How Axe Brand Malaysia made Cap Kapak cool again, one Reel at a time
Wong Kean Ewe, General Manager of Leung Kai Fook Medical Sdn Bhd
Axe Brand Malaysia, or what many Malaysians lovingly call “Cap Kapak”, has been part of everyday life for generations. From headaches and dizziness to long drives and stuffy noses, it’s one of those products almost every household remembers growing up with.
But as consumer trends changed and younger audiences moved towards TikTok, Instagram, and modern wellness brands, Axe Brand Malaysia knew it needed to evolve and reconnect with the younger generation in a more relatable way.
Instead of changing the brand’s identity, the team focused on changing the conversation around it.
Through fun and relatable short-form videos, local humour, lifestyle content, and creator collaborations, Axe Brand started appearing naturally in the daily lives of young Malaysians again — whether during study sessions, work stress, travelling, football nights, or late-night gaming.
The brand also participated in youth-focused events like Rock n’ Riuh, introducing interactive activities, exclusive merchandise, and social-media-driven experiences to create stronger engagement with younger consumers.
Most importantly, Axe Brand embraced its nostalgic value and turned it into a strength — proving that a heritage brand can still stay relevant, relatable, and “cool” in today’s digital world.
A Rising Voice in HR & Business Leadership: Runner-up for Best Up and Coming HR Leader
Ryan Lau, People & Business Manager of Leung Kai Fook Medical Sdn Bhd
Chief of Staff Asia – recently featured an inspiring story highlighting the evolving role of modern HR leadership — where people management is no longer just about policies and hiring, but about driving real business impact.
The article shared how today’s HR leaders are stepping beyond traditional HR functions and becoming strategic partners to the business — connecting people, culture, operations, and growth together.
What stood out most was the emphasis on:a
building strong workplace culture,
aligning teams with business direction,
improving organizational effectiveness,
and helping companies grow sustainably through people.
In today’s fast-changing business environment, HR is no longer just a support function. The new generation of people leaders are expected to understand operations, execution, business challenges, and workforce strategy at the same time.
The feature reflects a growing shift in the industry:
Great businesses are built not only through products and strategy — but through strong people foundations and leadership alignment.
It is also a reminder that impactful leadership often happens quietly behind the scenes — through structure, consistency, and the ability to bring people and business goals together.
Malaysia