Machino has become one of Malaysia’s most inspiring startup success stories after its founders, sisters Esther Tai Shen Hui and Amy Tai Shuh Yuk, were named in the prestigious Forbes 30 Under 30 Asia Class of 2026.
What began as a small footwear business during the COVID-19 pandemic has since grown into a thriving lifestyle brand that is now making Malaysia proud on the regional stage. The recognition by Forbes, which honours outstanding young entrepreneurs, innovators and changemakers across the Asia-Pacific, marks a major milestone for Machino and highlights how far the homegrown brand has come in just six years.
Solving A Common Problem For Women
The idea behind Machino started with a simple observation. The sisters believed women should not have to choose between style and comfort when buying shoes.
Inspired by their mother’s involvement in the fashion industry, they partnered with their uncle, who operated a shoe factory, and began researching how to create footwear that addressed this common pain point.
After six months of research and development, they introduced shoes featuring a thick sponge insole designed to provide all-day comfort, especially for women who spend long hours standing or walking.
Esther said many customers have told the company that although they do not usually wear heels, they find Machino’s shoes comfortable enough to wear throughout the day, including while running errands.
She said one of the company’s biggest achievements has been creating comfortable heels that encourage customers to return and purchase again.
The idea quickly resonated with consumers. What started as an online business soon expanded into pop-up stores, local markets and eventually permanent retail outlets.
Machino: Building More Than Just A Shoe Brand
Today, Machino has established both online and physical retail channels, including stores in Subang and IOI City Mall, Putrajaya. The company has also expanded beyond women’s footwear to include handbags, children’s shoes, men’s sandals and various lifestyle accessories.
Despite its growth, the company remains deeply committed to putting customers first.
Amy said many startups focus heavily on influencer marketing, but she believes brands should also prioritise loyal customers who support the business by purchasing its products.
She added that this philosophy was the reason the sisters decided to build a community-based and customer-centric brand.
For the founders, Machino is built on three important values: comfort, confidence and community.
A Brand That Celebrates Malaysia’s Diversity
One of the most unique aspects of Machino is that its name itself reflects Malaysia’s multicultural identity. According to Esther, the letters “MA” stand for Malay, “CH” represents Chinese, “IN” symbolises Indian and “O” stands for Others.
The company’s iconic Hana Flower motif, which appears on many of its shoes and bags, also celebrates local culture and diversity.
Most importantly, the majority of Machino’s products are manufactured in Malaysia, supporting local artisans and helping preserve the country’s handcrafted shoemaking industry.
The company’s designs frequently incorporate Malaysian and Asian cultural elements.
Esther said the brand incorporates features inspired by batik patterns, songket textures and Chinese brocade to showcase the beauty and diversity of Malaysia.
She also said she hopes more people will see Malaysian-inspired designs as something valuable and unique.
A Proud Forbes Moment for Machino
Being selected for the Forbes 30 Under 30 Asia Class of 2026 was a deeply meaningful achievement for the founders.
Esther described the recognition as a proud moment and said it belonged not only to her and Amy, but also to the entire team that had worked hard to build Machino.
She said the company was founded with a simple goal of creating comfortable and stylish footwear that could one day be recognised globally, and that being included in Forbes showed they were moving in the right direction.
According to Esther, the recognition has also strengthened confidence among the company’s partners, suppliers and future investors.
Looking Beyond Malaysia
While Singapore has become Machino’s first overseas market, the sisters have even bigger ambitions.
Esther said the company’s long-term plan is to build Machino into a globally recognised fashion brand, but one that grows sustainably and develops the right foundation before scaling further.
Reflecting on the company’s journey, she said what started as two sisters with a dream had become something much bigger than they had ever imagined.
The founders also acknowledged that the past six years have been filled with challenges, sacrifices and moments of uncertainty, but the support of their customers and community kept them moving forward.
Embracing Technology To Grow Smarter
Like many modern companies, Machino has embraced artificial intelligence to improve efficiency and support daily operations.
Esther said AI helps the company keep up with industry trends, generate ideas, prepare training materials and organise information more effectively.
However, she stressed that AI does not replace decision-making, but instead helps the team save time and focus on higher-value work.
The use of technology has allowed the company to spend more time on creativity, innovation and strategic planning while continuing to improve the customer experience.
Machino: A Local Brand With Global Potential
From a small business launched during one of the most challenging periods in recent history, Machino has grown into a recognised lifestyle brand with international ambitions.
Its success demonstrates that Malaysian brands can compete on the regional and global stage when they remain committed to innovation, quality and authenticity.
More importantly, the story of Machino proves that a simple idea, combined with perseverance and a strong sense of purpose, can grow into something far bigger than anyone imagined.
Sources: 1| 2| 3
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