KUALA LUMPUR: East Coast footwear company, Kasut U, has been named the official footwear partner for Pavilion Malaysia at Expo 2025 Osaka, marking another milestone for the homegrown brand as it steps onto the global stage.
Founded in 2002 in Kuala Terengganu under the name Kasut Sekeluarga, the company has since expanded into a regional brand with more than 50 outlets nationwide and a growing e-commerce presence.
Kasut U Managing Director, Gan Raymond, said it has shown how Malaysian businesses can rise from small-town beginnings to achieve national relevance, and now, international recognition.
He said the company is proud to provide product support to the Pavilion Malaysia team, and the recognition provides the local brand with an international platform to demonstrate its value at an event, which draws millions of visitors from around the world.
“When the Pavilion Malaysia team takes its first steps into Expo 2025 Osaka, those steps will be carried by more than shoes. They will carry a story of resilience, transformation, and the ability of Malaysian brands to stand strong in a competitive global marketplace,” he said in a statement.
At an event where Pavilion staff and performers will spend long hours on their feet, he said Kasut U’s choice to prioritise comfort over flashy designs is intentional.
“It signals that Malaysian design is about solving real human needs in practical, enduring ways.
“Our best-selling range was selected for its comfort and durability, and we have gone further by including insoles designed to meet the physical demands of the expo environment,” he said, emphasising that Kasut U’s product choice for the Pavilion Malaysia team reflects more than practicality; it is also a statement about wellness.
Gan said that the Pavilion’s theme, ‘Weaving a Future in Harmony’, reflects Malaysia’s blend of tradition and innovation – values that Kasut U, as a brand rooted in family values yet forward-looking in product design and market expansion, fully embodies.
“This partnership is more than product placement. It reflects our belief that Malaysian design can compete globally while staying true to its roots. Comfort is universal, and it is what we deliver best,” he said.
With the expo marking a milestone, Gan said Kasut U is clear about its ambitions – that is to expand beyond Malaysia.
“Guided by our motto, ‘Quality is Life’, the company is investing in design innovation and operational efficiency to meet global standards. Our vision is to become an international brand. Expo 2025 is an important milestone in introducing Kasut U to the world.
“As Malaysia takes its place on the world stage in Osaka, Kasut U’s story is a redefinition of what ‘Made in Malaysia’ means: quality that rivals global competitors, values rooted in community, and a vision bold enough to stride into the future,” he said.
Gan added that equally important was how Kasut U places the sponsorship within its broader corporate social responsibility (CSR) agenda.
“By supporting a government-led initiative, the brand signals that Malaysian companies have a duty not just to shareholders, but also to the nation’s reputation abroad. CSR today, for Kasut U, extends beyond local programmes to include serving as ambassadors for Malaysia on the international stage,” he said. – BERNAMA
