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Investment & Market Trends

The Business Behind Global Food Demand

The global food industry is no longer driven by production alone. Today’s consumers expect more than quality ingredients. They demand convenience, consistency, food safety and products that fit increasingly fast-paced lifestyles. At the same time, restaurants, retailers and distributors are under growing pressure to secure reliable supply chains while meeting ever-higher expectations for freshness and product quality. For food manufacturers, this has fundamentally changed the rules of the industry. Success is no longer determined simply by what is produced, but by the ability to create value beyond the product itself. It is this shift that has shaped the company’s evolution. Backed by more than two decades of expertise in research and development, sourcing, trading and food processing, the business has expanded into a diversified manufacturer of value-added fishball products, ready-to-use instant pastes, frozen seafood and premium fresh durian. Today, it is also recognised as one of the pioneering Malaysian companies to export fresh durian to China via air freight, reflecting a business built around innovation, quality and international opportunity.   Beyond Manufacturing Food manufacturing has traditionally focused on efficiency and scale. Today, the challenge is much broader. Consumers expect authentic flavours that remain consistent from one purchase to the next. Food service operators require dependable supply, while international buyers demand strict quality assurance, food safety and traceability throughout the supply chain. Meeting these expectations requires more than processing food. It requires understanding how consumer behaviour is changing. The company has responded by developing value-added food solutions that simplify preparation without compromising taste, freshness or reliability. Whether producing premium fishball products, frozen seafood, instant cooking pastes or exporting fresh durian, every product is designed to address a common challenge: making quality food more accessible in an increasingly complex market. The objective is not simply to manufacture food. It is to help businesses and consumers enjoy greater convenience while maintaining the authenticity that defines Malaysian cuisine.   Responding to a New Generation of Consumers Changing lifestyles continue to reshape food consumption around the world. Time has become one of the most valuable commodities, driving growing demand for products that reduce preparation without sacrificing quality. Restaurants, retailers and households alike are increasingly seeking solutions that offer consistency, convenience and confidence in every purchase. Recognising this shift early, the company invested in advanced food processing methods, freezing technology and quality control systems capable of preserving flavour, freshness and food safety across a wide range of products. These investments have enabled the business to bridge the gap between traditional food preferences and modern consumer expectations. For customers, the value lies not only in the products themselves, but in the assurance that every order delivers the same standard of quality regardless of where it is consumed.   Creating Value Beyond the Supply Chain As global food supply chains become increasingly interconnected, manufacturers are expected to contribute more than production capacity. They must become trusted partners capable of delivering reliability, consistency and long-term value. Rather than competing primarily on price, the company has focused on strengthening operational efficiency, product differentiation and manufacturing capability. Investments in automation and production systems have helped improve productivity while ensuring product quality remains uncompromised as demand continues to grow. This approach is particularly important within value-added food categories, where customer expectations increasingly extend beyond taste to include convenience, safety and dependable performance. By continually improving operational capabilities, the company is building resilience that supports both domestic growth and international expansion.   Bringing Malaysian Products to the World Perhaps one of the company’s most significant milestones has been its entry into the international fresh durian market. In 2024, it became one of Malaysia’s pioneering companies exporting fresh durian to China via air freight, opening new opportunities within one of Asia’s fastest-growing premium food markets. Exporting fresh produce, however, requires far more than meeting demand. Maintaining product integrity depends on precise cold chain management, reliable sourcing, careful handling and efficient logistics from farm to destination. Recognising these challenges, the company continues strengthening supplier relationships while investing in premium positioning, ensuring Malaysian produce competes on quality, consistency and trust rather than price alone. The success of this business reflects a broader ambition: creating greater international recognition for Malaysian food products through disciplined execution and uncompromising quality standards.   Growth Built on Stronger Foundations For many businesses, growth is measured by larger facilities or higher production volumes. For this company, growth is equally about building stronger capabilities. Every investment in manufacturing technology, food safety systems, operational efficiency and product development strengthens its ability to serve customers over the long term. As markets continue evolving, maintaining consistency becomes increasingly important. Customers expect the same quality whether purchasing frozen seafood, fishball products, instant cooking pastes or premium fresh durian, and sustaining that trust requires continuous improvement across every aspect of the business. Growth, therefore, is not simply about becoming bigger. It is about becoming more reliable, more efficient and more valuable within the global food ecosystem.   Looking Towards the Next Chapter The next phase of the company’s journey is centred on moving further up the value chain. Rather than focusing solely on increasing production capacity, leadership is prioritising product innovation, stronger brand positioning and deeper market penetration across both domestic and international markets. Opportunities continue to emerge within premium frozen seafood, ready-to-use food solutions, value-added fishball products and fresh durian exports, driven by consumers seeking greater convenience without compromising quality. Supporting this ambition requires continuous investment in automation, technology, quality management systems and talent development, ensuring the organisation remains agile while preserving the standards that have underpinned its success. As global demand for trusted food solutions continues to grow, manufacturers capable of combining operational excellence with innovation will define the next generation of the industry. That is the path this company has chosen—one that extends well beyond manufacturing itself. By creating value-added food solutions, strengthening supply chain reliability and bringing Malaysian products to international markets, it is contributing to a food industry where quality, trust and innovation remain the most important ingredients for sustainable growth.

ESG

Air Selangor Makes History With RM200 Million World’s First Blue Sukuk Issuance

Pengurusan Air Selangor Sdn Bhd has successfully priced the world’s first blue sukuk and Malaysia’s first blue bond/sukuk issuance, with a total nominal value of RM200 million. The Blue SRI Sukuk Kelestarian carries a 15-year tenure and will be issued under Air Selangor’s RM20 billion Islamic medium-term notes programme. In a joint statement, Air Selangor and CIMB Group Holdings Bhd said the landmark issuance marks a major milestone in the development of sustainable water financing within Malaysia’s capital market. The companies said the issuance reflects Air Selangor’s commitment to securing sustainable financing for projects that deliver measurable environmental benefits, particularly in strengthening water infrastructure and supporting long-term resource management. Air Selangor chief executive officer Adam Saffian Ghazali said building resilient water infrastructure requires long-term investment supported by innovative and sustainable financing solutions. “This world’s first blue sukuk reflects our commitment to advancing innovative financing solutions that strengthen water security, protect natural resources and create long-term value for the communities we serve,” he said. Meanwhile, CIMB Investment Bank chief executive officer Nor Masliza Sulaiman said the successful issuance highlights CIMB’s role as a capital markets arranger and sustainability partner. “We hope this landmark issuance will accelerate the adoption of blue finance across Malaysia and the region, supporting greater mobilisation of capital towards water security, environmental resilience and sustainable development,” she said. CIMB Investment Bank served as the sole sustainability structuring adviser and sole lead manager for the transaction. The blue sukuk issuance represents a significant step forward in Malaysia’s sustainable finance landscape, creating a new avenue for funding projects focused on water security, environmental protection and long-term climate resilience.

Energy & Technology

How One Company Is Building More Than Fire Safety

There are industries that only make headlines when something goes wrong. Fire safety is one of them. For decades, it has largely been viewed as a regulatory obligation—an essential component of buildings and businesses that quietly exists in the background. Yet as industries become more technologically advanced and operational risks continue to evolve, the role of fire protection is changing. It is no longer just about complying with regulations; it is about safeguarding business continuity, protecting people and enabling organisations to operate with confidence. For FIRE FIGHTER INDUSTRY SDN BHD, this shift has defined the company’s journey. Established more than four decades ago, the business has grown from a specialist in fire protection into one of Malaysia’s leading providers of integrated fire safety solutions. Managing Director, Executive Director/ Chief Innovation Officer of Fire Fighter Industry Sdn Bhd – Michelle Hah & Brian Soo. Today, its expertise spans the manufacturing of portable fire extinguishers, active and passive fire protection systems, consultation, maintenance, certified fire safety training and specialised solutions for emerging technologies, serving everyone from property developers and manufacturers to educational institutions and homeowners. But perhaps the company’s biggest transformation has not been what it sells—it is how it thinks about the role fire safety should play in modern society. Moving Beyond the Compliance Mindset Many businesses still approach fire safety as a project requirement or statutory obligation. The challenge with that mindset is simple: compliance alone does not create resilience. FIRE FIGHTER INDUSTRY believes the real value of fire protection lies in prevention, preparedness and confidence. Every fire that never occurs, every business interruption that is avoided and every life protected represents the true success of the industry. That philosophy has shaped the company’s evolution into a full-service provider capable of supporting clients throughout the entire lifecycle of a building. Beyond supplying equipment, the business designs, installs, tests, commissions and maintains integrated fire protection systems while ensuring compliance with BOMBA requirements and evolving industry standards. Rather than seeing projects as isolated transactions, the company focuses on building long-term partnerships that strengthen operational resilience for its clients. Preparing for Risks That Didn’t Exist Yesterday Technology is changing the way businesses operate. Electric vehicles are becoming increasingly common. Solar energy systems are being installed across commercial and residential developments. Lithium battery storage is powering everything from logistics operations to manufacturing facilities. While these innovations represent significant progress, they also introduce entirely new categories of fire risks. Recognising these shifts early, FIRE FIGHTER INDUSTRY invested heavily in research, product development and specialised fire protection solutions designed specifically for emerging technologies. Its in-house research and development capabilities, together with partnerships involving leading international manufacturers and Malaysian universities such as Universiti Kebangsaan Malaysia and Management & Science University, allow the company to stay ahead of changing industry demands. This forward-looking approach reflects a broader business philosophy: anticipating tomorrow’s challenges rather than simply responding to today’s. Making Fire Safety More Accessible Innovation is not always about sophisticated technology. Sometimes, it is about changing perception. For many years, fire safety remained something associated almost exclusively with commercial buildings and industrial facilities. Residential preparedness rarely received the same level of attention until an incident occurred. FIRE FIGHTER INDUSTRY has worked to bridge that gap. By expanding into e-commerce, developing consumer-focused fire safety products and creating educational content across digital platforms, the company has made fire protection more accessible to households throughout Malaysia. It has also introduced creatively designed fire extinguishers through collaborations with artists and brands, transforming what was traditionally viewed as a purely functional product into one that encourages greater visibility and awareness within homes. Alongside these initiatives, the company continues delivering fire safety training programmes for businesses, government agencies, residential communities and non-government organisations, reinforcing the belief that awareness remains one of the most effective forms of protection. Defining Growth Differently For many organisations, growth is measured by revenue, expansion or market share. For FIRE FIGHTER INDUSTRY, growth is measured by capability. Its strategic priorities focus on strengthening technical expertise, expanding research and development, improving service quality and building internal systems that enable the organisation to perform consistently as it grows. Equally important is what the company chooses not to pursue. Leadership has deliberately avoided growth that compromises workmanship, technical integrity or customer trust for short-term commercial gains. In an industry where every installation carries significant responsibility, maintaining quality remains non-negotiable. This long-term perspective has become one of the company’s defining characteristics, allowing it to balance experience with innovation while preparing the next generation of talent to lead the industry forward. Building an Organisation That Learns Growth brings complexity. As project portfolios expand and teams become larger, maintaining consistency across workmanship, communication and customer experience becomes increasingly challenging. To meet that challenge, FIRE FIGHTER INDUSTRY has strengthened its operating model through ISO-based systems, enhanced standard operating procedures, digital project management tools and stronger quality control frameworks. At the same time, the organisation continues investing heavily in internal training and knowledge sharing. Rather than allowing technical expertise to remain concentrated within a small number of individuals, leadership believes knowledge should flow throughout the organisation, enabling teams to respond faster, make better decisions and adapt more effectively as technologies continue evolving. It is an approach that reflects the realities of modern business, where continuous learning has become as valuable as technical experience itself. Building for Generations, Not Just Growth After successfully navigating more than fifty years of industry evolution, FIRE FIGHTER INDUSTRY is now focused on a far bigger ambition than simply expanding its business. Its vision is to contribute towards a future where fire safety is integrated into the way organisations operate, communities prepare and industries innovate. Achieving that requires continuous investment in research, workforce development, technical capability, sustainability initiatives and public education—creating stronger foundations not only for the company, but for the wider ecosystem it serves. In today’s business landscape, resilience is increasingly shaped by an organisation’s ability to anticipate change before it becomes disruption. As new technologies emerge and operational risks become more complex,

The Executives

IJM Chairman Krishnan Tan Announces Retirement

IJM Corp Bhd has confirmed that the upcoming retirement of its chairman Tan Sri Krishnan Tan is part of a long-planned leadership transition, with the company’s strategy, management direction and business priorities remaining unchanged. In a statement, IJM said Tan had previously indicated that his current board term would be his final one. His decision not to seek re-election at the company’s upcoming Annual General Meeting (AGM) reflects an orderly succession process for the group. “The group’s strategy, management team and business priorities remain unchanged as IJM continues executing its long-term growth plans,” the company said. Tan will officially step down as chairman following the conclusion of IJM’s AGM scheduled for Aug 27, marking the end of an approximately 42-year association with the company. During his extensive tenure, Tan played a key role in shaping IJM’s growth and transformation into one of Malaysia’s leading diversified construction and infrastructure groups. The company said he contributed significantly through various leadership positions as IJM expanded its presence and capabilities over the decades. In his final chairman’s statement published in IJM’s annual report, Tan reflected on his career with the group with a sense of pride and appreciation. “Having had the privilege of participating in the acquisition and merger of the companies that formed IJM, and subsequently serving as its chief executive officer and chairman over the past four decades, I look back with immense pride and gratitude at what we have built together,” he said. Tan added that he was confident IJM was well-positioned to enter its next phase of growth. His final year as chairman was particularly significant due to two major developments — the conditional voluntary takeover offer by Sunway Bhd in January 2026 and the subsequent scrutiny following allegations circulated on social media. The proposed takeover attempt ultimately did not proceed after Sunway failed to obtain acceptances exceeding 50% of IJM’s shares. “Having spent much of my career evaluating acquisitions rather than being the subject of one, the experience served as a sobering reminder of the need to be nimble and dynamic given the rigour of a fast-evolving business environment and that of the capital markets,” Tan said. Tan also addressed the challenges arising from what he described as “malicious and unfounded” allegations circulated online, which placed both IJM and his personal reputation under public scrutiny. He said the Malaysian Anti-Corruption Commission’s decision to take no further action, together with confirmation that the proposed acquisition process complied with legal and regulatory requirements, reaffirmed confidence in the group’s governance standards. Tan further stated that claims involving RM2.5 billion in alleged money laundering linked to IJM were found to be without basis, while the United Kingdom’s Serious Fraud Office confirmed that it had never undertaken any investigation into the alleged movement of funds. “While these were indeed trying times where reputations were being questioned, positively, shareholders can take comfort in the fact that the governance, integrity and ethical standards established by our founding leaders stood the test of one of the most challenging periods in the group’s history,” he said. “With these events now behind us, our attention is firmly on the future and the opportunities ahead.” Tan, 73, was appointed chairman of IJM on Aug 29, 2019, after previously serving as deputy non-executive chairman from 2014. He first joined IJM’s board on June 12, 1984 as an alternate director and went on to hold several senior leadership roles, including financial controller, director, deputy managing director, group managing director, chief executive officer and managing director, and executive deputy chairman. As at the end of June 2026, Tan held a direct interest of 0.3% and an indirect interest of 0.032% in IJM. His retirement marks the conclusion of a decades-long leadership journey that has coincided with IJM’s evolution into a major player in Malaysia’s construction, infrastructure and diversified business sectors.

The Executives

HeiTech Padu Names Sandraruben As New Deputy Chairman.

HeiTech Padu Bhd has redesignated its executive director Datuk Sandraruben Neelamagham as the company’s new deputy chairman, effective immediately, as the technology group moves to strengthen its leadership structure. Sandraruben, 39, joined HeiTech Padu as an executive director in April 2024. A lawyer by profession, he previously served as an adviser to NexG Bhd before taking up his role at HeiTech Padu. HeiTech Padu Bhd, Deputy Chairman – Datuk Sandraruben Neelamagham. His appointment comes amid continued attention surrounding corporate developments involving NexG, including allegations and disputes raised earlier this year involving key shareholders, intellectual property and government-related technology contracts. According to statements made by businessman Victor Chin Boon Long and Pandan Member of Parliament Datuk Seri Rafizi Ramli, Sandraruben — also known as Ruben — was allegedly the individual referred to as “Mr R” in relation to claims involving the proposed transfer of 421.7 million NexG shares to an unnamed party described as his purported “boss”. In March, NexG founder and major shareholder Datuk Hanifah Noordin alleged that Sandraruben and lawyer Datuk Chong Loong Men had attempted to transfer NexG’s core technological capabilities and critical intellectual property linked to its government contract to HeiTech Padu. Hanifah further claimed that Sandraruben was reporting to an individual identified only as “Mr A”, whom he linked to Bestinet Sdn Bhd, a company involved in the processing of foreign workers, including those from Bangladesh. He alleged that the individual was behind an effort to move NexG’s key technological assets out of the company. The identity of “Mr A” has not been officially disclosed. However, Rafizi had previously linked the individual to Datuk Seri Farhash Wafa Salvador, a former political secretary to Prime Minister Datuk Seri Anwar Ibrahim, citing that Sandraruben’s law firm had represented Farhash in a defamation suit against him. The allegations have drawn attention within Malaysia’s technology and corporate sectors, particularly due to NexG’s involvement in government-related technology solutions and digital identity infrastructure. HeiTech Padu has not provided further details regarding the leadership change beyond announcing Sandraruben’s redesignation as deputy chairman. Following the announcement, shares of HeiTech Padu closed unchanged at RM1.29 on Wednesday, giving the company a market capitalisation of approximately RM210.25 million. The counter has declined more than 24% year-to-date amid ongoing market scrutiny and investor sentiment surrounding the company.

Investment & Market Trends

Petra Energy Monetises Idle Assets Through RM61 Million Vessel Sale

Petra Energy Bhd is monetising its non-performing assets through the sale of two marine vessels for a combined cash consideration of approximately RM61.31 million, as the company seeks to optimise its asset portfolio and strengthen its financial position. The disposal will be carried out by Petra Marine Sdn Bhd, a wholly owned subsidiary of Petra Energy, involving the sale of two offshore vessels to international buyers. Petra explained that it is selling these vessels to monetise non-performing assets, with proceeds of the deals to be used as working capital. The first transaction involves the sale of Petra Orbit, an offshore support workboat, to Beaufond Swissline FZ-LLC, the commercial affiliate arm of UAE-based chemical manufacturer Beaufond plc, for RM29.63 million. The second agreement involves the disposal of Petra Endeavour, a 300-man work barge, to Indian company AJR Oil & Gas Engineering Services for RM31.67 million. Both transactions are expected to be completed by the end of September, subject to the successful delivery of the vessels to their respective buyers. Under the sales agreements, Beaufond and AJR will each provide initial deposits of 20% and 25%, respectively, following the formal signing of the agreements. In its filing with Bursa Malaysia, Petra Energy said the vessel disposals are part of its strategy to monetise non-performing assets, allowing the company to unlock value from underutilised assets while improving capital efficiency. The proceeds generated from the sales will be used as working capital to support the company’s ongoing business operations and future requirements. Both vessels were built in 2009. The Petra Orbit, which is approximately 17 years old, carries a book value of RM25.01 million, while the Petra Endeavour has a book value of RM30.06 million as at the proposal date. The disposal marks Petra Energy’s continued effort to streamline its asset portfolio and focus on improving operational flexibility amid changing market conditions in the offshore and marine services sector. By converting ageing or underperforming assets into cash resources, the company aims to enhance liquidity while creating greater room to support its core business activities. Following the announcement, Petra Energy’s shares declined 3.33% to 72.5 sen per share, giving the company a market capitalisation of approximately RM232.7 million. Despite the decline, the stock has gained 29.46% year-to-date.

Investment & Market Trends

Sunway Healthcare Expands Johor Presence With RM45 Million Iskandar Puteri Land Deal

Sunway Healthcare Holdings Bhd is expanding its presence in Johor through the acquisition of four freehold land parcels in Sunway City Iskandar Puteri for RM45.37 million, as the healthcare group moves forward with its regional growth strategy. The acquisition involves a total land area of approximately 9.918 acres and will support the company’s plans to strengthen its healthcare footprint in the southern region of Malaysia. The transaction is carried out through a sale and purchase agreement between Sunway Healthcare’s 99.9%-owned subsidiary, Sunway Medical Centre Sdn Bhd, and three Sunway Group entities — Sunway Marketplace Sdn Bhd, Sunway Parkview Sdn Bhd and Sunway Iskandar Sdn Bhd. The land purchase forms part of Sunway Healthcare’s broader expansion plans, following its earlier announcement to develop a 410-bed hospital in Iskandar Puteri with an estimated investment cost of RM781.6 million. Sunway Healthcare said the proposed acquisition aligns with its strategy to expand its network of tertiary hospitals and increase access to specialised healthcare services across Malaysia. “The proposed acquisition is in line with the group’s overall strategy to expand its network of tertiary hospitals,” the company said. The group added that the development would extend its healthcare presence into Johor while addressing the growing demand for advanced medical services in the southern region. “The proposed development expands the group’s footprint into the state of Johor, capturing unmet demand for tertiary healthcare in the southern region,” it said. The transaction is classified as a related-party transaction due to the involvement of companies within the wider Sunway Group. Sunway Marketplace Sdn Bhd and Sunway Parkview Sdn Bhd are wholly owned subsidiaries of Sunway Iskandar Sdn Bhd, which operates as a joint venture company under Sunway City Sdn Bhd. Sunway City is a subsidiary of Sunway Bhd (KL:SUNWAY), which is also a major shareholder of Sunway Healthcare. The proposed acquisition is expected to be completed by the second quarter of 2027, with no shareholders’ approval required for the transaction. Funding for the acquisition will come from a combination of internal funds and bank borrowings. Sunway Healthcare continues to strengthen its position as one of Malaysia’s leading private healthcare operators. As of the end of March, the company’s total licensed beds had increased to 1,805 beds, while overall bed capacity stood at 1,982 beds across its healthcare network. The Johor expansion reflects the growing demand for quality private healthcare services driven by population growth, economic development and increasing healthcare needs in the southern region. As Iskandar Puteri continues to develop as a key economic and residential hub, Sunway Healthcare’s investment is expected to enhance healthcare accessibility while supporting the company’s long-term growth ambitions. At market close on Wednesday, Sunway Healthcare shares declined three sen or 1.54% to RM1.92, giving the company a market capitalisation of approximately RM22.1 billion.

The Executives

The Smart Living Movement

There was a time when a kitchen was judged by the strength of its stove or the size of its refrigerator. Today, it has become something far more personal. It is where families reconnect after long days, where wellness begins with the meals prepared, and increasingly, where technology quietly works in the background to make everyday living healthier, safer and more intuitive. Modern homeowners are no longer simply purchasing appliances—they are investing in lifestyles that reflect convenience, sustainability and peace of mind. This changing mindset has given rise to what many in the industry now recognise as the smart living movement. At the forefront of this evolution is SENZ Marketing (M) Sdn. Bhd., a proudly Malaysian brand that has steadily transformed itself into one of the country’s most recognised names in innovative kitchen and lifestyle appliances. Rather than competing solely on price or product specifications, SENZ has built its business around a simple yet increasingly relevant philosophy: technology should improve the way people live, not complicate it. Founder and Managing Director of SENZ Marketing (M) Sdn. Bhd. – Datin Katherine Leong Hong Yin. Since its establishment, the company has developed an extensive portfolio spanning its Classic, Premium and flagship Premium X Series, catering to everyone from first-home buyers and growing families to discerning homeowners seeking premium, technology-driven living. Along the way, the company has earned national recognition as a Malaysia Book of Records holder and multiple SOBA award winner, including accolades for Best Brand and Best in Customer Service. Perhaps even more telling is the confidence it has earned from consumers, reflected in more than 1,700 five-star Google Reviews—the highest rating within Malaysia’s kitchen appliance sector. For SENZ, however, the product itself is only part of the story. The company believes one of the greatest frustrations facing homeowners begins after they have already made a purchase. Whether navigating confusing user manuals, waiting weeks for warranty claims or struggling to reach customer support, many consumers have experienced what the company describes as the “after-sales trap”—a gap that continues to undermine confidence across the industry. Instead of accepting this as the norm, SENZ chose to redesign the ownership experience. Every appliance is equipped with a universal QR code that instantly connects users to an extensive digital library of instructional videos covering operation, self-installation and preventative maintenance. Rather than forcing customers to decipher lengthy manuals, the company offers immediate access to practical visual guidance that empowers homeowners from the moment their appliance enters the home. When technical support is required, customers are connected directly to SENZ’s dedicated in-house service infrastructure, eliminating many of the lengthy processes traditionally associated with warranty claims and repairs. It is a customer-first approach that reflects a broader belief that premium service should continue long after the purchase has been made. That philosophy emerged from an opportunity the company recognised early in its journey. Malaysia’s appliance market had long been divided between premium international brands offering advanced technology at higher price points and lower-cost alternatives that often lacked innovation, safety certifications or dependable after-sales support. SENZ saw an opportunity to bridge this divide by developing high-performance, space-saving appliances engineered specifically for Malaysian homes, lifestyles and cooking habits. As consumer expectations evolved, the challenge shifted from simply delivering better products to creating a complete ownership ecosystem built around reliability and transparency. Rather than outsourcing customer support, SENZ invested heavily in building its own integrated operations hub in Puchong, housing warehousing, quality control and technical repair facilities under one roof. This operational independence has enabled the company to maintain greater consistency while responding more efficiently to customers’ needs. While many businesses define growth through expansion alone, SENZ views progress through a different lens. Its ambition is not simply to increase sales volumes, but to strengthen the ecosystem surrounding its business. Today, the company supports a nationwide network of more than 200 authorised dealers, providing warehouse facilities that ease inventory pressures, digital marketing assets that strengthen local visibility and business support designed to improve profitability across the network. Equally deliberate are the opportunities it chooses not to pursue. In an increasingly price-driven market, SENZ has resisted the temptation to compete through low-cost, uncertified products that may compromise quality or long-term brand value. Instead, it continues investing in engineering, customer support and innovation, believing that sustainable growth is built on trust rather than short-term gains. As the organisation has grown beyond RM17 million in revenue, leadership has naturally evolved alongside it. The transition required moving away from founder-led decision-making towards a more structured, data-driven organisation. Departmental leadership, cross-functional accountability and digital management systems have replaced manual oversight, allowing teams greater autonomy while maintaining consistency across every aspect of the business. Technology now plays a central role behind the scenes as well. Digital warehouse management systems monitor inventory accuracy, while proprietary field service applications enable technicians to document repairs and maintenance in real time, reinforcing accountability throughout the customer journey. For SENZ, scaling has reinforced an important lesson—that sustainable businesses are built not through tighter control, but through stronger systems that empower people to perform at their best. Many of these investments remain invisible to consumers. Customers see beautifully designed appliances displayed in showrooms. What they rarely see is the operational framework supporting every purchase—from stringent quality control and responsive customer care to seven-day unconditional return policies, complimentary cleaning services and digital service verification designed to provide confidence long after installation. These behind-the-scenes investments have become one of the company’s greatest competitive advantages, transforming after-sales support from an operational necessity into a defining brand experience. The company’s vision for the future reflects a broader shift taking place across modern households. Tomorrow’s kitchens will no longer be defined simply by cooking performance. They will become healthier, more connected environments where technology actively contributes to family wellbeing. Products such as SENZ’s AIGuard Series, designed to monitor kitchen air quality, and its InfinityZone Anywhere Cooker, which offers greater flexibility for modern cooking, illustrate the direction the company believes the industry is heading. Achieving this vision requires

The Executives

Curating Business Beyond the Boardroom

Business has never been built solely in boardrooms. Some of the most meaningful partnerships begin over coffee between conference sessions. New ideas are sparked during networking receptions. Trust is strengthened through shared experiences, while conversations that begin at an industry forum often evolve into collaborations that shape businesses, industries and even communities. Managing Director and Founder of TR Branding Sdn Bhd –  Juliahayyu Mohamad. As the business world becomes increasingly connected, organisations are recognising that every interaction is an opportunity to communicate who they are, what they stand for and the relationships they hope to build. Events are no longer simply gatherings—they have become strategic platforms for storytelling, engagement and influence. It is within this evolving landscape that Tr Branding Sdn. Bhd. has established its place. Since its inception in 2015, the Malaysian consultancy has quietly redefined what clients should expect from an event and communications partner. Rather than focusing solely on logistics or production, the company approaches every project as an opportunity to create experiences that strengthen brands, connect people and deliver meaningful outcomes beyond the occasion itself. Founded by two lifelong friends whose professional backgrounds couldn’t have been more different—one rooted in engineering and operational precision, the other in media and international marketing—Tr Branding was built on the idea that creativity and structure should never exist independently. Together, they envisioned a company capable of delivering complete solutions, bringing together event management, branding, public relations, creative design, logistics, marketing and strategic consultancy under a single roof. That integrated philosophy has since become the company’s defining strength. Today, Tr Branding works across both the public and private sectors, delivering everything from corporate conferences and product launches to ministerial dinners, government initiatives and regional community programmes. Yet the company sees itself as far more than an event organiser. Its role begins well before invitations are sent and continues long after the final guest has departed. Every project starts with a simple question: What is the client truly trying to achieve? Sometimes the objective is visibility. Sometimes it is stakeholder engagement. Other times it is about strengthening public confidence, celebrating milestones or creating environments where meaningful conversations can naturally unfold. Understanding that objective shapes every creative and strategic decision that follows. This perspective reflects a broader shift taking place across the industry. Modern organisations increasingly seek partners capable of managing not only an event, but the entire experience surrounding it. Branding, publicity, media engagement, digital communications, creative storytelling and audience engagement have become just as important as venue selection or programme management. Recognising this change early allowed Tr Branding to position itself as a strategic advisor rather than simply a service provider, helping clients navigate the wider business and communications landscape while delivering experiences aligned with their long-term objectives. Behind this approach is a leadership philosophy grounded in authenticity. Entering an industry historically dominated by men, particularly in leadership and project management roles, the company’s founder believed there was room for a different style of leadership—one that values empathy alongside execution, collaboration alongside accountability, and relationships alongside results. That mindset continues to shape the company’s culture today. Attention to detail, thoughtful communication and genuine partnership have become central to the way Tr Branding works with clients, suppliers and stakeholders alike. Rather than viewing projects as isolated assignments, the team invests time in understanding each organisation’s broader vision, often contributing ideas, identifying opportunities and refining concepts long before implementation begins. As the business has grown, so too has its understanding of success. While commercial performance remains essential, growth is measured through a much broader lens—one that includes the development of people, positive community impact and the ability to remain relevant within a rapidly changing industry. Continuous learning, embracing emerging technologies and nurturing future talent are viewed as investments that strengthen both the business and its clients. Equally important is remaining true to the principles that define the organisation. As a Muslim-owned business, Tr Branding believes sustainable success should never require compromising personal values or corporate integrity. Instead, it has built a reputation for balancing commercial ambition with purpose, believing that long-term trust is one of the most valuable assets any business can cultivate. Growth, however, has also brought greater complexity. As client expectations continue to evolve, delivering increasingly ambitious projects while balancing budgets, timelines and operational realities requires a different kind of leadership. Rather than centralising every decision, the company has focused on building empowered teams capable of solving problems collectively and taking ownership of their responsibilities. It is a leadership style founded on trust. Employees are encouraged to contribute ideas openly, collaborate across disciplines and develop solutions together, reflecting the belief that exceptional experiences are never created by one individual but through the collective efforts of an engaged and committed team. Much of this work remains invisible to the people attending the events themselves. Guests may notice seamless registration, carefully designed spaces or flawlessly timed programmes, but they rarely see the countless hours spent refining concepts, anticipating challenges, coordinating stakeholders and shaping every interaction to ensure the experience feels effortless. Beyond execution, the company also works closely with clients on communications strategy, media exposure, social media visibility and post-event evaluation. Success is therefore measured not by applause at the end of an event, but by the conversations that continue afterwards, the relationships that are strengthened and the long-term value created for the organisations involved. Looking ahead, Tr Branding is preparing for a future where experiences increasingly extend beyond physical venues. The company is investing in digital and hybrid event capabilities, including live streaming, virtual engagement and technology-driven audience experiences, while continuing to strengthen its team’s expertise through professional development and exposure to global best practices. At the same time, it is expanding its regional ambitions, building on projects already delivered in countries such as Thailand and Indonesia with the goal of bringing Malaysian creativity and event management excellence to a wider international audience. Ultimately, Tr Branding’s story is not simply about organising successful events. It is about understanding that in today’s

Energy & Technology

TDA Strengthens Sabah’s TVET, Renewable Energy Talent Development

Technology Depository Agency Bhd (TDA) has launched two initiatives under the PMU Beaufort Project to strengthen technical and vocational education and training (TVET) and renewable energy skills development in Sabah.  Rear row, from left: YBrs. Dr Asnizah Sahekhaini, Deputy Director, Collaboration and Community Division; YBhg. Datuk Dr Kok Tiong Chee, Managing Director of Unimekar Sdn. Bhd.; YBrs. Mareena Mahpudz, Deputy Secretary General (Energy), Ministry of Energy Transition and Water Transformation; YBrs. Azhar Abdul Aziz, Deputy Under Secretary, Government Procurement Division, Ministry of Finance Malaysia; YBrs. Md. Nor Halim, Director of Politeknik Kota Kinabalu; and YBrs. Azrizal Marzaki, Senior Director of TDA Berhad, at the signing ceremony of the Collaboration Agreement for the Development of a Renewable Energy Training and Research Centre. It includes the contribution of electrical equipment for teaching and research, alongside the establishment of a Renewable Energy Training and Research Centre at Politeknik Kota Kinabalu.  The initiatives are implemented under the Ministry of Finance Malaysia’s Industrial Collaboration Program (ICP), which is monitored by TDA to support technology transfer, talent development and local industry capabilities through selected government procurement projects. TDA chairman Tan Sri Liew Yun Fah said the programme showed how government procurement could create wider benefits beyond infrastructure development. “The Industrial Collaboration Program ensures that strategic government procurement creates sustainable national value through technology transfer, talent development and knowledge sharing. “By strengthening collaboration between government, industry and academia, ICP contributes towards building a competitive local workforce capable of supporting Malaysia’s transition to a high value, technology driven economy,” he said. The initiatives are carried out with the Ministry of Energy Transition and Water Transformation (PETRA), ICP provider Unimekar Sdn Bhd, Universiti Malaysia Sabah (UMS) and Politeknik Kota Kinabalu. Under the programme, transformer and switchgear equipment will be provided to UMS and Politeknik Kota Kinabalu for teaching and research purposes. The equipment will be converted into training models to help students understand the internal components, engineering principles and operational functions of high voltage electrical systems through practical learning. The collaboration also includes training modules developed by engineering professionals and academic institutions to equip graduates with skills aligned with industry requirements. The programme also includes the establishment of a Renewable Energy Training and Research Centre at Politeknik Kota Kinabalu with an investment of RM156,000. The centre will be Sabah’s first facility to offer the Off Grid Photovoltaic (OGPV) System Design Certification recognised by the Sustainable Energy Development Authority Malaysia and the Energy Commission of Sabah. The facility is expected to accommodate about 30 participants per training session, including students, lecturers and industry practitioners, while supporting professional certification programmes, renewable energy research, continuous skills enhancement and upskilling and reskilling programmes for the energy sector. The PMU Beaufort ICP supports efforts to strengthen local talent, technology transfer and industry participation through government procurement projects, in line with the aspirations of Malaysia MADANI.

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