Good Foodie Media Chief Executive Officer Nicholas Lim Pinn Yang’s story is one of perseverance, love and the power of family.
From the bustling markets of his childhood, where he sold frying pans alongside his father, to the heights of success as a digital media entrepreneur, his journey is a touching reminder of the values passed from one generation to the next.
"As a boy, I would wake up early during holidays to join my father at local markets. That is where I learned the art of selling – particularly frying pans.
"Those early mornings were filled with lessons about understanding products and engaging customers, all while watching my father passionately demonstrate how to cook with the frying pans he was selling,” he said.
Now, years later, Pinn Yang stands in the spotlight as he became a TikTok Affiliate Creator where he hosted live streams and showcased local products to thousands —while his father, once his mentor, watches from his phone, proudly cheering him on.
"Every night when I go live, my dad is right there. It’s so touching to see his name pop up in the comments, supporting me.
"He’ll say, ‘Not bad, you’ve got thousands of people watching!’ and he and my mom would even give me advice like, ‘You look tired; maybe take a rest,’” he said during a Top News Podcast with Sinar Daily recently.
Reminiscing his childhood, Pinn Yang shared that he grew up in a modest 700-square-foot flat, where his father worked tirelessly as an entrepreneur and his mother dedicated herself to managing the household.
The 31-year-old highlighted that his dad had always been his hero and inspired him to emulate his strong work ethic and entrepreneurial spirit.
He recalled helping his father set up their market stall, purchasing supplies like eggs for cooking demonstrations and absorbing the nuances of salesmanship.
Through these experiences, Pinn Yang learned essential business skills from his father, who taught him to instil the value of quality in every sale.
During his product demonstration, his father would tell customers that he was not selling on the day but on showing what the frying pans he was selling could do, telling his customers ‘If you want to buy, go somewhere else’.
Of course, the capability of the product showed in the demonstration would attract customers to eventually purchase the pans, which Pinn Yang and his dad would later deliver to those who ordered.
These lessons shaped Pinn Yang's understanding of customer relations and the significance of delivering quality goods.
As he grew older, his entrepreneurial spirit flourished, leading him to sell various local brands online, from Bulan Bintang outfits during Ramadan to high-end gold bars.
He is passionate about showcasing quality products at all price points, serving as a ‘mini ambassador’ for the local brands featured in his live streams.
Today, the co-founder of Good Media Foodie, best known for its Penang Foodie and KL Foodie channels has built an online presence with over 30 million followers across social media, including 10 million on TikTok.
His journey began at Tencent, where he worked on a food app before pivoting to his passion for food blogging, which he started with his brother.
"I wanted to make an extra ringgit a day, so I started Penang Foodie, covering local food spots. By the end of the year, we had 1,000 followers,” he recalled.
Pinn Yang also highlighted the vital role of supporting micro-SMEs and street vendors, using storytelling and social media to amplify their voices. He finds joy in sharing the stories of these small business owners who often lack the resources to promote themselves.
His team works tirelessly to uncover hidden gems—whether it’s an ex-stewardess starting a nasi lemak business or small entrepreneurs hustling to make a living.