When brands try to go global, many follow a familiar formula. They adopt international aesthetics, remove anything too local and try to blend into a worldwide marketplace. 

But some of Malaysia’s most recognised brands succeeded by doing the opposite.

They leaned into what made them different.

The latest example is Machino, a Malaysian handcrafted footwear brand founded by sisters Esther Tai Shen Hui and Amy Tai Shuh Yuk, which was recently named to the Forbes 30 Under 30 Asia Class of 2026 list.

The recognition is not just a milestone for two young entrepreneurs. It is another reminder that Malaysian creativity, craftsmanship and identity can become valuable assets on the global stage.

Malaysia has seen this before.

Decades ago, Malaysian-born designer Jimmy Choo built an internationally recognised name through luxury footwear, showing that craftsmanship from this region could compete with established global fashion houses.

Other homegrown brands have taken a similar path.

Royal Selangor built its reputation by transforming traditional pewter craftsmanship into a globally recognised lifestyle brand, while Beryl’s Chocolate turned a local confectionery business into a brand known beyond Malaysia.

Their success stories share one thing. They did not become international by hiding where they came from.

They succeeded because their origins became part of their appeal.

Machino follows a similar philosophy, but for a new generation of consumers who refuse to compromise.

The sisters started the brand in 2020 after identifying a problem many women were familiar with — stylish shoes often came with discomfort.

Instead of accepting that pain was simply part of wearing fashionable footwear, they designed shoes that prioritised both comfort and style.

Their approach was simple but effective. Create shoes people would actually want to wear every day.

But comfort alone was not what made Machino stand out.

The brand also carries a distinctly Malaysian identity.

Its designs incorporate elements inspired by batik, songket, Chinese brocade and other Asian cultural influences, turning traditional patterns and textures into modern footwear.

Even the name Machino reflects Malaysia’s multicultural character, with “MA” representing Malay, “CH” for Chinese, “IN” for Indian and “O” for others.

It is a small detail, but it captures a massive idea.

A Malaysian brand does not have to choose between being modern and being rooted in culture.

In fact, that identity can be its advantage.

For years, local businesses often faced pressure to prove they could compete by looking more international. But as markets become increasingly crowded, originality becomes harder to find.

A product can be copied. A story is harder to replicate.

Machino’s journey shows how local culture can be turned into something commercially meaningful. Its shoes are not just products. They represent craftsmanship, design and a sense of place.

The company has also kept much of its production connected to Malaysia, supporting local shoemakers and keeping traditional skills relevant in a changing economy.

Its expansion into online platforms, physical retail and markets such as Singapore shows that a brand can grow outward while staying connected to its roots.

The Forbes recognition may celebrate Esther and Amy as young founders, but the bigger story is about what Malaysian brands are capable of.

The next generation of global Malaysian names may not come from copying what already exists elsewhere.

They may come from looking inward, finding what makes Malaysia unique and showing the world why it matters.

Because sometimes the strongest way to go global is to start by knowing exactly where you come from.