[Profile] Lee Siew Heng: Brewing a Sustainable Legacy for OldTown White Coffee

The Profile Snapshot

In the bustling world of Malaysian F&B, few names are as synonymous with heritage and nationwide presence as OldTown White Coffee. At the helm of its evolution is a leader whose vision extends far beyond the bottom line, steering the iconic brand towards a future where tradition meets responsibility.

• 👨‍💼 Name: Lee Siew Heng
• 🏷️ Role: Group Managing Director, OldTown White Coffee
• 🔑 Key Superpower: Heritage Innovator & Sustainable Strategist

The Catalyst: Why It Matters

Lee Siew Heng is making headlines for orchestrating a quiet revolution within a beloved national chain. The recent launch of OldTown's first "Eco-Café" in its hometown of Ipoh is not merely a new outlet; it is a tangible manifesto of Lee's commitment to sustainable business. This pilot project, featuring energy-efficient equipment, comprehensive waste segregation, and a significant reduction in single-use plastics, represents a bold step in redefining what a legacy F&B brand can and should be in the 21st century.

The Leadership Dialogue: Inside The Mindset

For Lee Siew Heng, sustainability is not a marketing afterthought but a core operational philosophy. Reflecting on the Ipoh launch, he emphasizes with conviction that the brand's duty is to its community and environment. "Our roots are in Ipoh," he notes, his tone carrying the weight of legacy. "It's only fitting that our most forward-looking initiative begins here. This is about honoring our past by securing our future."

He candidly admits that transitioning a large-scale operation towards greener practices involves complex supply chain revisions and upfront investment. However, when speaking about the long-term impact—reduced carbon footprint, resonating with a new generation of conscious consumers, future-proofing the business—his pragmatic demeanor gives way to visible passion. He views this not as a cost, but as the essential groundwork for the next chapter of growth, proving that a brand built on nostalgia can also be a pioneer.

Career Milestones & Achievements

• Spearheading the brand's monumental expansion from a single kopitiam concept to over 250 outlets across Malaysia, Singapore, and Indonesia.
• Leading OldTown Berhad to a successful listing on Bursa Malaysia's Main Market in 2011, a pivotal moment that provided the capital and structure for sustained growth.
• Masterminding the diversification of the business into a vertically integrated model, encompassing successful F&B retail, fast-moving consumer goods (FMCG), and franchise operations.
• Championing the "Eco-Café" pilot project in Ipoh, marking a strategic shift towards environmental, social, and governance (ESG) principles as a core business driver.

The Editor's Take

Lee Siew Heng embodies the archetype of the Steward-Innovator. He possesses a deep reverence for the brand's heritage—the very essence of its success—yet demonstrates the clear-eyed courage to reinvent its operational soul for a new era. His leadership is characterized by deliberate, long-term thinking rather than reactive short-term gains.

• 👁️ Visionary Thinking: 8/10 – Successfully bridges nostalgic brand equity with future-facing sustainability agendas.
• ⚡ Execution Capability: 9/10 – A proven track record of scaling a local favorite into a regional powerhouse and now implementing complex operational shifts.
• 🌟 Industry Influence: 8/10 – As a leader of a listed heritage brand, his move towards green practices sets a significant precedent for the entire Malaysian F&B sector.

"A true legacy isn't just about what you built, but what you choose to build upon it. The most authentic taste is one that leaves no bitter aftertaste for the planet."