Malaysia's Foodie Media Gunning for IPO as it Cooks Up a Storm Online

Firm is known for platforms like KL Foodie and its content has amassed 40m followers

- Lu Wei Hoong

KUALA LUMPUR - As a young boy, Foodie Media's head honcho Nicholas Lim Pinn Yang would wake up early and accompany his father, a frying-pan salesman, to the markets. Seeing his dad's lively product demonstrations and interactions with customers taught him the art of selling, sparking an entrepreneurial spirit that nudged him towards a path that involved talking up good food.

"My father understood the importance of live demonstrations. To show the advantages of non-stick pans, he would fry popcorn for the kids, while also showing that fish wouldn't stick in another pan, to attract the aunties," Mr Lim told The Straits Times at his office in Bangsar on July 9.

"Now, with the rise of social media, thousands of people can watch online. It's a big leap from the 20 or so shoppers who used to watch my father's demos."

The Penangite, 32, has come a long way since. From a humble food blogger offering free reviews nearly 10 years ago, he went on to be co-founder and chief executive officer of a digital media company with content that has amassed 40 million followers on social media.

It chalked up a net profit of RM7.45 million (S$2.24 million) on revenue of RM23.95 million for its latest financial year.

Set up in 2018, Foodie Media, with 70 employees, is mainly involved in the digital media publishing sector. It creates, produces and distributes content across platforms including Facebook, TikTok, Instagram and blogs.

Apart from platforms like KL Foodie and Penang Foodie, it manages 34 lifestyle-focused brands in South-east Asia, covering a wide range of topics beyond food and beverage to travel, lifestyle, property and sports.