Turning a Simple Idea into a Sweet Success Story
“I was considering whether to be the ice cream man or sell lemonade,” Chen Ke Long shares with me as he juggles a stack of ripe lemons on his counter. “In the end, I opted for lemonade since it requires fewer licenses than selling ice cream.”
His homemade lemonade, shimmering in a cloudy yellow hue, may look ordinary at first glance, but a sip reveals a delightful burst of citrusy tang that leaves a refreshing aftertaste. “Anyone can whip up lemonade at home,” Ke Long admits with a hint of modesty. “So I was quite surprised when my videos hit 100K views in the first week of selling lemonade on TikTok.”
Under the handle @ke_long, this lemonade maker is steadily carving a niche for himself in the local TikTok scene. His comment sections overflow with requests for unique combinations like ‘Lemonade and Bandung’ and ‘Lemonade and McFlurry,’ alongside a flurry of inquiries about how to purchase his creations. Ke Long diligently responds to these questions, posting two to five times daily.
I meet Ke Long at his parents’ five-room flat in Woodlands, where he lives with his partner and three children. Dressed casually in a brown T-shirt and black shorts, he drags his feet slightly, perhaps a sign of fatigue, yet he maintains a cheerful demeanor, eagerly answering my questions. The dark circles under his eyes and slightly hunched posture reflect the challenges of being a young father.
The Lemonade Man
One day, a video of a man mixing lemonade with Sprite appeared on my For You Page. Clicking into his account revealed a treasure trove of such content, showcasing him blending lemonade with various soft drinks at the behest of his audience. The element of surprise in these clips captivates new viewers.
It’s intriguing to see him openly share his lemonade recipe on TikTok, as trade secrets are typically closely guarded. This transparency has endeared him to a loyal following, garnering him around 3,573 followers and 124,000 likes as of now.
Like Ke Long, a growing number of Gen Z individuals are embarking on unconventional paths—becoming tattoo apprentices, thrift shop owners, and, now, online lemonade sellers. This trend reflects a rebellion against the traditional corporate career path.
A 2022 Randstad survey found that 41% of Singaporean respondents aged 18 to 67 would prefer unemployment to being unhappy in their jobs, while 56% prioritize their personal lives over work.
The Squeeze
Ke Long only makes a few hundred dollars monthly, barely enough to cover his daily expenses. However, he does not view this as a negative aspect. “Luxury is just a want, not a need,” he asserts. “I love what I do—creating content, hosting, and editing videos. The lines between leisure and work are blurred, making it feel less like a grind.”
His journey began with inspiration from a video by prominent content creator Gary Vee, who was promoting lemonade sales. Seeking alternative income sources beyond his previous role as a GrabFood delivery rider, Ke Long found lemonade sales to be an accessible option.
After slicing the lemons, he reveals his prized possession—an electric citrus juicer. The drone of the juicer fills the kitchen as he works, beads of sweat forming on his forehead. “I don’t just make one cup; I prepare liters of it, so my hand gets tired,” he explains, slightly out of breath. His partner, Chanel, enters the kitchen to help, demonstrating their seamless teamwork.
The Acidity of the Business
Ke Long wakes up daily at 10 am, and after his partner sends the kids to school, he begins his day by preparing the lemonade. He notes that the volume of orders heavily depends on his TikTok activity. “If I don’t post on the weekends, then on Monday and Tuesday, I won’t have orders at all.”
Most customers prefer to pick up their lemonade at nearby MRT stations. For those who live farther away, like in Bedok, delivery costs can reach as high as S$14.30, leading to criticism from some TikTok viewers. He often discourages customers from ordering due to the expensive delivery fees but remains grateful for the engagement on his content.
On days when he has spare time, he brainstorms new video ideas, sharing his experiences and daily life with his audience. As the evening approaches, he picks up his children from school and prepares for live TikTok sessions that can last until midnight.
When Life Turns (Slightly) Sour
“People expect me to have a stable, full-time job, especially since I have three kids,” Ke Long reflects. The prevalent “iron rice bowl” mentality in Singapore—prioritizing secure jobs—remains a significant barrier for those like him pursuing unconventional paths. The societal pressure to conform can be overwhelming.
Ke Long has faced online criticism for his choice of career, with some doubting his ability to provide for his family. He shares his internal struggles with a sense of vulnerability, questioning, “Is what I’m doing really right?”
Despite these challenges, Ke Long remains focused on his passion. “I want to move forward in life and am willing to work hard with this lemonade business.” He dreams of one day opening his own lemonade shop, recognizing that starting and maintaining a home-based business is no easy feat.
As our conversation concludes, he encourages me to pursue my passions, saying, “Look at me, I have three kids, and I’m trying this crazy venture. If you want to try something, just go for it.”
