in collaboration with
CTBX2.0
Shaping the Soul of Sustainability
CT Chin COP
Professional Associate in Community of Practice
In collaboration with
Developed in collaboration with UPM-SBE, this project is
anchored by our premium coffee table book — Sustainability Beyond Boundaries. It documents best practices, research, and success stories where industry innovation meets academic excellence.
Press Conference
Announcing the collaboration between the School of Business
and Economics at Universiti Putra Malaysia,
and Motivated Branding & Culture Enterprise
at Philip Kotler Hall UPM-SBE.
The Architect of Sustainable Branding
As a Brand Master, I specialize in end-to-end brand consultancy, strategic design, brand development, and professional image grooming.
My work goes beyond
aesthetics — I build cultures, define identities, and guide organizations and
individuals toward meaningful impact. The CTBX2.0 Project is the culmination of my life’s work: a living platform designed
to transfer knowledge, empower entrepreneurs, and educate the next generation through structured mentorship.
“My mission: To place wisdom in the hands of those who will shape tomorrow.”
Brand Consultancy • Strategic Image Grooming • Public Speaking • Author
Building on the success brand story of
CTBX1.0 Project
in 2023
This achievement culminated in the
successful publication of the Coffee Table Book
CTBX1.0 project, launched at the World Trade Centre in 2023,
titled “The Naked Truth in Brand Story – Deciphering Brand Achievers,”
highlighting the diversity of Small and Medium Enterprise (SME)
industries and marking a key milestone in
our outreach efforts.
Sustainability Brand Values and the concept of CTBX2.0
Strong Sustainability Industrial - Academic Credential Platform
Mentorship, Educating & Inspiring Future
YM Tengku Dato’ Dr. Hishammuddin Zaizi
Bin Y.A.M Tengku Bendahara Azman Shah Alhaj
Chief Executive of Strategic Planning Advisor of CTBX2.0 Project,
Coffee Table Book Production & Sustainability Industrial-Academic Mentorship Appreciation Award.
- CEO of The School of Business and Economics, Universiti Putra Malaysia
- Founder of Pertubuhan Amal THZ (THZ Charity Association)
- President of KRU Group
- Director of Ikhasas Group
- Chairman of Oriental Kopi
Ir Nurul Huda Mat Nor
Co-partner (HRD Corp Accredited
Trainer specialising in GLC/Verifier)
Chief Strategy Officer of CTBX2.0 Project,
Coffee Table Book Production & Sustainability Industrial-Academic Mentorship Appreciation Award.
Panellist from the CTBX2 marketing team.
- Core Capabilities & Solutions Offered.
- ESG & Sustainability Impact Consulting and Training.
- ESG / Sustainability Reporting & Climate Financial Disclosure.
- GRI Sustainability Professional Practice.
- Capital Market Professional Practice.
- ESG Analysis
Kuek Shu Yi
Co-partners (ESG advisor/ Tax specialist)
Sustainability Impact Consultant specialising in SMEs.
Chief Strategy Officer of CTBX2.0 Project,
Coffee Table Book Production & Sustainability Industrial-Academic Mentorship Appreciation Award.
Panellist from the CTBX2 marketing team.
- HRD Corp Accredited Trainer
Dato’ Sri (Dr.) Steven Eng, JP
CSO
Chief Strategy Officer
Chief Strategy Officer of CTBX2.0 Project,
Coffee Table Book Production & Sustainability Industrial-Academic Mentorship Appreciation Award.
Panellist from the CTBX2 marketing team. A distinguished business leader and brand strategist, Dato’ Sri (Dr.) Steven Eng specializes in international trade, sustainability, and Malaysia-China economic relations. He serves as Chief Strategy Officer for the CTBX2 Coffee Table Book Production & Sustainability Business Mentorship Campaign and represents the CTBX2 marketing team as an expert panelist.
Christopher Chai
Co-Partner
Chief Strategy Officer
Chief Strategy Officer of CTBX2.0 Project,
Coffee Table Book Production & Sustainability Industrial-Academic Mentorship Appreciation Award.
Panellist from the CTBX2 marketing team. Christopher Chai is a co-partner and renowned software expert committed to helping businesses attain sustainable growth by designing digital solutions that optimise both operational efficiency and ESG performance. He transforms complex workflows into eco-friendly software—reducing resource use and data waste—while providing transparent digital infrastructure for modern governance and accountability.
Based on Three Core Pillars
Developed in collaboration with the School of Business and Economics,
Universiti Putra Malaysia, this project is anchored by our premium coffee table book — Sustainability Beyond Boundaries.
It documents best practices, research, and success stories where industry innovation meets academic excellence.
THE PUBLICATION
A brand narrative that leads Malaysia’s Ecosystem Transformation — Achievers as Architects of the Future.
Encapsulates and combines to aim to lead Malaysia and beyond with the new innovative branding strategy in transforming and empowering achievers to shape the future.
THE MENTORSHIP PROGRAM
My core initiative.
I bring together Selected Brand Achievers — proven industry leaders and icons — to serve as mentors.
They directly guide aspiring entrepreneurs and university students, imparting real-world knowledge, skills, and mindsets.
THE RECOGNITION
The Sustainability Industrial-Academic Mentorship Award, setting a benchmark for collaborative leadership honouring the leaders who bridge industry and academia to nurture talent, drive sustainability, and shape responsible future leaders.
THE PUBLICATION
Leading Malaysia’s Ecosystem Transformation — Achievers as Architects of the Future
Sustainability Beyond Boundaries
Mentorship . Educating . Inspiring Future
Documenting Best ESG Primer:
Environment:
Carbon footprint as a critical metric
Social:
Community impact
Governance:
Ethical standards
THE MENTORS - Brand Achievers
We connect Industry Icons, Entrepreneurs, and Students — breaking boundaries to create a living ecosystem of learning, growth, and shared success.
Who they are
Established leaders, industry pioneers, and visionaries who have built trusted brands and defined success through sustainable, ethical leadership. They carry decades of experience, strategic wisdom, and a legacy of impact.
What they bring
More than knowledge — they share lessons from real challenges, guide with integrity, and model what it means to lead with purpose. They bring credibility, depth, and a commitment to passing on what matters most.
Corporate Social Responsibility (CSR)
Actively investing time in developing the next generation of leaders is a powerful, genuine expression of CSR. This enhances their reputation as a company committed to societal and economic development.
