Healthy Living Through Healthy Drinks

What is your business about?

Curated Culture is a functional beverage company established in 2021 in Singapore. We are a spin-off startup from the NUS Food Science and Technology department. Our mission is to enable healthy living by providing clean label, healthy and tasty beverages that people can enjoy everyday and feel good about themselves.

What made you decide to start your business? When did you start?

We started Curated Culture in early 2021 because we wanted to enable healthy living by providing clean label, healthy and tasty beverages that people can enjoy everyday and feel good about themselves.

Why did you choose to take part in SEM?

It was a good platform and opportunity for us to take our beverages to market and develop a deeper understanding of our drinks and consumers.

What are some of the challenges you face as a student entrepreneur?

As a student entrepreneur, starting a business is a steep learning curve while also trying to keep up with coursework. It can be challenging to enter an industry without an existing network and understanding of how the industry works. At the same time this can also be an advantage, as it lets us think outside the box and come up with novel approaches.

What is one tip that has helped you in juggling your responsibilities as a student and entrepreneur well?

● Having a clear long-term goal to work towards that keeps you going in the high and low moments.

● Setting clear immediate term goals and prioritising tasks.

● Ensuring that we also have moments to recharge ourselves.

What motivates you and keeps you going in your business?

● When people come to us and tell us that our drinks are tasty and good!

● When we achieve milestones together as a team.

● When you know that your team has your back.

The team behind Curated Culture, Shu Wen (Masters of Science, FST), Shermaine (FST, Cohort of 2020) and Christian (Y2, MBA).
Their drinks are currently sold at NUS Co-op@Central Forum under the Student Entrepreneur’s Market (SEM) programme.

Instagram: @curatedculture_sg

Website: curatedculture.sg