Long before Pet Expo Malaysia filled exhibition halls with thousands of visitors, Sherman Yeong Ching Khet was asking a simple question: if Malaysians were welcoming more pets into their homes than ever before, why wasn’t there a place dedicated to helping owners care for them? That question sparked a journey that transformed a single exhibition into one of Malaysia’s largest platforms for the pet industry—one built as much on education and community as on commerce.
By Natasha Isabel Saravanan
When Sherman Yeong Ching Khet first noticed how quickly pet ownership was rising across Malaysia, one question kept bothering him: why was there still no major platform where pet owners could gather, learn and discover products that might improve the lives of their animals?
“I was still working for another company at the time,” he said. “Aquatic exhibitions were already taking place around the country, but there was no dedicated event for the wider pet community.”
So he began researching the industry on his own. What he found convinced him that the opportunity was real.
“The pet industry was growing by almost 20 to 30 per cent every year,” he said. “That’s why I started with Pet Expo Johor Bahru.”
What began as a single exhibition in Johor Bahru in 2016 has since grown into one of Malaysia’s largest pet exhibition brands, with events including Pet Expo Malaysia, Ekspo Kucing (Asia Cat Expo) and Malaysia Aquatic Expo. Yet Sherman is quick to say that the story is not really about scale. It is about purpose.
“We want to create a platform where people can learn, connect and grow together,” he said.
That belief still guides everything he does: when pet owners have better knowledge, pets enjoy better lives.
A Question That Became a Business
“For me, it started with a question,” Sherman said. “Why was pet ownership increasing so rapidly when there was no major platform dedicated to educating pet owners and connecting businesses with consumers?”
Rather than waiting for someone else to solve that problem, he studied consumer behaviour, industry trends and the growing demand for quality pet products before launching his first exhibition.
Pet Expo Malaysia was never meant to be just another event. It was meant to answer a need that had been overlooked.
“We want to create a platform where people can learn, connect and grow together,” he said. “That was the idea from the beginning.”
That idea still sits at the heart of the business today. The exhibitions are not only retail showcases. They give businesses a place to introduce new products, meet customers directly and understand what pet owners are looking for. At the same time, visitors gain access to expert advice, demonstrations and the latest innovations in pet care.
Sherman sees the expo as a starting point rather than an end in itself. For him, the real value lies in what happens after visitors leave the hall: better questions, better choices and better care for animals at home.
“We want to make sure that every pet owner leaves with something useful,” he said.
Why Knowledge Matters to Sherman
One of the clearest themes in Sherman’s interview was education.
He spoke repeatedly about how pet ownership has changed. Cats, dogs and even smaller companion animals are no longer seen merely as possessions. They are increasingly treated as family members, and Sherman believes they should be cared for with the same level of attention.
“When people think of their family members, they think about their diet, their health and whether what they are consuming is suitable for them,” he said. “It is the same for pets.”
That belief shapes the way Pet Expo Malaysia is designed. Sherman did not want the event to be only about buying and selling. He wanted it to be a place where people could ask questions, compare options and learn from professionals.
Visitors can speak directly with exhibitors, veterinarians, breeders, trainers and fellow pet owners who share practical advice on nutrition, grooming and animal health. For Sherman, that exchange of knowledge is just as important as any sale.
“We want to make sure that every pet owner leaves with something useful,” he said.
He knows that even small pieces of information can make a big difference. Understanding that dogs should never eat chocolate, knowing which foods suit different breeds or recognising early signs of illness can all help prevent unnecessary suffering.
That is why he sees education as a form of care.
The impact of that approach extends beyond pet owners. It also benefits businesses. Consumers who understand their pets’ needs are more likely to value quality products rather than choosing solely on price. That gives companies a better chance to explain the value of innovation, research and specialised care.
In Sherman’s view, the expo works because it creates a more informed market. When people know more, they buy better. When they buy better, the whole industry improves.
Helping SMEs Compete Without a Price War
Sherman was candid about the realities facing many of the businesses that exhibit at his events. A large number are small and medium enterprises, and their challenges are familiar ones: limited capital, staffing shortages, intense competition and constant price wars.
“Money is definitely the first challenge,” he said. “Then there are staffing issues, price wars and a lot of competition in the market.”
Rather than seeing exhibitions as simple sales venues, Sherman believes they can help SMEs compete more effectively.
When businesses meet thousands of targeted consumers in one place, they do not have to rely only on discounts to attract attention. They can explain their products directly, answer questions and build trust face to face.
For many SMEs, that personal interaction is invaluable.
It also reflects Sherman’s own understanding of what smaller businesses need. They do not always need another platform that pushes them into a race to the bottom. They need visibility, credibility and a chance to tell their story.
“We want to help SMEs grow, not just sell,” he said.
That philosophy is visible in the way Pet Expo Malaysia structures its events. Alongside the commercial booths, the team invests heavily in activities that keep visitors engaged. Agility competitions, cat competitions and other interactive programmes create memorable experiences while strengthening the bond between owners and their pets.
Sherman sees this as part of the same mission. If visitors enjoy themselves, they return. If exhibitors meet the right audience, they come back too. Over time, that creates a sustainable ecosystem in which both sides benefit.
For him, that is what a healthy industry should look like.
Why Responsible Ownership Matters to Him
Sherman became especially reflective when the conversation turned to responsible pet ownership.
He shared stories of pets being abandoned after changes in their owners’ personal circumstances, including relationship breakdowns. Those stories clearly stayed with him.They reinforced his belief that education must also include compassion and long-term responsibility.
“We hope people won’t simply throw away their pets,” he said.
That concern is one reason Pet Expo Malaysia works closely with animal welfare organisations such as SPCA, Sue Mayang Shelter, Shikin Shelter, Kulim Dogs Shelter and IAPWA. These groups are given complimentary exhibition booths so they can educate visitors, promote responsible ownership and facilitate pet adoptions.
For Sherman, this is not a side activity. It is part of the expo’s identity.
He believes that an industry event should do more than generate business. It should also contribute to the wellbeing of the community around it. By giving shelters and welfare groups a platform, Pet Expo Malaysia helps raise awareness about adoption and the lifelong commitment involved in bringing an animal into the family.
That approach reflects Sherman’s broader view of leadership.
Commercial success and social responsibility, in his eyes, are not competing goals. They strengthen each other. A stronger industry can support better welfare work, and a more responsible community can sustain healthier growth.
It is a practical philosophy, but also a personal one. Sherman speaks about these issues not as abstract policy concerns, but as matters that affect real animals and real families.
A Bigger Vision for Malaysia’s Pet Industry
Sherman’s long-term goal is simple but ambitious: he wants Pet Expo to be the first name Malaysians think of when they think about pets. That vision is already taking shape through the event’s expansion across different regions and the launch of specialised showcases such as Asia Cat Expo, which reflects the country’s fast-growing feline market.
He sees strong potential in Malaysia’s multicultural population, particularly the large number of cat-owning households, and believes this creates real opportunities for businesses entering or expanding in the industry. The event has also drawn exhibitors and visitors from South Korea, Taiwan, China, Singapore, Indonesia, Vietnam and Turkey, helping position Pet Expo Malaysia as a regional meeting point for the pet industry.
For Sherman, the real success of Pet Expo Malaysia is not just its growth, but its purpose. It is a platform that connects businesses, pet owners and industry players while keeping animals at the centre of the conversation. In a market that increasingly values authenticity, education and experience, his vision is to build something that supports both industry growth and the people and pets it serves.
Don’t Miss Asia Cat Expo 2026
As Pet Expo Malaysia continues to grow, Sherman is setting his sights on an even bigger stage. One of the organisation’s flagship events this year is the 9th Asia Cat Expo, which will take place from 9 to 11 October 2026 at the Malaysia International Trade and Exhibition Centre (MITEC), Kuala Lumpur.
Bringing together pet owners, breeders, retailers, distributors and industry professionals, the three-day event promises far more than a shopping experience. Visitors can expect the latest pet products, educational talks, expert advice, interactive activities, cat competitions and opportunities to connect with some of the region’s leading brands and organisations.
The event also reflects Sherman’s ambition to position Malaysia as a regional hub for the pet industry. Previous editions have attracted participants from countries including South Korea, Taiwan, China, Singapore, Indonesia, Vietnam and Turkey, demonstrating the growing international interest in Malaysia’s pet market.
Whether you are a lifelong cat enthusiast, an entrepreneur exploring opportunities in the fast-growing pet industry or simply someone looking to become a more responsible pet owner, Asia Cat Expo 2026 offers something for everyone.
As Sherman has consistently emphasised throughout his journey, the goal has never been merely to organise exhibitions. It has always been to create a platform where knowledge is shared, businesses flourish and the bond between people and their pets grows stronger.
The 9th Asia Cat Expo will be held from 9–11 October 2026 at MITEC, Kuala Lumpur. For more information, visit https://petexpomalaysia.com/ or follow Pet Expo Malaysia on its official social media channels.
