TikTok creator Neo Lih Ying’s ‘Cabaran Makan Dekat Rumah 100 Ibu’ challenge unexpectedly blossomed into a nationwide love letter to home cooking, celebrating mothers, unity, and the comforting flavours that bring Malaysians together today.
A Nationwide Love Letter to Home Cooking
WHEN TikTok content creator, Neo Lih Ying, first posted her ‘Cabaran Makan Dekat Rumah 100 Ibu’ (Eat at 100 Mothers’ Homes Challenge) series, she had no idea how big it would grow or how many followers she would gain. What began as an effort to highlight different mothers and their home-cooked dishes has become a harmonious bridge between Malaysians and food.
The series’ tagline, ‘Ini barulah Satu Malaysia’, reflects that regardless of race or religion, harmony endures.
“When we share what the different mums have cooked, the food isn’t just any food; it represents their own culture. So, when we talk about food, we are really introducing the different cultures of Malaysia through cuisine,” Neo explained.
Although Neo started the series in Kuala Lumpur, the Melaka native has expanded it to other locations, including Negeri Sembilan, Melaka and others. With over 600,000 followers on her TikTok account (@msneo_thenyonya), the Baba Nyonya lass shared that food and culture have always influenced her upbringing.
“I grew up surrounded by delicious Baba Nyonya dishes such as pong teh and many others. Although I don’t know how to cook, through food I got to know the roots of my family and community. That inspired me to start this series!” Neo revealed.
Now with over 20 episodes – filmed in Kuala Lumpur and other states – Neo still finds it a challenge to find a ‘mum’ willing to cook for her. Her search often begins in local markets but sometimes extends to supermarkets.
While most Malay mothers are happy to feed her, finding Chinese mothers willing to participate has been more challenging. Neo suggested that privacy concerns and being featured online may explain their hesitation.
Nevertheless, Neo said she has learned countless lessons from the mothers she has met – lessons she could not learn from her late mother. “My mother always told me to learn some tricks and skills from her. I thought I could do it later, perhaps after graduating from teachers’ college. But I never knew that it would be too late, and that time never came.”
Just like a mother’s love, the mothers she met during the series left lasting impressions. Neo’s heartwarming series became one Malaysians eagerly anticipate, combining humour with affection – a testament to her success as a content creator.
Behind the scenes
Aside from being a content creator, Neo is also TikTok’s top affiliate creator in Malaysia. She began her journey in 2023, selling apparel on TikTok live streams. Her motivation to earn more stemmed from the penalty she had to pay for resigning midway through her teaching contract.
Facing a large debt, she worked multiple sales jobs before discovering TikTok Shop as a way to increase her income.
“It wasn’t easy to make that decision. I loved teaching, and it had always been my ambition. But it was no longer something I was passionate about,” she said.
Neo admitted that the decision came with fear and uncertainty: “I constantly worried about the next day. With my family as guarantors for the contract, they were indirectly involved, so I knew I had to work extra hard and plan carefully.”
Even after leaving teaching, Neo retained many skills from her former career. During live streams, she applied the same techniques she used in class to engage her audience.
“As a teacher, you have to keep students awake. That’s how I kept my audience attentive: I engaged with them,” she added.
Being naturally bubbly and lively, Neo found this task easy. With her charisma, she could maintain interesting and engaging conversations. Asked whether she ever tires of conversing, Neo said she draws energy from meeting people to share and learn with.
A naturally talkative child, the 29-year-old recalls often being called out in school for talking too much. At home, she would have countless stories to share with her mother and sisters. As the youngest, Neo, often the centre of attention, freely expressed herself from a young age.
Her growth as a TikTok content creator
Three months into her affiliate journey in 2023, Neo became the top creator in her segment. “At that time, I thought, ‘Wow? Me? I’m just a little, small potato.’” After six months, she hired her first team member; today, she has seven assistants for live streaming and content creation.
Over the years, Neo has steadily improved her approach to trends and audience engagement. She revealed that it was only after ‘Cabaran 100 Ibu’ that she truly learned to connect with her viewers.
“Previously, I would just mention sizing, colours, materials, selling points, and prices. That was it. But after the series, I became more concerned about the emotions of those watching my livestreams. I would try to connect with them, sometimes even singing,” she said.
By connecting emotionally with her audience, she noticed they were more relaxed. “Livestreams used to be tense because I speak very quickly. But now I’ve learned that slowing down and making a genuine connection really helps.”
Neo sees her growth as an example of success on social media, but she emphasises that a strong foundation in life is essential before turning platforms into a full-time career.
“For me, having a foundation is important. Completing your studies gives you the knowledge that strengthens your fundamentals. Only then can you pursue your true passions.”
She added that although one could gain views by showing less online, meaningful content is key to long-term success. Citing the popular Khairul Aming as an example, she highlighted the importance of a strong educational background for sustainable growth.
“Knowing your core values gives you direction. With that knowledge, you ensure you won’t veer off course,” she concluded, offering advice to young creators.
Whether seeking mothers’ home-cooked food, selling products on TikTok Shop, or simply relaxing, Neo’s impact on society is evident. Through food, stories, and unpolished honesty, she has shown that authenticity still wins in a world obsessed with going viral. Her journey reminds young creators that passion, combined with purpose and determination, can change an entire community.
