Cuckoo International to sharpen focus on rice cookers in Malaysia

Thursday 08 Oct 2026

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KUALA LUMPUR (June 24): Cuckoo International (MAL) Bhd (KL:CKI) plans to sharpen its focus on rice cookers and move beyond its mainstay water purifiers to sustain growth.

The company plans to position rice cookers as its new “prime product”, as well as open 10 brand shops in Malaysia to leverage its recurring rental-based model, to build long-term brand recognition, chief operating officer Toh Seng Lee told reporters after Cuckoo International’s listing ceremony.

Rice cookers will be the company’s focus for the next decade, Toh said.

In South Korea, home of its major shareholder, Cuckoo commands over 87% of the rice-cooker market. In Malaysia, water purifiers currently account for 70% of Cuckoo International’s revenue.

Cuckoo Homesys Co Ltd, listed in South Korea, also supplies the Malaysian subsidiary with its products. Cuckoo International also partnered Lee Swee Kiat Group Bhd (KL:LSK) to make mattresses, Fujiaire for air-conditioners, and Ogawa for massage chairs.

Cuckoo International is currently the second largest in Malaysia’s rental appliance market, with over one million active rental users — referring to customers with ongoing subscription plans that generate recurring monthly income.

The physical outlets planned, which will initially sell rice cookers, are cash-and-carry concept stores to improve customer convenience, said Cuckoo International chief executive officer Hoe Kian Choon at the same press conference on Tuesday.

Product rentals accounted for more than half of its total revenue, followed by aftersales maintenance services at 38%. WonderLab and WonderDewi, focusing on skincare and food nutritional products, and other segments together, make up less than 1% of its revenue.

Edited ByJason Ng

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