Social media agency Hustle Studios SG acquires RICE Media

Independent Singapore publication RICE Media has been acquired by Hustle Studios, the creative studio arm of Hustle Singapore.

The move builds on an existing relationship between the two, with Hustle Singapore previously serving as a training partner to RICE. The acquisition brings together RICE’s editorial platform and community reach with Hustle’s expertise in learning, facilitation and creative industry training.

Under the new ownership, RICE will look to expand beyond publishing into creative industry programmes, workshops and community-led experiences. The companies said this direction responds to shifting audience needs, including growing concerns around burnout, the search for community and demand for creative expression beyond performance-driven environments.

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Founders Mark Tan and Julian Wong will continue to serve in an advisory capacity.

Furthermore, RICE Media will continue publishing on its existing platform, with announcements on programming and community initiatives expected in the coming months.

“What stood out to us was that RICE was never just a publication. For the new generation, it has always been part of Singapore’s cultural and creative infrastructure. Our role is to support its next phase: not just continuing the storytelling, but creating more spaces where Singaporeans can reflect, create, and connect with one another," said a Hustle Singapore spokesperson. 

“What many people are looking for today are spaces where they can make sense of change together, beyond just through content, but through participation, learning, and creative expression," the spokesperson added. 

The move comes amid a broader shift in how independent media brands are evolving their business models. Increasingly, publishers are diversifying revenue beyond advertising, leaning into community, learning and experiential formats, and partnering with creative or platform-led companies to stay relevant.

In Singapore, Vogue Singapore has similarly been rethinking its offering, pushing into experiential print to deepen audience engagement. The title recently unveiled a glow-in-the-dark collector’s edition for its March 2026 issue, part of a wider strategy to position print as a tactile, interactive experience rather than a static product.

Against this backdrop, the RICE Media-Hustle Singapore deal reflects a growing industry trajectory. Rather than consolidating for scale, media brands are extending into participatory ecosystems, where content is just one part of a broader mix spanning community, education and creative expression. 

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