S3,E9 | Signature Market: How Edwin Wang Scaled Wellness for Everyday Malaysians

Edwin Wang is the co-founder and CEO of Signature Market, a Malaysian direct-to-consumer brand that began life in 2014 as “Signature Snack” with a simple mission: make healthy, natural products accessible and affordable. Co-founded with John Cheng, the company started online and grew by launching new products quickly, listening closely to customers, and pricing for everyday Malaysians.   Before Signature Market, Edwin spent two decades in tech and e-commerce (including an exit of everyday.com.my to LivingSocial) experience that shaped the company’s digital-first playbook: own the customer relationship, iterate fast, and ship value weekly.   What began with wholesome snacks has since expanded into a portfolio that touches daily life: Plant Origins (aromatherapy and personal care), pet and kids’ ranges, and fresh, better-for-you offerings like SlimJoy smoothies and soy Greek yogurt. The company’s ambition has long been to be the “Trader Joe’s of Southeast Asia”, a homegrown label known for constant, thoughtful innovation.   In October 2024, Signature Market (Signature Snack Sdn Bhd) became a Certified B Corporation, underscoring its push toward mindful, sustainable practices. As of that certification, the brand reported 1,000+ SKUs, 7 in-house brands, and a growing offline presence across 400+ retail points and 6 official stores in Malaysia, a notable evolution from its online-only beginnings.   Edwin’s philosophy extends beyond nutrition to “conscious living”, elevating physical, mental, and even spiritual well-being through everyday choices. That mindset guided the team through pandemic turbulence and continues to steer product and brand building today.   At its core, Signature Market is Edwin Wang’s experiment in scaling wellness without losing heart: listening to customers, iterating in public, and building a modern Malaysian FMCG brand that feels personal from pantry to self-care.   🎙️ Watch the full episode on Hello Mentor to hear the full story (Link in Bio) Follow us on Social Media: XiaoHongShu: https://shorturl.at/uVBZO Instagram: https://shorturl.at/hT6wQ TikTok (Hiredly): https://shorturl.at/0gum2 TikTok (Grow With Hiredly): https://shorturl.at/gAObT Dou Yin: https://v.douyin.com/uQlXc4X0vaY/[email protected] 🎧 Listen and follow Hello Mentor!: http://hiredly.com/hellomentor