From Shiok to Sedap: Lilian Lee’s Culinary Card Game Journey

How different is Singaporean and Malaysian food? Lilian Lee, founder of Say What?, returns to share a new product "Malaysia's Sedap Food" and shares what new trials and tribulations she's been up to, since her last interview 5 years ago.

Q: Please give the readers a short refresher introduction about yourself and your games.

Hello! I'm Lilian Lee, and I started this little venture called "Say What?". Basically, what we do is create these fun card games and products. The whole idea behind them is for people to learn about languages, Chinese dialects, and different local cultures.

You know, in this crazy non-stop digital world we live in, I really wanted to create something that helps people actually connect with each other, in person, while still having a good time and learning something new. That's why we're pretty firm on not making any more digital products – we really don't want to contribute to people being glued to their screens. It just feels good, doesn't it, to have those real human connections and share those little, valuable moments together?

Q: What challenges did the team face when designing a language-learning game?

Okay, so the challenges? Seriously, there are tons! If I had to break them down, it would look something like this:

Turning ideas into reality is one of the biggest challenges many of us face. We all have those brilliant concepts, right? But actually moving past the "great idea" stage and turning it into a real, tangible product is a huge hurdle that often gets put off indefinitely.

Another obstacle is dealing with "wet blankets," the people who constantly doubt you or try to drag you down. My advice is to only share your big plans with a community or with friends and family who genuinely support you. There are always "evil eyes" around, so choose your confidants carefully.

Then comes the task of finding the right collaborators and doing the necessary research. This takes serious time. Building relationships with language teachers, illustrators, production companies, and retailers isn't something you can rush. That's why human connection and negotiation skills are still incredibly important, even in this age of AI.

Finally, it's important to never stop at just one product. Keep improving what you have and continue creating new things. Maintaining a "never stop learning" mindset is key. It’s tough, but the biggest takeaway is simple: just do it.

Q: Why did you choose to focus on local cuisine for this new game? What does Malaysia's Sedap Food bring to the table that the previous games didn’t? 

So, we started with our 'Singapore's Shiok Food Card Game,' covering all the local dishes there. But then, we kept getting messages from Malaysians asking, 'Hey, what about a game for our local food?' After enough friendly 'bugging' from our followers, we thought, 'Why not?!' and launched the 'Malaysia's Sedap Food Card Game'!

You know, while some dishes are similar between Singapore and Malaysia, if you really dig into Malaysian food, every state has its own unique specialties and cooking styles. Take Laksa, for instance – Laksa Kedah, Assam Laksa, Laksa Johor, Nyonya Laksa, and Laksam are all different! I bet if you really researched, you'd find even more types across Malaysia.

And here's another thought: for Malaysians living overseas who miss these 'sedap' (delicious) foods back home, why not connect with fellow Malaysians over this game? Or even better, use it to introduce your friends from overseas to our amazing local food scene!

Q: What is the creative process like when designing a new game? Were there any standout moments during development?

Honestly, you might not believe me, but my 'eureka!' moments hit me in the weirdest places. Sometimes I'm just sitting on the toilet, or staring out the window during a long train or bus ride. Other times, it's just from a fun chat with a friend or even a complete stranger – ideas just seem to pop up!

As a designer, once I've got something sketched out, I always let it sit for an 'overnight test.' It's like, I put the idea to bed, and in the morning, I see if it still makes sense or if there's anything I can tweak to make it better. The whole process usually goes like this: I get an idea, then I question it, design something, make a quick prototype, test it out, probably redesign it a bit, test it again, and then, well, you just have to do it. No point getting stuck in too much self-doubt!

Q: With each new release focusing on a different language or cuisine, how do you decide which one to explore next?

You know, it's pretty cool because some of our customers and followers actually text us, telling us what they're hoping for next, or which language they'd love to learn through a game. And honestly, that's how some of our card games ended up being made!

It's the same story with our stickers, patches, posters, and postcards – none of those were originally on our drawing board. But after multiple requests (some even sent reminders, haha!), we thought, 'Why not make a few to keep them happy?' Turns out, a lot of people actually enjoy them, so we just kept going with it!

Q: How do you ensure the game resonates with both people learning the language/cuisine and people who already know the language/cuisine?

Okay, so a few people have actually asked me this before – "Who exactly are your products for?" And honestly, it's a mix of wonderful people!

First off, we have folks who already know the language or cuisine, but they grab our products for that sweet, nostalgic feeling. 

Then there's another group: people who love sharing our stuff with others, because they know their friends or family will totally get it and enjoy them too.

And finally, there are people just like me – those who simply love to learn new things and discover new cultures. It's a pretty diverse bunch, really!

Q: Given that the core mechanics remain consistent across the Say What series, how do you ensure that new games feel fresh and engaging for both new and returning players?

So, for our language series, the game mechanics pretty much stay the same across different languages. That's because we've really tested it out and found that this particular way of playing is super fun for learning a new language!

But for our food series, we're doing something different – it's all about charades! And that's kind of the philosophy going forward: for other culture-based games, we'll explore entirely different mechanics. Think of it this way: drinking is always drinking, but the type of drink changes the experience, right? Or you're always 'resting,' but there are so many different ways to rest that we can explore. It keeps things fresh and exciting!

Q: How does the gameplay in this new title differ from previous Say What? titles? What new mechanics or styles were explored this time?

Our 'Malaysia's Sedap Food Card Game' uses the same game mechanics as our Singapore's Shiok Food card game. However, these food games are played differently from our language and dialect card games.

Q: Was the player feedback post-launch what you had originally expected?

Honestly, we get this amazing, super positive and encouraging feedback, like, 95% of the time! But you know how it is, there are always a few unhappy responses. Some of those messages sound like the person writing them might just be having a really tough time, they can be pretty mean.

Instead of getting all riled up and sending back an angry reply, my go-to move is usually just to binge-watch some horror films or send silly memes to my friends. Life's too short, right? My philosophy is to take in the constructive feedback that helps us improve, and just not dwell on the hateful stuff.

Q: Where can we find out more about your games?

You can always find us online at www.saywhatwithfriends.com or come say hi on Instagram, we're @saywhatwithfriends there too!

We actually haven't done any pop-ups in Singapore for quite a while, not since 2020 because of the whole COVID situation, and then nothing in 2024 either. But fingers crossed, we're really hoping to have one in 2025! We genuinely love getting to meet and chat with everyone in person.

 You can find the first interview here: https://www.sgboardgamedesign.com/post/creator-saywhat