Malaysia’s social media food empire, Foodie Media Bhd, best known for its KL Foodie brand, is about to make its public debut. With a RM75 million listing on Bursa Malaysia’s ACE Market, the company is stirring plenty of interest among retail investors and digital media enthusiasts alike.
🍜 From Passion to Platform
Foodie Media started in 2016 as Penang Foodie, founded by a group of young content creators led by Pinn Yang (Nicholas Lim).
What began as a simple passion project to promote local hawker food quickly grew into a regional lifestyle network — now spanning 37 brands and over 46 million social media followers across Malaysia, Singapore, Thailand, and beyond.
From KL Foodie and Halal Foodie to Malaysia Homie (home & living) and Car Buddie (automotive), the brand has evolved beyond food, becoming a go-to source for digital lifestyle content.
💡 The Business Model: Content Meets Commerce
Foodie Media’s core business revolves around digital media publishing, creating and distributing engaging content across major platforms — Facebook, Instagram, TikTok, YouTube, and even RedNote and Douyin.
But that’s not all. The company has diversified into several complementary revenue streams:
- 🎥 KOL Marketing – Collaborating with influencers to promote brands and products.
- 🎬Short-Film Drama Marketing – Integrating product placements into narrative-driven videos.
- 🛍️ Affiliate Commerce – Running live commerce and product review content.
- 📣 Campaign Management – Managing integrated digital campaigns for SMEs and large corporations.
In FY2024, Foodie Media achieved RM23.95 million in revenue and RM7.45 million in net profit, with a healthy 59.4% gross profit margin.
💰 The IPO Details
The IPO is priced at RM0.30 per share, raising RM41.4 million for the company and RM33.6 million for existing shareholders, including the founders. Of the total proceeds, Foodie Media plans to:
- Hire 200 new employees to support expansion;
- Allocate RM9.2 million for a new building with live-streaming studios;
- Invest in new equipment and social media management tools; and
- Fund working capital and listing expenses.
🧑💻 What’s Next for Foodie Media
Founder Nicholas Lim said the company aims to move beyond food into broader lifestyle verticals — including property (Malaysia Homie), automotive (Car Buddie), and technology (Techie Malaysia).
With such diversification, Foodie Media is positioning itself as a multi-vertical digital publishing and marketing powerhouse. It’s also expected to continue tapping into the creator economy, enabling SMEs and major brands to leverage its vast audience for live-streaming sales and integrated marketing campaigns.
Good for our Digital Economy...
Foodie Media’s listing signals a new milestone for Malaysia’s digital content industry — proving that social media-driven ventures can mature into credible, profitable public companies.
The IPO offers a window into the future of digital entrepreneurship in Malaysia — where creativity, data, and commerce intersect. Whether you’re an investor, content creator, or aspiring entrepreneur, there’s plenty to learn from Foodie Media’s journey — from a Penang blog to a Bursa-listed brand.
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