Meet Amy and Esther Tai, Malaysian sisters who made Forbes’ 30 Under 30 Asia list with comfy footwear

Selected by the magazine from thousands of young entrepreneurs, innovators and changemakers across Asia-Pacific, the sisters built their brand on a simple observation.

“From personal experience, we realized that many shoe brands were stylish, but they weren’t very comfortable for long-term wear, whilst the shoes that are comfortable didn’t have great designs,” Amy and her older sister Esther told Vulcan Post in 2023.

Believing women should not have to choose between comfort and fashion, the pair teamed up with their uncle, who runs a shoe factory, to make footwear that combines style and comfort, according to Forbes.

Amy and Esther, now aged 26 and 28, came across the idea while they were looking to start a side hustle in 2020.

“That’s when we ran into our uncle, a shoe manufacturer, at a family gathering,” Esther, who is also Machino’s CEO, recalled in an interview with BURO Malaysia. “We paid a visit to the factory in Kuala Lumpur, and the rest is history.”

They also wanted to give the local shoemaking industry a boost as it appeared to be declining, she added.

With focus on comfort, Machino footwear uses thick, firm sponge insoles that are said to help support long hours of standing and walking.

Backed by a RM100,000 (US$24,150) loan from their parents, the brand began as a direct-to-consumer online venture operating from their home in Puchong, a town in the western state of Selangor.

It has since expanded and set up a store in the largest shopping mall in Putrajaya and a retail outlet in Selangor, as well as its own factory. Its offerings now range from women’s flats, sandals, covered shoes and heels to handbags and tote bags, as well as footwear for children and men.

The name Machino, according to Esther, reflects a celebration of Malaysian identity, with “MA” representing Malay, “CH” Chinese, “IN” Indian and “O” for others. Most of the brand’s products are made locally, which supports artisans and helps sustain Malaysia’s handcrafted shoemaking industry.

A signature element of Machino’s identity is its six-petal Hana flower motif, which appears across its products as a nod to local culture. The brand also draws on other Asian cultural elements, like the use of batik, songket and saree lace in its designs.

The Hana flower motif featured on Machino shoes. Photo from the company’s website

Over time, the Hana flower has evolved beyond footwear and into handbags, apparel and even phone cases through collaborations with both local and international partners.

One such partnership was with healthcare and beauty chain Watsons Malaysia for foldable Hana flower keychain tote bags. The item was distributed across 800 stores nationwide and sold out within a day and a half, according to Esther.

She also said in January that Machino posted eight-figure revenue in 2025, with sales doubling annually.

While the growth of their business has strengthened their belief in , the entrepreneurs admitted there were moments of uncertainty about their decision to start so young without prior experience.

“But the thing is there is no right or wrong timing to do anything, sometimes you just have to do it and put yourself in an uncertain environment to see how far you’ll go,” they told Vulcan Post.

When they launched during the pandemic, for instance, they had little clarity on what lay ahead but chose to move forward regardless.

The sisters said one of their biggest lessons was to hire a professional accountant early and bring the right people into the team.

As such, Esther has stressed that the Forbes recognition should be credited to the entire team behind Machino.

Reflecting on the milestone, Amy and Esther said what began as “two sisters with a dream” has grown into something far bigger than they could ever imagine.

“The past six years have been a rollercoaster rise marked by late nights, small wins, setbacks, sacrifices and moments where we questioned everything, but through it all, one thing always kept us going – our community,” Esther told national news agency Named. “They made us believe that the brand we built could truly make an impact and change the shoe game.”

Looking ahead, the founders plan to strengthen Machino’s presence across both online and offline platforms and pursue more collaborations with other brands, all while keeping their focus on their core product.

“At the end of the day, our core is still footwear solutions. The most important thing is to keep making good comfortable shoes,” Esther told The Star.