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CUCKOO International’s rise as Southeast Asia’s leading Healthy Home Creator began when Hoe Kian Choon left his corporate career to introduce CUCKOO, the renowned South Korean home appliance brand, to Malaysia in October 2014. He launched the CUCKOO mild alkaline water purifier, which quickly became a household name.
Healthy, Happy Growth
Under Hoe’s leadership, CUCKOO International grew exponentially, serving millions of households across Malaysia. Its strong financial performance year after year fueled its expansion into Singapore, Brunei, and Indonesia. By 2018, CUCKOO International officially became the regional hub for Southeast Asia.
The company’s record-breaking RM910 million revenue in 2019 prompted Hoe to explore further expansion and diversification. As the COVID-19 pandemic heightened awareness of health and wellness, CUCKOO International responded by broadening its offerings. In 2020, it positioned itself as a Healthy Home Creator, a move that propelled its revenue to an astounding RM1.13 billion by 2021.
A Shift in Consumer Priorities
The pandemic played a crucial role in accelerating CUCKOO International’s growth. Hoe noted that people rearranged their priorities, becoming more health-conscious and wanting to make their homes safer and healthier. However, CUCKOO International had always positioned itself as a company committed to improving Malaysians’ health and happiness. From the very beginning, Hoe marketed CUCKOO’s water purifiers as more than just appliances—they were health-enhancing solutions. He emphasized that this strategy was why the company was able to capture the market.
Transformation into a Healthy Home Creator
Between 2014 and 2019, CUCKOO International focused primarily on appliances, with many perceiving it as just a water purifier brand. However, from 2020 onwards, the company underwent a transformation, expanding its portfolio under four core pillars. The Healthy Appliances Pillar includes water purifiers, outdoor filters, air purifiers, induction hobs, and kitchenware. The Healthy Living Pillar offers massage chairs, mattresses, and air conditioners. The Healthy Lifestyle Pillar is led by WonderLab Group, which delivers a holistic approach to beauty and wellness through skincare, cosmetics, and nutritional beverages. The Healthy Home Care Pillar features WonderKlean, a home care specialist that provides various home care services, including indoor disinfection.
By September 2022, over five million households in Malaysia had enhanced their homes with CUCKOO International’s offerings. Its rapid expansion was driven by a workforce of 100,000 employees, sales, and service specialists operating across more than 640 branches nationwide.
The Game-Changing GOOODPLAN™
One of CUCKOO International’s most impactful innovations is its revolutionary rental and subscription payment model, the GOOODPLAN™. This plan provides customers with affordable payment options, lowering the barrier to entry for its products. Hoe revealed that more than 90% of CUCKOO International’s customers subscribe to its rental-based services, including its skincare products under the WonderLab Group. He explained that for a small sum each month, customers could access makeup, skincare, and even health drinks with Vitamin C.
Every CUCKOO International product is available under the GOOODPLAN™, allowing customers to own high-quality products at a lower price while enjoying free servicing and warranties for the duration of the contract.
A Business Model Before a Product
Hoe’s vision for CUCKOO International started with the business model first, before identifying the products. He shared that before acquiring any products, he had already established the model. He knew he wanted to enter the home appliance sector but wasn’t sure which products or brands to partner with. Determined to find the right fit, Hoe traveled to South Korea for 10 days, visited 20 factories, and ultimately found that CUCKOO’s business philosophy aligned best with his vision.
What Sets CUCKOO International Apart
According to Hoe, two key factors differentiate CUCKOO International from the competition. The first is its unmatched customer service. Unlike competitors whose service teams double as sales teams, CUCKOO International’s service specialists focus solely on customer service, ensuring a seamless experience. The second factor is its unique brand positioning. While most companies in the market focus on home appliances, CUCKOO International stands out as a Healthy Home Creator, offering a comprehensive range of products designed to promote health and wellbeing. Even its skincare products use the best quality ingredients to enhance health and wellness.
A Leader Who Protects His People
Hoe is widely recognized among his employees as a Rice Bowl Protector, ensuring job security and fostering an inclusive, motivated workforce. CUCKOO International embraces diversity and inclusion, actively employing differently-abled individuals. During the COVID-19 pandemic, when many companies implemented layoffs and pay cuts, Hoe and his management team protected every employee’s job.
Award-Winning Leadership and Culture
CUCKOO International’s people-centric approach has earned it numerous accolades, including the HRD Awards 2022 for The Most People-Focused CEO, awarded to Hoe by the Human Resources Minister. The company has also been recognized by HR Asia as one of the Best Companies to Work For from 2019 to 2022 consecutively.
A Future Built on Innovation and Purpose
With a steadfast commitment to going Beyond Standards, CUCKOO International continues to redefine what it means to be a Healthy Home Creator. By delivering innovative, health-focused solutions while prioritizing customer accessibility and employee wellbeing, the company is not just building a business—it is shaping a legacy of healthier, happier homes across Southeast Asia.
