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In collaboration with the Malaysian Golf Association (MGA), Deemples introduces an all-new earn-as-you-play membership that combines exclusive golf benefits, official WHS handicap services and lifestyle privileges into a single app. Deemples, Southeast Asia’s leading golf booking and community platform, has launched Deemples Pass, a fully digital golf membership designed to reward golfers for every round they play while supporting their journey from casual play to competitive golf. Developed in collaboration with the Malaysian Golf Association (MGA), Deemples Pass brings together golf rewards, recognised handicap services and lifestyle privileges through a single membership managed entirely within the Deemples app. The launch comes as the golf industry continues to explore new ways to encourage participation and strengthen golfer engagement. As players increasingly look for greater value from their leisure and fitness activities, memberships that reward participation while supporting progression in the sport are becoming increasingly relevant. For almost a decade, Deemples has connected golfers with tee times and playing partners across Southeast Asia. With Deemples Pass, the platform is expanding beyond golf bookings to offer a more integrated membership experience that combines digital convenience, rewards and recognised golfing credentials. “Deemples was built to solve a very simple problem: helping golfers find other people to play with. As golfers spend more time with the sport, they want an experience that gives them more than just a round of golf,” said David Wong, Founder and CEO of Deemples. “With so many activities competing for people’s time today, Deemples Pass was created to give golfers more reasons to stay connected to the game they love, rewarding them every time they play and making every round count.” Supporting Golfers From Casual Play to Competition A key feature of Deemples Pass is its collaboration with the Malaysian Golf Association (MGA), which enables eligible members to obtain a recognised World Handicap System (WHS) handicap. The WHS service allows golfers to accurately track their progress and supports their participation in amateur competitions in Malaysia and internationally. “Deemples has built one of the most active golf communities in the region and we are proud to collaborate with them on World Handicap System (WHS) recognition through Deemples Pass,” said Admiral (R) Tan Sri Mohd Anwar Mohd Nor, President of the Malaysian Golf Association (MGA). “Through Deemples’ marketing reach and digital distribution, we have an opportunity to introduce the official WHS to more golfers than ever before, helping to strengthen player development and foster greater participation in competitive golf.” What Deemples Pass Offers Deemples Pass is designed to provide value throughout a golfer’s journey, with key benefits including: Fully digital membership: The membership is managed through the Deemples app, eliminating the need for a physical membership card. Earn-as-you-play rewards: Members can access greater discounts, higher cashback on tee-time bookings, golf vouchers and member-only benefits as they play more often. Official WHS handicap services: Eligible members can obtain a recognised WHS handicap through Deemples’ collaboration with MGA, supporting participation in amateur competitions locally and internationally. Golf and lifestyle privileges: Members can access exclusive offers from participating golf courses, resorts and selected lifestyle partners through a single membership. Backed by Golf Courses and Lifestyle Partners Deemples Pass has also attracted participation from golf courses and industry partners, with clubs and brands offering exclusive privileges and bespoke vouchers to members. Among the participating partners is Mizuno, which is leveraging Deemples’ golfer community to connect with engaged players through exclusive member privileges. Seri Selangor Golf Club has also continued its collaboration with Deemples, using its booking technology and marketing capabilities to attract golfers, improve course utilisation and encourage repeat play. Meanwhile, Kelab Rahman Putra Malaysia (KRPM) sees the partnership as an opportunity to introduce a new generation of golfers to the club while maintaining the experience valued by its existing members. “Our partnership with Deemples has helped us do exactly that by introducing more golfers to our club during tee times that would otherwise be underutilised, while preserving the experience our members value,” said Jack Loi, Captain of Kelab Rahman Putra Malaysia. “Deemples Pass builds on this by making it even easier to welcome prospective members in a way that benefits golfers without compromising the exclusivity of club membership.” Growing Network of Deemples Pass Partners As of 30 July 2026, participating Deemples Pass partners include Be Golf Pro, Genesis Range @ Bangi Golf Resort, Miracles Golf, Seri Selangor Golf Club, Capri by Fraser Bukit Bintang, GSF Fitting Studio, Mizuno, Shoe Mo, Hard Rock Hotel Desaru Coast, CuciShoes, DELON, Kelab Rahman Putra Malaysia (KRPM), Pin High, Watatime, The Club by M Foremost, Four Points by Sheraton Desaru, Wedge Range, Health Oasis, Malaysian Golf Association (MGA), LIIT Hydration, Ramada Meridin Johor, Semarak Range @ Cyberjaya, Apple Physio, Wedge Essentials, EQ Kuala Lumpur, Penang Golf Club, Hawa Golf, Selesa Golf Course and Kelab Rekreasi Tentera Udara (KRTU). Now Available on the Deemples App Deemples Pass is now available as an optional annual subscription through the Deemples app on iOS and Android. Existing Deemples users can upgrade their membership directly through the app, while new users can register and subscribe digitally. For more information, golfers can visit deemples.com or download the Deemples app.

Not long ago, building a major beauty brand followed a fairly predictable formula. Secure shelf space, invest heavily in advertising, recruit celebrity ambassadors and wait for consumers to discover the product. Social commerce has rewritten that playbook. Today, a brand can build its audience before it builds a retail footprint. Customers can discover a product, watch someone use it, ask questions, read reviews and complete a purchase without leaving the same platform. More importantly, they can become part of the community surrounding that brand. CEO and Founder of Armila Berhad – Puan Sharmila Johan. For Armila Berhad, this convergence of content, commerce and community has become central to its growth. Through its flagship beauty and wellness brand, Yolla+, the Malaysian company has built a digital audience exceeding 1.6 million followers on its main TikTok account, @kakell01, while generating more than RM2.6 million in sales through TikTok Shop alone. Those numbers are significant, but they tell only part of the story. Behind them is a company attempting to turn digital influence into something considerably harder to build: a sustainable consumer brand.   Wellness Without the White Coat Armila entered a beauty and wellness market already filled with supplements and self-care products. The opportunity it identified was not necessarily the absence of choice, but the way many of those choices were presented. Wellness could feel medicinal. Supplements could become another chore. Products designed to make people feel better did not always deliver an experience consumers actually enjoyed. Yolla+ approached the category differently. Its proposition centres on making beauty, wellness and self-care easier to incorporate into everyday routines while maintaining an emphasis on quality, safety and scientific credibility. At its core is a particularly lifestyle-driven idea: healthy habits are easier to sustain when people actually enjoy them. For a generation increasingly interested in the relationship between appearance, wellbeing and confidence, that positioning has allowed Armila to speak about beauty without restricting the conversation to how someone looks. The broader objective is confidence.   When Your Audience Becomes Your Focus Group Armila’s digital scale provides another advantage traditional consumer brands have historically spent considerable amounts of money trying to replicate: immediate access to the customer. A community of 1.6 million followers creates a continuous stream of reactions, questions, preferences and behavioural signals. The company can see which conversations resonate, identify emerging interests and understand how customers respond to products in close to real time. That intelligence feeds back into product and brand development. But virality alone does not make a dependable wellness company. Armila has therefore placed significant emphasis on the less visible side of the business: formulation, manufacturing and compliance. It works with GMP-certified manufacturing partners and formulation specialists under the guidance of Dr. Suhana of Ensu Life Sdn. Bhd., while its products carry relevant credentials including Halal certification, KKM approvals, NOT certifications and registered trademarks. Approximately 80% of Armila’s products are currently manufactured in Malaysia, allowing the company to support local manufacturing while maintaining closer oversight of quality. It is an important counterbalance to the speed of social commerce. Online trends can move overnight; consumer trust takes considerably longer to earn.   From TikTok to the High Street Armila’s next chapter presents an interesting reversal of the traditional retail journey. Instead of beginning physically and moving online, the company intends to take a digitally established brand into bricks-and-mortar retail, with its first outlet planned before the end of 2026. For Yolla+, the move creates an opportunity to translate an online relationship into a physical brand experience. It also reflects the emergence of a new kind of consumer company—one that does not necessarily distinguish between e-commerce and conventional retail. Customers may discover a product through a short-form video, examine it in-store, purchase it online and return to social media to share their experience. The brand exists wherever the customer happens to be. Armila is simultaneously preparing to take that model outside Malaysia, with Indonesia identified as a priority market as part of broader Southeast Asian ambitions.   AI Joins the Team Technology is also beginning to change how the company operates internally. Armila is recruiting AI-focused talent and training existing employees to apply artificial intelligence across marketing, content development, customer engagement, business intelligence and operational processes. The objective is not simply automation for its own sake. As the organisation grows, maintaining the speed that helped build the company becomes increasingly difficult. More employees, more products, more customers and eventually more countries create layers of complexity that cannot continue flowing through a small leadership group. The company’s management philosophy is consequently shifting from running daily activities towards creating systems, developing leaders and giving teams greater accountability. There is a certain irony here. The very digital platforms that allow companies to become large remarkably quickly also force them to mature remarkably quickly.   Turning Influence Into Staying Power Armila now faces the challenge confronting many successful digital-first brands: proving that attention can become longevity. The company is deliberately resisting growth that could compromise formulation standards, regulatory compliance or consumer confidence. Investment over the past 12 to 18 months has instead gone into product evaluation, formulation improvements, employee development, technology and operational readiness. That discipline will become increasingly important as Yolla+ enters physical retail and new international markets. Social media may have changed how a beauty company gets noticed, but some fundamentals of business remain remarkably old-fashioned. A customer still has to trust the product. The product still has to deliver. And after the algorithm moves on to something new, the brand still needs to give people a reason to come back. For Armila Berhad, 1.6 million followers may have helped open the door. The bigger opportunity now is turning that audience into a brand capable of travelling far beyond the screen.

There is something inherently personal about cake. It appears at birthdays, graduations, anniversaries and family gatherings. It is brought to offices to celebrate promotions, ordered when friends reconnect and sometimes bought for no particular reason other than making an ordinary day feel a little better. The founder and CEO of Gula Cakery – Nor Arieni Adriena Mohd Ritzal. For Gula Cakery, understanding this emotional relationship has helped transform what began as a homegrown Malaysian cake business into a growing café and hospitality brand. Across its outlets in the Klang Valley, the company has built its following not simply around what comes out of the kitchen, but around the occasions that bring customers through its doors. That distinction matters. In an F&B market crowded with new concepts and constantly changing trends, customers have more choices than ever. A beautiful cake or photogenic café may attract someone once. Getting them to return requires something considerably harder to manufacture: connection.   A Place at the Table Gula Cakery’s customer base stretches from young families and students to professionals and corporate clients. Its cakes and extensive flavour selections remain central to the brand, but the café experience has gradually become just as important. The idea is refreshingly uncomplicated. Create spaces that feel welcoming rather than intimidating, deliver quality without pushing the experience out of reach, and give customers somewhere they genuinely want to spend time. It was this middle ground that Gula Cakery identified early. Premium café experiences existed, but they could often feel expensive, exclusive or detached. The opportunity was to combine good food and thoughtful surroundings with the warmth and accessibility of a neighbourhood favourite. Today, expectations are considerably higher. Customers want flavour, ambience, convenience, good service, social-media appeal and consistency—often simultaneously. The challenge for Gula Cakery is therefore no longer simply making great cakes. It is reproducing the feeling surrounding them across every location.   Knowing When Not to Grow Perhaps the more revealing chapter of Gula Cakery’s story is what happened once opportunities began arriving. As the brand became more visible, so did invitations to expand. Shopping malls approached. Partnership possibilities emerged. Investment proposals followed. For a young business, saying yes can feel like progress. Gula Cakery has discovered that sometimes saying no requires greater confidence. Its approach to expansion has become noticeably more selective, with decisions now assessed against operational capacity, team readiness, location sustainability and long-term value rather than visibility alone. That change in philosophy recently resulted in the company exiting selected outlets, including Sunway Pyramid and IOI Damansara Mall, allowing resources and management attention to be redirected towards stronger locations and future opportunities. It is a counterintuitive lesson in an entrepreneurial culture that often celebrates opening more locations as the clearest evidence of success. For Gula Cakery, becoming bigger and becoming better are no longer assumed to be the same thing.   What Customers Don’t See While customers encounter cakes, coffee and welcoming interiors, much of the company’s most important work is currently happening out of sight. Processes are being centralised. SOPs are being strengthened. Workflows are being refined and responsibilities clarified. Selected production and planning functions are being reorganised to reduce dependence on individuals. None of this makes for particularly glamorous Instagram content. But it may determine whether Gula Cakery can successfully become a much larger business. The founders have learnt that an organisation can expand quickly while becoming increasingly fragile underneath. When too much knowledge and decision-making sits with a handful of people, every new outlet adds another layer of complexity. That has also forced a change in leadership. During Gula Cakery’s earlier years, founders could intervene whenever something went wrong. It was efficient, but ultimately created dependency. Today, greater responsibility is being placed on middle management, with team members expected to make decisions, take ownership and occasionally learn through mistakes. The difficult part is knowing when not to step in. Alongside empowerment has come a more mature approach to accountability. Performance expectations, culture alignment and consequence management have become unavoidable parts of running a larger organisation. It has led to one of the company’s clearest lessons from scaling: building people can be considerably harder than building a brand.   The Memory of a Brand Gula Cakery’s attention to human behaviour also extends to its customers. The company spends considerable effort understanding why people return and which seemingly small details become part of their memory of an experience. That thinking influences menu development, packaging, café design, service recovery and even the way the brand communicates on social media. It is an interesting advantage because it cannot necessarily be captured in a recipe. Someone may forget precisely which table they sat at or what song was playing. They are less likely to forget how a place made them feel during an important moment. For a hospitality business, that emotional memory can become remarkably powerful customer equity.   The Next Slice Gula Cakery is now considering expansion outside the Klang Valley, with Johor among the markets being explored. But the approach will be different this time. New locations will depend on stronger supply-chain coordination, leadership depth, centralised operations and systems capable of maintaining consistency across greater distances. The objective is not to plant flags on a map as quickly as possible. It is to ensure that wherever Gula Cakery eventually opens, customers still recognise the experience that made them fall in love with the brand in the first place. There is an appealing maturity in that thinking. After all, anyone can measure a growing café business by the number of outlets it opens. The harder measure is whether, years later, people still choose its cakes for the moments they want to remember.