KUALA LUMPUR, JUNE 21 — Starting as a small business during the COVID-19 pandemic, local footwear brand Machino has now achieved a proud milestone when its founders, two sisters, Esther Tai Shen Hui and Amy Tai Shuh Yuk, were recognised in the Forbes 30 Under 30 Asia Class of 2026.
The award recognizes young entrepreneurs, innovators and changemakers in the Asia Pacific region.
Esther said the idea to establish Machino stemmed from the desire to produce women’s shoes that were not only stylish but also comfortable to wear.
According to him, the company collaborates with their uncle who runs a shoe factory to produce high-heeled shoes and flat shoes that emphasize user comfort.
These key features are not only what makes their shoes so popular, but the local design inspiration also caught the attention of Forbes.
“Our shoes have a thick inner sponge layer and many customers have told us they can wear them all day, including to do daily errands. That is one of our greatest achievements, which is producing comfortable high-heeled shoes that customers come back to buy again and again,” he told Bernama.
HONESTNESS, COOPERATION SUPPORT THE COMPANY’S SUCCESS
Esther said the recognition was a meaningful achievement for the company, which was founded in 2020 during the COVID-19 pandemic.
“Being selected in Forbes 30 Under 30 Asia 2026 is a proud moment for us. This recognition is not just for me and Amy, but for the entire team who have worked hard to build Machino,” he said.
Machino was selected in the retail and e-commerce category for its success in developing a brand that combines elements of fashion, comfort and Malaysian cultural identity.
Machino now has an online and physical presence through a store in a major shopping mall in Putrajaya as well as another branch in Selangor.
Apart from women’s shoes, the company also offers various other products including handbags, tote bags, children’s shoes and men’s sandals.
On future plans, Esther said Singapore is Machino’s first international market, while the company’s long-term goal is to sustainably develop a globally recognised fashion brand.
“What started as a dream of two brothers has now grown into something much bigger than we ever imagined.
“Throughout these six years, we have gone through many challenges, but the support of our customers and community has always been the main driving force,” said Esther.
FORBES RECOGNITION STRENGTHENS CONFIDENCE IN THE COMPANY
According to Esther, they started Machino with a simple goal: to produce comfortable and stylish shoes, which would one day be recognized globally.
“Therefore, being listed in Forbes shows that we are on the right track,” he said, adding that the recognition also increases the confidence of future partners, suppliers and investors in the company’s ongoing efforts.
In an effort to develop something new, the company has succeeded in creating its own distinctive features in the highly competitive women’s shoe market.
In addition, each pair of Machino shoes, whether heeled or flat, is 100 percent handmade, thus reflecting the unique Malaysian cultural elements that are the main attraction and build customer loyalty.
“From delicate batik patterns to the textures of songket and Chinese brocade, our shoe designs combine these elements to highlight the beauty and diversity of Malaysian culture,” said Esther.
The Machino brand also incorporates Asian cultural elements in many of its designs, including the use of batik and sari lace.
‘MACHINO’ MEANS MALAY, CHINESE, INDIAN AND OTHERS
Esther explained that she wants the public to see Malaysian-identical designs as something valuable and unique.
From a business perspective, he said, Machino is developing a strong omnichannel experience through its official website, TikTok Shop and physical premises, as well as participating in exhibitions and expos in Malaysia and Singapore.
The company also places a high emphasis on customer experience by training its retail team using service principles inspired by the hospitality and aviation industries.
He also explained that the name Machino itself symbolizes Malaysian identity, with “MA” referring to Malay, “CH” to Chinese, “IN” to Indian and “O” to Others.
The Hana flower is the brand’s iconic motif, used on shoes and bags as a symbol of celebration of local culture.
Most Machino products are manufactured in Malaysia, thus supporting local artisans and ensuring that the country’s handcrafted shoemaking industry continues to grow.
Asked about the strategy to meet the demand for women’s footwear market, he said Machino focuses on five main aspects, namely product, quality, customer experience, community and human resources.
“We work closely with manufacturers to maintain quality, and as the company grows, Machino is constantly improving the customer experience both online and offline.
“We are also building stronger relationships with the community, investing in teams and systems to prepare for the next phase of growth,” he said.
Esther said Machino’s direct-to-consumer model approach helps the company remain cost-efficient.
“By selling primarily through our own website, TikTok Shop and a few select retail outlets, we are able to reduce the additional costs common in traditional distribution channels.
“This also allows us to test products faster, better understand customer demands and avoid overproduction, with the savings being reinvested into improving the product, team and customer experience,” he said.
AI ENABLES TEAM FOCUS ON HIGH QUALITY WORK
Meanwhile, Esther also admitted that the use of artificial intelligence (AI) technology in the company’s daily operations helps speed up and simplify work.
“AI helps us follow industry trends, generate ideas, provide training materials and organize information more efficiently.
“However, AI does not replace decision-making; it helps teams save time and focus on high-value work,” he said.
With the selection of Forbes 2026 recipients made from nearly 4,000 nominations across 18 countries and regions in the Asia Pacific, Machino’s inclusion on the list is considered a significant achievement for the company.
Candidates for the list in 10 categories were assessed by the Forbes Asia Team based on various aspects including impact, uniqueness, creativity and innovation in their work.
— BERNAMA
