Novique Newsletter
Capitalizing on a Viral Phenomenon
Nigel Ng, the Malaysian comedian best known for his online persona Uncle Roger, has ventured into the culinary world with the launch of his first restaurant, Fuiyoh! It’s Uncle Roger, at Pavilion Kuala Lumpur. Known for his viral YouTube reaction videos, Ng has now expanded his influence from comedy to cuisine, serving up what he humorously calls “the real thing” in the heart of Malaysia’s capital.
Ng skyrocketed to fame with his reaction video critiquing a BBC Food presenter’s questionable fried rice recipe. The video, which has amassed over 38 million views, became a cornerstone of his comedic career. His now-famous persona, Uncle Roger, gained a massive fanbase for its hilarious commentary on culinary “crimes” against Asian food.
Now, Ng’s first restaurant serves as a tribute to that viral moment, focusing on perfecting fried rice, a dish central to his comedic origins. The menu promises authenticity, with dishes like Egg Fried Rice (RM16), Tomato Fried Rice (RM18), and Kimchi Fried Rice (RM18) cooked with the beloved wok hei (the breath of the wok), MSG, and none of the “sacrilegious frills” Ng famously criticizes, like chili jam.
A Dining Experience with a Comedic Twist
The restaurant itself offers more than just food—it’s a fully immersive Uncle Roger experience. Decked out in his signature orange, the space includes quirky details like neon-lit rice cookers and wok-shaped pendant lights. These elements infuse the dining space with the humor and vibrancy that Uncle Roger fans have come to love. The restaurant invites diners to not just eat but to enjoy the comedic atmosphere that has been a hallmark of Ng’s content.
Fans who attended the grand opening were treated to a festive atmosphere, with some eager devotees lining up before the mall even opened. This level of enthusiasm speaks to Ng’s popularity, not only as a comedian but now as a restaurateur.
Upcoming Events and Fan Involvement
The excitement surrounding Fuiyoh! It’s Uncle Roger doesn’t end with its opening. On September 14, Nigel Ng plans to host an event that could break multiple Guinness World Records, including one for the “largest gathering of Uncle Rogers.” This event invites fans, affectionately known as his “nieces and nephews,” to don Uncle Roger’s signature orange polo, black pants, phone belt case, and sneakers, making for a fun and interactive celebration of Ng’s comedic brand.
Participants who pre-register will receive a special starter pack at the Fuiyoh! Pop-Up Van, further engaging the community in an event that will be filmed for Ng’s YouTube channel. This blending of digital content and real-world engagement is a smart move, ensuring his loyal online audience feels connected to the new physical venture.
What This Means for Celebrity Entrepreneurs
Ng’s restaurant is not just a personal achievement; it represents a larger trend of digital influencers transitioning into real-world businesses. Leveraging his massive YouTube following, Ng has created a business that extends his brand beyond the screen and into one of Malaysia’s most prestigious shopping locations. This move highlights how online personalities can build lasting ventures by tapping into their niche.
Novique Newsletter: Elevating Voices and Ventures
At Novique Newsletter, we specialize in bringing attention to exciting ventures like Nigel Ng’s Fuiyoh! It’s Uncle Roger. Our platform helps individuals and businesses elevate their profiles through tailored content strategies that engage audiences. Whether it’s a viral sensation like Uncle Roger or a local start-up looking to make waves, Novique is dedicated to amplifying stories that deserve recognition. As Ng continues to blend comedy, culture, and cuisine, we’re proud to spotlight innovators who shape industries and communities alike.
