Yet Another Hidden Gem?

Social media is so saturated with such finds that the term may have lost its meaning, but there is no denying the thrill of discovering underrated food spots

- Cherie Lok

Follow me to a hidden gem in Singapore. Here it lies, tucked away in a sleepy industrial estate. Or here: hidden in plain sight, matcha flowing from its taps like water. It is probably affordable. "Authentic" too.

All the best invitations contain an element of exclusivity, the prospect of venturing where few people have gone. Especially in Singapore, where content has been mined from every possible crevice, and all surprise seemingly stripped away.

And yet, hope springs eternal. Across Instagram and TikTok, food influencers seem to have done the impossible, continually chancing upon underrated haunts in the most Instagrammable of locations.

The idea of "hidden gems" remains evergreen because it taps consumers' curiosity bias, says Ms Patrina Ng, a senior lecturer at Republic Polytechnic's School of Business. "Humans are naturally wired to seek new experiences, which makes them want to explore and be among the first to try something new.

"Discovering such gems often triggers positive emotions and a sense of reward. This marketing strategy is especially effective among younger or experience-seeking consumers."

Little wonder, then, that the excavation of hidden gems has boomed with TikTok. The term started gaining traction in 2015, and has steadily risen in prominence over the last two years, according to Google Trends for Singapore. The internet is now so saturated with hidden gems that the concept itself has reached the point of parody.