In just a few years, Kardinal has evolved from a local vape company based in Malacca, Malaysia to a global contender, blending thoughtful design, rigorous engineering, and a user-first mindset. As the firm expands beyond its home market, it’s not just selling devices; it’s reshaping perceptions and challenging Big Tobacco on its own turf.
From Frustration to Foundation
When Kardinal started manufacturing e-liquids in 2017, the Malaysian vape market was still in its infancy. Consumer education was minimal, regulation inconsistent, and many products on the market were rushed or poorly made. As an entrepreneur and a former smoker, Kardinal CEO Daniel Ong understood vapers’ frustration firsthand. Disappointed by the quality of hardware available, the company decided to develop its own devices. Its mission: to create a brand that was premium yet accessible and worthy of long-term trust.
“We didn’t want to just ride the wave of vaping trends,” explains Ong. “We wanted to create a brand with a strong identity and purpose.” The goal was to design products that balanced quality, safety, and design, supporting adult smokers on their journey to a less harmful method of nicotine consumption.
Ong enlisted a team with diverse expertise spanning consumer technology, luxury goods, food manufacturing, and communications. Together, they invested heavily in R&D, materials testing, and industrial design, while building a supply chain with strict quality control and traceability from raw materials to packaging. “R&D isn’t a cost center to us—it’s where the brand’s value is created,” Ong emphasizes.
Erwin Teow, Kardinal’s Director of Operations, adds, “The lean supply chain model has been pivotal to maintaining consistent standards while keeping costs under control. It allows us to adapt quickly to market needs without compromising on quality.”
Alongside product development, Kardinal worked hard to build consumer confidence in a sector facing significant skepticism. “One of the big challenges was perception—building a brand in a category that is often misunderstood,” Ong admits. “We had to work twice as hard to earn consumer trust, especially while contending with regulatory uncertainty and competition from global tobacco giants.”
Rather than fixating on external challenges, Kardinal concentrated on what it could control: product quality, clear and consistent messaging, and innovation. “We built loyalty slowly but surely by never compromising on those things,” Ong says.
Insights Instead of Assumptions
Kardinal’s success, according to Ong, stems largely from its user-centric philosophy and future-proof designs. All products, he insists, are created with real consumers in mind, not just specs on paper. “We don’t innovate for novelty; we innovate to solve real pain points,” Ong says. Whether it's battery life, portability, or flavor clarity, every feature must enhance the user experience. “If a product doesn’t improve the consumer journey, we don’t release it,” Ong adds.
Ronald Yeo, Kardinal’s Creative Director, expands on this approach: “Our designs are grounded in insights, not assumptions. We engage with our users directly and keep a close eye on the market to make sure our products meet their evolving needs.”
In addition to user feedback, Kardinal conducts ongoing market research to track regional flavor preferences, ergonomic expectations, and design aesthetics. The intelligence gathered from this market research is supplemented by insights from Kardinal’s own employees, many of whom are vapers themselves and have an intimate understanding of the user experience.
“Every decision, from mouthfeel to finish, is driven by this research,” Yeo says.
Kardinal also keeps a close eye on the rapidly evolving regulatory landscape. “Rather than reacting after the fact, we build modularity and compliance into our designs early on, so we can stay agile no matter how the landscape changes,” Ong explains.
One regulatory requirement that has remained consistent is youth access prevention, a responsibility Kardinal takes seriously. “We invest in adult-only access controls, youth-prevention messaging, and user education,” Ong asserts. “Our aim is to lead not just in product, but in principle.”
First Products
This philosophy paid off as Kardinal ventured into hardware. The company’s first product, the Kardinal Stick Classic, launched in 2019, was a simple yet intuitive closed-pod device with seven finishes and 18 flavor options. The following year saw the introduction of the Stick Xense, which featured a cotton coil heating element for improved flavor and vapor performance.
“In developing Quik 6000, we focused on making a disposable that’s both intuitive and long-lasting—packaged in a compact form with flavors tailored to regional preferences,” Ong says. “For Lumina, we aimed to elevate the experience for long-term users, engineering it for better design, draw, battery efficiency, and pod variety.”
The company is currently focused on its latest product, Quikpro. “At first glance, Quikpro looks like a disposable, but it’s actually a hybrid system with replaceable cartridges, combining the convenience of a disposable with the flexibility of a closed-pod device,” Ong explains.
Kardinal’s R&D team is also working on a device that blends the openness and customizability of open-system vaping with the simplicity and mess-free design of a closed-pod system. “It’s a response to a real need we see among experienced users who want control without the hassle,” Ong says.
Spreading Its Wings
Kardinal’s commitment to quality and innovation has earned the company 33 industry awards, including top honors at the 2024 MENA Vape Awards in Dubai, where the company won Best Disposable, Best Tobacco, and Best Shisha categories. More recently, Kardinal won Best Medium Puff Disposable for its flagship disposable, Quik 6000, at the Vapouround Global Awards 2025. Beyond accolades though, the company has built a loyal following in Malaysia, which has set the stage for its international expansion.
“The global market is full of opportunity,” says Teow. “Our success in Malaysia provides a solid foundation as we move into Southeast Asia, South Asia, Latin America, and select countries in the Middle East. The growing demand for smoking alternatives in these regions, combined with regulatory frameworks that allow for responsible market entry, has created a unique opportunity for Kardinal.”
The company has set its sights on Asia-Pacific, where the e-cigarette market is valued at $6.5 billion and expected to reach $52 billion by 2030, according to Grand View Research. Vape sales in Latin America and the Middle East are also forecasted to increase significantly in the coming years, projected to reach $5.31 billion and $2.13 billion, respectively, by 2030.
Growing Responsibly
Moving from a single market to a global brand presents challenges. Each region has its own consumer behavior, regulatory landscape, and cultural expectations. “We adapt our products, communications, and retail strategies to suit regional needs while staying true to our core brand values,” says Teow.
“We understand the importance of regional sensitivity,” Yeo adds. “Our communications and product designs are tailored to meet the expectations of each market, which means we have to stay flexible and adaptable while maintaining our brand identity.”
Kardinal promotes its products primarily through social media due to advertising restrictions in many markets. “We also engage directly with our users through newsletters and Telegram,” Ong explains. “On a global scale, our brand activations and online campaigns are tailored to meet each market’s regulatory requirements.”
Scaling Without Diluting
Competing on the global stage isn’t easy. In nearly every market, regulators are raising barriers to entry, making it difficult for all but the most determined players to succeed. At the same time, established tobacco companies have been investing heavily in next-generation products, intensifying competition.
Kardinal is confident, however, that it can go head-to-head with global powerhouses. “We don’t have the legacy infrastructure or affiliations with Big Tobacco, and that gives us an edge,” Ong says. “Our design philosophy is sharper, our flavor profiles are more regionally attuned, and our commitment to responsible marketing is far more consistent. We don’t try to be everything to everyone—we build with intention.”
As Kardinal expands its portfolio and global presence, it remains committed to its founding principles. “We want to scale without diluting the core values that make us who we are,” says Ong. “We’ll grow while keeping the clarity that defines Kardinal.”
For more information about Kardinal, please visit www.kardinal.com.
