
Fuiyoh! It’s Uncle Roger Restaurant and Here Are 5 Reasons Why It Broke The Internet
Niece & nephews! Uncle Roger restaurant is here in Pavilion KL and was launched on 11 September. If you don’t know comedian Nigel Ng, famously known as Uncle Roger, his internet persona of a typical, no-nonsense Chinese uncle, had already made waves online with his humorous critiques on food. He rose to fame during Covid lockdown period after reviewing BBC’s infamous fried rice video which now has a whopping 38 million views!
Today Nigel has 9.6 million subscribers on YouTube. It was only a matter of time before he ventured into the culinary business. And finally, he made it happen!
When Uncle Roger announced the opening of his first restaurant ‘FUIYOH! It’s Uncle Roger’, the excitement was palpable. However, what sets Uncle Roger’s restaurant apart is not just his famous fried rice, but his carefully orchestrated marketing strategy that blends his comedic brand with a savvy approach to business. Let’s look into the 5 marketing strategies that made Uncle Roger’s restaurant launch so successful that it broke the internet!
1. Guinness World Record for the Largest Gathering of People Dressed as Uncle Roger
Whilst Uncle Roger gained massive popularity through YouTube, he leveraged all of his social media platforms—Instagram, TikTok, and YouTube—where he has millions of followers, to make the big announcement. This direct communication with his fan base instantly garnered attention. Additionally, the announcement of a Guinness World Record for the Largest Gathering of People Dressed as Uncle Roger added a layer of excitement and exclusivity, creating buzz well ahead of time.

One particularly unique strategy was the offer of discount vouchers to the first 300 Uncle Roger look-alikes. This was a genius way to engage the fanbase and create user-generated content. Fans dressing up and posting their photos not only added a humorous layer to the campaign but also created more visibility for the restaurant opening. This challenge played perfectly into Uncle Roger’s comedic persona, making it fun for fans while driving traffic to his social media.
Through his social media accounts, Uncle Roger controlled the narrative, ensuring that his voice and brand tone were central to the messaging. The Guinness attempt on 14 September gave fans something to look forward to beyond the food, transforming the restaurant opening into an event. Streamed live on YouTube, this event not only attracted viewers globally but also created an exciting spectacle that kept fans engaged beyond just the restaurant’s opening day. The live stream brought in international attention, making it a global event.
2. The Multipronged Media Approach
Uncle Roger is certainly not discriminating. He even extends the reach beyond his core fanbase not just through his own platforms but also through the media and other influencers. Uncle Roger’s team released media announcements to reputable portals such as KL Foodie, Rakyat Post, Free Malaysia Today, and Vulcan Post provided reviews and articles on the restaurant, while mainstream news outlets like The Star, Malay Mail, and The Edge covered the business angle of Uncle Roger’s venture into the culinary world. Popular food and lifestyle portals and International outlets like CNA Lifestyle and Straits Times in Singapore also covered the event, reflecting the cross-border appeal of his brand. This move ensured that the restaurant’s opening reached not only fans of Uncle Roger but also foodies, influencers, and the general public who follow these media channels.

For the restaurant’s Pre-Launch on the 10 September, Uncle Roger hosted a closed-door invite event for influencers, radio DJs, celebrities, and food critics. This exclusive pre-launch dinner gave the invitees the chance to try the food, take photos, and spread the word on their social media platforms. By creating FOMO (fear of missing out), this strategy heightened the anticipation around the opening. Uncle Roger not only invite hip & young influencers but also NGO like Seniors Aloud – a community of seniors providing support for seniors. If you want to know how to plan an influencer marketing strategy like Uncle Roger, you can read all about it here.
Uncle Roger’s team also collaborated with Hitz FM deejays, who were on hand during the opening weekend to help sell merchandise. This collaboration with a popular radio station extended the campaign’s reach beyond social media, tapping into a different audience through traditional media channels.
3. Addressing Halal Status Early
Malaysia’s main religion is Islam, hence a lot of restaurants even non-Muslim owned coveted the Halal certificate for wider marketability. The issue of Halal certification is something that F&B industry in Malaysia take very seriously.
Understanding that one of the top concerns for Malaysian consumers is whether a restaurant is halal, Uncle Roger preemptively informed guests that his restaurant was applying for halal certification. This smart move addressed a key customer question before it became a hurdle, showing transparency and cultural sensitivity.
4. Instagrammable Spots & Merchandise for Fans
The restaurant itself was designed with social media in mind. From LED screens to Instagrammable spots and a merchandise area, the venue encouraged visitors to take photos and share their experiences online. Uncle Roger’s signature orange branding was evident throughout the restaurant, from the plates to the décor, reinforcing his brand identity. Visitors could also purchase exclusive merchandise, from polo tees to keychains, further monetising his brand.

5. Unexpected Collaboration with IShowSpeed
An unexpected boost to Uncle Roger’s restaurant marketing came from none other than the famous streamer, IShowSpeed. Known for his high-energy and often chaotic content, IShowSpeed has a massive following, particularly among younger audiences. When IShowSpeed made a brief appearance at Uncle Roger’s restaurant during his visit to Malaysia, it was nothing short of an internet sensation. Fans of both Uncle Roger and IShowSpeed rushed to capture the moment, further amplifying the visibility of the restaurant on social media.

This unplanned collaboration highlights the power of internet personalities in driving traffic and attention. IShowSpeed’s visit to Uncle Roger’s restaurant not only generated buzz but also showcased how leveraging unexpected influencers can amplify a brand’s reach. Videos of IShowSpeed dining at the restaurant and interacting with Uncle Roger went viral, sparking more conversations about the restaurant across his primary platform YouTube, Instagram but more so on TikTok where people flock to check out restaurants reviews. You can learn more about how to garner more following on TikTok with this article.
Final Thoughts
The ongoing conversations around the restaurant, including debates over whether RM18 for fried rice was too expensive, continued to fuel attention. Whether people praised or criticized the food, the discussion itself kept Uncle Roger in the spotlight. The restaurant also managed to position itself in the same tier as everyday mall eateries like Din Tai Fung, further solidifying its place in the market.
Whether the restaurant’s success is long-term or fleeting, one thing is certain: Uncle Roger has firmly established himself as more than just an internet personality—he is now a culinary entrepreneur.
Want to follow Uncle Roger’s footsteps? Let’s talk over egg fried rice at Uncle Roger’s restaurant. 😉