It’s mid-2025 everyone. The universe keeps chugging along to its eventual heat-death, and yet, here we still are. We are still celebrating life and in all its bittersweet glory, doom-scrolling and finding something enlightening, or maybe even buying a drink then feeling the need to get sober. Capitalism taught society that every excess should be taken to its maximum effect, and we overdose. Then, as any sane person would, we get sober. We realize the hedonistic approach to life is not gratifying, and we release ourselves from the pain of the low after a high. If you don’t get it, maybe watch “The Good Place”, it has been around a while, and it posed so many ethical and existential questions. It’s like detoxing your soul.

So why mention all that in an introduction post? Well, it’s a good litmus test to see if you would like the writing style and content of THE NIUS: HEIFER LIFE. Simply speaking, we are the new media brand on the block, trying to highlight lifestyle trends with an existentialist approach. We don’t believe in just hyping up things, we want our viewers to have the whole view of the subject matter, skeletons and all. We focus on real-life experiences: things that are tangible. We want our viewers to live and breathe the moment, and through us, they will have insights to guide them to these moments.

So why the name, THE NIUS? Well, I was born in the year of the cow, and am really drawn to wordplay. The Nius sounds like “the news” and references myself and my culture (even if I am not very superstitious). HEIFER LIFE sounds like “high for life”, and yes, here at THE NIUS, we are high for life. We want to be happy living, not happy dying. And as such, we analyse trends of thought, trends of lifestyle, and trends of fun!

“Diversity in thought and style is what makes culture, and I am here to help make our culture thrive.”

— Paulina

Behind THE NIUS is well, me, Paulina Wijaya. An aspiring writer (if this or my poetry collection goes big), psychologist, and artist. I have done precious little in my life, ruminating and worrying over what comes next. I want to help people stop thinking so much and start doing. My entire purpose for THE NIUS is well – to spotlight local creatives that don’t get as much love and attention as they should. Singapore media tends to spotlight the big brands, but aren’t the small brands the ones creating diversity? Diversity in thought and style is what makes culture, and I am here to help make our culture thrive.

OFF THE CALF: NEW BEGINNINGS