In a world where people document every detail of their lives online yet still struggle with honest face-to-face conversations, sometimes all it takes is the right question.

That’s the idea behind “But Honestly”, a conversation card game designed to turn awkward silence and small talk into genuine emotional connection.

Officially launched in January 2022, this Malaysian card brand is finding its way back into the spotlight after a brief hiatus.

Founded by three childhood friends – David Ngu, Ting Shi Qi, and Sarah Wong – “But Honestly” was created with a simple goal: to normalise vulnerability and encourage more open conversations about emotions, particularly within Asian communities where such topics are often considered taboo.

The trio from Sarawak poured their shared vision into the brand before mutually parting ways. Today, the brand is solely helmed by 27-year-old Ngu, a psychology major who continues to steer “But Honestly” forward with the same mission at its core.

“Growing up in Kuching, especially while being involved in church youth programmes, we were always encouraged to share our feelings,” Ngu told FMT Lifestyle.

However, he noticed a stark difference after moving to Kuala Lumpur to pursue his studies in 2019.

“People were surprised that I could be so open and close with some of my friends. That was really the starting point for why we created these cards,” he said.

Their debut signature deck features 100 cards structured into three colour-coded levels of vulnerability, featuring questions, action cards, and wild cards.

Besides selling the cards online, Ngu also organises interactive, in-person sessions aimed at building live communities.

“One of my favourite prompts is ‘Do you have trust issues?’ – a level three card. When people read it out loud, you can instantly see their shocked reactions.”

Ngu added: “We also have a deck meant for couples, and we’ve run dating events in the past where some participants have actually gone on to get married!”

However, he added that the cards can also reveal difficult truths; in one instance, a couple even broke up after discovering more about each other. Ngu also said that people often spend hours talking on just one card.

Ngu, who was based in KL since 2019, worked as a teacher and in the corporate sector before moving back to Kuching last year to care for his parents and manage his finances.

This allowed him to transition into “But Honestly” full-time. His latest launch is the “Reflection Deck”, the first set of 30 cards he created on his own following the departure of his co-founders.

“This is my proudest creation and it actually took two years for me to develop,” he shared.

Ngu said the prompts are not meant to encourage self-criticism, but rather to guide users towards asking “why” and “what’s next” instead of dwelling only on what went wrong.

The cards are designed to move from lighter reflections – such as memories and gratitude – toward deeper questions about lessons and fears.

“My favourite part about this entire deck is that it drives you towards positivity.”

The soft launch of the “Reflection Deck” was recently held in Penang, where participants used the cards for both solo journaling and group reflection.

“We had people from around 50 right down to Gen Z at the same table, just sharing from the heart, with some even in tears,” Ngu recalled.

In the years since “But Honestly” was established, it has gone on to make a real impact.

“I gave one of the decks to a friend, and when his dad – who’s from another country – came by, he picked it up and started going through the cards,” Ngu shared.

“He landed on one that asked, ‘Is there anyone you need to forgive right now, and why?’ He then went over to his son, gave him a hug, and said he was sorry for not being around earlier, and thanked him for being patient.”

While Ngu is currently working on translating the decks into different languages, he hopes “But Honestly” will reach more Malaysians and eventually find a place in every home, helping to bring people closer through more meaningful conversations.

Follow ‘But Honestly’ on Instagram and check out their website.