GOFY’s Founders On Championing Southeast Asian Artists And The Business Of Art
The platform advocates for an approach to art that is fun and accessible but never forgets its roots in culture and community.
By Nicole Ng - published
What does a new era for Singapore’s art community look like? Tiffany Soh, 31, and Jason Ho, 47, the founders of GOFY, a platform offering handpicked art by rising Southeast Asian creatives, have set out to create new experiences for art enthusiasts that venture far beyond the walls of a traditional gallery.
More than just an art retailer, the homegrown collective, which has amassed a following of 26,500 on Instagram since its inception in 2019, also takes part in events such as Boutiques Singapore and initiatives such as its “Meet the Artist” series, which connects emerging artists directly to their community.
Jason Ho and Tiffany Soh, the duo behind GOFY.
On how GOFY is uniquely contributing to the local art scene, Ho says: “Audiences here are becoming more intentional about supporting regional creatives. People increasingly want to know who made the work they’re buying and understand the story behind it. That’s created space for independent artists to build meaningful relationships with collectors, brands and communities rather than simply making one-off sales.”
The founders speak to us about filling the gap in the local art scene, the unique strengths of the art community here and more.
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Why is it so important for GOFY to champion Southeast Asian art?
Tiffany Soh: Southeast Asia has an incredible depth of creative talent, but many artists still lack access to platforms to grow professionally, especially across the region. We want to help bridge that gap by introducing their work to broader audiences and opening doors to commercial opportunities beyond the traditional art and design world.
The collective’s booth at Boutiques Singapore last November.
What is something unique Southeast Asian artists bring to the table?
TS: While every country has its own unique traditions and perspectives, we have a shared heritage that creates a familiar “same same but different” feeling across the region. That balance of individuality and commonality makes their work feel both deeply personal and widely relatable. Many artists here are also incredibly resourceful. The creative industry in Southeast Asia has grown without the same level of institutional support found elsewhere, so artists have become highly adaptable: from experimenting across mediums to collaborating with others.
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How have the works of Southeast Asian artists changed over time, and how do you think they will continue to evolve?
TS: It’s very exciting that artists today are no longer confined to one medium or one audience. Many are moving fluidly between fine art, illustration, product design and digital content, which has made contemporary Southeast Asian art much more accessible to everyday audiences.
What do you look out for when selecting artists to work with?
Jason Ho: We think about long-term potential. We want to work with artists who are open to collaboration and are interested in building their practice as a sustainable career, whether that’s through exhibitions, retail products, brand partnerships or content.
The Non-of-Ya Vase series by Jill Tran, an artist represented by GOFY.
TS: A distinctive visual language is important, but we’re equally interested in the story behind the work. We look for artists with an authentic point of view and a clear creative identity that can continue to evolve over time.
From GOFY’s unique position as the bridge between artist and audience, what is special about Singapore’s creative community?
TS: Singapore’s creative community is really collaborative and resourceful. Artists, designers, musicians and independent businesses and spaces often come together to support one another, and that openness creates exciting opportunities for cross-disciplinary projects.
“For Art’s Sake”, a GOFY initiative that plays on Western canons and is an homage to our cultural roots.
What is your stance on the use of technology in art?
JH: Technology has made it easier for artists to reach global audiences, build communities and create new revenue streams. AI will continue to evolve, but authenticity and human storytelling are what ultimately create lasting value.
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What’s the best way to start collecting?
TS: Start with work that genuinely resonates with you rather than thinking about investment value. The best collections are personal. They reflect your interests, experiences and the artists whose stories you connect with. Prints and artist-designed goods are great entry points, and we have a large collection available on our website!
What’s next for GOFY?
JH: A big focus for us is growing GOFY as a platform where artists can access meaningful commercial opportunities. That means working more closely with brands, retailers and organisations that see value in collaborating with creatives. We want to help artists not only create great work, but also strengthen their visibility and build long-term creative businesses.
Photography: Angela Guo
Art direction: Alice Chua
Makeup: Rina Sim using NARS
Hair: Grego using Revlon Professional