 In 2012, university students Karl Mak and Adrian Ang decided to produce humorous memes and put them up on Facebook. At the time, there were already several successful meme pages on the social networking site, but most of them were for a Western audience. Realising this gap, Mak and Ang started SGAG to offer hyper-localised content for the Singaporean audience. Their memes caught on quickly, initially among their friends. 