Tributes flooded social media after news that Creative Technology CEO Sim Wong Hoo had died suddenly at the age of 67.

Creative Technology CEO Sim Wong Hoo died suddenly on Wednesday, January 4, according to a statement from the company.

“On behalf of all staff of the company, the board expresses its deepest sorrow over the death of Mr Sim and conveys its condolences to his family,” the Singapore company said.

“The board also expresses its heartfelt gratitude for the immense contributions to the company by Mr Sim during his tenure as the chairman and chief executive officer of the company.”

Interim CEO Song Siow Hui said in the statement that the death was “a sad and sudden development” and noted that he died peacefully.

Sim Wong Hoo founded Creative Technology in 1981. The firm’s Sound Blaster card became a sensation when it launched in 1989.

Sim Wong Hoo also famously coined the term “No U-Turn Syndrome” (NUTS) in 1999 to describe the social behaviour of Singaporeans having a mindset of compliance to higher authorities before proceeding with any action.

Speaking to Channel News Asia, friends at the wake of the Creative founder said that Sim Wong Hoo appeared to be in good health and ran marathons.

No further information was made available.

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