Many people assume But Honestly is an overseas brand.
What they often do not realise is that the conversation card game, which has found a growing audience across Malaysia, was created by a team of Sarawakians led by 27-year-old Davin Ngu, who believes genuine human connection remains one of life’s most important needs.
The psychology graduate co-founded But Honestly with fellow Sarawakians Ting Shi Qi and Sarah Wong, driven by a simple observation: while people talk every day, meaningful conversations are often much harder to come by.
Ngu will also host an event on June 13 at Fable, Taman Polarwood, Kuching, where participants can experience the conversation card game and engage in meaningful discussions.
“We tend to start with very shallow conversations. Where do you live? What do you do? Those conversations aren’t bad, but it takes time to go deeper,”
“But Honestly helps people cut through those conversations and get into something more meaningful,”said Ngu to Sarawak Tribune in an exclusive interview.
Since its launch five years ago, the card game has become a tool for friends, families, couples and even strangers to engage in conversations that encourage self-reflection, vulnerability and genuine connection.
Creating spaces for deeper conversations
At the heart of But Honestly is the belief that people often know less about those around them than they think.
Ngu said many customers have shared stories of discovering new things about friends they had known for years.
“I get a lot of testimonials from people saying they’ve been friends for seven or 10 years, but they never knew certain things about each other until they played the game,” he said.
The cards are divided into three levels — white, blue and red — which gradually encourage deeper levels of vulnerability and openness.
Some questions appear simple, such as asking what makes a person happy, while others explore more personal topics including trust, fears and life experiences.
According to Ngu, the cards create an environment where people feel safe to share without overthinking how they might be perceived.
“In conversations, people often wonder if they’re saying the right thing or if they’re sharing too much. The cards help remove that noise because every question draws out a new emotion and a new story,” he explained.
He has also witnessed moments where conversations sparked personal breakthroughs, healing and greater self-understanding among participants.
Building a business around human connection
While But Honestly focuses on relationships, building the company itself has been a journey filled with challenges.
Ngu spent several years living in Kuala Lumpur before returning to Kuching, a decision he described as one of the most difficult he has made as an entrepreneur.
The business had gained momentum in the Klang Valley, where the market was familiar and opportunities were plentiful. Moving home meant rebuilding networks, adapting to a different market and dealing with higher logistical costs.
“Operationally, that was probably the biggest decision I had to make,” he said.
Despite the challenges, Ngu said he has no regrets.
“I’m happier at home.”
Like many founders, he discovered that some of the most valuable lessons did not come from books.
An avid reader himself, Ngu said entrepreneurship taught him the importance of networking and human relationships.
“Books can teach you theories and frameworks, but the real learning happens when you pick up the phone, make cold calls, send emails or attend networking events,” he said.
“Talking to people became a huge part of growing the business.”
A Sarawak brand looking ahead
Today, But Honestly has expanded beyond its original conversation deck.
The company introduced a relationship-focused deck designed for couples, followed by a reflection deck aimed at helping users develop healthier habits of self-reflection and journaling.
Ngu said the latest deck was created after noticing how many players struggled with anxious thoughts and negative thought patterns.
The goal was to provide a practical tool to help people organise their thoughts and gain a healthier perspective on their experiences.
Looking ahead, the company is preparing its next evolution.
Instead of producing bulky 100-card decks, But Honestly plans to introduce smaller 30-card versions that are easier to carry and more affordable.
“We want people to bring it everywhere. If you’re heading out, we want it to be something you naturally pick up together with your phone and wallet,” said Ngu.
The move reflects the company’s broader vision — making meaningful conversations more accessible and part of everyday life.
For Ngu, the mission remains unchanged from the day the company started.
In an age of endless scrolling and constant digital connection, he believes people are still searching for something fundamentally human: the opportunity to be heard, understood and connected.
Sometimes, all it takes is a single question to start a conversation that matters.
