KF Seetoh began his professional career as a photojournalist in the 1980s. In the mid-1990s, he created Imaginasian, the world’s first Asian stock photo library. The food guide, Makansutra, written in 1997, captured the essence of local street food culture and currently has editions in Malaysia, Indonesia, and Beijing. Makansutra is also now involved in themed-concept food courts (Philippines, Singapore), web and mobile content apps, TV food shows, events and consultancy. In 2008, Singapore Tourism Board honoured Mr. Seetoh with a Special Recognition Award for being “a true Singapore Food Ambassador”. CNN calls him the “Guru of Grub” and The New York Timescites him as “the food guide maven”.