What began as a COVID-era hobby for SIT alumnus Jarrod Chua has since grown into an edtech venture, collaborating with the likes of NASA and Science Centre Singapore – proof of how applied learning can turn curiosity and creativity into global impact.

During the COVID-19 lockdown, SIT alumnus Jarrod Chua began sharing space-themed doodles online, simply as a creative outlet. He didn’t expect them to travel far. According to Jarrod, his fascination with space started from books and space documentaries when he was younger. “What stayed with me was the sense of curiosity and perspective space gives, which later shaped how I approached learning and creation.”

Nonetheless, his doodles travelled far, reaching NASA, in Washington D.C. When the space agency reached out, the exchange sparked a collaboration that would later bring former astronaut Jeffrey Williams to Singapore, marking the moment a personal hobby turned into a venture with global reach.

That moment changed how the Communication and Digital Media graduate viewed his work. The doodles on his Instagram account Spaceytales, were no longer just illustrations – they were starting points. As he explored collaborations, merchandising, and exhibition design, he began building a foundation for something larger: a way to make STEM learning engaging, accessible, and fun. “I observed that many students found STEM boring due to how it is taught. I wanted to make learning more fun and engaging through storytelling and physical experiences,” enthuses Jarrod.

A star-struck Jarrod at his first meeting with former NASA astronaut Jeffrey Williams. (Photo credit: Jarrod Chua) 

Exploring New Frontiers

Jarrod saw this as an opportunity to build on Spaceytales as an edutainment brand that makes science and space fun for kids and adults through storytelling, comics, and interactive experiences. “I always wanted to make STEM education more accessible and enjoyable. Something fun for everyone to learn.”

That vision, coupled with a growth mindset, eventually led Jarrod to found Thinklery Group where Spaceytales is one of the product lines folded under it. As an edutech studio, it blends physical toys, digital learning, and immersive exhibitions to make STEM education playful and accessible.

What started as a solo passion project has grown into a small but dynamic ecosystem, complete with multiple original character intellectual property (IP) lines, institutional partnerships, and a dedicated team.

Walking the Entrepreneurial Path

When asked why he went straight into starting a business upon graduation, Jarrod emphatically says, “I wanted autonomy, creative freedom, and the ability to merge design, technology, and storytelling without compromise.” He also saw a clear gap in the market—particularly in playful STEM education and the lack of locally created intellectual property.

Despite forging his own path, Jarrod has remained closely connected to the SIT community. He keeps in touch with several former classmates, bonded by what he calls a shared “project DNA”—a common way of solving problems and a mindset drilled into them during their time at SIT: build, test, improve, repeat.

He credits the university’s applied learning model with instilling this mindset, one that continues to shape his approach to entrepreneurship.

Milestones That Matter

Reflecting on his journey so far, Jarrod is proud of several personal milestones. Among them is transforming a casual doodling hobby into a registered company with global traction and securing six-figure pre-seed funding from angel investors from the big tech, education and edutech industries, as well as ecosystem partners such as Science Centre Singapore and ST Engineering.

One defining moment was securing Jeffrey Williams as Thinklery Group’s first brand ambassador—an affirmation of the company’s mission and credibility. The Group also works with notable partners, including NASA, and regional collaborators in Malaysia, to deliver retail products and educational experiences that reach audiences beyond Singapore. “At Thinklery, we blend physical products, interactive exhibitions and digital touchpoints, to extend learning beyond the classroom.”

Jarrod’s approach to turning complex ideas into accessible stories has also taken him beyond the startup space, including an invitation to speak at the recent Singapore Writers Festival 2025, where he shared how storytelling and immersive experiences can make subjects like space feel familiar and engaging.

Not bad for someone who was almost talked out of enrolling in university.

“My mum insisted that I get my degree first before starting my business. SIT made the most practical sense, especially with the real-world work experience I’d get from being on IWSP,” quipped Jarrod. He adds that SIT also nurtured his entrepreneurial streak, with faculty spurring him to think outside the box and guiding him towards modules that helped him build Spaceytales further. 

Jarrod (1^st from right) and Jeffrey (2^nd from right) with a line of Spaceytales merchandise at Science Centre Singapore (Photo credit: Jarrod Chua). 

Sketching New Roads

Jarrod sees the Group as a “learning space for the world,” one that can grow across borders while staying grounded in experimentation and purpose. With plans to expand into Malaysia and Indonesia, and connections extending to the United States and beyond, the journey ahead is as open-ended as it is ambitious.

For him, entrepreneurship is not a finished chapter, but a deliberate choice to keep building—one idea, one risk, and one iteration at a time.