HYP Global strengthens founding bench with ex-Leo Malaysia creative group head

Relatively new to Malaysia’s brand consulting landscape, HYP Global is beginning to sharpen its proposition with the appointment of Tuck Loong Chui (pictured right) as co-founder and managing partner. Chui, who spent the past six years as creative group head at Leo Malaysia, joins managing partner and co-founder Hasbidin Hassan (pictured left) to shape the next phase of the consultancy, which launched in June 2025.

In conversation with A+M, Chui shared that stepping into co-founding an agency after six years at Leo was both crazy and exciting. "I wanted the chance to take everything I’ve learned and put it into practice without the restrictions of how traditional agencies are built," he said. "This was an opportunity to build something bold, different, and entirely our own, on our own terms, and that’s what made me take the leap."

Positioned as a boutique brand and advertising consultancy, HYP was born out of a desire to rethink how agencies operate, both creatively and structurally. Reflecting on its origins, Hasbidin told A+M the agency was intentionally built with a flat hierarchy, inspired by his time living and working in Berlin. The aim was to move away from rigid internal processes and give every team member a genuine voice in shaping the work.

“We wanted to do work without going through dozens of revisions internally which ended up where the client chooses the first idea,” he explained, adding that HYP encourages diverse perspectives not just in theory, but in practice.

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HYP operates alongside sister company HIP Digital, with the two entities complementing each other’s strengths. While HIP Digital focuses squarely on digital execution, HYP’s core lies in branding and advertising. According to Hasbidin, the relationship allows both teams to deliver full-spectrum solutions without claiming expertise in areas where they are not strongest.

Chui’s addition formalises a partnership that had been envisioned early on. Initial conversations between the founders were driven by a shared belief that the next generation of agencies needed to operate differently, with more trust, fewer guarantees, and a willingness to take risks. After HYP stabilised following its launch, Chui officially came on board. Hasbidin said: 

We dreamed of building something bold, different, and entirely our own.

"There were no guarantees, just belief, ambition, and a willingness to take risks. I took the first leap, laying the groundwork, and when things began to stabilize, Tuck Loong came on board. That leap and the trust we had in each other and in the idea, is what shaped the agency we are today," he added. 

Since launching, HYP has built a diverse client roster spanning multiple markets. Early clients included US-based tech wellness company Brainspoke, Selangor Aviation and Tech Innovation, and German market research firm HOPP. The consultancy has since expanded to work with clients across Romania, Singapore, Finland, and beyond, with several projects still under wraps.

A growing number of European brands working with HYP reflects the consultancy’s cross-continental experience. Hasbidin noted that the team’s strength lies in balancing European clarity and directness with local cultural nuance, helping global brands adapt to the Malaysian market without diluting brand integrity.

Today, HYP operates as a six-person, fully remote team, with plans to double its headcount by the end of the year. Hasbidin believes this flexible structure aligns with shifting client expectations, particularly as traditional long-term retainer models continue to lose relevance. He shared: 

Let’s be real, the multi-million-dollar retainer model is fading, and that’s a warning sign for traditional agencies.

"At HYP, we don’t force clients into long-term contracts. We grow alongside the brands we work with, and if the vibe isn’t right, we part ways, mutually and respectfully. That’s what makes HYP different: we can consult, we can execute, and we give clients the flexibility to choose how they work with us, without ever feeling locked in," added Hasbidin. 

For Chui, stepping into co-founding mode represents both a creative and cultural reset. While strategy remains important, he believes visual impact is increasingly decisive in today’s fast-paced environment. “With all the talk about AI taking over creative jobs, I actually see it as the best time to be creative,” Chui said. “I really believe we’re living in a visual world, and my goal is to constantly push boundaries to deliver work that’s beautifully crafted, and impactful."

I’ve always believed that while strategy and big ideas are important, in today’s fast-paced world, aesthetics is what really wins.

In related news, former AirAsia brands co. CEO Rudy Khaw has launched a new creative outfit called Lobby Hours, following his departure from the group in October 2025. Rather than positioning Lobby Hours as a conventional consultancy or agency, Khaw describes it as a brand-led creative practice, one that reflects his personal interests in culture, creativity and discovery. The name itself draws inspiration from the role lobbies play as transitional spaces, places where people pass through, linger, exchange ideas and observe what’s next.

Khaw explained that the idea came from rediscovering his passion for creating alongside like-minded collaborators, while remaining open to learning from others. He described lobbies as spaces where “people, places and passion come together”, adding that Lobby Hours is rooted in curiosity, creativity and culture. “If you had to label it though, you could say it's a creative practice,” he said.

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