The rise of Koocester Homes, a viral home tour platform in Singapore, is a fascinating tale of ambition, courage, and the power of storytelling. Founded by Sujin Muvendran, a 25-year-old with no prior experience in social media or property content, this platform has captured the attention of nearly 100,000 followers on TikTok and over 40,000 on Instagram. What makes this particularly intriguing is the platform's unique approach to home tours, focusing on the people who live in these spaces rather than just the properties themselves.
The Power of Personal Stories
Koocester Homes' signature first-person home tour videos offer a glimpse into the lives of homeowners, exploring their personalities, lifestyles, and the stories behind their living spaces. This shift in perspective is what sets the platform apart and has likely contributed to its success. Personally, I think it's a brilliant strategy, as it humanizes the experience of homeownership and makes it relatable to a wide audience.
Overcoming Comfort Zones
Sujin's journey began with a simple yet bold idea: knocking on doors and asking strangers if he could film their homes. This initial step required him to step out of his comfort zone, facing the fear of judgment and potential failure. It's a testament to his courage and determination that he persevered, and his first video, featuring a Peranakan-inspired HDB flat, became a hit with over 550,000 views.
The Impact of Homeownership
With home ownership rates in Singapore reaching 91.2% in 2025, according to the General Household Survey, Koocester Homes taps into a widespread interest in property and home design. By focusing on the personal stories and experiences of homeowners, the platform adds a layer of depth and emotion to what could otherwise be a purely aesthetic exploration of homes.
Expansion and Mentorship
The success of Koocester Homes has led to its expansion into a team of five and a foray into Malaysia, with a new page launched in August 2025. Sujin attributes this growth to the mentorship of an anonymous figure known only as "Koocester," who provided him with the opportunity to build the business. This highlights the importance of mentorship and guidance in entrepreneurial ventures.
A Lesson in Taking Chances
Looking back, Sujin reflects on the first home he filmed as the most memorable, not because of its design or features, but because it taught him the power of asking. His experience shows that sometimes the biggest opportunities arise from simply taking a chance and asking for them.
Conclusion
Koocester Homes' success story is a reminder that innovation and creativity can come from unexpected places. By focusing on the human element of homeownership, Sujin has created a platform that resonates with a broad audience. It's a testament to the power of storytelling and the impact it can have on building a successful brand.
In my opinion, Koocester Homes' approach offers a fresh perspective on social media content creation and highlights the potential for personal stories to engage and inspire.
