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Malaysia Brand Day 2026: Meeting the Founders Behind the Brands
At Malaysia's first Brand Day, I discovered heritage confectioners with 93-year-old founders still at the helm, world-class babycare brands, and a nation ready to take its brands global. The stories behind these booths reveal why Malaysian brands deserve a bigger stage.
Last week I attended Malaysia Brand Day 2026, the inaugural celebration of Malaysian brands organized by the Branding Association of Malaysia. Nearly 100 brands filled the exhibition hall in Kuala Lumpur, showcasing everything from heritage confectionery to world-class babycare products.
What struck me most wasn’t the scale of the event, but the depth of the stories behind each booth.
The People Who Made It Happen
Carrie Ee, Director of Brand Day, delivered a passionate opening speech about why this first-ever Malaysia Brand Day matters. What makes her achievement remarkable: she took Malaysia Brand Day from concept to reality in just nine months. That’s an extraordinary feat of organization, partnership-building, and sheer determination. Her vision is clear: Malaysian brands deserve a bigger stage on the world market, and this event is the beginning of that journey.
Datin Winnie Loo, President of the Branding Association of Malaysia and founder of A Cut Above salon group, was everywhere during the event, connecting exhibitors with visitors and championing the cause of Malaysian brand building. Her dual role as both industry leader and successful founder gives her unique credibility in this space.
The event received high-level government support. Datuk Seri Dr. Wan Azizah Wan Ismail, wife of the Prime Minister of Malaysia, gave a warm and enthusiastic speech about the importance of growing Malaysian brands globally. The message was unmistakable: Malaysia is ready to have its brands play a bigger role on the world stage.
Heritage Brands: Generational Stories
At the Ghee Hiang booth, I met Dato’ Ch’ng Huck Theng, Executive Director of Penang’s oldest iconic brand. Founded in 1856, Ghee Hiang has been making traditional Penang delicacies for 170 years. The brand represents exactly what Brandmine seeks to illuminate: heritage brands with deep cultural roots and stories worth telling.
The chocolate sector revealed fascinating multigenerational dynamics. Andrew Ng of Benn’s Chocolate shared that his 93-year-old father still plays a daily role overseeing the brand. This second-generation leadership, learning from founders who remain engaged, creates a unique form of institutional knowledge transfer that’s rare in modern business.
Similarly, Linus Cheah of Bino Confectionery in mainland Penang represents the next generation building on established foundations. These aren’t just succession stories; they’re living laboratories of how founder wisdom passes to the next generation.
A Discovery: Applecrumby
Among the 89 exhibitors, Applecrumby stood out as a revelation. This 14-year-old Malaysian babycare brand demonstrated world-class attention to detail in their product design and booth display. Their meticulous approach to everything from packaging to presentation suggests a brand that could compete anywhere in the world.
Meeting Eric Ng from Applecrumby reinforced what I’ve observed across the Global South: exceptional brands exist everywhere, but they often lack the visibility and connections to reach international markets. This is precisely the gap Brandmine aims to bridge.
Key Takeaways
The energy at Malaysia Brand Day 2026 confirmed several things:
Malaysian brands are ready for the world stage. The quality, design sensibility, and founder ambition I witnessed matches anything I’ve seen in more established markets.
Heritage and innovation coexist. Brands like Ghee Hiang (170 years old) exhibited alongside fintech companies and modern babycare brands, showing the full spectrum of Malaysian entrepreneurship.
Government and industry are aligned. The presence of Datuk Seri Dr. Wan Azizah and support from organizations like MATRADE signals that brand building is becoming a national priority.
Second-generation leadership is a strength. Multiple brands showcased smooth generational transitions, with founders remaining engaged while next-generation leaders drive growth.
I left Kuala Lumpur with a stack of business cards and a clearer picture of Malaysia’s brand ecosystem. Several of these brands will find their way onto Brandmine in the coming months.
Malaysia Brand Day 2026 was a beginning. For the founders I met, and for Brandmine’s mission to illuminate Global South brands, the real work starts now.