A 22-year-old university student in Singapore has attracted attention after revealing that his first car is a Mercedes-Benz — and says his success in business, rather than social media fame alone, helped make the purchase possible.
Rayyan Afiq, better known online as Rayyan Roulette, is currently pursuing a business degree at Nanyang Technological University (NTU). The makeup influencer and content creator recently spoke about his entrepreneurial journey during an appearance on Class 95’s Booty Call, hosted by radio DJs Justin Ang and Vernon A.
His story has caught the attention of Singaporeans because owning a luxury European car at 22 is far from typical for a university student, particularly in a country where vehicle ownership comes with substantial costs.
Rayyan explained that he began building an online presence at a young age and eventually established several businesses, some of which became profitable.
However, he was also quick to acknowledge that his journey involved unsuccessful ventures — a detail that offers a more realistic picture of entrepreneurship than the success stories usually highlighted on social media. AsiaOne+2
Who Is Rayyan Roulette, the 22-Year-Old NTU Student With a Mercedes-Benz?
Rayyan Afiq is a Singaporean content creator and makeup influencer known online as Rayyan Roulette.
He previously studied Mass Communication at Ngee Ann Polytechnic before moving on to pursue a business degree at NTU.
His online presence includes TikTok and Instagram content, particularly makeup, lifestyle and entertainment-related posts.
But Rayyan’s activities extend beyond content creation. According to AsiaOne, checks of his business background found that he is a co-founder of AIKO Collective, a company providing services that include:
- Social media marketing
- Content creation
- Public relations
- Talent management
His combination of online influence and business interests has helped him develop income streams beyond conventional influencer partnerships.
An earlier profile published by Hype Singapore in July 2023 also documented his entrepreneurial activities when he was 19, describing his involvement in social media and the events industry.
That earlier coverage suggests his business journey began years before the Mercedes-Benz attracted public attention. AsiaOne+1
How Did He Afford a Mercedes-Benz While Still Studying?
During his appearance on Booty Call, Rayyan was asked the question many viewers were likely thinking: how could someone still attending university afford a Mercedes-Benz?
He credited his early involvement in social media and the businesses he had established.
Rayyan explained that he had started several companies during his journey, and some had fortunately become profitable.
His answer suggests that the car was not simply the result of posting videos or receiving influencer sponsorships. His business activities were an important part of how he built the financial means to purchase it.
However, neither AsiaOne nor the interview coverage disclosed the exact amount he paid for the vehicle, how he financed it or whether he purchased it outright.
The precise Mercedes-Benz model also remains unclear.
Those details matter because the cost of a car can vary considerably depending on its model, age, condition, financing arrangement and Singapore’s Certificate of Entitlement (COE) system. AsiaOne+1
From Nightlife Events to a Marketing Agency
Rayyan’s entrepreneurial journey reportedly began with nightlife and entertainment events.
According to 8days, he co-founded an events business called Afterlife with a business partner. Some of its events reportedly generated as much as S$40,000 in revenue in a single night.
That figure refers to reported revenue, not necessarily profit. Event expenses, venue costs, staffing, marketing and other operating expenses would affect how much money the business actually retained.
The events venture later faced quieter periods, particularly at the beginning of the year when consumer spending on nightlife was weaker.
Rayyan and his business partner subsequently moved towards marketing services.
Their business initially operated under the name EO Collective before developing into AIKO Collective, which offers services spanning digital marketing, content production, public relations and talent management.
The shift highlights how young entrepreneurs can move between industries, using the networks and skills developed in one business to build another.
It also shows that Rayyan’s Mercedes-Benz story is connected to a broader entrepreneurial path rather than a single viral social media moment. 8days+2
He Admits Many of His Business Ideas Failed
Despite his success, Rayyan did not present entrepreneurship as an easy route to wealth.
He acknowledged that he had started numerous businesses that did not work out, explaining that people usually hear about the ventures that succeed rather than the ones that fail.
His comments offer an important distinction between online success and the realities of running a business.
Social media often highlights the visible rewards — expensive cars, travel, designer products and impressive lifestyles — without showing the financial risks, unsuccessful projects and long periods of uncertainty behind them.
Rayyan’s experience suggests that experimenting with different business ideas helped him discover opportunities that eventually worked.
He also credited his mother for encouraging him to try different things while he was young.
Her advice, as he recalled it, was to keep exploring opportunities rather than being afraid to attempt something new.
For aspiring young entrepreneurs, his message was straightforward: trying different ventures can lead to success, but not every attempt will produce the results they hope for. 8days+1
Why His Father Influenced His First Car Choice
Rayyan also revealed that his father played a role in his decision to purchase a Mercedes-Benz.
When he was considering which car to buy, he sought his father’s advice.
His father reportedly told him that once someone drives a continental car — a common Singaporean term for European car brands — it can be difficult to return to a different category of vehicle.
After trying a Mercedes-Benz, Rayyan said he understood what his father meant.
He also recalled his father’s negative opinions about Audi and BMW reliability, although those remarks were personal views rather than an objective assessment of either manufacturer’s vehicles.
The exact model Rayyan eventually purchased has not been confirmed publicly.
For comparison, 8days cited SGCarMart information indicating that a new Mercedes-Benz C-Class Saloon could cost up to approximately S$220,000 before COE at the time of its report.
That figure should not be mistaken for the price Rayyan paid. His car’s model, registration details and purchase arrangement have not been disclosed. AsiaOne+1
His Mercedes-Benz Has an Eye-Catching Aqua-Blue Custom Colour
The car has also attracted attention because of its distinctive aqua-blue appearance.
Rayyan revealed that the custom colour work was carried out by Cheng Chuan Motor Services.
He initially considered a green finish but eventually chose a different shade because he wanted something more striking.
When asked about the cost of the colour change, he said it had been sponsored.
The customisation was primarily aesthetic rather than a performance upgrade.
Rayyan joked that he wanted his car to look pretty, making the appearance of the vehicle an important part of his choice.
One detail that particularly amused the radio hosts was the P-plate displayed on the Mercedes-Benz.
Rayyan revealed that he had obtained his driving licence only about a month before showing off the car.
That means the luxury vehicle was also his first car as a newly licensed driver. 8days+1
Singapore’s Expensive Car Ownership Makes the Purchase Even More Unusual
Rayyan’s purchase has attracted attention partly because Singapore is one of the world’s most expensive places to own a car.
Unlike many countries, buying a vehicle in Singapore requires securing a Certificate of Entitlement, which gives the owner the right to use a vehicle for 10 years.
COE premiums are determined through competitive bidding, meaning the total cost of a vehicle can rise substantially beyond its listed purchase price.
The system also makes the difference between a car’s advertised price and its actual on-road cost particularly important.
WWC ONE MEDIA has previously examined the pressure on Singapore motorists in Singapore COE Prices Fall Across Every Category as Car Ownership Costs Ease After Record High.
The proposed changes to the COE system could also affect how buyers of mass-market and luxury vehicles compete for certificates. Read Singapore COE Shake-Up: Cat A and B Could Merge as LTA Proposes Car-Value Rebates and Surcharges.
For another look at the country’s changing automotive market, see Mercedes-Benz Opens First Southeast Asian Studio at Gardens by the Bay — and It’s Not Just for Car Buyers.
The broader cost of vehicle ownership has also been covered in Singapore COE Changes 2026: Will the Proposed S$15,000 Rebate Really Make Cars Cheaper?.
These developments provide context for why Rayyan’s first-car purchase has become a talking point: a Mercedes-Benz is already a premium purchase, but Singapore’s additional ownership costs make the decision even more financially significant.
Young Entrepreneurs Are Turning Social Media Into Business Opportunities
Rayyan’s experience also reflects a wider shift in how young people build businesses.
Social media platforms have created opportunities for creators to develop audiences and turn their online visibility into commercial services, brand partnerships and independent ventures.
However, the most sustainable opportunities may come from building businesses around those audiences rather than relying exclusively on sponsored posts.
AIKO Collective’s services — including content creation, public relations and talent management — demonstrate how social media knowledge can become part of a broader commercial operation.
WWC ONE MEDIA previously examined the influence of younger consumers on business growth in 88% of Singapore B2B Marketers Say Growth Depends on Younger Buyers — But Trust Is Becoming the Real Currency.
The same creator-led commercial trend is visible in Southeast Asia’s e-commerce sector. In the Philippines, Shopee Reports Over 1.5x Surge in Affiliate Sales as Filipino MSMEs Turn Ordinary Creators Into Powerful Sales Partners explored how content creators are increasingly helping small businesses reach customers.
Rayyan’s story fits into this changing landscape, although his experience should not be taken as proof that social media success automatically translates into wealth.
Rayyan’s Mercedes-Benz Is More Than a Luxury Purchase — It Reflects Years of Experimenting With Business
At 22, Rayyan Afiq is balancing university studies with his work as a content creator and entrepreneur.
His Mercedes-Benz has become the most visible symbol of that journey, but his account points to a less glamorous story behind the purchase: years of building an online presence, launching businesses, experiencing failures and finding ventures that could generate revenue.
He has not disclosed the exact price of the vehicle or the financial arrangement used to acquire it. Nevertheless, he has credited his business activities as an important reason he could afford his first car.
His experience also challenges the assumption that every young person with an expensive car must have received it from family wealth or social media sponsorships.
For aspiring entrepreneurs, the more significant part of his story may not be the Mercedes-Benz itself, but the willingness to experiment, accept failed ventures and keep building.
And while many students are still figuring out their first career move, Rayyan is already managing university life alongside a growing business portfolio.
