life with online visibility is not always straightforward, and hearing them speak candidly about it makes their journey feel more relatable.
As one of the prominent male influencers in Singapore, Jay’s relationship also highlights how interconnected the creator ecosystem has become, where collaborations and partnerships often extend beyond just brand campaigns.
Why Sneaky Sushii Continues to Stand Out
From cinematic Fortnite films to deep dives into Asia’s strangest stories, Sneaky Sushii’s journey is marked by bold pivots and strong creative identity.
He did not stay boxed into one niche. He did not follow a conventional path. And he continues to refine a voice that feels distinct in a crowded digital landscape.
For brands observing the creator space, his story is a reminder that influence is built on authenticity, consistency and storytelling depth.
Looking to Work with Influencers Like Sneaky Sushii?
Finding the right creator is not just about follower count. It is about audience fit, brand alignment and strategic execution.
If your business wants to collaborate with impactful creators in Singapore, GetKobe helps you identify the right talent, manage campaigns effectively and maximise your influencer partnerships from start to finish.
Explore how GetKobe can support your next influencer campaign and connect your brand with creators who truly resonate.
