Malaysian entrepreneurs Esther Tai Shen Hui and Amy Tai Shuh Yuk have been named to the Forbes 30 Under 30 Asia Class of 2026, earning recognition for building homegrown footwear brand Machino into a successful retail and e-commerce business.
The sisters, who co-founded Machino, were selected in the retail and e-commerce category for their efforts in creating footwear that combines style with comfort, addressing a common concern among women who often associate fashionable shoes with discomfort.
Working alongside their uncle, who operates a shoe factory, the sisters developed a brand focused on durable and comfortable footwear while incorporating locally inspired designs.
Esther, who serves as the company’s chief executive officer, said one of Machino’s biggest achievements has been creating comfortable heels that encourage repeat purchases from customers.
She said many customers who do not usually wear heels have found Machino’s products comfortable enough for daily activities and errands.
Built during the pandemic
Machino was established in 2020 during the Covid-19 pandemic, a period marked by uncertainty but also growing demand for online shopping.
Despite early challenges, the company expanded steadily and now operates both online and physical retail channels, including stores in Putrajaya and Selangor.
Its product range includes women’s flats, sandals, covered shoes and heels, as well as handbags, tote bags, children’s footwear and men’s sandals.
Looking ahead, Esther said Singapore has become the brand’s first overseas market, while the company’s long-term ambition is to build Machino into a globally recognised fashion brand through sustainable growth and strong business foundations.
She described the Forbes recognition as a proud milestone that reflects the efforts of the entire team and serves as encouragement to continue expanding the business.
Celebrating Malaysian identity through design
Esther said Machino’s designs draw inspiration from Malaysia’s diverse cultural heritage, incorporating elements such as batik, songket and Chinese brocade into its products.
The brand also features Asian cultural influences, including batik motifs and saree lace details, while its signature Hana flower motif appears across footwear and bags.
She said the company hopes to showcase Malaysian design as something distinctive and valuable on the international stage.
Most of Machino’s products are made locally, supporting Malaysian artisans and contributing to the country’s handcrafted shoemaking industry.
The company’s name itself reflects Malaysia’s multicultural identity, with “MA” representing Malay, “CH” Chinese, “IN” Indian and “O” Others.
Technology and customer experience drive growth
Esther said Machino focuses on five key areas: product development, quality, customer experience, community engagement and people.
The company operates a direct-to-consumer model through its website, TikTok Shop and selected retail outlets, allowing it to reduce costs associated with traditional distribution channels while responding more quickly to customer demand.
She added that Machino invests heavily in customer service, drawing inspiration from hospitality and aviation industry practices to train its retail team.
The company also uses artificial intelligence to support daily operations, including trend monitoring, idea generation, training material preparation and information management.
However, Esther stressed that AI serves as a tool to improve efficiency and does not replace human decision-making.
The sisters said what began as a shared dream has grown beyond their expectations, driven by perseverance, teamwork and strong support from their community.
Their inclusion in the Forbes 30 Under 30 Asia Class of 2026 places them among young entrepreneurs and innovators selected from nearly 4,000 nominations across 18 countries and territories in the Asia-Pacific region.
