MALAYSIA’s AN INSIGHT INTO MALAYSIA’S STRONGEST BRANDS Argentina, Australia, Austria, Azerbaijan, Bangladesh, Bosnia and Herzegovina, Brazil, Bulgaria, Cambodia, Canada, Chile, China, Colombia, Croatia, Czech Republic, Denmark, Dominican Republic, East Africa, Ecuador, Egypt, Estonia, Finland, France, Germany, Greece, Guatemala, Honduras, Hong Kong, Hungary, Iceland, India, Indonesia, Ireland, Italy, Japan, Jordan, Kazakhstan, Kuwait, Latvia, Lebanon, Lithuania, Malaysia, Maldives, Mexico, Morocco, New Zealand, Nigeria, Norway, Pakistan, Panama, Philippines, Poland, Portugal, Romania, Russia, Saudi Arabia, Serbia, Singapore, Slovakia, Slovenia, South Africa, South Korea, Spain, Sri Lanka, Sweden, Switzerland, Taiwan, Thailand, The Baltic States, The Netherlands, Turkey, United Arab Emirates, United Kingdom, United States of America, Uruguay, Vietnam AN INSIGHT INTO MALAYSIA’S EXCELLENT BRANDS
SUPERBRANDS MALAYSIA VOLUME XVII AN INSIGHT INTO MALAYSIA’S EXCELLENT BRANDS Chief Executive, Superbrands Malaysia Mike English Brand Liaison Director Shirley Wong Tel. +6012 214 1032 E-mail shirley.wong@superbrands.com Brand Liaison Managers Cleone Lim Tel. +6012 867 7338 E-mail cleone.lim@superbrands.com Marcus Kong Tel. +6016 233 5216 E-mail ks.kong@superbrands.com Design Jacinta Johnson Printed by Jetprint Published by Superbrands 35, Ballards Lane London N13 1XW E-mail mike.english@superbrands.com All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic, digital, or mechanical, including scanning, photocopying, recording or any information storageand retrieval system relating to all or part of the text, photographs, logotypes without first obtaining permission in writing from the publisher of the book together with the copyright owners as featured. The trademark of SUPERBRANDS is a trademark of Superbrands Limited. The logo is the subject of copyright of Superbrands Limited © Superbrands Limited 2013. All of the companies who own the Superbrands featured in this publication have given their consent for the use of the brand name, logo and photographs shown. Any enquiry regarding a specific Superbrand should be made to the relevant company. ISBN 0-233927694-1 Cover photo: SANJITPAAL SINGH / JITSPICS.COM©
VOLUME XVII www.superbrands.com
4 | SUPERBRANDS VOLUME XVII
MALAYSIA’S STRONGEST BRANDS | 5 Foreword The Superbrands Organisation Superbrands TV AKADEMI TVET UNIRAZAK APACS BEAUBOSS BEETHREE BIONERV ® BIR ALI BRICKFIELDS ASIA COLLEGE BUBBLES O2 CANDYTA CIKGU GORGEOUS D SWIM ACADEMY DERMALENE EB FROZEN ELDON HEALTHCARE ESTIKA MEDISPA EVERBEST SOYA BEAN 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 Contents EVIN EXN LUBE EZY ORANGE FARMIÈRE GAIA GAIDO GOLDEN VENTURE KOON KEE MOBITHRON ® ADVANCE MR. ABSORBER NADI AERO CONSULTANTS NUETRAA PERTAMA SPRINGROLLS QMAY FOOD ASIA RIGHT POWER SASABELL T&I TOUJOURS ADVANCED 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78
6 | SUPERBRANDS VOLUME XVII Foreword Superbrands is about celebrating those who have turned names into narratives, logos into love stories, and products into promises that people believe in – they have built brands that resonate in the marketplace. But I want to talk about another marketplace. One that’s quieter, closer, and often overlooked. It doesn’t exist out there—it lives right here, inside your own company. I’m talking about selling your brand ethos to your staff. Because here’s the truth: your brand isn’t just what customers see. It’s what employees feel. If the people who work for you don’t believe in your mission, your vision, your values—then no amount of glossy campaigns or clever taglines can make up for it. Your brand promise will always sound hollow if it isn’t first spoken fluently in your own halls. Think about it. When staff believe in the brand, they don’t just do their jobs—they live your story. They don’t just wear the logo on their badge—they carry it in their hearts. Every conversation with a client, every product shipped, every service delivered becomes an act of brand-building. That’s the kind of marketing you can’t buy—because it comes from real conviction, not a scripted pitch. Mike English CEO Superbrands Malaysia Great branding doesn’t start in the boardroom—it starts in the break room. It’s nurtured in team meetings, reinforced in training, and lived in those thousands of small, daily decisions that define a company’s culture. So let us ask ourselves: Have we inspired our own people first? Have we equipped them not just with skills, but with belief? If branding is about creating trust and meaning for customers, internal branding is about creating trust and meaning for the very people who make the brand possible. When your team becomes your brand’s most passionate audience, something magical happens: your company stops being a place where people work and becomes a cause they champion. And when that happens, your customers don’t just buy your product—they join your movement. Keep telling your story to the world. But never forget to tell it first, and tell it best, to the people sitting just a few desks away.
MALAYSIA’S STRONGEST BRANDS | 7 Photo credit: www.flickr.com/photos/naimfadil/10121316715
8 | SUPERBRANDS VOLUME XVII The Superbrands Organisation
MALAYSIA’S STRONGEST BRANDS | 9 A Mark Of Excellence From its conception in 1993 and UK launch in 1994, Superbrands has grown into a global organisation and today operates in more that 92 countries around the world and across five continents – which makes “Superbrands” a truly global brand. Superbrands History The Superbrands concept originated in the United Kingdom in 1993 after its founder, Marcel Knobil, an advertising executive lost a two-way pitch for lack of client information (The business was retained by the clients’ existing agency). Frustrated by the fact that an otherwise outstanding presentation came to naught he launched Superbrands. Superbrands began life in 1994 as a radio show on GLR (now BBC London 94.9). This broadcast aimed to give ordinary consumers an insight into the significant brands that touched upon their lives. After the success of the show the Superbrands organisation was founded in 1995. Its mandate focused on promoting the discipline of branding and identifying and paying tribute to exceptional brands. At the time it was not imagined that within only a few years the organisation could have achieved such phenomenal success – or be the global authority that it is today. The first Superbrands reference book published in the UK contained brands ranging from international icons such as American Express and Coca-Cola to UK favourites like British Airways and Cadbury. The trend of mixing international and local brands highly rated by the relevant national selection process continues today. Sixteen percent of the brands from that first publication qualified and were featured in the tenth anniversary edition of Superbrands UK, published in 2005. Thirty-eight percent of those brands continue to be members internationally. Two further UK editions, each increasing in size and stature, were completed in 1996 and 1997. This paved the way for the first international Superbrands programme to be launched in Australia. Its publisher was Stephen P. Smith who created the Superbrands concept and founded the international organisation. In 2000, a sustained period of international growth ensued with Denmark, France, Hong Kong, Spain, Sweden and the USA beginning programmes. More recently, Argentina, Canada, Germany, Japan and South Africa have joined the international network. Exceptional growth has occurred in Asia, Europe and the Middle East. Today, Superbrands is the world’s leading brand recognition platform and is established in more than 92 countries around the world. International operations are run on a license basis whereby local rights are awarded to experienced and highly qualified individuals. Each operational head forms part of the international editorial board acting as gate keepers to the Superbrands accolade and responsible for the integrity of the programme. Superbrands presents expert and consumer opinion on branding. The organisation promotes the discipline of branding and recognises the exceptional and most valued brands. THINGS YOU DIDN’T KNOW ABOUT SUPERBRANDS Superbrands started life as a radio talk show broadcast on Greater London Radio (now BBC Radio London) in the UK. Superbrands launched in 1994 and the first book was published in London in 1995. Today, Superbrands operates in more than 92 countries worldwide, across five continents. Superbrands has published more than 15,000 brand case histories for over 4,500 of the worlds biggest and most valuable brands. Brands participating in more than 20 editions of Superbrands include international icons such as American Express, Avis, Coca-Cola, DHL, Gillette, McDonalds, Nokia, Philips and Sony. Coca-Cola has participated in over 50 Superbrands programmes around the world. The iconic Superbrands logo is widely recognised by consumers as a mark of brand excellence and distinction. On average, 70% of Asian consumers say that they are more likely to consider buying a brand they see associated with the Superbrands logo. Asian consumers also say that they consider brands displaying the Superbrands logo to be more trustworthy and of higher quality than other brands. • • • • • • • • •
10 | SUPERBRANDS VOLUME XVII Creative Marketing Superior Products Exceptional Brands
MALAYSIA’S STRONGEST BRANDS | 11 Superbrands Television The SBTV video productions mirror the text and images from the brand presentations in the Superbrands books. This is the most effective way to showcase the brands strengths and Superbrands Status through an important new digital delivery platform. SBTV creates high quality video footage for our Superbrands clients. Brands can use this footage to promote their brand stories of successes to their clients, shareholders, investors, staff, customers and within the brands supply chains. This video can be used on Social Media outlets such as Facebook, Twitter, Google+, and YouTube, etc. to create the viral effect. In addition, the QR codes for SBTV videos can also be used across brands’ above-the-line marketing channels, e.g. television, print, any out-of-home media as well as the TVs at the office reception areas, at conferences, seminars, road shows or conventions. We have also created a SuperbrandsTV site on YouTube where all the brand videos from around the world are posted. To-date, the site has received almost 15,000,000 views and has more than 55,000 subscribers. Suggested ways to use SBTV videos SBTV clients can incorporate a QR Code on their existing print advertisements which will allow consumers with Smartphones the ability to scan the QR Code from the print advertisement providing a direct link to the brand’s SBTV video. Consumers will then be able to learn more about the brand and its achievements through scanning the QR Code and receiving the SBTV brand video on their Smartphones. SBTV videos are perfect for brands to run on their company websites and social media outlets such as Facebook, Twitter, MySpace, Google+, YouTube and web sites generally. SBTV is a wonderful and long lasting presentation about the brand for your most important customers and suppliers. SBTV can be presented to your directors, senior management and key executives nationally and internationally. SBTV can be used as an excellent promotional video for visiting dignitaries, senior personnel and other guests. SBTV is a perfect video to run on TV’s in reception areas. SBTV can be used to reinforce your brands’ great achievements and successes at seminars, conventions, trade shows and conferences. SBTV is an ideal video medium to support your investor relations programmes. It will provide the investment community with a better understanding of your brand’s positioning, strengths and value within the market. SBTV is a useful medium for all Human Resources and Staff Development programmes. SBTV can play an important part in your briefings to journalists, researchers, academics and students, and it will underline your strengths and points of difference. SBTV will prove to be an excellent communicator of information about the brand with advertising agency executives, as well as those involved with public relations and corporate communications. For more information visit www.superbrandstv.com & YouTube channel www.youtube. com/user/superbrandstv/videos SuperbrandsTV (SBTV) is a new service offered exclusively to clients of Superbrands. Through our production team in New York, brands which have attained the prestigious ‘Superbrands Status’ can now bring their presentations in the Superbrands books to life through video animation. • • • • • • • • • •
12 | SUPERBRANDS VOLUME XVII shaped by workplace demands, emerging technologies, and industry voices who sit not just in boardrooms but in their labs and lecture halls. It’s this close collaboration that makes their students genuinely job-ready in 2025 and beyond. This is more than theory; it’s partnership in action. From global players like GMG, to respected names such as Premiera Hotel, Dermalene, PERKESO, Tunas Kijang, Taska Bayu Mewah, In-Saff Travel and Tours, and Kembara Suffah Tour, ATUR’s industry partners are not just names on a list; they are active co-creators of the future workforce we are proud to nurture. By 2035, they aim to be more than a TVET provider. They want to be the benchmark for skills education in Malaysia. Their vision is to lead in high-value, industry-driven training that powers the nation’s economic growth. Step by step, they’re building a brand of choice for students, employers, and industries alike. ACHIEVEMENTS In 2024, ATUR proudly won two major accolades at the Malaysia Education and TVET Awards (META):- Malaysia’s Best Accredited Centre for Administrative Management, recognising the quality and impact of their programmes. Outstanding Personality Award for TVET Training and Education, awarded to Senior Director, Ts. Azlin Shah Zainal Abidin, for his leadership and commitment to advancing the sector. ATUR is not only proud of its growth, but more importantly – its transformation. Doubling their student numbers within two is an uncommon achievement. However, numbers aside, their proudest achievement is seeing classrooms turn into careers. They don’t measure success by the size of their intake, but by the sight of their graduates standing tall in the workforce. Every student who comes through their doors carries a story, and when they succeed, that’s ATUR’s real bottom line. Through its sister institution, Universiti Tun Abdul Razak (UNIRAZAK), ATUR pioneered the first fully integrated, private universitybacked TVET pathway for non-SPM holders. This bold move broke down the traditional barriers between skills certification and university education, creating a true “second chance” for learners to progress from vocational training into higher education. HISTORY The journey began in November 2022, when Universiti Tun Abdul Razak Sdn Bhd, the owner and operator of UNIRAZAK, secured registration as a Pusat Bertauliah. Rather than rushing in, we took a deliberate, tactical approach — laying the groundwork to ensure impact and sustainability. By September 2023, Akademi TVET UNIRAZAK was officially launched, purpose-built to deliver technical and vocational excellence. Their foundation was built by a small but passionate team — led by Senior Director Ts. Azlin Shah Zainal Abidin and Manager Pn. Che Siti Fadzilah. Their energy and vision shaped the academy from day one and remain a driving force behind ATUR’s growth. ATUR succeeded because they never lost sight of their mission: making skills-based education accessible, respected, and impactful. By combining industry partnerships, committed leadership, and proof that their graduates get real jobs, they earned the trust of students and employers alike. In just two years, ATUR has grown from offering a single modular programme to a full Diploma Kemahiran Malaysia across nine fields, while expanding their student numbers twenty times. They are equally proud of their students’ achievements, winning Gold at MARKET Akademi TVET UNIRAZAK (ATUR) exists to give every Malaysian a fair shot at building a brighter future by providing hands-on, industryfocused training that transforms raw potential into real careers. The Second Winders (Alternative Pathway Seekers) These are individuals who, for one reason or another, did not follow the traditional academic route. Some never sat for their SPM, some did not get the grades they needed, and others simply want a faster, more direct way into the workforce. They may have been overlooked elsewhere, but at ATUR, they are given a real shot at remaking themselves. Passion-Driven and Skill-Focused Students This group is not looking for a Plan B but rather ATUR is their Plan A. They are driven by passion and know that their future lies in being creators, makers, and problem-solvers. Whether it is early childhood education, digital animation, spa and aesthetics, or travel services, they want to roll up their sleeves and start doing, not just studying theory for years. Working Adults (Upskills and Reskills) These are working adults - professionals who realise the world is changing fast and want to stay ahead. They are not in classrooms for the sake of a certificate; they are here to get the skills that lead to promotions, career shifts, or entrepreneurial ventures. Akademi TVET UNIRAZAK is the challenger brand in this space. Born in late September 2023, it has already exploded nearly twentyfold since its first intake — a meteoric rise that refuses to slow down. ATUR’s success comes from one simple truth: they do not just teach skills; they co-create them with industry. Employers tell ATUR what they need tomorrow, and they build it into their classrooms today. That’s why ATUR graduates walk out job-ready and why companies want them. Unlike traditional academic institutions, where success is often measured in theories and papers, the true measure of a TVET provider is in the immediacy of its impact: can students take what they’ve learned today and apply it in the workplace tomorrow? At ATUR, the answer is a resounding yes. Their curriculum is alive, continuously
MALAYSIA’S STRONGEST BRANDS | 13 THINGS YOU DIDN’T KNOW ABOUT ATUR •• ATUR’s story didn’t begin in a boardroom — it began with a headline. A simple news report revealed that in the 2021 SPM examination, over 10,000 registered candidates never showed up. That stark reality sparked a question at UNIRAZAK: what future awaited these young people left outside the system? •• The CEO of the holding company, En. Amil Izham Hamzah, saw it with clarity: TVET could be the bridge for students with weak SPM results — or none at all — who still deserve the chance to pursue higher education. That insight became a mission: if there are a thousand doors into a university, UNIRAZAK will make sure every one of them is open. iCompex 2025 and excelling at SIIC 2025 and of the industry recognition they have earned at the Malaysia Education and TVET Awards 2024. PRODUCTS ATUR offers a full suite of TVET programmes — from diplomas in fields like early childhood education, IT, multimedia, and Mutawwif management, to skills certifications in design, aesthetics, and administration. For working adults, they also provide Recognition of Prior Learning (RPL) through their PPA-PPT programmes, turning hard-earned experience into formal qualifications. Unlike standalone centres, ATUR are backed by the academic strength and prestige of UNIRAZAK, giving their students not just certificates, but pathways to diplomas and degrees. ATUR does not just consult industry, they invite them in. From guest lecturers to curriculum design, employers help shape their programmes, ensuring what their students learn is exactly what the market values. This approach has driven ATUR’s graduate employability rate to over 95%. Their students do not just learn to do jobs; they are prepared for careers. RECENT DEVELOPMENTS One of ATUR’s newest and most exciting programmes is the Diploma Kemahiran Malaysia (DKM) in Pengurusan Mutawwif Umrah dan Ziarah. This programme is especially meaningful because it provides a clear career pathway for students from religious schools and pusat tahfiz in Malaysia, enabling them to apply their religious background in a professional setting. By combining faith-based knowledge with service management and industry-relevant skills, it prepares them to become highly competent Mutawwif and tour managers, meeting the growing demand in the Umrah and Ziarah sector. ATUR have successfully expanded their reach by opening their first satellite campus in Kuching earlier this year, along with an additional premises for international students at Menara Liberty in Jalan Raja Laut, Kuala Lumpur. As part of their continuing growth, they are also exploring opportunities to expand into other high-demand areas such as Petaling Jaya, Kuantan, Tawau, and beyond. ATUR’s partnerships with Dermalene, MBH Medispa, Ya Salam Travel and Tours, Al Hijjrah Vacation Group, GMG, Faradism Production, Tunas Kijang, and Happy Hive ensure their students get hands-on training and clear career pathways after graduation. PROMOTION ATUR combine digital campaigns, school partnerships, education expos, and industry tie-ups. By being present both online and in communities, they ensure their brand is visible, approachable, and trusted. ATUR offer exclusive discounts during their Open Days and also extend these promotions when they participate in various education expos nationwide. They encourage prospective students and parents to reach out to their education counsellors to learn more about the latest promotions and opportunities available. In addition to Open Days and education expos, ATUR actively promotes through telemarketing, direct mailing, and proactive online marketing across social media and digital platforms. This ensures they connect with students, parents, and working adults through multiple touchpoints, both online and offline. CSR is woven into ATUR’s DNA. From supporting the Bateq Tribe in Pahang with literacy programmes and aid, to youth mentorship initiatives and sustainability workshops like repair clinics, they aim to use education as a tool to uplift communities and build a more resilient Malaysia. BRAND VALUES Associated with ATUR’s product range are these key words: Relevance, accessibility, and impact. Every programme is industry-aligned, built on university-level quality, and designed to change lives. The brand’s core promise is to be the most direct and trusted pathway from ambition to employment. It commits that its highquality, industry-relevant training will result not just in a certificate, but in a tangible career and a better future, creating a genuine opportunity for every student regardless of their academic background. ATUR is committed to inclusivity, innovation, and empowerment. By ensuring their programmes remain industry-relevant and accessible, they play their part in nation- building, producing future-ready graduates who strengthen Malaysia’s workforce. ATUR ensures consistency and quality through accreditation, standardised curriculum, certified trainers, competency-based assessments, and continuous industry feedback. This guarantees that every ATUR graduate meets national standards and is truly job-ready. tvetunirazak.com
14 | SUPERBRANDS VOLUME XVII MARKET Founded in 2002, Apacs Sports aim to provide some of the highest quality rackets, sportswear, footwear, and accessories for badminton, primarily. The brand caters to all badminton, covering the full market spectrum from entry-level beginner friendly to high-end professional grades. In Malaysia, Apacs has over 700 sporting goods dealers and retail stores, and its distribution network spans more than 50 countries across regions such as the Middle East, South Africa, Europe, North and South America and Southeast Asia. Apacs ranks among the top three market share holders in Malaysia’s graphite badminton product segment, with an annual sales growth of about 32%. ACHIEVEMENTS In 2018, Apacs’ Aero-Flight 800 shuttlecock was approved for international play by the Badminton World Federation (BWF), a recognition it has retained each year through 2025. Additional BWF certifications include badminton netting (BN-001) in 2010–2011 and badminton 5.0 mm floor mats (AP-204F) in 2011–2012, reinforcing Apacs’ quality standards. The company has received numerous awards, such as ‘Product of The Year’ at the 2009 Business of The Year Award, Crystal Winner of the ‘2nd Global Award 2010’, and Quality Product at the International Standard Quality Awards (ISQ) in 2011 and 2012. Apacs has pioneered several innovations, including Hexagon Throat joints, Built-In Graphite T-Joint, Chrome Braided graphite, Plated Jacquard graphite, Scale Netting graphite, Inner Tapered Shafts, Vacuum Intensive rackets, Double Shaft rackets, Arrow Tapered Fins Shaft rackets, dual-material grommets, ultra-light 55g rackets with 30 lbs maximum tension (compared to 25 lbs from other brands), professional rackets with 45 lbs max tension (vs. 35 lbs), and the market’s lowest shaft torsion tilt at four degrees (vs. six). In 2009, Apacs became Malaysia’s largest rubber mat supplier with 120 varieties. HISTORY Founded by Anthony Lim and Jebbery Lim in 2002, Apacs combines technology and craftsmanship to create top-quality sports equipment for both local and international markets. PRODUCTS Apacs offers badminton rackets for all levels. Notable examples include:- •• Thunderdome Pro – newly upgraded for two-time Paralympic Champion Cheah Liek Hou. •• Cross Court Pro – developed for Olympic silver medalist Tan Wee Kiong. •• Asgardia – lightweight and high-tension, favored by intermediate players. •• Nana Fusion Speed 722 – an entry-level favorite, locally and internationally. The brand also produces footwear tailored for professional athlete needs. Apacs Pro shoes feature form-fitting outsoles and thick cushioning to reduce injury risk, especially from hard landings after jumps. These shoes also include woven graphite plates to stabilise the shoe during aggressive maneuvers, preventing torsion and reducing likelihood of injury. The flexible and lightweight Friction Guard provides a resilient barrier against ground contact, increasing the shoes’ durability even through demanding gameplays. Apacs apparel includes Dry-Fast t-shirts and shorts made from heat-reflective, sweatabsorbent, lightweight, elastic, quick-dry, and anti-UV fabric. Accessories include bags, grips, grip powder, strings, shuttlecocks, and more. RECENT DEVELOPMENTS Apacs’ upgraded Pro series rackets feature exceptional structural strength, responsiveness, and vibration dissipation, setting a new benchmark for the brand. This is along with
MALAYSIA’S STRONGEST BRANDS | 15 THINGS YOU DIDN’T KNOW ABOUT APACS •• Awarded Superbrands Malaysia for sixteen consecutive years. •• Ranks in Malaysia’s top three badminton brands. •• Over 1,300 rackets are sold daily. •• Created the world’s lightest racket at 56g (about the weight of a bar of soap). •• Developed a 12-step racket test to meet the highest quality standards. new breakthroughs in shaft slimness and vibration damping for lightweight rackets. Key technological features include:- Copper Carbon Tensile (CCT) – combines copper’s vibration damping and carbon’s strength for better responsiveness and resistance against material fatigue. Titan Seal – reduces graphite delamination and limits crack propagation for improved durability. Power Booster – counters shaft bending for quick flex recovery. Seismic Shield – serves as buffer between shaft and handle for minimal vibration transfer. World’s First 5.5 mm shaft – revolution in shaft slimness since Ferocious 22’s 6.0 mm shaft first appeared in 2016, the quickest and most agile Apacs racket to date. Energy Groove System – eliminates use of deform-prone grommets for prolonged string tension. Latest releases include:- •• Pro series (e.g. Thunderdome Pro, Cross Court Pro) – the latest and greatest Apacs has to offer, combining CCT, Power Booster and Titan Seal. •• Super Speed – world’s first 5.5mm shaft racket. •• Duplex Power 55 – with Seismic Shield technology. •• Feather Weight 55 – world’s lightest racket. ENDORSEMENTS AND ATHLETE PARTNERSHIPS Apacs sponsors world-class players, including:- •• Cheah Liek Hou (Malaysia) – two-time Paralympic gold medalist (Tokyo 2020, Paris 2024) •• Hariharan Amsakarunan (India) - smash speed 457.2 KPH •• Nur Mohd Azriyn Ayub Azriyn (Malaysia) – smash speed 449.6 KPH •• Sathish Kumar Karunakaran (India) – smash speed 422.4 KPH •• Ashith Surya (India) – smash speed 398.4 KPH •• Rohan Kapoor (India) – smash speed 396.2 KPH •• Wong Tien Ci (Malaysia) – smash speed 395.6 KPH •• Le Duc Phat (Vietnam) •• Giovanni Toti (Italy) Cheah Liek Hou’s journey is particularly inspiring. Despite Covid-19 lockdowns disrupting his training, he self-designed home workouts and returned to international tournaments in peak form. His preparation culminated in winning Malaysia’s first-ever Gold medal in Paralympic badminton at Tokyo 2020; a feat celebrated in Apacs’ “Gold” movie campaign. He then goes on to grab yet another Gold at Paris 2024, holding the World No. 1 ranking for 161 consecutive weeks, then totaling at 14 World Champion titles by 2025. PROMOTION Apacs invests in R&D across all target markets, focusing on prioritised product segments. Marketing efforts include point-ofsale materials (banners, posters, light boxes), product catalogues, flyers, and advertisements in national newspapers like The Star, Berita Harian, and Sin Chew Daily. Online marketing channels include Facebook, Instagram, TikTok, Douyin, Red Note, Google Ads, and e-catalogue distribution. BRAND VALUES Apacs is committed to quality control, rigorous testing, and BWF approval. The brand emphasises high durability and usability for all players and actively supports youth badminton initiatives in Malaysia. www.apacssports.com
16 | SUPERBRANDS VOLUME XVII MARKET The global beauty, wellness, and lifestyle market has undergone unprecedented expansion over the past decade, with Southeast Asia emerging as one of the most dynamic regions for growth. In Malaysia, this sector is thriving thanks to rising consumer spending, digital commerce, and a growing appreciation for self-care and entrepreneurship. The beauty and personal care industry, valued at billions annually, is increasingly intertwined with the rise of micro entrepreneurs and independent distributors. Social media platforms like Instagram, TikTok, and Facebook have become the new storefronts, while consumers actively seek authentic recommendations and real life testimonials over traditional advertising. In a marketplace dominated by global multinationals, Beauboss stands out as a homegrown champion, combining world class product quality with a localized, people first business model. Beauboss creates and sells affordable luxury perfumes inspired by popular designer scents, tailored for Malaysian consumers who want premium fragrance experiences at accessible prices. Their customers are primarily young adults and working professionals aged 18 to 35, including students, fresh graduates, and young families who value stylish, long lasting perfumes without paying designer prices. Beauboss reaches customers mainly through marketers via TikTok and Instagram, as well as their official Shopee store, website, and collaborations with influencers and live hosts. Over the past five years, Beauboss has sold approximately 1.6 million bottles, making it one of the top local perfume brands in Malaysia. The demand for affordable local perfumes continues to grow, especially as more Malaysians shop online for alternatives to expensive international brands. Beauboss has expanded its customer base overseas while increasing repeat purchases through aggressive social media engagement. The most important factor in the brand’s success has been its agility in leveraging TikTok trends and influencer collaborations to build awareness and trust quickly, along with offering attractive bundle deals and accessible pricing. Looking ahead, Beauboss aims to become a leading local perfume brand in Southeast Asia, with expanded product lines, broader regional distribution, and a strong community driven online presence. ACHIEVEMENTS Since its inception, Beauboss HQ has achieved several remarkable milestones: •• Nona Best Fragrance Award 2024 •• Pinnacle of Success Award 2025 •• Featured in “Successful People in Malaysia & Singapore” Beauboss is most proud of growing a passionate customer base through genuine engagement while offering high quality fragrances that empower customers to feel confident every day. While there were pioneers in this business line before Beauboss, the brand takes pride in learning from mentors, applying past experiences, and introducing fresh ideas to become a strong contender in the competitive market today. Beauboss’s achievements underscore its ability not only to compete, but also to redefine how a brand can excel in product excellence and entrepreneurial empowerment. HISTORY Beauboss was established in 2020. Its first employees Athira Mohamed Shahid, Roshaslinda binti Harun Mohamad, Adila Binti Hasani, and Johan Ariff bin Khairuddin played instrumental roles in blending high quality fragrance oils with strong digital marketing, especially through short form videos and community engagement. The success of Beauboss is rooted in its unique combination of accessible luxury offering perfumes that smell similar to designer scents Athira Mohamed Shahid Founder
MALAYSIA’S STRONGEST BRANDS | 17 THINGS YOU DIDN’T KNOW ABOUT BEAUBOSS HQ and bold, trend driven social media campaigns that resonate with Malaysian customers. Initially, Beauboss operated using OEM (Original Equipment Manufacturer) production. Over time, it progressed to establish its own internal production, ensuring tighter quality control and greater flexibility for innovation. PRODUCTS Beauboss offers Eau de Parfum sprays in 30ml and 100ml bottles, gift sets, mini perfumes, and seasonal bundles inspired by popular designer scents. Their perfumes are formulated to deliver long lasting projection, crafted with premium fragrance oils, and sold at highly affordable prices. They also emphasize quick delivery, sleek packaging, and take great pride in being a Malaysian brand. RECENT DEVELOPMENTS Angelic, part of the T20 Collection, is currently their rising star product. Despite a slight price increase, it has quickly gained attention for its premium scent profile and long lasting performance. The Angelic collection is positioning itself as a favorite among customers seeking a more luxurious fragrance experience within the product line. Currently, Beauboss operates one flagship store in Wangsa Maju, Kuala Lumpur, supported by its own internal production facility to ensure consistent product quality. PROMOTION Beauboss reaches customers primarily through TikTok, Instagram, Facebook, Shopee, and its official website. They also collaborate with influencers, run live selling sessions, and actively engage with user generated content such as reviews and unboxing videos. The brand regularly participates in special promotions during events like 11.11 Mega Sale, Ramadan bundles, Hari Raya limited editions, and flash sales on TikTok Shop and Shopee. Their marketing approach is 100 percent digital, including proactive campaigns through TikTok content, influencer partnerships, and WhatsApp based customer follow ups for inquiries and after sales service. Beauboss has also contributed to CSR initiatives such as charity donations to University Malaya students for their annual dinner, involvement in student campaigns and academic projects, as well as internal CSR through employee welfare programs. These include providing good working conditions, fair wages, and health and safety measures. BRAND VALUES The essential qualities associated with the brand are affordable luxury, confidence, modern style, and authenticity. Beauboss promises to deliver premium smelling fragrances with long lasting performance at a price anyone can afford. The brand is committed to continuous innovation, using high quality ingredients, and building a strong, engaged community of satisfied customers. Beauboss ensures product consistency through standardized production batches, sourcing oils from trusted suppliers, and maintaining strict filling and bottling processes under controlled environments. beaubosshq.com •• Many customers have shared stories of wearing Beauboss perfumes during special life moments such as weddings, job interviews, and first dates. Some collections have sold out within hours of launch, driven by TikTok word of mouth and influencer buzz. •• With continued innovation, regional expansion, and unwavering commitment to its values, Beauboss is poised to leave an indelible mark on both the industry and the entrepreneurial landscape of Malaysia and beyond.
18 | SUPERBRANDS VOLUME XVII MARKET Malaysia’s industrial and construction landscape is expanding rapidly, driven by infrastructure development, manufacturing growth, and investments in oil, gas, and energy sectors. Alongside this progress comes a pressing need for workplace safety, particularly personal protective equipment (PPE). Safety footwear plays a critical role, protecting workers from injuries caused by falling objects, sharp materials, electrical hazards, or slippery surfaces. The safety shoe market in Malaysia is valued not only for its size but for its importance. Thousands of workers rely daily on trusted footwear to keep them safe on sites and factory floors. The demand has been further strengthened by stricter government regulations under the Department of Occupational Safety and Health (DOSH), which require employers to provide proper PPE, including certified safety shoes. Amidst this competitive and essential market, BEETHREE has emerged as a trusted homegrown brand. Known for combining protection, comfort, and affordability, BEETHREE has successfully positioned itself as a brand that doesn’t just supply safety shoes—it provides peace of mind to industries and workers across the nation. ACHIEVEMENTS BEETHREE has made notable achievements since its establishment:- •• Nationwide Presence – Expanded from supplying small local industries to servicing clients across Malaysia, including large corporations. •• Certification Standards – Earned recognition for compliance with stringent safety certifications, ensuring adherence to international PPE standards. •• Customer Loyalty – Secured repeat contracts with industries due to consistent quality and reliable performance. •• Product Range Growth – Evolved from offering a handful of designs to a comprehensive line of safety shoes tailored to different industries. •• Export Beginnings – Initiated shipments to neighboring Southeast Asian markets, signaling regional potential. These achievements underline BEETHREE’s commitment to quality, safety, and its growing reputation as a dependable name in Malaysia’s PPE industry. HISTORY The origins of BEETHREE stem from a vision to provide local industries with reliable safety footwear that met global standards but remained affordable. Founded in the mid-2010s, BEETHREE identified a gap in the market: while imported safety shoes were available, they were often costly, and locally made alternatives lacked modern design or comfort. The brand was born with a mission to bridge this gap. The founders developed the brand name BEETHREE as a representation of its three guiding pillars: Safety, Comfort, and Durability. Starting with small-scale production, BEETHREE steadily expanded its manufacturing and distribution, building partnerships with suppliers, distributors, and corporations. Through perseverance, word-of-mouth reputation, and an unwavering commitment to protecting workers, BEETHREE evolved into one of Malaysia’s recognisable safety shoe brands. Today, it is trusted across industries ranging from construction and oil and gas to logistics, manufacturing, and utilities. PRODUCTS BEETHREE offers a wide range of protective footwear designed to suit the diverse needs of industries. Each product undergoes strict testing and quality assurance to meet international safety standards. Key Product Features:- •• Steel Toe Protection – Reinforced toe caps to protect against heavy impact and compression. •• Slip Resistance – Advanced sole designs that provide traction on wet, oily, and uneven surfaces. •• Electrical Hazard Resistance – Specialised footwear designed to reduce risks of electric shocks. •• Heat and Chemical Resistance – Materials built to withstand exposure to extreme temperatures or corrosive substances. •• Comfort-Oriented Design – Cushioned insoles, breathable linings, and ergonomic fits to ensure workers can wear them for long hours. •• Durability – Heavy-duty leather and composite materials engineered for long-lasting performance. •• Range of Styles – From rugged boots for construction sites to lighter shoes for factory floors, ensuring suitability across sectors. BEETHREE’s product lineup balances functionality with comfort, ensuring that safety footwear is not only protective but also practical for daily use.
MALAYSIA’S STRONGEST BRANDS | 19 THINGS YOU DIDN’T KNOW ABOUT BEETHREE •• While many brands chase trends, BEETHREE stay focused on what matters most: manufacturing safety shoes that meet international and Malaysian safety standards. Their commitment to quality means every pair of shoes they produce is designed to provide reliable protection. •• It all began in 2010, when their founder laid the foundation for the brand. From design sketches to production management, he was involved in every step of the process. This personal approach remains their guiding principle today. •• The brand’s success not only in making great shoes, but also in ensuring integrity in every transaction, every interaction, and every product. Whether it’s delivering on safety promises or ensuring transparency with their customers, BEETHREE firmly believe in doing the right thing, even when no one is watching. •• BEETHREE not only meet industry standards, they exceed them. From raw materials to finished product, their rigorous quality control process ensures that every pair of safety shoes that leaves their factory meets the highest standards of protection, durability, and comfort. •• BEETHREE shoes are not only designed for the local market, but also meet international safety standards. By meeting Malaysian and global requirements, they ensure that workers around the world can trust their shoes and be confident that they provide the protection they deserve. RECENT DEVELOPMENTS In response to evolving industry demands and market growth, BEETHREE has implemented several strategic developments:- •• Eco-Friendly Materials – Introduced partially sustainable production methods, including recyclable soles and eco-conscious packaging. •• Collaborations with Distributors – Strengthened partnerships with PPE distributors across Malaysia for greater accessibility. •• Regional Exports – Initiated pilot exports to Singapore, Indonesia, and Thailand, aiming to grow into ASEAN markets. •• Certification Updates – Upgraded products to align with the latest ISO and EN standards, ensuring continued compliance. These innovations demonstrate BEETHREE’s forward-thinking approach, positioning it not only as a safety shoe manufacturer but as a safety solutions provider. PROMOTION BEETHREE’s founder has taken a unique path, without large-scale marketing campaigns or flashy advertising strategies. Instead, they remain focused on products and people. Their direct connection with their customers is the key to their continued success, building their trust with every pair of shoes. BEETHREE employs a promotional strategy focused on trust, education, and accessibility and emphasising the importance of Word of Mouth – Leveraging satisfied clients as brand advocates within industrial networks. Through these channels, BEETHREE reinforces its positioning as a brand that prioritises safety while being approachable and customer-friendly. BRAND VALUES BEETHREE’s strength lies in its values, which guide its mission and reflect its identity:- •• Safety First – Every product is designed to protect workers’ lives and prevent accidents. •• Durability – Ensuring shoes withstand the toughest working conditions. •• Comfort – Recognising that workers perform better when their footwear supports long hours of use. •• Affordability – Delivering worldclass safety footwear without the high price tag of imports. •• Innovation – Constantly improving through technology, design, and materials. •• Trust – Building long-term relationships with industries and individuals through consistent quality. These values have made BEETHREE not just a brand, but a trusted partner for industries across Malaysia. beethree.com.my
20 | SUPERBRANDS VOLUME XVII As BREGO continues to grow within the healthcare industry, the success of Bionerv® serves as a blueprint for the company’s future innovations: science-backed, natural solutions that address real clinical needs. BREGO’s future roadmap includes international expansion, enhanced clinical partnerships, and broader indications. ACHIEVEMENTS BREGO’s continued growth and impact have been recognised through multiple achievements in recent years. In 2023, its leadership was honoured with the BrandLaureate CEO of the Year and Best Icon Leadership Award. The company was further celebrated with the Golden Bull Outstanding SME Award in 2024 and was named Most Successful Healthcare Entrepreneur of the Year 2023 by The Healthcare Insights APAC Edition. In addition, Bionerv® was awarded the title of “Most Innovative Brand 2024” by The BrandLaureate Awards, this serves as an acknowledgment of the product’s novel approach to peripheral neuropathy through adjuvant therapy. The recognition affirms BREGO’s role as a key contributor to the healthcare landscape. They have significantly elevated the brand’s profile while reinforcing its reputation for credibility and trust among both medical professionals and patients. Bionerv® is the first combination of vitamin B complex and alpha lipoic acid with strong clinical evidence in Malaysia. HISTORY Dr. Danny Wong, a visionary leader with a proven track record in the healthcare industry, founded BREGO Life Sciences in 2015 with a team of four, driven by a mission to make a meaningful impact through innovative solutions that enhance people’s lives. Bionerv® was launched in 2018 during the 3rd year tenure of BREGO Life Sciences and it is currently the first and only combination of Alpha Lipoic Acid (ALA) and Vitamin B Complex with clinical studies conducted in Malaysia for peripheral neuropathy. MARKET BREGO Life Sciences Sdn. Bhd. (BREGO) is a leading provider of innovative healthcare solutions with over ten years of experience in championing musculoskeletal health and peripheral neuropathy. Its core customers include healthcare professionals across hospitals, clinics, and pharmacies, reached through an integrated network of professional medical representatives and clinical partnerships. BREGO is gaining recognition in Malaysia’s healthcare industry by introducing clinically supported nutraceuticals into mainstream channels, such as hospitals and clinics, a pioneering move within the industry. A cornerstone of BREGO’s success is its commitment to evidence-based innovation, especially in underserved or overlooked treatment areas. This mission and vision led to the launch of Bionerv®, an innovative product designed to support individuals with peripheral neuropathy. Since its introduction, Bionerv® has become the market leader in its category, earning the trust of both specialists and institutions nationwide.
MALAYSIA’S STRONGEST BRANDS | 21 THINGS YOU DIDN’T KNOW ABOUT BIONERV® •• Bionerv® is the first, and only, combination product (ALA and Vitamin B Complex) with clinical studies conducted in Malaysia. •• Bionerv® is widely endorsed and prescribed by Specialists in the field of Neurology, Orthopaedics, Endocrinology etc, across all major teaching and private hospitals in Malaysia. By addressing an underserved medical need with an effective adjuvant therapy, Bionerv® positioned BREGO as a trusted partner among healthcare professionals. Bionerv® is now listed across all teaching hospitals in Malaysia including Universiti Malaya Medical Centre and Hospital Canselor Tuanku Muhriz UKM and is especially well-recognised in private healthcare institutions including Sunway Medical Centre, KPJ Healthcare, Asia OneHealthcare and IHH Healthcare. It has also earned the trust of major corporate healthcare clients, Tenaga Nasional Berhad (TNB) and recognized by Third Party Health Administrators such as MiCARE / PMCARE / CompuMed; solidifying its position as a trusted healthcare brand across the country. PRODUCT BREGO offers a comprehensive portfolio that spans multiple therapeutic categories, including Joint and Bone Health, Muscle and Connective Tissue Care, Nerve Health, Gut Health, Men’s Health, and Women’s Health. Each product is developed with a strong foundation in evidencebacked research. Bionerv® stands out for its role in transforming the nerve health segment. What sets Bionerv® apart is not only its unique combination of Alpha Lipoic Acid and Vitamin B Complex, but also its local clinical validation. This scientific backing has made it a trusted choice among healthcare providers, as BREGO positions itself as a reliable partner and healthcare provider. Across its product range, BREGO prioritises clinical relevance, high-quality ingredients and healthcare professional confidence, making its offerings distinct in the market. RECENT DEVELOPMENTS To continue advancing BREGO’s mission of providing innovative healthcare solutions, the company recently launched a new product targeting Vitamin D deficiency - Recardis. Its unique orodispersible properties makes it suitable for patients of all ages, ensuring optimal absorption of Vitamin D. BREGO has also expanded its warehousing capacity. A new 40,000 sq ft office and warehouse facility is in development and is expected to be completed by 2027. This expansion reflects the company’s long term vision for growth, supply chain resilience and operational excellence. Additionally, BREGO continues to establish strong partnerships with leading private hospitals, including Sunway Medical Centre, KPJ Healthcare, Asia OneHealthcare and IHH Healthcare, further solidifying its market position. BREGO has also signed an exclusive partnership with BIG Caring Pharmacy, a leading healthcare retail chain, to serve the consumers. PROMOTION BREGO promotes its brand through a strong on ground presence, backed by a comprehensive nationwide salesforce. It is the only healthcare company in Malaysia with product specialists based in every state, ensuring consistent support and coverage. BREGO products are well established in the market, listed in all major private and teaching hospitals, and supported by over 2,000 private clinics nationwide. This strong distribution network is complemented by targeted marketing initiatives that focus on professional education and clinical engagement. One of its key promotional platforms is the Powering Mobility Program, a continuous medical education (CME) initiative that supports healthcare professionals with the latest scientific updates, hands-on training, and case-based learning. To date, more than 700 healthcare professionals have attended this program. As part of its dedication to musculoskeletal health, BREGO was recognised as a Diamond Sponsor of the 54th Malaysian Orthopaedic Association (MOA) Annual Scientific Meeting. This prestigious event offered valuable opportunities for professional knowledge exchange, networking, and the showcasing of the latest advancements in the orthopaedic field. Further reinforcing its community impact, BREGO launched its official corporate social responsibility (CSR) initiative, BREGO Cares in 2025. The programme contributed access to Hyaluronic Acid (HA) injections to patients through 130 clinics nationwide, aiming to improve access to care and support musculoskeletal health at a grassroot level. BRAND VALUES BREGO, named after a “horse” that symbolises leadership, strength, wisdom and nobility, reflects its ambition to bring powerful recognition and positive impact to society. Its brand identity is further expressed through a dark magenta and white colour palette, representing bold innovation and commitment to its mission, “Powering Innovation to Enhance Patient Care.” BREGO is always committed to delivering high quality, evidence based healthcare solutions that address often overlooked medical needs, particularly in areas like nerve health, joint care, and mobility. BREGO’s promise to consumers is simple yet powerful, to continue innovating safe and effective solutions that improve patient outcomes and elevate healthcare professionals’ confidence. To uphold this promise, BREGO ensures that all products are manufactured in strict compliance with internationally recognised standards, including GMP, ISO, MDA and NPRA requirements. From raw material sourcing to final product testing, every step of the production process follows rigorous quality control protocols to guarantee safety, consistency, and efficacy. brego.com.my
RkJQdWJsaXNoZXIy MzM4MjU2