PETALING JAYA: In an increasingly competitive business environment, resilience and adaptability have become key ingredients for success – qualities that the Star Outstanding Business Awards (SOBA) continues to recognise and celebrate.
Returning for its 17th edition with the theme “Powering Tomorrow: Driving Sustainable Growth”, Star Media Group (SMG) group chief executive officer Chan Seng Fatt said SOBA has emerged beyond an awards platform into the national stage where businesses gain recognition and unlock new opportunities.
“It has become a springboard where businesses connect with mentors, peers and networks needed to truly scale greater heights,” he said at the SOBA 2026 launch in Menara Star here yesterday.
Beyond recognising success, Chan said SOBA honours the courage to evolve, discipline to persevere and the vision to build something meaningful for the future.
Malaysian businesses, he said, were operating in an environment defined by rapid technological advancement, evolving market dynamics and growing expectations around sustainability and governance.
“Businesses that adapt quickly and seize emerging opportunities will be best positioned for success. That spirit is what SOBA has always stood for,” he said.
Credit Guarantee Corporation (CGC) chief business officer Sean Tan said SOBA is a reputable award that small and medium enterprises (SMEs) should participate in.
“It is important for SMEs to get recognition as it helps keep the momentum growing. SOBA also allows SMEs to reach out to more customers and build their brand holistically while helping them excel,” he said.
PKT Logistics Group chief executive officer and managing director Datuk Seri Dr Michael Tio said SOBA provides businesses the opportunity to learn from how previous winners positioned themselves and grew over the years.
“This includes how they utilise branding and position themselves to get better,” he said, stressing the importance of SMEs to monitor global happenings.
“SMEs need to see things from the bigger picture and understand what is going on,” Tio added.
RHB Bank managing director of group corporate and business banking Wendy Ting described SOBA as a powerful platform for SMEs to elevate their brand visibility and credibility in the market.
“It provides recognition that clearly differentiates businesses from their peers. More importantly, it connects SMEs to a strong ecosystem of partners and opportunities that support sustainable growth,” she said.
In the near term, she said SMEs will continue to manage cost pressures, softer demand and global uncertainties.
“However, the outlook remains supported by strong policy measures by Bank Negara and financing access.
“More importantly, initiatives by the central bank such as the SME Stabilisation Relief Facility, which is reaching out to all deserving SMEs, allows them to stay resilient and navigate uncertainties.”
Ting urged SMEs to reach out to their respective banks and learn more about the SME SRF.
U Mobile chief business officer How Lih Ren said the opportunity to participate in SOBA provided them the opportunity to engage with SMEs directly and understand them better.
He said collaboration was not just about U Mobile providing solutions to SMEs but creating an ecosystem relevant with the community.
“This includes bringing together partners, solution providers, digital offerings and combining the strength of the connectivity we can provide to help businesses prosper, grow, be more competitive and remain resilient.”
He said Malaysian SMEs were increasingly looking for more pragmatic, practical and easy to adopt solutions.
“Technology should not be a burden – it should help SMEs operate seamlessly while allowing them to be more efficient operationally and be borderless,” he said.
The launch also saw seven SOBA ambassador appointments for the year, comprising business association experts and past winners.
This year, SOBA Connect returns with an enriched agenda designed to spark deeper, more meaningful business conversations.
Beyond strategic business pitching sessions, the programme will feature thought-provoking discussions on the most pressing business challenges and emerging trends shaping the future of SMEs and enterprises, bringing together business leaders, industry experts and entrepreneurs under one platform.
Also returning is SOBA Elevate, a full day forum of thought leadership presenting actionable strategies, networking opportunities and more.
A new addition to the SOBA line-up is SOBA NEXT-WAVE, a hands-on masterclass series focused on areas such as technology adoption, financial excellence and strategic growth.
It will be held in smaller, more interactive settings which provides participants direct access to practical insights and more meaningful engagements with SOBA judges and alumni.
SOBA 2026 is organised by SMG with CGC, PKT Logistics Group, RHB Bank and U Mobile as main sponsors, and Malaysia External Trade Development Corp (Matrade) as the official trade promotion partner.
It is audited by BDO Malaysia, a leading audit firm in the country, with radio stations 988 and Suria as official media partners.
For details, call the SOBA hotline at 017-231 1789 or visit www.soba.com.my.
