KUCHING: A new chapter in Sarawak’s independent music scene began with the official launch of Music Shop, a collaborative initiative between Cincai Pedal Sarawak, CatSound and Purrfect Studio at Jalan Stephen Yong.
The initiative brings together custom gear building, instrument maintenance services and a creative studio environment under one roof, positioning itself as a one-stop centre for musicians to buy, sell, service and connect.
At the heart of the collaboration is 31-year-old Helbert Chiu Hock How, founder of Cincai Pedal Sarawak, the first boutique guitar pedal brand in the state.
“For us, this is the very first local product which is going to be a very cool thing for the Sarawak community,” he said.
“It’s something that we thought we couldn’t do but we did it anyways.”
Helbert said the idea for Cincai Pedal began in mid-2022 when he set out to create a distinctive sound for his own instrument.
“I wanted something very different that would make people go, ‘Hey, what’s that sound?’” he said.
After months of researching schematics and layouts, he discovered that the tone he was searching for could be achieved through a pre-amp circuit that could be built into a pedal.
Realising there was no homegrown pedal brand in Sarawak at the time, he decided to establish one locally, marking what he described as a milestone not only for himself but for the broader music community.
“So it’s not something that only the westerners or China can do,” he said.
“We Malaysians can do it as well, especially Sarawakians.”
The journey, however, was not without setbacks.
Helbert described the process as “up and down”, explaining that he initially developed simple prototypes before pausing the project due to work commitments.
In 2024, he made the decision to leave his job and focus fully on building Cincai Pedal as a serious venture.
True to its local identity, the brand’s pedals carry distinctive names such as Nasi Lemak, Glass Chelum, and Medium Belacan.
“The first pedal, Nasi Lemak, fattens up the tone,” he explained.
“Any thin tone that goes through the pedal becomes creamy and thick. So, I wanted a very local touch to it.”
He said most of the pedal names are inspired by both their tonal character and visual appearance, blending humour, culture and sound into each unit.
Unlike mass-produced pedals that are manufactured at scale, Chiu said Cincai Pedal units are built from scratch and continuously refined even after release.
“Commercial pedals have reached their potential in manufacturing,” he said.
“But for us, we keep upgrading and modifying to suit the taste of the local scene.”
He described tone customisation as an extension of a musician’s identity.
“Customisation is how they can bring out their own personality,” he said.
Helbert acknowledged that establishing a niche gear brand in Sarawak presents its own challenges, particularly a small market and limited awareness among beginner musicians.
“There may not be many who know what a pedal is or what tone they need,” he said.
He added that education and accessibility are therefore key components of Music Shop’s objectives.
The launch aims to provide affordable access to quality gear and reliable maintenance services for local musicians, supporting both beginners and experienced performers.
Positioning itself as one of the first physical spaces in Kuching dedicated to pre-loved music instruments, Music Shop offers a safe platform for buying and selling guitars, basses, pedals and amplifiers.
By allowing customers to test equipment in person, the shop seeks to eliminate the uncertainty and regret often associated with online purchases.
Every instrument and accessory is checked and tested to ensure reliability and musician-friendly quality.
Beyond retail, Music Shop provides comprehensive maintenance and upgrade services, including full setups, action and intonation adjustments, electronics repair, fret levelling, and hardware customisation.
As the team often says, “There is no such thing as a bad guitar, it’s just poorly set up.”
Housed within Purrfect Studio, the initiative forms part of a broader creative ecosystem that integrates rehearsal facilities, live tracking capability, and event space accommodating up to 80 guests.
The studio operates as a non-profit creative hub and is developing projects such as the podcast ‘Purrfect Que’ while aiming to become a pit stop for musicians and artists across the city.
The integration allows musicians to move seamlessly from servicing or purchasing instruments to rehearsing, recording and hosting events within the same environment.
Helbert said his long-term vision is to see Cincai Pedal represent Sarawak on the international stage, including platforms such as the National Association of Music Merchants (NAMM) and wider regional markets.
“I would like to see Cincai Pedal be part of the display and bring out what Sarawakians can do,” he said.
For now, he said the focus remains on strengthening the local foundation.
Music Shop is open to beginners searching for their first instrument, hobbyists refining their tone, and seasoned performers seeking dependable and affordable solutions.
