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About Rachael

I’m Rachael Neo, a content strategist trained in journalism and seasoned in marketing. I turn technical topics and TikTok trends into stories that are local, human and worth-reading. Years of working with brands across industries taught me what makes a story land, on the page and on screen, and how to make it earn its place commercially. These days, I’m bringing that craft to food and culture, digging into the businesses, people and heritage behind what we eat.

Languages
Chinese (Mandarin) English Malay
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Rachael Neo

Work 3

Getting Purrfect: How Second-Generation Cat Cafes in Beijing are a Sign of Increasing Professionalism

Ruiqinqin1 English

A multimedia project examines Beijing’s growing cat-café industry, including the trend’s popularity as a social activity, the challenges faced by an independent café owner, and concerns about cat welfare. It also highlights efforts by businesses to improve conditions for cats and customers as the sector becomes more professional.

Cat cafes Social trends Small business Animal welfare Beijing China
Reporting styleInformative

Mostly factual project overview, with mildly promotional language about responsible and sustainable cat-petting.

Ex-Hairstylist Turned Dessert-Shop Owner Wants To Bring Back The Culture Of Smiles

Rachaelneo English

Sharp interviews connecting personal stories to trends

Small Business Singaporean Desserts Food and Beverage Customer Service Traditional Food Culture Singapore Tampines Johor Bahru Enterprise Singapore Vincent Toh Shin Henry Thia
Reporting styleInterpretive

The profile includes the writer’s subjective tasting impressions and favorable judgments, alongside reported facts and interview quotes.

Remembering Sago Through Stories Across Time and Seas

GOYA Journal English

Original reporting that makes the esoteric everyday

Sago Food history Southeast Asian food culture Food security Singapore's sago industry Singapore Indonesia Sarawak CRAUN Research Sarawak Sago Manufacturers’ Association United Nations India
Reporting styleInterpretive

Reflective, persuasive feature writing uses evocative language and a concluding question to advocate renewed recognition of sago.

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