theAsianparent Singapore partners with UpSpring to organise the largest virtual mass latch webinar and event


  • With over 400 participants, the mass-latch activity of the Realities of Breastfeeding webinar by theAsianparent and UpSpring seeks to be recognised as “Singapore’s Largest Virtual Breastfeeding Event” by the Singapore Book of Records.
  •  In celebration of World Breastfeeding Week, the event covered breastfeeding basics and real mum stories via guest speakers Rachel Kwa, The Milk Society founder/ certified breastfeeding consultant, and Chantel Kismet Lim, Blooming Births founder/ certified birth & postpartum doula. The event was hosted by content creator Jayne Tham.

 Singapore, 5 August 2021theAsianparent (TAP), the largest content and community platform for parents with over 30 million users across 13 markets, held a massive online gathering that saw 129 mums in Singapore nursing their babies simultaneously last night.

Held during World Breastfeeding Week, this initiative underscores the importance of support for mums as they go through the highs and lows of their breastfeeding journey.

“Breastfeeding is truly wondrous, but it also comes with challenges. We hear stories of mums who doubt themselves because of low supply or other common issues; and it is precisely this time when they’ve just become new mums that they need confidence in their mothering abilities, which gets a boost from the right information and support system. We were so happy to partner with UpSpring, as they also champion the ‘sisterhood of motherhood’,” shares Diora Henson, TAP Singapore General Manager.

Working mothers share their concerns about breastfeeding after returning to work

Webinar: Realities of Breastfeeding

These common issues (increasing and maintaining supply, engorgement), their remedies, and helpful tips/ techniques like acupressure, were covered by certified breastfeeding consultant and founder of The Milk Society, Rachel Kwa.

The psychological aspects of motherhood + breastfeeding, such as self-care and returning to work, were discussed by certified birth & postpartum doula and founder of Blooming Births, Chantel Kismet Lim, as she talked about her experience in guiding new mums.

Aptly called “Realities of Breastfeeding”, the webinar was hosted by content creator and mum of two, Jayne Tham.

Record attempt: Largest Online Gathering of Mothers Breastfeeding

For 20 minutes, over 100 babies suckled simultaneously, as officials from the Singapore Book of Records (SBR) tallied the final count for the record-setting attempt at holding “Singapore’s Largest Virtual Breastfeeding Event”.

According to the SBR website, there is only the “Most Number of Mothers Breastfeeding Together” record at 154 mums set in 2015.

More than 120 mothers breastfed their babies simultaneously while attending the webinar.

“Despite the pandemic, we are happy to see that organisations like theAsianparent continue to rally breastfeeding mothers to meet virtually, to share and learn from one another. Breastfeeding is a natural thing that helps with children’s earliest development, and we should advocate it, especially among working mothers,” says Ong Eng Huat, President, Singapore Book of Records.

Mums for Mums

 Both brands that focus on innovation for happier, healthier mums—and are led by mums! — theAsianparent and UpSpring are one in their joy at the results of the event and at seeing the community come together in rough times for such a beautiful, inspiring moment.

UpSpring is very happy to partner with theAsianparent, the leading parenting platform in Southeast Asia. For a brand exploring a new market, it is always best to select a good partner in order to expand. UpSpring’s mission is to ensure mighty mom-hood by providing wellness solutions that educate, encourage & empower. Last night’s event was testimony to Singaporean mamas commitment and support towards breastfeeding advocacy and we are very happy to be present in Singapore to support moms in their breastfeeding journey. We hope to see more from other Southeast Asian countries in the near future,” shares Ilse Vosters, Reckitt Global Marketing Manager.

For further enquiries or follow-up media interviews on this event, kindly contact Carla Perlas, VP, Communications at Tickled Media via email: [email protected]