A viral thread on the X platform by the user @aidi_ezzhar has spotlighted Nicholas Lim Pinn Yang, the dynamic 31-year-old co-founder and CEO of Good Foodie Media Sdn Bhd. Garnering over 1 million views in under 24 hours, the thread highlights Pinn Yang’s bold claim of being Southeast Asia’s top curator of food content on social media.
In a captivating session on the “Apa Cerita” podcast, Aidi shared his insights from the two-hour conversation with Pinn Yang. Apparently Good Foodie Media, the powerhouse behind popular brands like Penang Foodie, KL Foodie, Johor Foodie, and Halal Foodie, has impressively expanded its reach to Jakarta, Manila, Bangkok, Singapore, and Japan.
Aidi recounted Pinn Yang’s humble beginnings, noting, “Life wasn’t always smooth for him. After returning from Japan, his family lived in a flat in Penang. His father tried various ventures, from selling Hainanese Chicken Rice to trading multi-tools and woks. This early exposure to business and marketing was invaluable for Pinn Yang.”
During his internship at Tencent, a leading Chinese tech conglomerate, Pinn Yang worked in the food segment, gaining access to crucial data on foodie culture through WeChat’s food discovery app. This experience sparked his inspiration and deep understanding of societal food trends.
While his peers enjoyed leisure activities, Pinn Yang focused on entrepreneurial pursuits. He secured the Penang Foodie domain, anticipating the potential of the foodie niche.
In January 2024, Pinn Yang and his team celebrated Good Foodie Media’s success at their annual dinner, proudly revealing impressive metrics: “70 people, 20 brands, 24 million followers, 1.5 billion reach, 2.8 billion views, Southeast Asia, and one dream.”
Initially, Pinn Yang balanced a full-time role at a digital marketing agency with developing Penang Foodie part-time, alongside his girlfriend and sister. Aidi shared, “He started with a food blog, earning revenue through Google AdSense. His goal was modest—putting food on the table—but he soon generated up to $100 daily.”
Recognizing the growing trend of video content, Pinn Yang pivoted towards video, a move that proved pivotal for the Foodie platform’s success. They began offering client services, initially charging 50 sen per day, which eventually escalated to three to four-figure rates. This growth attracted an angel investor, enabling expansion into Kuala Lumpur and Johor.
Good Foodie Media’s valuation soared from RM2 million during its early investment days to RM14 million, with projections suggesting it could now be worth RM100 million.
In May 2022, Bryan Loo, CEO of Loob Holding Sdn Bhd, acquired a stake in Good Foodie Media, fueling further growth. “Their revenue surged from RM1.9 million to RM20 million annually over five years. Today, they employ 70 full-time editors,” Aidi shared.
Source: here
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