<figure class="image image-style-align-center image_resized" style="width:50%;"><img src="https://assets.hiredly.com/cms/IMG_4410_a100851f87.jpg"></figure>Edwin Wang is the co-founder and CEO of <a href="https://www.signaturemarket.co/my/marketplace/" target="_blank" rel="noopener noreferrer">Signature Market</a>, 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.&nbsp;Before <a href="https://www.signaturemarket.co/my/marketplace/" target="_blank" rel="noopener noreferrer">Signature Market,</a> 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.&nbsp;What began with wholesome snacks has since expanded into a portfolio that touches daily life: <a href="https://www.signaturemarket.co/my/marketplace/landing_page/62/Plant_Origins_Brand_Page.html?srsltid=AfmBOooiBHS80aolKr18SOzxGPLyOfpfHPm4TSxvpk18UEZOqDYxl8c2" target="_blank" rel="noopener noreferrer">Plant Origins </a>(aromatherapy and personal care), pet and kids’ ranges, and fresh, better-for-you offerings like <a href="https://www.signaturemarket.co/my/marketplace/snack/all/2/104/SlimJoy_Shakes_Desserts.html?srsltid=AfmBOopth4xT0p0gFPQagOpKyz4sY8n5k4vZ13s2X5OKUWefqhp--ysg" target="_blank" rel="noopener noreferrer">SlimJoy</a> 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.&nbsp;In October 2024, <a href="https://www.signaturemarket.co/my/marketplace/" target="_blank" rel="noopener noreferrer">Signature Market</a> (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, <a href="https://www.signaturemarket.co/my/marketplace/" target="_blank" rel="noopener noreferrer">Signature Market </a>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.&nbsp;🎧 To watch or listen to the full episode, click the link below.📺 YouTube: [<a href="https://youtu.be/EMiwxB_iVbg?si=POMIqKWxVWJyRTPR" target="_blank" rel="noopener noreferrer">Watch Here</a>] 🎧 Spotify: [<a href="https://open.spotify.com/episode/41uznOsUizKVMxiFizqZig?si=70034ae3df70407b" target="_blank" rel="noopener noreferrer">Listen Here</a>]

Discover how Edwin Wang grew Signature Market from online healthy snacks into Malaysia’s leading D2C wellness brand.

Hello Mentor Podcast Episode 09: Edwin Wang, CEO and Co-Founder of Signature Market