Held in Conjunction with SME Venture@ASEAN 2025
About the Event
ASEAN SME Forum 2025: Inclusivity and Sustainability in Action
Join us for a transformative day at the ASEAN SME Forum 2025, where inclusivity and sustainability take center stage. With visionary speakers, actionable workshops, and exclusive networking opportunities, this forum promises to be a game-changer for SMEs in Southeast Asia.
Theme
The ASEAN SME Forum 2025 aligns with Malaysia's ASEAN Chairmanship theme, "Inclusivity and Sustainability," reflecting a commitment to shared progress and ensuring that no one is left behind. This theme underscores the importance of inclusive economic growth and sustainable development within the ASEAN region.
This landmark event brings together over 1,000 entrepreneurs, business leaders, policymakers, SME association members, and investors from across the ASEAN region to explore critical topics such as inclusive business practices, sustainable business models, and the role of SMEs in driving innovation and economic resilience.
Panelists and Moderators
Keynote: MSMEs Development in the Context of ASEAN Integration
Tan Sri Nazir Razak
Chairman of ASEAN Business Advisory Council
Chairman of ASEAN Business Advisory Council
Nazir Razak is the Chairman and Founding Partner of Ikhlas Capital and a prominent advocate for ASEAN economic integration. He retired as Chairman of CIMB Group in 2018 after an illustrious 29-year career with the banking group, during which he was repeatedly recognised as one of Malaysia’s top executives and became the youngest recipient of Finance Asia’s Lifetime Achievement Award. Nazir has held influential roles on the Boards of Khazanah Nasional, PLS Plantation, and the Investment Panel of the Employees Provident Fund. He currently chairs the ASEAN Business Advisory Council (ASEAN-BAC) for Malaysia, which holds the ASEAN chairmanship in 2025.
Nazir’s contributions have earned him global recognition, including Euromoney’s Outstanding Achievement Award and Asia House’s Asian Business Leaders Award. Academically, he holds a degree from the University of Bristol, an M.Phil. from the University of Cambridge, and has been a Chevening Fellow and Transformational Leadership Fellow at Oxford University. He also serves on the Blavatnik School of Government’s International Advisory Board.
Nazir’s contributions have earned him global recognition, including Euromoney’s Outstanding Achievement Award and Asia House’s Asian Business Leaders Award. Academically, he holds a degree from the University of Bristol, an M.Phil. from the University of Cambridge, and has been a Chevening Fellow and Transformational Leadership Fellow at Oxford University. He also serves on the Blavatnik School of Government’s International Advisory Board.
Panel I: Accelerating MSME Growth Across ASEAN
Asif Mustaqim
Asia Pacific and Country Anchor, Financial Institutions Group, International Finance Corporation
Asia Pacific and Country Anchor, Financial Institutions Group, International Finance Corporation
Asif Mustaqim is the Regional Lead for the Financial Institutions Group, Asia Pacific, and Country Anchor for Malaysia at the International Finance Corporation (IFC), a member of the World Bank Group and the largest global development institution dedicated to the private sector in emerging markets. With over two decades at IFC since joining in 2001, he has led strategic investments and advisory efforts to strengthen financial sectors across multiple regions.
Before relocating to Asia Pacific more than six years ago, Asif was based in Washington D.C., overseeing IFC’s financial sector investments in South and East Africa. His extensive international experience includes serving as Equity Head for the Financial Institutions Group in Europe, the Middle East & North Africa, as well as hub leader for the MENA region and investment leader in Africa. His career reflects a consistent commitment to advancing financial inclusion and private sector development in emerging markets worldwide.
Before relocating to Asia Pacific more than six years ago, Asif was based in Washington D.C., overseeing IFC’s financial sector investments in South and East Africa. His extensive international experience includes serving as Equity Head for the Financial Institutions Group in Europe, the Middle East & North Africa, as well as hub leader for the MENA region and investment leader in Africa. His career reflects a consistent commitment to advancing financial inclusion and private sector development in emerging markets worldwide.
Dr. Subhransu Sekhar Acharya
The National Small Industries Corporation Ltd.
The National Small Industries Corporation Ltd.
Dr. Subhransu Sekhar Acharya is the Chairman - cum- Managing Director (CMD) of The National Small Industries Corporation Ltd., A Public Sector Organization of Government of India. Prior to his present assignment, Dr. Acharya was the Chief General Manager, Small Industries Development Bank of India (SIDBI), New Delhi.
Dr. Acharya is a Ph.D in Management, Post Graduate in Science (M.Sc.), a Post Graduate in Business Administration (MBA) and a Certified Associate of Indian Institute of Banking & Finance (CAIIB). He has experience of over 3 decades in various facets of MSME Financing and Development including Credit, SME Rating, Risk Management, Bills Financing, New Product Development, Business Planning, Entrepreneurship Development, Innovation financing, Micro-Finance, Start-Up mentoring etc. Dr. Acharya was a British Chevening scholar and studied ‘Sustainable Development’ at University of Bradford, UK. He was a founding Member of India’s first SME Rating Agency and has served as CEO of India SME Technology Services Ltd (ISTSL), a company promoted by SIDBI and 4 other commercial Banks.
Dr. Acharya is a Ph.D in Management, Post Graduate in Science (M.Sc.), a Post Graduate in Business Administration (MBA) and a Certified Associate of Indian Institute of Banking & Finance (CAIIB). He has experience of over 3 decades in various facets of MSME Financing and Development including Credit, SME Rating, Risk Management, Bills Financing, New Product Development, Business Planning, Entrepreneurship Development, Innovation financing, Micro-Finance, Start-Up mentoring etc. Dr. Acharya was a British Chevening scholar and studied ‘Sustainable Development’ at University of Bradford, UK. He was a founding Member of India’s first SME Rating Agency and has served as CEO of India SME Technology Services Ltd (ISTSL), a company promoted by SIDBI and 4 other commercial Banks.
Rizal Dato’ Nainy
CEO, SME Corp. Malaysia
CEO, SME Corp. Malaysia
Norlela Suhailee
Director, Enterprise Development (DARe)
Brunei Economic Development Board (BEDB)
Director, Enterprise Development (DARe)
Brunei Economic Development Board (BEDB)
Norlela Suhailee, Director of Enterprise Development at Darussalam Enterprise (DARe) under the Brunei Economic Development Board (BEDB), has over 25 years of experience in local business and entrepreneurial development. An MBA graduate in International Business from the University of Southern Queensland, she has been instrumental in advancing Brunei’s micro, small, and medium enterprises (MSMEs). Her career includes leadership roles at BEDB and Youth Development Resources, and a pivotal role in establishing DARe in 2016 as the nation’s principal MSME development agency, offering advisory, resources, and growth support.
Regionally, Norlela has represented Brunei in key platforms, serving as Chair of the ASEAN Coordinating Committee on MSMEs (2017), APEC SME Working Group (2021–2022), and BIMP-EAGA MSME Development Working Group (2022–2024). Recognized in the 2020 Southeast Asia Women cohort and the Brunei Top 100 Leaders Program, she is also a business mentor with BMEN, committed to empowering entrepreneurs and driving regional collaboration.
Regionally, Norlela has represented Brunei in key platforms, serving as Chair of the ASEAN Coordinating Committee on MSMEs (2017), APEC SME Working Group (2021–2022), and BIMP-EAGA MSME Development Working Group (2022–2024). Recognized in the 2020 Southeast Asia Women cohort and the Brunei Top 100 Leaders Program, she is also a business mentor with BMEN, committed to empowering entrepreneurs and driving regional collaboration.
Moderator
Dr Ong Kian Ming
Adjunct Professor, Taylor's University
Adjunct Professor, Taylor's University
SME Leaders Roundtable
Ang Yuit
President, Association of SMEs, Singapore
President, Association of SMEs, Singapore
Ang Yuit is the Managing Director of The Adventus Consultants Pte Ltd, a digital solutions company, and the President of the Association of Small & Medium Enterprises (ASME). With over 15 years of active involvement in ASME since joining as a council member in 2009, he has held key leadership roles including Vice President of Membership and Training, and Vice President of Strategy and Development. He also chairs the Global Ready Talent Programme and SME Centre@ASME, established by Enterprise Singapore to provide local SMEs with comprehensive business advisory and support services.
Elected President of ASME’s 28th Executive Council in 2023, Ang Yuit continues to champion initiatives that empower and grow Singapore’s SME sector. Drawing on his extensive expertise in digital solutions and business strategy, he is committed to strengthening the competitiveness of SMEs and enabling them to seize new opportunities in an evolving global economy.
Elected President of ASME’s 28th Executive Council in 2023, Ang Yuit continues to champion initiatives that empower and grow Singapore’s SME sector. Drawing on his extensive expertise in digital solutions and business strategy, he is committed to strengthening the competitiveness of SMEs and enabling them to seize new opportunities in an evolving global economy.
Litthikay Phoummasak
President, Micro, Small and Medium Enterprise Promotion Association of Lao PDR
President, Micro, Small and Medium Enterprise Promotion Association of Lao PDR
Litthikay Phoummasak is a seasoned IT strategist and transformative leader with over 16 years of experience driving digital innovation and economic growth in Lao PDR. As President of the Micro, Small and Medium Enterprise Promotion Association of Lao PDR, he champions SME development through improved access to finance, digital transformation, and sustainable business practices. With a strong background in IT strategy, project management, and public finance, Litthikay is dedicated to empowering small businesses with the tools and technology needed to thrive in today’s digital economy.
Dr. Nimnual Piewthongngam
Chairperson of SME Committee, Joint Foreign Chambers of Commerce, Thailand
Chairperson of SME Committee, Joint Foreign Chambers of Commerce, Thailand
Dr. Nimnual Piewthongngam is a distinguished legal scholar with extensive expertise in International Trade Law, particularly in the areas of WTO regulations and ASEAN economic integration. Her academic portfolio also spans International Investment Law, Public and Private International Law, and International Marketing. Over the years, she has served as a researcher on numerous strategic projects for Thai government agencies, including formulating service trade strategies for the Thailand–Bahrain FTA and conducting trade and investment studies in Laos, Vietnam, and Myanmar.
A sought-after public speaker, she has addressed national and international forums on topics such as the ASEAN Economic Community, investment opportunities in CLMV countries, and the development of Thai SMEs. Her specialties include ASEAN Free Trade Area policies, market entry strategies for CLMV, and business development training. In addition to her academic and advisory work, she contributes thought leadership as a columnist for “Insight AEC” in SME Thailand Magazine.
A sought-after public speaker, she has addressed national and international forums on topics such as the ASEAN Economic Community, investment opportunities in CLMV countries, and the development of Thai SMEs. Her specialties include ASEAN Free Trade Area policies, market entry strategies for CLMV, and business development training. In addition to her academic and advisory work, she contributes thought leadership as a columnist for “Insight AEC” in SME Thailand Magazine.
Sambath Bun
Secretary General, Young Entrepreneurs Association, Cambodia
Secretary General, Young Entrepreneurs Association, Cambodia
Sambath Bun is the Secretary General of the Young Entrepreneurs Association of Cambodia (YEAC), where he is dedicated to advancing the ecosystem for young entrepreneurs and MSMEs in Cambodia. Beyond overseeing the association’s operations, he works closely with stakeholders and government agencies to shape policies that foster SME growth, with a strong emphasis on promoting development through Public-Private Partnerships. His leadership is instrumental in strengthening Cambodia’s entrepreneurial landscape and enabling greater opportunities for youth-led enterprises.
YEAC, a volunteer-driven non-profit organisation, serves as a platform for networking, learning, and business collaboration among young entrepreneurs. Under Sambath’s guidance, the association has emerged as a key voice in policy advocacy, contributing to government regulations that support MSMEs. Through its initiatives, YEAC plays a vital role in driving youth entrepreneurship, creating productive employment, and building the next-generation economy for Cambodia.
YEAC, a volunteer-driven non-profit organisation, serves as a platform for networking, learning, and business collaboration among young entrepreneurs. Under Sambath’s guidance, the association has emerged as a key voice in policy advocacy, contributing to government regulations that support MSMEs. Through its initiatives, YEAC plays a vital role in driving youth entrepreneurship, creating productive employment, and building the next-generation economy for Cambodia.
Datuk William Ng
National President, Small and Medium Enterprises Association (SAMENTA), Malaysia
National President, Small and Medium Enterprises Association (SAMENTA), Malaysia
Moderator
Melanie Ng
Philippines Chamber of Commerce and Industry, Philippines
Philippines Chamber of Commerce and Industry, Philippines
Melanie Chua Ng is the Executive Vice President and co-founder of Ng Khai Development Corporation, a leading Philippine enterprise that has grown from a three-person startup in 1993 to over 300 employees today, spanning IT, services, and managed warehousing. She also leads Right Juan Leading Edge Services, Inc., and serves as Corporate Secretary of NPAX Cebu Corp., a joint venture with Japanese partners. Beyond her corporate leadership, she manages GEMSDESIGNSCEBU, an online gemstone store with thousands of followers and notable sales growth. Her track record reflects over three decades of entrepreneurial success and operational excellence.
A respected business and civic leader, Ms. Ng is Area Vice President for the Visayas at the Philippine Chamber of Commerce and Industry and holds key positions in national and ASEAN-level economic councils, including the ASEAN MSME Advisory Board and East Asia Business Council. She is a strong advocate for good governance, public-private collaboration, and MSME development, actively contributing to regional and national economic policy-making and business growth initiatives.
A respected business and civic leader, Ms. Ng is Area Vice President for the Visayas at the Philippine Chamber of Commerce and Industry and holds key positions in national and ASEAN-level economic councils, including the ASEAN MSME Advisory Board and East Asia Business Council. She is a strong advocate for good governance, public-private collaboration, and MSME development, actively contributing to regional and national economic policy-making and business growth initiatives.
Panel II: Opportunities in AI and Digitalisation for SMEs
Alain Lye
CEO, VeecoTech, Malaysia
CEO, VeecoTech, Malaysia
Alain Lye is the Founder and Managing Director of VeecoTech Holdings, a leading force in Malaysia’s digital transformation landscape. From modest beginnings, Alain has built VeecoTech into a diversified group offering software development, web development, digital marketing, IoT, and cybersecurity solutions. Its software arm, VeecoTech Solutions, is an MDEC-appointed Digital Partner enterprise with over 100 professionals serving both Malaysian and international clients, including MCMC, BBraun, F&N, Deloitte, and Daikin. The company is recognised for delivering e-government platforms, AI automation, custom software, and SEO-driven digital marketing.
Guided by a “no-limits” mindset, Alain has expanded VeecoTech’s global footprint through strategic partnerships with VisionLabs, Kazan IT Park, and ICL Group. His passion for empowering SMEs has helped hundreds of businesses digitise and grow, earning him accolades such as the JCI Ten Outstanding Penang Youth (TOPY) award. Alain’s vision combines innovation with a people-centric approach, driving progress in Malaysia’s technology and SME sectors.
Guided by a “no-limits” mindset, Alain has expanded VeecoTech’s global footprint through strategic partnerships with VisionLabs, Kazan IT Park, and ICL Group. His passion for empowering SMEs has helped hundreds of businesses digitise and grow, earning him accolades such as the JCI Ten Outstanding Penang Youth (TOPY) award. Alain’s vision combines innovation with a people-centric approach, driving progress in Malaysia’s technology and SME sectors.
Dewi Meisari Haryanti
Founder and Editor in Chief of UKMIndonesia.id
Founder and Editor in Chief of UKMIndonesia.id
Dewi Meisari Haryanti is the Founder and Editor-in-Chief of UKMIndonesia.id, a digital media platform and online community established in 2017 to provide information, resources, and opportunities for micro, small, and medium enterprises (MSMEs) seeking growth. She is also the Founder and CEO of Tumbu.co.id, a digital learning platform launched in 2022 dedicated to entrepreneurship education, training, and business development support. Her commitment to MSME empowerment began in 2011 as Program Manager at the SME Center, Faculty of Economics and Business, University of Indonesia, where she later served as Director.
Through UKMIndonesia.id and Tumbu.co.id, Dewi has led the creation of thousands of educational articles, hundreds of videos and podcasts, and over 20 digital books and training modules, all aimed at fostering sustainable growth for entrepreneurs. Her initiatives have been supported by global and national partners such as the World Bank, GIZ, UN Women, UNDP, DBS Bank, WhatsApp, BRI, Bank Indonesia, Shopee, Gojek, Grab, and the Government of Indonesia.
Through UKMIndonesia.id and Tumbu.co.id, Dewi has led the creation of thousands of educational articles, hundreds of videos and podcasts, and over 20 digital books and training modules, all aimed at fostering sustainable growth for entrepreneurs. Her initiatives have been supported by global and national partners such as the World Bank, GIZ, UN Women, UNDP, DBS Bank, WhatsApp, BRI, Bank Indonesia, Shopee, Gojek, Grab, and the Government of Indonesia.
Eeling Lew
CEO, Hera Bathroom, Singapore
CEO, Hera Bathroom, Singapore
Eeling Lew is the founder of HERA Bathroom, a Singapore-based brand offering stylish, space-efficient bathroom solutions tailored to modern compact living. Beginning her career in 2009 in OEM manufacturing for premium European sanitary ware brands, she developed deep expertise in product quality, user needs, and global market trends. In 2018, she launched HERA to fill a market gap for modular, practical designs that combine functionality with refined aesthetics, expanding the brand’s presence from Singapore to Myanmar and Indonesia.
During the COVID-19 pandemic, Eeling harnessed social media to grow HERA’s reach, sharing design tips, makeovers, and customer stories to build an engaged online community without relying on a showroom. Today, she integrates AI into operations for instant customer engagement and smart inventory management, ensuring efficiency while keeping a personal touch. Guided by her belief that every woman deserves a home sanctuary, she continues to transform small bathrooms into spaces with big potential.
During the COVID-19 pandemic, Eeling harnessed social media to grow HERA’s reach, sharing design tips, makeovers, and customer stories to build an engaged online community without relying on a showroom. Today, she integrates AI into operations for instant customer engagement and smart inventory management, ensuring efficiency while keeping a personal touch. Guided by her belief that every woman deserves a home sanctuary, she continues to transform small bathrooms into spaces with big potential.
Tina Jamaluddin
Chief Representative (Malaysia) US-ASEAN Business Council, Malaysia
Chief Representative (Malaysia) US-ASEAN Business Council, Malaysia
Tina Jamaluddin leads the Malaysia portfolio at the US-ASEAN Business Council, acting as the key liaison between the Council, the Malaysian government, the private sector, and the U.S. diplomatic mission. Since 2018, she has been instrumental in addressing policy challenges and facilitating strategic dialogue to help member companies navigate Malaysia’s and ASEAN’s complex trade landscapes. With over 20 years of cross-sector experience in business development, government relations, and international trade, Tina brings both global perspective and local expertise to her role.
Her career spans from growing her family business into a leading Malaysian meat-based food manufacturer supplying global brands, to mentoring SMEs under the UNIDO Sustainable Supplier Development Programme, which was later adopted nationally by the Ministry of Health. She has also driven e-commerce initiatives connecting local businesses to the USD 2.5 trillion global Halal market. Tina is an Adjunct Professor at Taylor’s University and holds a B.Sc. in International Business from Hawaii Pacific University.
Her career spans from growing her family business into a leading Malaysian meat-based food manufacturer supplying global brands, to mentoring SMEs under the UNIDO Sustainable Supplier Development Programme, which was later adopted nationally by the Ministry of Health. She has also driven e-commerce initiatives connecting local businesses to the USD 2.5 trillion global Halal market. Tina is an Adjunct Professor at Taylor’s University and holds a B.Sc. in International Business from Hawaii Pacific University.
Moderator
Leeroy Ting Kah Sing
Regional Director, Corporate Affairs, CARSOME Group
Regional Director, Corporate Affairs, CARSOME Group
Panel III: Alternative Financing for Growth
Kien Poon Chai
Country Head, Funding Societies, Malaysia
Country Head, Funding Societies, Malaysia
Chai Kien Poon, known as KP, is the Country Head of Funding Societies Malaysia, the nation’s largest unified SME digital finance platform. He oversees daily operations and drives business strategies, leading the company to pioneer fintech innovations that empower Malaysia’s MSME sector. Since its inception in 2017, Funding Societies Malaysia has disbursed over RM3 billion in working capital under his leadership, reinforcing its mission to create meaningful economic impact and support business growth nationwide.
A recognised voice in the industry, KP is an active speaker at conferences and has been featured in major media outlets including The Star, New Straits Times, The Edge, BFM, and BERNAMA. Before joining Funding Societies, he served as Senior Manager at the Securities Commission Malaysia, focusing on capital market development and regulation. He is a Chartered Financial Analyst (CFA) charterholder and holds a degree in Economics from the London School of Economics and Political Science.
A recognised voice in the industry, KP is an active speaker at conferences and has been featured in major media outlets including The Star, New Straits Times, The Edge, BFM, and BERNAMA. Before joining Funding Societies, he served as Senior Manager at the Securities Commission Malaysia, focusing on capital market development and regulation. He is a Chartered Financial Analyst (CFA) charterholder and holds a degree in Economics from the London School of Economics and Political Science.
Leong See Meng
Director, Bursa Malaysia, Malaysia
Director, Bursa Malaysia, Malaysia
Sean Tan
Chief Business Officer, CGC, Malaysia
Chief Business Officer, CGC, Malaysia
Yusuke Ojima
Regional Head for Southeast Asia, Nihon M&A Center
Regional Head for Southeast Asia, Nihon M&A Center
Yusuke Ojima is the Regional Head for Southeast Asia of Nihon M&A Center, where he oversees operations across Singapore, Malaysia, Vietnam, Thailand, and Indonesia. With over 9 years of experience in providing various cross-border M&A advisory services, he specializes in facilitating strategic transactions within the SME market between Japan and global markets.
Since joining Nihon M&A Center as Deputy Manager, Ojima has played a pivotal role in establishing the firm’s offices in Singapore and Malaysia. In his current position, he supports companies in achieving growth and prosperity through strategic cross-border M&A activities, serving as a vital bridge between Japan and overseas markets. To date, he has successfully closed more than 20 cross-border deals, strengthening the firm’s reputation as a trusted M&A intermediary and advisor.
Ojima’s expertise spans the full spectrum of M&A advisory services, from deal origination and pre-deal evaluation to due diligence, data room preparation, and negotiation support. His deep understanding of the Southeast Asian business landscape, combined with a strong professional network, enables him to deliver tailored strategies that drive successful outcomes.
Before joining Nihon M&A Center, Ojima worked for a Japanese General Trading company in Japan and Indonesia, where he specialized in various industrial machinery sectors, such as automobiles, construction, and power industries. During his time there, Ojima focused on corporate planning for joint ventures and M&A activities in Southeast Asia. This experience provided him with valuable knowledge and insights into the industry and the specific challenges and opportunities in the Southeast Asian market.
Today, Ojima continues to leverage his experience and cross-cultural expertise to help companies achieve their growth ambitions through strategic cross-border M&A.
Ojima has also been an active speaker, sharing his insights on cross-border M&A strategies, SME growth, and Japan-SEA business collaboration at various industry conferences and business forums across the regions. Through these opportunities, Ojima has established himself as a trusted voice on Japan-SEA cross border collaborations, offering practical insights and perspectives drawn from his deal-making experience.
Since joining Nihon M&A Center as Deputy Manager, Ojima has played a pivotal role in establishing the firm’s offices in Singapore and Malaysia. In his current position, he supports companies in achieving growth and prosperity through strategic cross-border M&A activities, serving as a vital bridge between Japan and overseas markets. To date, he has successfully closed more than 20 cross-border deals, strengthening the firm’s reputation as a trusted M&A intermediary and advisor.
Ojima’s expertise spans the full spectrum of M&A advisory services, from deal origination and pre-deal evaluation to due diligence, data room preparation, and negotiation support. His deep understanding of the Southeast Asian business landscape, combined with a strong professional network, enables him to deliver tailored strategies that drive successful outcomes.
Before joining Nihon M&A Center, Ojima worked for a Japanese General Trading company in Japan and Indonesia, where he specialized in various industrial machinery sectors, such as automobiles, construction, and power industries. During his time there, Ojima focused on corporate planning for joint ventures and M&A activities in Southeast Asia. This experience provided him with valuable knowledge and insights into the industry and the specific challenges and opportunities in the Southeast Asian market.
Today, Ojima continues to leverage his experience and cross-cultural expertise to help companies achieve their growth ambitions through strategic cross-border M&A.
Ojima has also been an active speaker, sharing his insights on cross-border M&A strategies, SME growth, and Japan-SEA business collaboration at various industry conferences and business forums across the regions. Through these opportunities, Ojima has established himself as a trusted voice on Japan-SEA cross border collaborations, offering practical insights and perspectives drawn from his deal-making experience.
Moderator
Yeoh Seng Hooi
Secretary General, Small and Medium Enterprises Association of Malaysia (SAMENTA), Malaysia
Secretary General, Small and Medium Enterprises Association of Malaysia (SAMENTA), Malaysia
Yeoh Seng Hooi brings over four decades of senior management and board-level experience across diverse industries including manufacturing, construction, property development, venture capital, and non-profit organisations. Currently heading a boutique consultancy, he provides SMEs with financial, export marketing, and strategic advisory services, leveraging earlier career experience in both the government and banking sectors. Since 2017, he has also served as Chair and Business Coach for Vistage Malaysia, guiding business owners and CEOs to become more effective leaders.
Beyond his professional practice, Seng Hooi plays a prominent role in SME advocacy as the Honorary Secretary General of the Small and Medium Enterprises Association (SAMENTA), regularly contributing thought leadership through articles and public speaking. He is a member of the VISTAGE-MIER CEO Confidence Index Committee and holds a Bachelor of Arts in Economics with Honours from The University of Chicago, as well as a Master of Economic Management from Universiti Sains Malaysia.
Beyond his professional practice, Seng Hooi plays a prominent role in SME advocacy as the Honorary Secretary General of the Small and Medium Enterprises Association (SAMENTA), regularly contributing thought leadership through articles and public speaking. He is a member of the VISTAGE-MIER CEO Confidence Index Committee and holds a Bachelor of Arts in Economics with Honours from The University of Chicago, as well as a Master of Economic Management from Universiti Sains Malaysia.
Panel IV: Positioning SME within Global Value Chain
Ain Azizah Arifin
Managing Director, BubblesO2, Malaysia
Managing Director, BubblesO2, Malaysia
Ain Azizah binti Arifin is the Managing Director of Bubbles O2 Sdn. Bhd., a dynamic Malaysian enterprise specializing in innovative lifestyle and wellness solutions. Since joining the company in 2019, she has advanced through multiple leadership roles, including Business Development Manager and Director, before assuming her current position in 2022. Her strategic vision has been instrumental in driving the company’s market growth, product development, and brand positioning, both locally and regionally. Ain’s leadership is underscored by her strong entrepreneurial foundation, having earned a Bachelor of Commerce with a specialization in Entrepreneurship from the University of Victoria, Canada, complemented by international exposure through academic and professional engagements in South Korea and China.
Her professional journey includes valuable corporate experience, notably with PETRONAS as an International Portfolio Intern, and early career roles in accounting and marketing. With a global perspective, a results-oriented mindset, and a passion for business innovation, Ain represents a new generation of ASEAN leaders committed to advancing SME growth and competitiveness.
Her professional journey includes valuable corporate experience, notably with PETRONAS as an International Portfolio Intern, and early career roles in accounting and marketing. With a global perspective, a results-oriented mindset, and a passion for business innovation, Ain represents a new generation of ASEAN leaders committed to advancing SME growth and competitiveness.
Dato' Kamarul A Muhamed
CEO & Founder of Aerodyne, Malaysia
CEO & Founder of Aerodyne, Malaysia
Dato’ Kamarul A. Muhamed is the founder and Group CEO of Aerodyne Group, a Malaysian-based drone solutions provider recognized as the world’s number one drone services company by Drone Industry Insights (Germany). Since establishing Aerodyne in 2014 with just three team members, he has transformed it into a global leader with operations in 35 countries within six years. His leadership has earned him multiple accolades, including EY Entrepreneur of the Year 2020, EY Technology Entrepreneur of the Year 2020 Malaysia, Technode Global’s Startup Leader of the Year 2021, and SEBA Entrepreneur of the Year 2020.
Beyond corporate success, Dato’ Kamarul has contributed his expertise to high-level national bodies, including the Economic Action Council, Digital Economy and 4IR Policy Council, Bumiputera Prosperity Council, and the Board of Directors of Bank Negara Malaysia. A TEDx speaker and respected thought leader in AI, drones, and Industry 4.0, he also serves as Professor of Practice and Adjunct Professor at several institutions. A visionary and futurist, he combines technological innovation with a passion for advancing humanity.
Beyond corporate success, Dato’ Kamarul has contributed his expertise to high-level national bodies, including the Economic Action Council, Digital Economy and 4IR Policy Council, Bumiputera Prosperity Council, and the Board of Directors of Bank Negara Malaysia. A TEDx speaker and respected thought leader in AI, drones, and Industry 4.0, he also serves as Professor of Practice and Adjunct Professor at several institutions. A visionary and futurist, he combines technological innovation with a passion for advancing humanity.
Deborah Melissa Bottreau
Founder and Creative Director, Sienna Design, Malaysia
Founder and Creative Director, Sienna Design, Malaysia
Deborah Melissa Bottreau is the Founder and Creative Director of Sienna Design, a leading creative and branding agency in Malaysia. With over two decades of experience in branding, design, and marketing, she has earned numerous accolades, including Marie Claire’s Amazing Women (2016) and Prestige’s Top 40 Under 40. A multilingual entrepreneur fluent in English, Spanish, and Bahasa Malaysia, Deborah is also an accomplished equestrian with championship titles in showjumping and dressage, alongside a passion for polo.
Beyond her business achievements, Deborah holds influential leadership roles across regional and international platforms. She is the Founder and President of the Malaysian Young Entrepreneurs Association (MAYA), the current Chairperson (2025) and founding Secretary General of the ASEAN Young Entrepreneurs Council (AYEC), and the first President of the International Alliance of Young Entrepreneurs (IAYEA). She also serves as Executive Secretary for the Royal Malaysian Polo Association (RMPA). Deborah is dedicated to empowering young entrepreneurs and championing diversity in business.
Beyond her business achievements, Deborah holds influential leadership roles across regional and international platforms. She is the Founder and President of the Malaysian Young Entrepreneurs Association (MAYA), the current Chairperson (2025) and founding Secretary General of the ASEAN Young Entrepreneurs Council (AYEC), and the first President of the International Alliance of Young Entrepreneurs (IAYEA). She also serves as Executive Secretary for the Royal Malaysian Polo Association (RMPA). Deborah is dedicated to empowering young entrepreneurs and championing diversity in business.
Moderator
Noorhafizah Rashid
Founder, Big BWN Project, Brunei
Founder, Big BWN Project, Brunei
Noor Hafizah Rashid, fondly known as Fisha, is the founder of Big BWN Project, a Bruneian social enterprise committed to creating opportunities and positive change for youth and communities. With over nine years of experience, she has led impactful initiatives supporting local small businesses, promoting environmental sustainability, empowering women entrepreneurs, and fostering community resilience. She has also driven school-based programs across Brunei that address global challenges such as climate change, waste management, financial literacy, and digital skills, equipping the younger generation for the future.
Beyond Big BWN Project, Fisha founded Womennovation Brunei, the Brunei Young Entrepreneur Project, and Zero Waste Brunei, and co-founded the Brunei Womenpreneur Network. She also leads a Community Development Centre under the Sultan of Brunei’s Foundation. Her outstanding contributions have earned her numerous accolades, including the National Youth Excellent Project Award (2020), the Commonwealth Points of Light Award (2021), the ASEAN Inclusive Business Award (2021), and the ASEAN Youth Volunteer Organization Award (2022).
Beyond Big BWN Project, Fisha founded Womennovation Brunei, the Brunei Young Entrepreneur Project, and Zero Waste Brunei, and co-founded the Brunei Womenpreneur Network. She also leads a Community Development Centre under the Sultan of Brunei’s Foundation. Her outstanding contributions have earned her numerous accolades, including the National Youth Excellent Project Award (2020), the Commonwealth Points of Light Award (2021), the ASEAN Inclusive Business Award (2021), and the ASEAN Youth Volunteer Organization Award (2022).
Program
17 October 2025
MITEC, Kuala Lumpur
0800 – 0910
Registration
0910 – 0920
Negaraku and ASEAN Anthem
0920 – 0930
Welcome Remarks by Datuk William Ng, National President, Small and Medium Enterprises Association of Malaysia (SAMENTA), Malaysia
0930 – 0940
Officiate by Hon. Dato' Sri R Ramanan, Deputy Minister of Entrepreneurship and Cooperatives Development, Malaysia
0940 – 1000
Opening Ceremony and Launch of ASEAN SME Caucus
1000 – 1030
Keynote: MSMEs Development in the Context of ASEAN Integration
1030 – 1050
Networking Break
1050 – 1140
Panel I: Accelerating MSME Growth Across ASEAN
1140 - 1230
SME Leaders Roundtable
1230 - 1240
SMEs Digital Transformation Through Cloud and AI
by Rajas Karandikar
1240 – 1430
Lunch Break and Exhibition Tour
1430 – 1515
Panel II: Opportunities in AI and Digitalisation for SMEs
1515 – 1600
Panel III: Alternative Financing for Growth
1600 – 1615
Networking Break
1615 – 1700
Panel IV: Positioning SME within Global Value Chain
Key Reasons of Attending
Learn from Industry Experts
Gain insights from top policymakers, thought leaders, and successful entrepreneurs on driving innovation, inclusivity, and sustainability.
Expand Your Network
Connect with potentially over 1,000 entrepreneurs, business leaders, and investors from across ASEAN to explore collaboration and investment opportunities.
Discover Emerging Trends
Stay ahead of the curve by learning about cutting-edge trends, such as AI, digital transformation, and alternative financing.
Access Practical Solutions
Participate in workshops and panel discussions that provide actionable strategies for addressing common SME challenges.
Showcase and Grow
Engage in the SME Showcase to highlight your innovative products or services and gain exposure to potential partners and clients.
Platinum Sponsor
Gold Sponsor
Silver Sponsors
Bronze Sponsors
Supporting Organisations
Media Partner
Organizers
Supported by
