Founded in mid-2024 by June Kweh, a seasoned e-commerce and marketing strategist with experience at Shopee, Lazada and GroupM, Hey Pawfriends was born out of a simple but powerful insight: pet creator marketing is a real and rapidly growing market, yet it remains fragmented and unstructured.

What started as brands approaching June to promote pet products on her dog’s Instagram quickly revealed a huge opportunity to bring order and innovation to this niche. Hey Pawfriends is now Malaysia’s tech-driven platform dedicated to connecting pet brands with pet creators, simplifying campaign management and empowering pet creators to grow their own businesses.

Hey Pawfriends operates on three key pillars: a self-serve tech platform for SMEs to discover and collaborate with pet creators easily; full-service agency support for larger brands requiring managed campaigns; and an emerging e-commerce arm that helps pet creators launch their own product collaborations. This unique combination enables us to serve the entire pet marketing ecosystem with transparency, efficiency, and creativity.

We are proud to be backed by Cradle Fund, Malaysia’s premier early-stage startup agency under the Ministry of Finance, which supports high-potential tech startups through funding, commercialisation support, and strategic guidance. Receiving the CIP SPARK grant from Cradle Fund in early 2025 has been a pivotal milestone, validating our vision and accelerating our growth in the pet creator marketing space.

Hey Pawfriends

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