Mentoring SG unveils new series turning young dreams into reality

Mentoring SG has launched "One good shop", a three-episode short-form reality series co-created by agencies ballsy and Friend, aimed at showing how mentorship can turn ideas into real businesses. The series follows three young people as they transform their concepts into actual shops, guided by experienced mentors at every step.

The mentors featured in the series include Bjorn Shen, Masterchef Singapore alum, Rowena Bhagchandani, CEO and co-founder of BLKJ Havas, and fractional CMO Delbert Ty.

The first episode follows 25-year-old Jaccine, founder of the home-based Bojio Bakery, who is passionate about building something of her own. She acknowledges the challenges of the F&B industry, citing high operational costs and the closure of many local outlets, but remains determined to chase her dream. Her mentor, Shen, offers guidance on navigating the food business.

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The episode then introduces the other mentees, who meet and share their perspectives on mentorship. They are presented with their first challenge: serving their baked goods to attendees at the National Mentoring Summit. The episode closes with a teaser of the next episode, showing the mentees interacting with the public at the summit.

In conversation with MARKETING-INTERACTIVE, Remona Duquesne, marketing consultant, Mentoring SG said the series format reflects the journey of mentorship, from self-doubt and problem-solving to growth and tangible outcomes, making it relatable and practical for viewers. 

"At its core, 'One good shop' shows how one good talk with the right mentor, can change a young person’s direction and make mentorship feel relatable, practical, and real," said Duquesne. 

The series was inspired by the simple insight that many youths don’t fully understand the value of mentorship until they experience it. Furthermore, youths today are experimenting with side hustles, creative ideas and alternative career paths, though often without guidance. 

"'One good shop' was designed to bridge that gap by showing mentorship not as abstract advice, but as something that leads to real-world outcomes: products made, ideas tested, confidence built," explained Duquesne, adding that the reality-show format helps make mentorship visible, human and culturally relevant for younger audiences. 

The mentees were selected through an open call, with a focus on curiosity, commitment, and openness to learning rather than just “best ideas”. Meanwhile, each mentor was chosen intentionally, each representing different paths to success across food, lifestyle, entrepreneurship and business. 

"One good shop" will be released on digital and social platforms, including Instagram, TikTok, and the Mentoring SG YouTube channel. It is supported by a broader digital-first campaign featuring social content, influencer storytelling, and mentor-led engagement, aimed at encouraging youths to sign up for Mentoring SG programs.

"'#OneGoodShop' is an exciting first for Mentoring SG in partnership with our fractional marketing leads Remona Duquesne and Janice Chua. It is a bold campaign which activates our fundamental belief, that all it takes is #OneGoodTalk to turn doubt into direction for youth seeking clarity,” said Ian Tan, director of marketing and youth outreach, Mentoring SG. 

In tandem, VJ Anand, founder and chief creative officer at ballsy, said, "This was a real team effort from the mentoring team to ballsy and Friend. We all cowrote the show together. Mentoring team wanted an idea to get in more mentees and the best way to recruit honestly is to show how mentoring can actually benefit a real-life challenge and business." 

“Way too many F&B businesses in Singapore are shutting down these days. So what happens when the younger generation dreams of entering the food industry? With real-life mentors and guidance, their dreams don’t have to take a backseat. Even in a challenging industry, the right guidance can help those dreams come true. That’s what the show is about,” he added.

Building on their experience creating culturally relevant content for youths, ballsy previously made headlines last May with its global debut for Jetpac, a travel eSIM brand, through "The travel virgin show".

The social-first, unscripted series followed two first-time international travellers, guided by mentors including Love Is Blind UK star Benaiah. Bold OOH activations in Los Angeles and London teased the campaign with provocative phrases and directed audiences to a microsite, with the full rollout planned across Europe, APAC, Canada, and Australia.

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