In early 2020, a small minimart quietly opened its doors in a neighbourhood in Kuala Lumpur. It was called BilaBila Mart, a name that embodied the spirit of being ready “anytime, anywhere.”
Then in two days, came the announcement: Malaysia was going into lockdown. Streets emptied. Shops shuttered. And what was meant to be the start of a dream suddenly felt like the beginning of a disaster.
Fast forward five years, and that same minimart is now celebrating its fifth anniversary with over 70 stores across the Klang Valley, a sleek flagship outlet in Millerz Square, its own BilaBila Café, and an ambitious plan to expand to 100 stores nationwide.
What changed?
The answer lies in a powerful mix of grit, reinvention, and a whole lot of Malaysian soul.
A Crisis That Became a Turning Point
For co-founder Lee Hui Jing, BilaBila Mart wasn’t just a business idea, it was her leap of faith after years of career pivots. She had once worked at British American Tobacco, a job she admitted conflicted with her values, before becoming an insurance agent and eventually diving into entrepreneurship.
But when the first BilaBila Mart opened in 2020, the timing couldn’t have been worse. The store was full, the streets were empty, and fear was everywhere.
“There was no footfall, and really, I wanted to cry,” Hui Jing recalled.
“I looked at the shelves and thought, is this it?”
That moment of panic became the start of BilaBila’s transformation. Hui Jing took to Instagram, posting pictures of hand sanitiser, masks, and essentials, anything people needed but couldn’t find. Orders came in via DM. She fulfilled them herself. Deliveries were packed from the store, hand-labelled, and sometimes sent across the country.
The mart had pivoted from convenience store to survival lifeline.
How BilaBila Mart Redefine the Local Brands Experience
One of BilaBila Mart’s boldest moves was its decision to eliminate listing fees for small, homegrown brands.
“We soon realised the barriers to entry were too high for many of these brands because of the listing fee they have to pay to get on the shelves of major convenience stores,” Hui Jing said.
Big chains can charge up to RM300,000 just to get a product listed. BilaBila offered something else: a profit-sharing model that helped local businesses grow without breaking the bank.
The result? About 70% of their products are proudly Malaysian-made. From sambal and chilli chips to kombucha, kacang tumbuk and cold brews, BilaBila turned its shelves into a showcase of local talent.
“Everything sold in the store is taste-tested by us first; we would never sell anything we don’t enjoy.”
This wasn’t just about profits, it was about pride. Hui Jing and her team wanted to change how Malaysians saw local food and drink brands. They believed Malaysian-made could be premium, and they were willing to sacrifice margins to prove it.
Rebranding for a Bigger Vision
As BilaBila expanded rapidly post-pandemic, they faced a new challenge; copycats.
“Our competitors started mimicking our colours and design,” Hui Jing said. “We had to stand out again.”
So, in 2024, BilaBila Mart underwent a rebrand. Out went the old-school visuals. In came a sleek, modern logo and branding language that aligned with the company’s next chapter.
The Millerz Square flagship store embodies this new direction: a double-storey convenience hub complete with a 24-hour coworking space and BilaBila Café, offering specialty coffee and Malaysian treats.
By the end of 2024, BilaBila had crossed RM100 million in revenue.
Not All Smooth Sailing
Despite the rapid growth, BilaBila’s journey has been far from smooth. Several outlets were forced to shut down due to low footfall or rental hikes. The team also faced legal disputes with landlords and supply chain disruptions.
Still, they doubled their staff strength in just one year and significantly expanded their HQ and warehouse operations.
In 2025, BilaBila Mart has its sights set beyond the Klang Valley. Penang and Ipoh are next, with ten stores planned across the northern region.
BilaBila Café is also growing, with more SKUs and even R&D collaborations with suppliers. Through platforms like Lazada and Shopee, BilaBila Mart has already gone national in reach. Now they’re laying down the physical groundwork to match.
Built on Grit
BilaBila Mart’s story isn’t one of overnight success. In fact, its beginnings were as raw and real as it gets.
Co-founder Lee Hui Jing, now known for winning EY’s Woman Entrepreneur of the Year in 2023, came from a background filled with hardship.
At 15, she started working to support herself after her family fell into debt, an experience she described as “really like what you see in the dramas.” They were even held ransom once, a trauma that left deep scars and a fierce determination.
From there, she took on every job she could find: McDonald’s, The Body Shop, tutoring, radio station gigs, anything to earn. She later entered the corporate world through British American Tobacco.
Then came another leap where she left her stable job to become an insurance agent with zero salary. It was risky, but it taught her how to sell, how to hustle, and most importantly, how to survive without a safety net.
So when the pandemic hit just after BilaBila Mart’s opening, she did what she’d always done: she hustled.
BilaBila Mart: Always Local, Always Evolving
Today, BilaBila Mart is no longer just a minimart; it’s a movement. A movement for local brands, for community-first retail, and for the kind of entrepreneurship that dares to believe something meaningful can rise from the middle of chaos.
Five years on, as they celebrate their anniversary and eye the milestone of 100 stores, co-founder Hui Jing puts it best:
“This anniversary, we’re not just celebrating the brand’s success, but the people behind it; the customers, the suppliers, and the community that have been steadfast with their support through the years.”
From fulfilling orders through Instagram DMs during lockdown to building a RM100 million enterprise, BilaBila Mart didn’t just pivot to survive, they pivoted to lead.
Their story is more than a business case study. It’s a masterclass in resilience, reinvention, and purpose-driven growth, rooted in community, powered by passion, and proudly Malaysian at heart.
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