A Double Celebration Of Business Excellence And Leadership, CUCKOO International Was
Awarded The Inspirational Brand Award, Mr Hoe Kian Choon (KC Hoe)
Was Conferred The Master Entrepreneur Award 


KualaLumpur, 1 December 2020 – Little by little, a little becomes a lot.”  The proverb is perhaps the perfect representation of the efforts made by the Healthy Home Creator, CUCKOO International (MAL) Sdn Bhd (CUCKOO International), and Mr Hoe Kian Choon (KC Hoe), its founder and CEO, in leaving a positive and lasting impact in the homes of Malaysians. Working hard every day to deliver Beyond Standards products and services through Beyond Standards people, both the company and CEO’s hard work over the years have culminated in a regional recognition with two wins at the 2020 Asia Pacific Enterprise Award, Regional Edition(APEA) held virtually recently. 

At the virtual awards ceremony, CUCKOO International was named as a winner for the Inspirational Brand Award; while its founder and CEO, Mr Hoe Kian Choon (KCHoe) was conferred the Master Entrepreneur title. 

“It is truly an honour to be recognised at the Asia Pacific Enterprise Award. More so with this regional edition. CUCKOO International has come so far over the past few years. Growing from just a home appliance brand to a full-fledge and award-winning Healthy Home Creator is truly a milestone. I believe that this success is the result of hard work by each and every person under CUCKOO International, the CUCKOO Family,” said CUCKOO International’s Founder and CEO, Mr Hoe Kian Choon(KC Hoe).


Mr Hoe (KC Hoe) And The CUCKOO International Journey
As an entrepreneur, Mr Hoe (KC Hoe) has been involved in many successful ventures prior to founding CUCKOO International in October 2014. While having a comfortable life and job, Mr Hoe (KC Hoe), with a simple and yet meaningful passion to improve people’s quality of living, left his job in search for a healthy home solution to Malaysians. His search has led to the establishment of CUCKOO International with CUCKOO, the renowned South Korean home appliance brand.

Unperturbed by other big industry players, Mr Hoe (KC Hoe) and his partners through CUCKOO International took a bold challenge to introduce its first product and also Malaysia’s first mild alkaline water purifier at a time where ‘water purification’ and even ‘mild alkaline’ were foreign to many. Through a series of efforts to engage with people through exhibitions, CUCKOO Brandstores and CUCKOO Brandkiosks as well as various impactful campaigns, CUCKOO International has managed to change the mindset of Malaysians positively.

Since then, CUCKOO International has continued to make waves in the industry through the introduction of innovative ideas and many of the industry’s firsts. This includes introducing its self-developed air filter – Ultra PM2.5 Filter, tested and certified by Universiti Putra Malaysia (UPM) for its effectiveness; developing its own outdoor filter – CUCKOO Prime X1; and products aside, CUCKOO is also the first in the industry to have a dedicated service team, separating the sales from its service team. Through the service team, customers would be ensured of a professional and uninterrupted service that is Beyond Standards.

Over the years, the healthy appliances offerings under the CUCKOO brand has expanded from just water purifiers to also provide air purifiers, outdoor filter, multi-cookers and kitchenwares. In ensuring that everyone, regardless of social status or background, has access to these Beyond Standards offerings, the company has also launched a game-changing payment plan in 2017 – the CUCKOO GOOOD PLAN™. First in the market, the payment plan is flexible, enabling customers to choose the amount they wish to pay and the duration they would like to commit to.

A testament to the good work done by CUCKOO International under the lead of Mr Hoe (KC Hoe) and his partners, the company has been recording over 100% revenue growth for five consecutive years since its establishment with a record-setting revenue of overRM910 million in 2019. The company has also grown and positioned CUCKOO as the Southeast Asian Hub with presence in Singapore, Brunei and Indonesia.


From A Home Appliance Brand To A Healthy Home Creator 
Furthering the efforts to elevate the living standards of all Malaysians, Mr Hoe (KC Hoe) and his partners, have swiftly positioned CUCKOO International from just a home appliance brand to a Healthy Home Creator this year with the introduction of new brands – WonderLab and WonderKlean. Together with the CUCKOO brand, each brand will focus on different aspects of a healthy home. While the CUCKOO brand would continue to offer healthy appliances; WonderLab as a beauty care retailer will focus on promoting a healthy lifestyle by incorporating wellness to one’s daily beauty care routine with brands under its wings –Haruharu, WELL NATURE and WonderDewi; and, WonderKlean, a healthy home care brand will focus at improving one’s home living experiences through a variety of healthy home care services such as indoor disinfection, washing machine cleaning service, kitchen appliances cleaning service and mattress cleaning service.    

Under Mr Hoe’s (KC Hoe) lead, the company has grown to be a formidable player in the industry and has become a household name, positively impacting the lives of over 4 million household users in Malaysia to date. CUCKOO International is expecting to grow even further through its three brands, providing Malaysians with a holistic healthy home solution.

“Standing by our Beyond Standards philosophy, we will continue enriching the lives of people through our ever-expanding healthy appliances and services. And hopefully, in this journey, we can continue to leave a positive impact and improve people’s quality of living,” said Mr Hoe (KC Hoe).


Empowering, Nurturing Aspiring Entrepreneurs
Mr Hoe’s (KC Hoe) successful journey as an entrepreneur is not only reflected in the success of his ventures but also his inspiring efforts in empowering others. Over the years, through CUCKOO International, Mr Hoe (KC Hoe) has also trained and nurture leaders within the company as well as over 100,000 aspiring entrepreneurs through the Natural Sales Division.   

The APEA honours business leaders and organisations who have shown outstanding performance and tenacity in developing successful businesses, whilst not neglecting the social responsibilities that come with leadership. A regional award, the list of recipients also includes industry leaders and brands from other countries in the Asia Pacific region.


Photo: A double celebration of leadership and business excellence. (middle) CUCKOO International founder and CEO, Mr Hoe Kian Choon (KC Hoe) was conferred the Master Entrepreneur title while the company, CUCKOO International, bagged the Inspirational Brand Award at the 2020 Asia Pacific Enterprise Award (Regional Edition) held virtually recently.

(from left) Posing together for a group photo are CUCKOO International’s:
• Chief Marketing Officer, Ms Queenie Goh;
• Chief Customer Officer, Mr Toh Seng Lee;
• Chief Financial Officer, Mr Bryan Yeong; and,
• Chief Revenue Officer, Mr Mak Wai Hoong (WH Mak).

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