Launched in March 2024 after Sujin completed national service, Koocester Homes has grown to nearly 100,000 followers on TikTok and close to 40,000 on Instagram. Its most-viewed video has drawn more than 3.4 million views.

For years, Sujin remained behind the camera as the anonymous interviewer in the platform’s signature first-person home tour videos. He recently decided to reveal his identity and begin documenting his own journey.

“For the longest time I wanted to stay anonymous, but just like how I’m documenting everyone else’s story, I thought it would be pretty cool to start sharing mine,” he told AsiaOne.

With no experience in building a social media brand, Sujin started by knocking on doors and asking strangers whether he could film their homes.

He said the process initially made him nervous because he feared being judged or failing, while approaching homeowners and appearing in videos pushed him well outside his comfort zone. Home ownership in Singapore reached 91.2% in 2025, according to the General Household Survey cited by Channel News Asia.

His first video, which featured a Peranakan-inspired HDB flat, has since amassed more than 550,000 views.

Sujin believes Koocester Homes gained traction because it focused not only on the properties themselves but also on the people who lived in them. “I believe a home is not just about how it looks,” he said.

The platform’s interviews explore homeowners’ personalities, lifestyles and the stories behind their living spaces rather than concentrating solely on interior design.

A home featured in a tour by Singapore platform Koocester Homes. Photo from Facebook

Koocester Homes has since expanded into a team of about five people and entered Malaysia, where it launched a new page in August 2025.

Sujin credited a mentor known only as “Koocester” with giving him the opportunity to build the business, but said he could not disclose the mentor’s identity because of a non-disclosure agreement.

The company now works with interior design firms, furniture brands and homeware businesses, though Sujin declined to reveal its revenue.

Looking back, he said the first home he filmed remains the most memorable because it showed him what could happen simply by asking someone for an opportunity. “You can get anything if you just ask,” he said.