From Plates To Pixels

In Malaysia, where food isn't just a meal but a passionate conversation, restaurants are discovering a secret weapon: the stories told by their own customers. Forget polished marketing speak – these days, a single mouthwatering Instagram post from a real diner can turn an unknown café into the next weekend hotspot. All because of the now familiar and ever present UGC - User Generated Content.

We speak with Shermaine Wong, Co-Founder and CEO of Cult Creative, to help us understand how F&B businesses are adapting to changing marketing landscapes. Her perspective highlights an important trend: empowering customers to share genuine experiences about food and dining.

In Malaysia, where food plays a central role in culture, these real-world stories can resonate more deeply than conventional marketing approaches.