“Markets will swing, tariffs will change, trends will come and go. But if people know you’ll show up, do the right thing, and keep delivering — that trust will compound,” said Datuk Roger.
It’s a philosophy he’s lived by since 2005, when he started KGW Logistics as a 24-year-old with no brand name, no big capital — just one rented office and a commitment to outwork the odds.
A Start Born of Hustle and Humility
Entrepreneurship was never a question for Datuk Roger. Even in school, his ambition remained the same: “businessman.” Growing up in a tough environment, he saw business not just as a career, but as a way out — a route to independence, possibility, and impact.
“When I started KGW, I did everything — from finding clients to fixing the Wi-Fi. We were unknown. One of our earliest staff didn’t return after lunch on Day 1,” he recalled. But it was that hands-on perseverance, showing up day after day, that built the early foundation.
He didn’t have a fleet or a warehouse. But he had grit. And over the years, that grit turned into a reputation — one built not on flash, but on follow-through.
De-Risking Trade for SMEs
At its core, KGW exists to de-risk international trade for SMEs — helping exporters and importers navigate freight, compliance, and cross-border complexity.
“What we do goes far beyond just moving boxes,” said Datuk Roger. “We help Malaysian and ASEAN SMEs plan routes, secure capacity, manage documentation, and maintain lead times — so their supply chain doesn’t break when the world shakes.”
This approach — rooted in reliability, not just logistics — has helped KGW evolve from a traditional freight forwarder to an integrated supply chain partner offering warehousing, value-added services, healthcare/FMCG distribution, and e-commerce enablement.
It also reflects his deep understanding of SME pain points — because he’s lived them.
SME Realities: Between Global Volatility and Local Constraints
“The biggest challenges for SMEs today aren’t just local — they’re global,” he explained. “Freight rates swing sharply. Route risks from the Red Sea to US–China tariffs add new uncertainty. And SMEs don’t have the luxury of global compliance teams or big rate contracts.”
Datuk Roger paints a picture of the average Malaysian SME shipper: price-sensitive, lean-staffed, and always firefighting between changing documentation requirements, cost inflation, and strained customer expectations.
“They’re trying to export to the US while worrying about duties, routing, delays — and doing all this with a small team. That’s where we step in.”
In the logistics industry, the battle is twofold: surviving global supply chain disruption while managing local expectations on digitisation, ESG compliance, and cost containment.
“And on top of all that,” he added, “we have to make logistics attractive enough to hire and retain good people — in a sector that’s not as ‘sexy’ as tech.”
Building a “People-Heavy, Asset-Light” Advantage
KGW’s resilience has come from a focused strategy and an unshakeable belief in people. “From the start, we chose to be asset-light and people-heavy. We don’t win because we own the most assets — we win because our people take ownership,” said Datuk Roger.
It’s this philosophy that has shaped not only operations, but culture. Over 70% of KGW’s key management team are women. Many of its current leaders began in junior roles.
“We promote from within, keep the structure flat, and invest in learning. When people grow with you, they stay committed.”
The same commitment extends to clients. KGW’s success on the Malaysia–USA corridor is not just about trade routes — it’s about trusted relationships, built deal by deal, container by container, especially when things go wrong.
Strategic Partnerships, Local DNA
KGW’s agility is matched by its global partnerships. A pivotal turning point was when Accelerated Global Solutions (AGS USA) took a 15% stake in KGW, bringing with it SpeedX — a last-mile delivery powerhouse in the US.
“This gave us a big lift in the Trans-Pacific lane — we can now offer seamless fulfillment and delivery into the US market,” said Datuk Roger. “It’s not just capacity. It’s insight, tech, and credibility.”
Another milestone came with KGW’s joint venture with Mingkun International, bolstering its China–Malaysia corridor and supporting value-added assembly and regional distribution.
But what’s notable is how KGW has retained its Malaysian identity. “Partnerships let us scale, but we always stay true to our local DNA — that’s what clients trust,” he affirmed.
Navigating Uncertainty with a Solutions Mindset
The past few years — marked by COVID disruptions, tariff shifts, and route risks — have tested the industry. For KGW, the response was not to panic, but to double down.
“Instead of chasing stability, we focused on adaptability,” said Datuk Roger. That meant:
- Staying close to clients to help them navigate uncertainty.
- Strengthening a flexible operations model that could pivot across routes and modes.
- Diversifying services and markets — into healthcare, e-commerce, and ASEAN regional play.
- Investing in communication and transparency, especially when timelines or costs shifted.
This approach helped KGW not only weather the storm but emerge with greater relevance, culminating in a successful IPO in 2023.
Technology, Trust, and Transformation
KGW’s digital transformation has been practical. “We digitised documentation and improved tracking so customers aren’t left in the dark. We automated warehouses to boost accuracy, especially in time-sensitive sectors like healthcare,” said Datuk Roger.
But at every point, the tech has served a purpose: to enhance trust, not replace people.
An Advantage in a New Era
For all the headwinds facing SMEs, Datuk Roger believes the coming decade holds promise — especially for those willing to be nimble, trustworthy, and partner-driven.
He sees five key opportunities:
- ASEAN as the next global supply base – “China+1 is real. SMEs must plug into that shift.”
- Cross-border e-commerce expansion – “Brands want fulfilment-to-door, especially into the US.”
- Healthcare and FMCG logistics – “It’s a critical, growing vertical — we’re doubling down through KGW Medica.”
- Integrated, value-added logistics – “Repacking, assembly, advisory — not just freight.”
- Collaborative scaling through JVs and partnerships – “No one wins alone anymore.”
Culture That Outlives the Founder
As KGW scales across ASEAN, Datuk Roger’s focus is shifting from day-to-day operations to strategy, growth, and building the next generation of leaders.
“I want to build a Malaysian company that shows you can go regional and global by doing things the right way. I want the culture to outlive the founder — where people take ownership and do the right thing, even when no one is watching.”
His advice to founders?
“Build your business on trust — then back it up with hard work and consistency. Your real assets are your reputation, your relationships, and your willingness to keep going, especially when no one is watching.”
Datuk Roger Wong, Founder and Group Managing Director of KGW Group Bhd
For Datuk Roger Wong, success is not a secret — it’s just about showing up, again and again.
Datuk Roger Wong will be speaking at the MALAYSIA SME Sportrepreneur 2026 Congress, where he will share more about business and the worldview that has shaped his life and legacy.
MALAYSIA SME’s 12th installment of its Congress will take place at Panalaban of Mount Kinabalu, 3,272 meters above sea level, in June 2026. Stay updated on the training for the ascent and interviews from the expedition members on the MALAYSIA SME Congress YouTube channel .
