Orchan Consulting | Asia Sdn Bhd

We recently came across a brilliant ET BrandEquity piece that stopped us mid-scroll. Amid all the noise about micro-moments and 8-second attention spans, the author dropped one perfect analogy: the humble travel neck pillow. Yes, really. In a world drowning in flashy gadgets and “disruptive” tech, the neck pillow category is quietly exploding not because it went viral on TikTok, but because it solves one tiny, universal pain point. You’re tired, your neck hurts on a red-eye flight, and this ridiculous U-shaped cushion just… works. No hype required. But travel isn’t the only friction point. The same dynamic shows up in daily life across Malaysia and the region e.g., the shop that tapes your takeaway drinks tightly, so they don’t spill in the car; the café that puts a charging station at every table; the courier who drops you a WhatsApp before arriving. Different setting, same principle: small, thoughtful friction removers build disproportionate goodwill. And that got us thinking: th...

Walk through any Malaysian city and the shift is unmistakable. One toothbrush in the holder. One meal packed neatly for one. One person signing the lease on a studio apartment. What used to feel temporary or unusual is now quietly becoming the norm -- the rise of the Solo Economy . Across Malaysia, the traditional family household is no longer the sole driver of consumption. Household sizes have been shrinking, from 4.3 in 2010 to 3.8 in 2020, and today, nearly 45% of Malaysians are single. That’s almost half the population redefining what independence, convenience, and value look like in everyday life. However, most brands still see this through a narrow lens; assuming “solo” means young, urban, and financially carefree. The fact of the matter is that it’s far more complex, and far more interesting. The Many Faces of the Solo Economy The Solo Economy isn’t a KL-only phenomenon, nor is it made up solely of high-spending professionals chasing experiences. It’s a diverse mix of peop...