Edwin Wang

Founder at Signature Market

Edwin Wang is the founder of Signature Market, a direct-to-consumer brand that has reshaped how healthy snacks and lifestyle products are positioned in Malaysia’s digital commerce landscape. Under his leadership, the company has grown into a recognised name in wellness-focused retail, combining data-driven marketing with a strong emphasis on product accessibility and brand trust. With a background in digital marketing and entrepreneurship, Edwin built Signature Market by leveraging performance marketing, community engagement, and continuous product innovation to scale efficiently in a competitive e-commerce environment. His approach centres on understanding consumer behaviour at scale, enabling the brand to expand its offerings while maintaining a clear focus on health, convenience, and long-term customer relationships.

In Their Words

“We don’t just eat to survive anymore, we need to learn how to thrive.”

“We want to teach people how to eat and live their life to thrive.”

“Most of my journey was driven by fun, not money.”

“If I focused on money, I wouldn’t be where I am today.”

“You feel like you’re there… but you’re actually not there yet.”

FEATURED ON

Signature Market Puts Wellness On Your Plate

BFM 89.9 • 14 Jan 2025

Today on Open For Business, we speak to Edwin Wang, Co-Founder and CEO of Signature Market, a brand that’s making nutritious meals and healthy snacking more accessible to Malaysians. From its humble beginnings to becoming a household name both online and in stores, Signature Market’s journey is one of resilience and growth. We uncover the story behind its success, explore the challenges faced, and discover the exciting plans that lie ahead for the brand.

Marketplace for well-being

New Straits Times • 15 Jun 2021

SIGNATURE Market began with Edwin Wang's interest in telling people that consumed moderately, roasted nuts can help them lose weight. It's an idea promoted by nutritionists everywhere. Nuts are high in nutrients and a satisfying snack.

Signature Market looking to deepen omnichannel experience

Sinar Malaysia • 09 Jan 2022

For Signature Market, the homegrown online marketplace that sells healthy snacks and wellness products had plans to expand its business in other countries in Southeast Asia but the pandemic halted its plans.