CEO Insights Magazine

The retail and e-Commerce industry in Malaysia is booming, thanks to digital growth and changing consumer habits. e-Commerce platforms are expanding fast, while traditional retailers are blending online and offline experiences. CEOs in this space are embracing tech, focusing on customer experience, and pushing for innovation to stay ahead in a competitive market. Among the standout figures in this space is Joe Yudai Takagi, a dynamic entrepreneur whose expertise and leadership are propelling Malaysia's e-Commerce sector forward. With his deep experience in both technology and business management, Joe is creating significant strides through his company, CUSTA.

Joe, the Founder & CEO of CUSTA, a Southeast Asiabased mass-customization startup, brings a wealth of knowledge and a proven track record of success. Before founding CUSTA in 2023, Joe held several prestigious roles across various organizations. He served as COO and Chief Growth Officer at RAKSUL, a prominent printing e-Commerce business in Japan, where he played a crucial role in transforming it into the country's largest service in the industry. As a member of the leadership team, RAKSUL was listed on the Tokyo Stock Exchange, showcasing Joe’s exceptional business acumen. His career also includes leadership roles at startups and established companies, such as PwC Japan, NTT, and startups in the e-Commerce and education sectors, further solidifying his ability to drive growth in diverse industries. His belief in the power of perseverance, humility, and ambition continues to guide his efforts at CUSTA, where he is focused on building an innovative digital platform in the mass-customization and printing industry. Joe’s work promises to make a profound impact on businesses and individuals alike, accelerating digital transformation in Southeast Asia.

Let's hear more from him in this one on one interaction.

What motivated you to establish CUSTA, and how are you steering the company toward success in the market?

I joined RAKSUL during its early startup days, eventually helping it grow into Japan's largest print e-Commerce company as COO and Chief Growth Officer. This journey allowed me to engage with leadership teams from top companies across the U.S., Europe, and East Asia, deepening my understanding of how digital transformation is reshaping the mass customization industry. I believe Southeast Asia will inevitably experience the same wave of digitalization.

Recognizing the region’s growth potential, I saw a significant opportunity, which led to the founding of CUSTA. While short-term achievements matter, I focus on the bigger picture and the long-term vision, continuously recalibrating our path towards that evolving future instead of fixating on daily wins and losses.

How do you see technology playing a role in addressing these challenges? What are the latest technological trends or tools you've adopted?

With my background in system development, I believe technology is crucial in addressing the unique complexities of this industry. One key focus is modularizing the platform and designing its database structure, as these architectural decisions affect scalability, growth, and usability. At CUSTA, we prioritize this area within our leadership team. Additionally, we’re accelerating AI adoption across the company, using generative AI for operations and communication. We’re also exploring AI in business performance and financial analysis, with plans to build data infrastructure to support these applications. We're even considering collaboration with RAKSUL in Japan to leverage AI in the design process.

How are you promoting a culture of innovation within your team?

Although we are still a relatively small team, this structure eliminates barriers between departments, fostering open and dynamic communication daily. There are moments when I discover that a business challenge has already been solved or a new project is underway before I'm even aware of it, an indication of a healthy, innovative environment. I believe this type of culture is crucial for maintaining innovation, and it's something I’m committed to preserving and nurturing as we grow. Additionally, CUSTA’s leadership team brings experience from fast-growing businesses and startups across various countries, which will be a key strength as we evolve.

Can you share your leadership approach and the principles or methodologies you use to guide your team?

I believe that leadership must adapt to the business domain and the company’s current phase, which is why I strive to remain flexible in my approach. I find great satisfaction in seeing team members work with energy and confidence, so I aim to act as a Delegating Leader whenever possible. However, I’ve learned that flexibility is crucial, as there are times when this approach alone isn't sufficient. My leadership focuses on leveraging each team member’s strengths, aligning around three core pillars, namely the Goal, which guides our direction, the Mindset and Principles, which shape our attitudes, and the Data, which keeps us informed on our progress toward the goal. These elements anchor our leadership and decision-making.

What opportunities do you see in the market going forward, and what is your roadmap for the future?

Many are surprised by the size of the market we’re targeting. In Malaysia alone, the printing industry is valued at over $4 billion, and with Singapore included, our total addressable market approaches $10 billion. Across Southeast Asia, the market exceeds $30 billion, with significant room for growth and online penetration, which strengthens our confidence in the market's potential. Our vision is to create a platform that offers an unmatched level of customization and accessibility to customers across many countries. In the short term, we’re focusing on delivering a service that customers in Malaysia and Singapore love, while building a strong operational structure that benefits production partners. From there, we will expand internationally, working toward our long-term goals.

Joe Yudai Takagi, Founder & CEO, CUSTA

Joe Yudai Takagi is the Founder and CEO of CUSTA, a Southeast Asia-based mass-customization startup. With a background in system development, he has held leadership roles in companies like RAKSUL, driving growth and innovation across industries in Japan and beyond.