How a Local SME is “Saving the Wallets” of Malaysians
In the heart of Kuala Lumpur’s bustling Jakel Square, a new kind of landmark opened its doors in late 2025. It isn’t a luxury boutique or a high-tech showroom; it’s a 40,000-square-foot wholesale supermarket that never sleeps. ST Rosyam Mart has become more than just a place to buy onions and rice—it has become a symbol of Malaysian economic resilience.
The “Wholesale for All” Philosophy
Traditionally, “wholesale prices” were reserved for those with commercial licenses or those buying in massive bulk. ST Rosyam Mart shattered this gatekeeping. Their business model is built on “Premium comfort at wholesale prices,” allowing everyday families to enjoy the same cost savings as restaurant owners.
By 2025, the brand has expanded to nine outlets, including its massive new flagship in the capital. Its tagline, “Berbelanja di ST Rosyam Mart, Dompet Abang Selamat” (Shop at ST Rosyam Mart, Save Your Wallet), isn’t just marketing—it’s a response to the rising cost of living that has defined the mid-2020s.
Supporting the “Local First” Ecosystem
What makes ST Rosyam Mart a true champion of the SME sector is its commitment to the Malaysian supply chain. Unlike global chains that prioritize international contracts, ST Rosyam Mart has introduced the “Malaysia Selection”—a dedicated section that exclusively showcases:
- SME Food Producers: Local snacks, sauces, and beverages that often struggle to get shelf space in bigger malls.
- Celebrity Brands: A unique “Celebrity Corner” that helps local personalities launch their own artisanal products, from Datuk Chef Wan’s spices to local skincare lines.
- Direct-from-Farm Produce: By leveraging the Sri Ternak Group’s logistics, they bring fresh seafood and vegetables directly to urban centers, ensuring local farmers get a fairer share of the profit.
A New Standard for Customer Service
The brand has redefined what “convenience” means in 2025. Beyond being open 24/7, 365 days a year, the outlets offer over 20 complimentary services that address the real-life needs of Malaysians:
- The “People First” Services: Free power bank rentals, drinking water, and even car battery jump-start assistance for shoppers in their parking lots.
- The Digital Edge: While maintaining a “pasar” feel, they have integrated AI-driven inventory management and seamless self-checkout to keep queues short, even at 3:00 AM.
Why This Matters for 2025
As Malaysia pushes toward its goal of SMEs contributing 45% to the national GDP, ST Rosyam Mart serves as a blueprint. It proves that a local brand can offer a “five-star” experience without the five-star price tag.
By choosing to shop at a homegrown giant like ST Rosyam, consumers are doing more than just saving money—they are keeping capital within the country, supporting local employment, and ensuring that the Malaysian retail identity remains vibrant in a globalized world.
5 Interesting Facts:
1. The “88-Sen” Phenomenon
As of late 2025, the brand made headlines for its “Selamatkan Dompet” (Save the Wallet) campaign, offering whole chickens for as low as RM0.88 and selected vegetables for RM0.08 to registered members. This bold pricing strategy cemented their reputation as a champion for the middle and lower-income groups in Kuala Lumpur.
2. Malaysia’s First 24/7 Wholesale Drive-Thru
Breaking traditional retail boundaries, ST Rosyam Mart has been recognized for pioneering the 24-hour supermarket drive-thru concept in Malaysia. Shoppers can place orders via phone and pick up their groceries without leaving their car—perfect for busy professionals and parents.
3. More Than Just Groceries: 20+ Free Services
They have redefined “customer service” by offering over 20 complimentary public services at their outlets. These include:
- Car battery jump-start assistance and tire pumps.
- Free meat-cutting and cleaning services.
- Umbrella loans and free drinking water.
- Free power bank rentals for shoppers.
4. A Hub for Local SMEs: “Malaysia Selection”
Their newest flagship (at Jakel Square) debuted the “Malaysia Selection” section. This is a curated space specifically designed to give local SME producers—from snack makers to handicraft artisans—a premium platform to reach both local shoppers and tourists.
5. Rapid Expansion & Scale
Starting as a single outlet in 2018, the brand has expanded to 9 massive outlets across Malaysia by December 2025. Their largest stores span over 40,000 square feet and carry a staggering 40,000+ product selections, proving that a local SME can operate at the scale of a global hypermarket.
