The project, spearheaded by Johhnn Goh Khai Loon and Lee Qi Jia, under the leadership of Local President Ashley Pe Yeh Teng, addresses a long-standing issue faced by animal shelters across Malaysia: financial instability. For years, shelters have depended solely on donations to survive, and when these funds dry up, many face closure—putting countless cats and dogs at risk of being euthanised.
“We realised that simply asking for donations is not enough. Our goal is to create an innovative, business-driven model that ensures shelters have a steady source of funding,” said project co-founder Lee Qi Jia.
From Blind Boxes to Business Sustainability
The initiative began with the launch of 300 limited-edition surprise boxes featuring collectable animal figurines, capitalising on the growing surprise box trend in Malaysia. The campaign successfully sold out within two months, generating the seed funds needed to advance the project.
Following this success, Tails of Hope conducted shelter visits, donating over one ton of pet food, assisting with cleaning efforts, and helping with adoption drives. “It was important for us not just to raise funds, but also to understand the real struggles of these shelters,” added Johhnn Goh.
Building on this momentum, the project is now collaborating with local graphic designers to create animal-themed merchandise. A revenue-sharing model enables designers to showcase their art while contributing to the cause—many even choose to donate a portion of their profits.
The long-term vision includes developing an OEM brand for pet food and snacks, which will be
distributed through e-commerce platforms, pet shops, and cafés, creating a continuous revenue stream to support shelters nationwide.
Achievements at a Glance:
- Sold 300 blind boxes in just 2 months.
- Donated over 1 ton of pet food to shelters.
- Organised shelter clean-up activities and adoption drives.
- Built collaborations with designers and influencers for broader impact.
A Mission Beyond Donations
Tails of Hope’s mission is clear: To reduce reliance on inconsistent donations by creating a community-driven, financially sustainable ecosystem for animal shelters.
“Our ultimate goal is to ensure that no animal is put down simply because there wasn’t enough money to keep a shelter open,” said Ashley Pe Yeh Teng, Local President of JCI Bandar Setia Alam.
