The Pixel Questionnaire: Yong E-Foong


Category: Strategy


Our Chief Panda Officer, always near the genesis of an inspired idea (or cocktail), often recalls Marcel Proust’s wit for answering Victorian parlor game questions. Pixel has traveled far from the salons of Paris, but her interest remains piqued in which questions truly reflect a person’s character. Packing just the right amount of punch, NJI created The Pixel Questionnaire to give a glimpse into the inner workings of some of our most intriguing minds.

We stocked up on chilli oil and ordered enormous bowls of Yang Chow fried rice before sitting down with our Sinagpore-based Account Director Yong E-Foong (aka EF). After turning down the Nirvana, Pixel uncovered what makes this joyous strategist just so exceptional.

What is your spirit animal?

A&W Diet Root Beer.

If you could breed two animals together, what would they be?

Snow Owl + Snow Leopard. I know, you’re welcome.

If you had a superpower?

I hope it would be the powers of “minor blessings.” Not enough to change the world, BUT enough to brighten up your day just a bit as you discover a dollar in your coat pocket or getting an extra slice of smoked salmon on your bagel!

What is your most unusual talent?

Being the most utterly average person you can ever come across.

On what occasions do you lie?

When I try to fit into jeans 2 sizes too small, but I tell myself I could – just – almost – fit.

If not yourself, who would you be?

William Somerset Maugham. He does write pretty interesting short stories.

If you could jump into a pool of something, what would it be?

Artificially sweetened rose syrup & pandan jelly.

What would you do if you got stuck in an elevator?

Strike up a conversation about the weather with the other unfortunate souls stuck with me.

What is your favorite drink?

Milo ais (or an iced chocolate).

If a movie were made about your career, what would be the title?

The Pursuit of Happiness (for my clients, probably).

You’ve been given an elephant. What do you do?

Put it in a room, so I can point it out to visitors.

If you could eat one food for the rest of your life, what would it be?

Yang Chow Fried Rice (with sufficient sides of chili oil).

Your most treasured possession?

My sanity. My fleeting sanity.

What’s the greatest length you’ve gone to for a client?

Setting up an entire live-stream at an outdoor event… including hosting & commentary (me), interviews (me) and walk-thru (me) – on a 30 minute notice.

Do you have any superstitions?


If you could go back in time, where would you go?

The 90s, when music was practically made out of cheese.

What is something you hate but wish you loved?

Alcohol. Would be great to find out what the ‘buzz’ is all about.

Garden gnomes — what do you think?

They can be quite outstanding in their fields, you gnomesaying?

If you joined the circus, what would your circus act be?

The clown, or probably the monkeys. Though being the fire eater does sound like fun.

What one object do you take with you on a desert island (you have water and food already)?

A recliner.

Who inspires you?

People that can connect multiple invisible dots and turn insights into inspiration.

What is something you get wrong every time you try?

Logging off work on time.

Who would you like to sit next to on a 10 hour flight?

Well, you of course!

What was the last gift you got someone?

Intricately decorated Chinese New Year themed icing cookies.

If you could talk to one species of animals, which one would it be?

I would love to speak to all animals! But if I must pick one, red pandas.

If NJI were a television show or movie, what would it be?

The Avengers.

Who will Pixel interview next? The subject is yet to be revealed, but your patience will be rewarded. She always has the most unexpected ideas.

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