From Pasar Malam Girl to CEO: The One Decision That Changed Everything | Catherine Goh (Santan)

From helping at pasar malam with her family to running Santan as AirAsia’s youngest CEO—Catherine Goh’s story isn’t luck; it’s choices, grit, and Malaysian-level hustle. In this raw conversation, Catherine shares how early money lessons from the night market shaped her work ethic, the “one big break” that almost didn’t happen, and the tough calls she had to make before anyone believed she was ready.

We get into the real behind-the-scenes of building a modern F&B brand: turning Malaysian flavours into a scalable menu, balancing margin vs quality, and leading when you’re the youngest person in the room. She opens up about rejection, imposter moments, and the systems she built to keep Santan moving—even when resources were tight.

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