(From left) Choo, Teh, Wang, Loo, Ang and Koong during the SOBA 2025 judging at Menara Star. — Photos by SAMUEL ONG/The Star
THE Star Outstanding Business Awards (SOBA) 2025 entered its final phase as the last judging session concluded on Jan 13 at Menara Star in Petaling Jaya, setting the stage for the awards’ gala night in April.
The session was attended by senior members of the SOBA judging panel, including Malaysia Entrepreneurs’ Development Association (PUMM) president Datuk Dr Teh Tai Yong, Malaysia Retail Chain Association (MRCA) vice president Datuk Vincent Choo, Associated Chinese Chambers of Commerce and Industry of Malaysia (ACCCIM) treasurer Datuk Koong Lin Loong, Branding Association of Malaysia president Datin Winnie Loo and Malaysian Consortium of Mid-Tier Companies president Martin Ang.
Judges will determine the recipients of the Malaysian Business of the Year (MBOTY) award, the highest accolade under SOBA, which is presented in two turnover categories – companies with sales below RM25mil and those RM25mil and above – as well as the Elite Entrepreneur of the Year (EEOTY) award.
Judges will also confirm who among the finalists vying for the EEOTY spot will win, following the respective tier, from the par excellence Young, Male and Female winners.
In assessing finalists, the panel will consider a broad range of criteria, including the clarity of a company’s vision, track record, financial stability and achievements, management practices, differentiation strategies and, increasingly, environmental, social and governance (ESG) initiatives.
Charting better performance
Teh observed that competition has intensified this year, with a noticeable improvement in the overall quality of participants.
“The participants demonstrated greater strategic clarity, better governance practices and stronger financial positions,” he observed.
“Many companies are focused on sustainability, scalability and long-term value creation, reflecting a more mature and resilient small and medium enterprises (SME) ecosystem in Malaysia.”
Koong said participants this year have displayed stronger leadership within their respective sectors, particularly in marketing-driven growth.
“Some of them have shown significant commitment to utilisation of technology in marketing and retail sectors.”
SOBA chief judges conferring on the results during the juidging session.
Choo also noted a clear improvement compared to previous editions.
“Some participants have demonstrated stronger analytical depth, clearer articulation of ideas, confidence, a better overall presentation and preparedness, reflecting a positive progression in the standard of the competition.”
Loo said the 2025 cohort stood out for its maturity and sophistication.
“We are seeing businesses that are not only well-managed but also strategically driven, with clear governance structures, scalable models and strong leadership vision.
“What stood out is that several participants have revenues and operational sophistication that go beyond traditional SME definitions, reflecting how Malaysian enterprises are evolving rapidly.”
She added that many participants are no longer focused solely on survival or domestic growth.
“It is a very encouraging sign of the rising quality and ambition within Malaysia’s business ecosystem,” she said.
Weathering new trends
Looking ahead, Teh said businesses will face a number of emerging challenges, including rising operating costs, faster adoption of artificial intelligence (AI) and digitalisation, higher ESG expectations and shifting regional trade dynamics.
“Businesses that improve productivity, strengthen governance and remain agile in adapting to these changes will be better positioned to compete and grow in 2026,” he added.
Koong agreed that AI and automation are among the most significant trends shaping business outcomes.
“I think AI and automation are key current trends that could significantly impact the participants and their businesses.
“Participants in 2026 may especially feel the effects of retail automation, which demand higher technological investment.”
He also highlighted the growing importance of data analytics, particularly in understanding e-wallet spending patterns, consumer behaviour and the implications of Buy Now Pay Later models.
Choo said businesses must adapt quickly to a rapidly evolving AI landscape.
“They should incorporate environment-friendly practices, more creative ways of working, stronger digital security and better customer service and experiences,” he advised.
Loo identified several trends that will have a major impact on businesses in the coming year, starting with digital intelligence.
“Brand trust and purpose will become critical differentiators. Consumers and partners are increasingly supporting businesses that demonstrate authenticity, sustainability, and strong ESG practices, not just profitability.
“Another major trend is regionalisation as more Malaysian businesses look beyond domestic markets, towards Asean and global opportunities that require stronger branding, compliance readiness and cross-border capabilities.”
Importance of participating
The judges agreed that participating in awards such as SOBA plays an important role in raising business standards, allowing companies to benchmark themselves against industry best practices and evolving expectations.
“Awards like SOBA provide independent validation, stronger brand credibility and valuable benchmarking,” said Teh.
“The process encourages SMEs to review their strategies, governance and sustainability.
“In uncertain times, such recognition helps build trust with customers, financiers and partners, supporting long-term growth and resilience.”
Koong said awards participation can be particularly beneficial during challenging economic periods.
“Business owners gain inspiration from their peers and better understand their own strengths and weaknesses.
“This helps them to stay ahead by aligning with the SOBA unique competition criteria and current trends,” he said.
“Awards like SOBA help SMEs grow by strengthening brand credibility, helping the awardee to stand out, boosting market visibility and creating networking opportunities that are especially valuable,” said Choo.
Loo echoed the sentiment, noting that awards participation goes beyond recognition.
“Beyond recognition, it encourages business owners to benchmark themselves against best practices, strengthen governance and gain confidence to scale – especially during uncertain times.”
The judging session was also attended by Star Media Group chief operating officer Lydia Wang.
SOBA 2025 is organised by SMG with Credit Guarantee Corporation Malaysia Berhad, PKT Logistics Sdn Bhd, RHB Bank Bhd and U Mobile Sdn Bhd as main sponsors.
Great Wall Motor Sales Malaysia Sdn Bhd is the co-sponsor, while the Malaysia External Trade Development Corporation serves as the official trade promotion partner and SME Corp Malaysia as supporter.
The awards are audited by BDO, with radio stations 988 and Suria as official media partners.
For more information, call the SOBA hotline at 017-231 1789 or visit www.soba.com.my.
Winners of SOBA 2025 will be announced at the SOBA Gala Dinner in April 2026.
