At the end of our 2025 Asia trip, in the vibrant hum of Singapore, I met Isabel Ng at a spot called Bettr Coffee. As we sat down, her voice carrying the weight of reflection, the conversation flowed like a slow pour-over: deliberate, layered, and revealing. For I’M NOT A BARISTA, stories like Isabel’s are what we cherish—real tales of people finding purpose in coffee, turning personal struggles into shared connections. Isabel’s journey isn’t about grand achievements; it’s about the honest grind of rediscovering joy through storytelling, one interview at a time.
Isabel Ng, Founder of Grind and Shine Podcast
Now living in Singapore for around two and a half years, Isabel Ng has carved out a life where coffee and creativity intersect. Originally from Hong Kong, she moved here after time in London, seeking something new. Her days blend content management at a coffee academy with nurturing her podcast, “Grind and Shine.” “I’m still figuring it out,” she says, her tone a mix of humility and excitement. The podcast, now a year in, is her passion project—a platform for coffee stories that go beyond the cup. Her schedule is packed: collaborations with the Singapore Coffee Association, events like Singapore Coffee Week, and dreams of expanding to Southeast Asia, Japan, and Korea.
“I want to bridge the knowledge gap—from origins to consumers,”
she reflects. Amid the hustle, cafes remain her anchor, places to work remotely or simply breathe. “They’re my century—escape from life’s frames.”
But Isabel’s current flow wasn’t always this steady. Rewind to a depressing time, when she felt stuck after two years in the same environment. “I was quite lost,” she admits, her voice softening with the memory. Working in a supportive but routine role, she craved change. “I knew I wanted to start something, but what?” Sitting in a cafe near her old place that had accompanied her through difficult moments, the idea crystallized. “Why not a podcast?” Drawing from her love of interviewing and audio productions—from her radio committee days—she decided on coffee as the theme.
“Coffee has always taken a very important part in my heart. I always wanna escape the very typical working environment—that’s when I started working remotely from cafes.””
she says. It’s been a vehicle her whole life, a sanctuary for an anxious person escaping typical work environments.
Launching wasn’t easy. Isabel built everything from scratch: a simple logo, Instagram reels, narratives that shaped her brand’s values. “Marketing’s my wheelhouse,” she says, from her tech background. But the real challenge was outreach.
“I was terrified of rejection, what if no one says yes?”
she recalls, emotions surfacing even now. One evening at 8 PM, anxiety hit hard. She called her sister, venting fears. “Just ask—they’ll want their stories heard. Small owners will say yes.” It was the push she needed. Targeting Season 1 on small business owners, Isabel messaged cafes. To her surprise, responses came. “People cared,” she says, still in awe. The first season explored setups, challenges, and successes—honest tales from behind the counter.
As interviews unfolded, Isabel learned profoundly. From Jonathan Teo at Kyuukei Coffee, who created his shop as a resting place amid corporate chaos. “It’s like inviting guests to your dream,” she reflects. From Regina at Bearded Bella, who shared origin hardships, bringing Isabel to tears. “I saw the labor—the supply chain’s reality.” These weren’t just episodes; they were mirrors. “Cafes are magical—outlets for dreams, hubs for meetings.” Her own rituals—simple pour-overs, experimenting with beans—became ways to process it all. “It’s fluid,” she says.
The podcast grew. Season 2 shifted to telling the personal journey and authentic stories of 5 cafe owners and home brewer. Challenges persisted—financial sustainability chief among them. “No big sponsors yet.” But validation flowed: a barista’s YouTube comment praising the spotlight on unsung heroes, a volunteer’s 300-word application sharing her struggles. “It shocked me—grateful doesn’t cover it.” Now, with crew members joining, projects expand: behind-the-scenes roasts, global ambitions. “Southeast Asia—I’m coming,” she laughs.
Flash back to London, where venture capital honed her skills for two years. “Fast-paced startups, but I craved more.” Cafes were escapes: remote work havens amid anxiety. “They’re my century—breaking life’s frames.” Hong Kong’s uni days laid the foundation: journalism, radio committee, audio production.
“I loved interviews—understanding stories.”
Post-grad, she dove into startups as a digital marketer, thriving in small teams. “Five people, fast-paced.” Internships piled up, sharpening her writing for companies.
The pandemic amplified coffee’s role. Locked in, cafes became lifelines. Moving to Singapore, the transition hit hard. “Lost again.” But Vernacular Coffee’s atmosphere grounded her. Starting “Grind and Shine” was her leap, born from doubt yet fueled by passion.
Isabel’s story feels full circle. “I’m excited—where will I be in a year?” For our community, it’s a call: Embrace vulnerability, brew connections. Share yours at I’M NOT A BARISTA—we’re all grinding and shining.
