Goh Xiao Yen
Managing Director, Rurutiki
It Started with a Question
“How can we be different?”
For Goh Xiao Yen, this isn’t a tagline.
It’s how she leads, builds, and makes decisions.
Because in a fast-changing world, doing more of the same isn’t a strategy. Thinking and executing differently is.
Today, she works with local and global brand partners who are ready to grow seamlessly across offline and online channels.
From Family Legacy to Transformation
Xiao Yen comes from a fourth-generation business family, built on decades of experience in traditional trading and distribution. Raised in a business shaped across generations of women leadership, she carries forward both its discipline and its reinvention.
She grew up understanding how businesses operate at the ground level. From stakeholder relationships and logistics to margins and market realities.
But she also saw something earlier than others.
The future of trade wouldn’t look like the past.
So, she built a company for where the market was heading, for brand owners to stay ahead.
Rurutiki: Bringing Brands Online and Beyond
In 2016, Rurutiki became that step forward by extending legacy trade knowledge into a modern e-commerce enablement ecosystem. The company helps ambitious brands move from offline to online, and from fragmented operations to integrated growth.
As the business grew, so did her focus on building responsibly. She began embedding sustainability and ESG practices into how the company operates.
This journey is more than business evolution.
It reflects a mindset shaped by resilience, adaptability, and a willingness to move forward consistently, even when the path isn’t clear.
Recognition
The work has been recognised by peers, industry bodies, and the national business community:
- G Forty 2023 — Top 40 Under 40, Malaysia
- SOBA 2022 — Female Entrepreneur of the Year, Outstanding Achievement
- SOBA 2022 — Best Use of Technology, Platinum
- SOBA 2022 — Best Green Initiative, Silver
- SME100 Malaysia 2021 — Top 10 Award
- Super Golden Bull Award 2021
- Shopee Seller of the Year 2019
- Nestlé E-Commerce Excellence Business Partner of the Year 2019
Building Future Readiness
Today, Xiao Yen continues to grow Rurutiki with the same mindset she started with.
Not just to keep up with change, but to stay ahead of it.
She believes the future of business is built on systems, driven by innovation, and measured by long term value.
Because the question has never changed.
It is still:
“How can we be different, so we can build what’s next?”
