One of the many things to do when visiting South Korea is to take photos at their self-photobooths—and Keith Kok did just that during his graduation trip to the country in 2022.
But what was a simple, fun activity with friends led him down a rabbit hole driven by intrigue, and he decided to bring a similar experience to Singapore: Solace Studios.
The business offers wallet-friendly and accessible self-photobooth experiences, with pricing starting at just S$10 for two photo strips or one print.
Unlike the self-photo studios in Singapore at the time, which typically cost upwards of S$30 and required advance bookings, these booths were affordable, fuss-free, and open to everyone.
Keith Kok, founder of Solace Studios
Going “all in”
Solace Studios isn’t Keith’s first entrepreneurial endeavour. He first started selling slime online and in a consignment shop as a secondary school student, and sold LEGO keychains and Tsuno sling bags while juggling his studies at Temasek Polytechnic.
All three trends died down, leading to the conclusion of all three side hustles. However, to Keith, there is a silver lining to these experiences.
“Most of what I sold was driven by current trends, and keeping up with those trends taught me how to spot what captures people’s interest. That experience played a big part in helping me conceptualise and launch Solace Studios,” he explained.
For Solace Studios, Keith decided to go “all in.” He claimed to have invested a total of S$75,000, of which half of the capital came from his own savings made from his past ventures and part-time jobs.
The other half came from his father, who previously ran Yung Yung, a small F&B business that had since closed down—though Keith shared that he didn’t plan to approach him initially.
At the time, they weren’t particularly close as his parents had divorced, and they didn’t meet often. Still, Keith decided to pitch the idea. While his father was slightly sceptical, he ultimately agreed to invest in Solace Studios and continues to help with the business’s operations to this day.
“In a way, starting the business not only gave me a shot at building something meaningful but also helped to rebuild my relationship with him,” he added.
In fact, Keith’s father played a significant role in helping the business stay within budget during the renovation of its first outlet. With his negotiation and “great people skills,” the team was able to save “a few thousand dollars here and there” on rental, equipment and renovation works.
After three months of planning and conceptualisation, Solace Studios officially opened its doors at 30 Haji Lane in October 2022.
From small beginnings to 16 outlets
To Keith’s surprise, Solace Studios drew overwhelming crowds at launch, eager for S$10 photo strips—something he hadn’t anticipated, especially given the business’s rocky start.
He shared that, despite staying within budget, renovations took longer than expected. This delay caused them to overrun the one-month rent-free window, leaving them no choice but to open with just one room and one machine—a stark difference from the three they had initially planned.
“We had only bought one machine from Taobao, because at that point, we weren’t even sure if it would work properly,” lamented Keith.
But their simple setup did not stop the word from spreading on social media, and crowds formed at the shop.
“I didn’t really have a strategy in place to handle the demand. I was just genuinely grateful that people showed up, so I did whatever I could, like handing out bottled water and sweets to those patiently waiting in line. It was a hectic but heartwarming start,” he shared.
Solace Studios has since grown into one of the most well-known self-taken photobooths in Singapore, with 16 outlets to date, including at VivoCity and Jewel Changi Airport.
In its first year of operation, Keith shared that the business began establishing itself in high-traffic areas, like Orchard and Bugis, and subsequently expanded to the heartlands and residential neighbourhoods.
As the majority of their patrons are students, the company considers locations close to schools when selecting sites. “The goal was to make Solace Studios more accessible to everyone, no matter where they live.”
The business has also collaborated with established names such as Charlotte Tilbury and Warner Music, further cementing its growing presence.
However, some might wonder whether, since photo booths became a trend after the 2000s neoprint craze, the business would survive the fleeting nature of trends.
Keith responded by saying that the team constantly thinks of ways to “keep things fresh,” such as creating one-of-a-kind themed rooms and launching limited-run frame designs.
He added that the team is currently working on creating original concepts to reduce their reliance on trends, as well as a loyalty program for regular customers.
At the end of the day, I really hope this becomes more than just a trend, something that feels like a fun part of people’s everyday lives. That’s also why we’re doing our best to keep prices affordable, so it stays accessible for everyone.
Keith Kok, founder of Solace Studios
Bringing the hype beyond Singapore
Solace Studio isn’t slowing down its momentum anytime soon. Keith aims to bring its total number of outlets in the city-state to 20 by the end of 2025, and the team is also working to launch two photobooths in Kuching, Malaysia, this June, and in Abu Dhabi by July 2025.
Yet, with the rise of operational costs being a bane for many local businesses, could Solace Studios burn out as fast as it grows?
Keith explained that the fast-paced growth was a deliberate strategy to establish the business as “the go-to photo booth brand in Singapore.” Expansion has largely been demand-driven for Solace Studios, with customers frequently requesting outlets in their own neighbourhoods.
That said, not every venture performed as well as they expected, particularly their second outlet at Lucky Plaza.
The location was chosen to appeal to two key demographics: Gen Z thrift-shoppers and domestic helpers, who spent their Sundays there. While the area enjoyed strong weekend foot traffic, the team soon realised that many visitors showed little interest in using the photo booths, and required additional manpower to guide them through the experience.
The business was also relatively new to the scene, so it struggled to attract sufficient destination traffic. As a result, the Lucky Plaza outlet closed its doors after 11 months of operations, and this experience shaped Keith’s approach to growing the business.
“It was a good learning experience in terms of understanding the importance of both consistent foot traffic and brand awareness. Most importantly, it taught us to not rush into our decisions,” he added.
Looking ahead, Keith is applying these lessons as the brand continues to grow. In overseas markets like Kuching and Abu Dhabi, he sees untapped potential.
The lack of a “photo boothing culture” presents an opportunity for the business to introduce the experience and build it from the ground up—bringing Solace Studios one step closer to becoming a global brand.
“It’s a big step for us, and we’re looking forward to bringing the Solace Studios experience to new audiences.”
- Learn more about Solace Studios here.
- Read more stories we’ve written about Singaporean startups here.
Featured Image Credit: Solace Studios
