Siti Hajar Onn, Chief Executive Officer, The Kuaya

The Kuaya is launching with a simple but ambitious mission: to change the way mental healthcare is perceived and experienced in Malaysia. Too often, stigma keeps individuals from reaching out for support, and this is based on a very outdated idea of what it mental healthcare is and to whom its relevant. So much of our work isn’t just about helping individuals in crisis but about psychological services that give people the tools to safely explore their concerns, work toward their goals, and navigate life’s challenges with confidence.

We know that this isn’t just a fantasy but a workable concept as we’re following a proven model established by our sister company, The Soke, a UK-based centre that opened its doors in 2020 and was, within a year, rated Outstanding by the Care Quality Commission (the national regulator of health & social care). That recognition wasn’t only for the quality of care, but also for its innovative approach in creating clear, accessible pathways so individuals and families could quickly connect with the right kind of support. When my husband and I saw this proven model of care, we knew immediately that we wanted to bring it to Malaysia and so we started the conversation with The Soke to find out how we can join forces to do that.

At the core of our offering is trust: whether with individuals, children, families, schools and organisations, because meaningful progress in mental health depends on relationships that are safe, dependable, and lasting. By offering a broad range of disciplines: from psychiatry to psychology, psychotherapy, counselling and coaching, and acknowledging that people and their needs continuously evolve through a lifetime, we aim to be the natural first choice for those who want to safeguard and grow their cognitive and emotional wellbeing.

What are some of your organisation’s proudest moments/milestones in Malaysia?

The breaking of ground was a significant milestone for us as it symbolised the bringing of The Kuaya’s vision to life: a warm, welcoming, and safe space. I’m particularly proud of our commitment to bringing a new vision and service to Malaysia, whilst showing respect to our cultural heritage and traditions. This is physically represented in our centre with the installation of a Tiang Seri, or central pillar which, as many of your readers will know, is an important architectural and symbolic element in a traditional Malay home. Positioned at the heart of the house, it serves not only as a main structural support but also holds deep cultural and spiritual significance. It’s the first pillar erected during construction, accompanied by rituals and blessings to ensure protection, prosperity, and harmony for the household. By placing a symbolic Tiang Seri at the heart of our space, we aim to honour the cultural traditions of Malaysia and invite blessings of peace, strength, and healing. This pillar will serve as a grounding feature, both physically and emotionally, for clients, staff, and visitors, representing our commitment to creating a safe, harmonious, and culturally rooted environment. Just as the Tiang Seri holds and centres a traditional Malay home, our hope is that it will anchor The Kuaya as a sanctuary for well-being, respect, and holistic healing.

Only for new investors in Malaysian market: Briefly share the reasons for choosing Malaysia. 

Well, firstly, this is home, so from a personal point of view, it’s the most natural choice. But separately and from a business perspective: Malaysia presents a compelling investment opportunity. There is foremost a clear and growing need: awareness around mental health is increasing rapidly, particularly among young professionals and an expanding middle class who are seeking more personalised, premium care. Additionally, this country offers a strong foundation for building such a service: from a skilled and compassionate healthcare workforce, to government support for healthcare innovation, to its role as a trusted medical tourism destination. We see Malaysia as the ideal place to set new standards in this space, combining world-class expertise with the natural warmth of Asian hospitality to make care truly meaningful.

Describe your operations and total investments in Malaysia (value, staff strength, etc.) to date.

The Kuaya’s total investment in Malaysia is currently at RM15 million, reflecting our strong commitment to setting a new benchmark for excellence in the Malaysian mental healthcare environment. We anticipate further growth as we plan to expand into additional regions, encouraged by the positive response we’ve received from partners, stakeholders, and community members.

Based on your overall experience of doing business in Malaysia, name the advantages and challenges of doing business in Malaysia.

Firstly, both the government and corporations are increasingly backing mental health initiatives.

Malaysia has earned its reputation as one of the most trusted medical tourism destinations in the world. International patients are drawn here not only for the high standards of care – with hospitals accredited to global benchmarks and staffed by English-speaking specialists – but also for the warmth and hospitality that define our healthcare experience. With The Kuaya, we have the opportunity to create a similar reputation around a sub-sector of healthcare and as a Malaysian, this is an enormous incentive for me.

Secondly, The Ministry of Health has placed greater emphasis on mental health policies, and many employers have begun implementing Employee Assistance Programs (EAPs) to promote employee well-being. Our services will focus on providing enhanced therapy services for employees as a measure beyond the EAP. Through this avenue, we hope to also come into contact with those corporations who understand the importance of preventative services and the opportunities presented by Leadership Development programmes, both of which we will cover through a combination of psychiatry, psychology and expert coaching.

Last but not least, we’ve also identified a significant market opportunity, particularly among high-net-worth individuals and corporate clients who are willing to pay for premium services.

While there are no direct barriers to entering the Malaysian market, we do face some challenges. One major obstacle is navigating the licensing and regulatory approvals required by the Ministry of Health. Moreover, there’s a severe shortage of qualified professionals; for instance, Malaysia has fewer than two psychiatrists per 100,000 people, and the number of specialised practitioners is even lower among psychologists and psychotherapists. Another significant challenge in our industry is the regulatory and insurance gaps, as mental health services are often not covered by most insurance providers.

Based on your experience in operating in Malaysia what are the 3 most important criteria for achieving business success in Malaysia?

The 3 most important criteria, in our opinion, would be that Malaysia is an economically stable country, offers a supportive business ecosystem, and fosters innovation and adaptability. We’ve found that having strong local relationships and an ecosystem has helped us build trust-based networks with stakeholders, from regulators to business partners, ensuring our UK-based approach is readily accepted while staying locally relevant. 

How do you see your business growth and prospects in Malaysia?

We’re anticipating steady growth, fuelled by increasing public awareness on seeking mental health support, strong client trust, and our ability to provide a unique and premium service. On the clinical side, our practice model offers advantages that are rare and much sought after amongst practitioners, so we hope that this will increase the pool of quality candidates who have an interest in working with us. By investing in talent, exceptional service, and strategic partnerships, we’ll launch our first outpatient centre in Kuala Lumpur this year, and hope to expand throughout Malaysia – and eventually perhaps even other countries in the region – in accordance with demand and opportunity.

What are the top 3 reasons for your organisation joining the BMCC?

BMCC’s close ties with the British High Commission, the breadth and quality of the membership network and its long-standing commitment to support UK investments into Malaysia.

What is the top value you see for yourself or your organisation in being a member of the BMCC?

Membership with the BMCC offers a valuable opportunity to establish a strong brand identity for our newly launched initiative, enhance our presence among its diverse members, thereby increasing our recognition and visibility within the influential network and beyond.

In one sentence, how would you describe your own experience or your organisation’s experience as a member of the BMCC.

BMCC has shown a strong commitment to supporting our membership by effectively connecting us with valuable members of its network, which enables us to foster meaningful relationships and collaborations. Furthermore, through its various platforms, we are given opportunities to raise awareness about The Kuaya. Lastly, the dedication of BMCC’s executive office is remarkable in their consistent efforts to provide exceptional support.