Independent Non-Executive Chairman
Managing Director /
Chief Executive Officer
Executive Director /
Deputy Chief Executive Officer
Executive Director
Independent Non-Executive Director
Independent Non-Executive Director
Independent Non-Executive Director
Datuk Seri Dr Haji Abdul Fattah Bin Haji Abdullah was appointed to our Board on 16 December 2022.
He graduated from Universiti Putra Malaysia with a Bachelor of Communications in 2004. He subsequently obtained a Master of Public Management and a Doctor of Philosophy in Development Management from Universiti Utara Malaysia in 2017 and 2021, respectively.
He began his career in 1980 as a Marketing Assistant with the Federal Agriculture Marketing Authority, an organisation principally involved in the marketing of food and agricultural products, as well as the development of food and agricultural marketing chain. He served was involved in developing marketing campaigns for agricultural food and agricultural-based products. He left the position in 1995.
Since 1994, Datuk Seri Dr Haji Abdul Fattah Bin Haji Abdullah has held various significant roles in numerous organisations, demonstrating a strong commitment to cooperative and community development. From 1995 to 1999, his political career included serving as State Assemblyman for Padang Tengku, Pahang. He has been involved with FELCRA Berhad as an Independent Non-Executive Director from 1997 to 2007 and later as a board member from 2009 to 2018. His leadership extends to cooperative unions, notably as Vice President of Angkatan Koperasi Kebangsaan Malaysia Berhad (“ANGKASA”) where he served from 2006 to 2009, Deputy President from 2009 to 2013, and President since 2013. He holds multiple positions within ANGKASA-related organisations and international bodies such as the International Cooperative Alliance Asia Pacific (ICA AP), where he chairs committees and councils. Additionally, he has served as President of the ASEAN Cooperative Organization since 2014, contributing to cooperative movements across ASEAN countries. He is currently a Standing Committee Member of Majlis Ugama Islam dan Adat Resam Melayu Pahang with a serving period from 30 April 2024 to 31 December 2025. He has also been appointed as Adjunct Professor in Universiti Utara Malaysia with a serving period from 3 March 2025 to 2 March 2027 and also as an Adjunct Professor in UNITAR International University with a serving period from 25 March 2025 to 31 December 2026.
He attended all five (5) Board of Directors’ meetings held during the financial year ended 30 April 2025.
Wong Choong Loong was appointed to our Board on 25 October 2018.
He is primarily responsible for determining our Group’s strategic direction and growth, formulating business plans, procurement strategies and directions as well as overseeing the overall operations of our Group. He is also a major shareholder of the company.
In 1987, he founded Seven Star Haberdashery & Decoration Company, focusing on haberdashery trading and overseeing business strategies and daily operations. Recognising emerging opportunities in artificial flowers and plants, he ceased the operations of Seven Star Haberdashery & Decoration Company
in 1989 to establish Seven Star Trading. As the founder, he led this wholesale business specialising in artificial flowers and plants, shaping business and procurement strategies, and managing daily operations.
In 1995, he dissolved Seven Star Trading and co-founded SSF Sdn. Bhd. in 1996 with Chin See Kew and other shareholders. Assuming the role of Director, he directed SSF’s business and procurement strategies while overseeing operations. His leadership was pivotal in expanding SSF’s product range and retail outlets across various states, contributing to the company’s growth and market presence nationwide.
He attended four (4) out of five (5) Board of Directors’ meetings held during the financial year ended 30 April 2025.
Wong Choong Loong is the spouse of Chin See Kew.
Lok Kok Khong, was appointed to our Board on 2 September 2022.
He is responsible for implementing our Group’s business development activities, marketing strategies and overall day-to-day operational-related matters. He is also a major shareholder of the Company.
He obtained his Bachelor of Science (Honours) in Electronic Commerce from the University of Staffordshire, UK (Asia Pacific Institute of Information Technology, Malaysia campus) in 2002.
Prior to be appointed as Director in the Company in 2022, he has accumulated 20 years of extensive experience in Business Development, Business planning, Investment strategy and marketing strategy in Information Technology, Trading and Investment Industries.
He attended all five (5) Board of Directors’ meetings held during the financial year ended 30 April 2025.
Chin See Kew, was appointed to our Board on 25 October 2018.
She is responsible for overseeing the administrative functions of our Group.
From 1987 to 1995, she assisted her spouse, Wong Choong Loong, with the administrative functions of Seven Star Haberdashery & Decoration Company and Seven Star Trading. In 1996, she co-founded SSF Sdn. Bhd. with Wong Choong Loong and other shareholders, and was appointed as Director, a position she continues to hold. She has played a key role in supporting the Group’s business expansion, particularly in administrative roles.
She attended four (4) out of five (5) Board of Directors’ meetings held during the financial year ended 30 April 2025.
Chin See Kew is the spouse of Wong Choong Loong.
Kong Sau Kian, was appointed to our Board on 16 December 2022.
He is the Chairman of the Audit and Risk Management Committee and a member of the Nomination and Remuneration Committee.
He is a member of the Malaysian Institute of Accountants. He graduated with a Bachelor of Accounting (Honours) degree from University of Malaya in 1988. Subsequently, he joined KPMG Peat Marwick, an international accounting firm until 1992 where his exposure includes audit of wide range of industries as well as in, corporate restructuring, acquisition audit and other special assignments.
He currently serves as the Executive Director for LBI Capital Bhd, Non-Executive Director of Asia Brands Berhad and ES Ceramics Technology Berhad. He also holds directorships in several other private limited companies.
He attended four (4) of five (5) Board of Directors’ meetings held during the financial year ended 30 April 2025.
Lim Su May, was appointed to our Board on 16 December 2022.
She is a member of the Audit and Risk Committee and Nomination and Remuneration Committee.
She graduated with a Bachelor of Science (Economics) Degree majoring in Economics and Management Studies from the University of London, UK in 1996.
In 1996, she began her career with Crystal Edge Sdn. Bhd. as a Marketing Sales Executive and then joined Perdana Merchant Bankers Berhad in 1997 as a Trainee Executive in Corporate Finance. In 2000, she moved to Commerce International Merchant Bankers Berhad (now known as CIMB Investment Bank Berhad), where she advanced from Executive to Manager in corporate finance, investment banking and equity capital markets roles, leaving in 2004. She subsequently joined RHB Sakura Merchant Bankers Berhad (now known as RHB Investment Bank Berhad) as Assistant Vice President, Investment Banking Group, and later Unicorn International Islamic Bank Malaysia Berhad (last known as Alkhair International Islamic Bank Berhad) in 2005, where she was promoted to Head of Strategic Planning & Direct Investments in 2008 before leaving in 2009. She then served as Director of Ascendo Group Sdn. Bhd. until 2011.
From 2011 to 2019, she was Vice President and Head of the Investment Banking Department at Bank of Tokyo-Mitsubishi UFJ (Malaysia) Berhad (now known as MUFG Bank (Malaysia) Berhad), establishing and expanding capital market solutions to the Banks’ customers. In 2019, she joined Bursa Malaysia Berhad as Executive Vice President of Listing Development, promoting fund-raising activities via the primary and secondary markets and overseeing market development initiatives until June 2022. In July 2022, she joined SCS Global Advisory (M) Sdn. Bhd. as Director of Corporate Advisory and Mergers and Acquisitions, a position she currently holds. She was also appointed as Chief Investment Officer at KYM Holdings Berhad in August 2022, overseeing investment activities until her departure in early 2025.
She is also an Independent Non-Executive Director of Aurora Italia International Berhad, TechStore Berhad and LAC Med Berhad.
She attended all five (5) Board of Directors’ meetings held during the financial year ended 30 April 2025.
Er Kian Hong, was appointed to our Board on 16 December 2022.
She is the Chairperson of the Nomination and Remuneration Committee and a member of the Audit and Risk Management Committee.
She graduated with a Bachelor of Business majoring in Accounting and Finance from the University of Technology, Sydney, Australia in 2000. She has been a member of the Certified Practising Accountant of Australia since 2005.
She is currently attached to a boutique corporate advisory firm where she provides advisory services to companies undertaking corporate exercises. She has vast experience in corporate finance and was involved in corporate exercises such as initial public offerings (IPO), fundraising and restructuring activities. She served in the Corporate Finance department of M&A Securities Sdn. Bhd. from May 2014 to December 2021. Prior to that, she was with the Corporate Finance/Strategy department of KSK Group Berhad from February 2007 to March 2014, where she was involved in evaluating and implementing possible mergers and acquisition opportunities for KSK Group Berhad.
She is also an Independent Non-Executive Director of Aldrich Resources Berhad, Ajiya Berhad, Hextar Capital Berhad and K.Seng Seng Corporation Berhad.
She attended all five (5) Board of Directors’ meetings held during the financial year ended 30 April 2025.