Mr. Wong Seng Cheong (Willie)

Group Chairman, Managing Director

Graduated as a mechanical engineer, Willie started his engineering firm in 1997, taking on government projects as a sub-contractor. Developed with an entrepreneur spirit, he then ventured into the e-commerce sector in 2007, trading supplements and healthcare products via the brand of Xinnara and Diversin on Amazon.

His business has flourished into a multinational company and still operates in the present days. In 2017, seeing the potential Halal market and as an aficionado of oriental food, especially Dim Sum, Willie took over the debt-ridden food manufacturing factory and rebranded it.

After taking over the factory, equipment, and expertise, Willie continued the growth and laid the foundation of Xinn Group of Companies as present days. Since 2017, Xinn Group of Companies has undergone two restructurings and revived from a small company to achieve its first million revenue milestone in 2018.

Ever confident in the potential halal market and Malaysia as the international food hub, Willie is determined to introduce Halal Dim Sum to the Muslim worldwide. He is in charge of planning, corporate strategy, production, and the R&D process in Xinn Group of Companies.

Mr. Willie Wong remains as a director in his previous venture to present.

Mr. Cheam Chong Leng

Group CEO

Mr. Cheam started his career by founding retail pharmacies chain in 2000. He has then nurtured the chain to grow into a five branches pharmacy brand, selling supplements and various controlled drugs and medicine. His effort paid off when the brand attracted Caring Pharmacy Group Bhd’s attention and decided to invest 60% equity stakes in the business.

After the joint venture and public listing process, Cheam then ventured into the education sector by founding a language center with partners. The education center has graduated at least 800 overseas students with a multimillion revenue milestone throughout three years. Cheam had then exited the business when the Ministry of Higher Education froze the students’ visas.

A passionate serial entrepreneur, Cheam has been eyeing the technology and e-commerce sector for a while, and he started the MSC status Cornell Tech Sdn. Bhd. Working with various outsourced partners, Cornell Tech Sdn Bhd has a vast clientele, including Silverlake Group and Indonesia’s Samudera Indra. Within a few years, Cheam has grown his venture into a multimillion software provider company.

Determined to venture into the Food and Beverage sector, Cheam targets to nurture a new company into the next renowned food chain. Utilising his vast business link, Cheam spearheaded the business development division. To date, he has successfully brought Xinnature brand Dim Sum and cold plate frozen food into several local brands, including Tealive, Haji Sharin Low, Atmosphere 360 @ KL Tower, and Chinwoo Seafood Restaurant, to name a few.

Cheam joined Xinn Group of Companies in 2018 and he remains as a director in Cornell Tech Sdn Bhd.

Mr. Raja Azhar

Executive Director

Mr Raja Azhar Raja Azman is a successful entrepreneur. He currently manages his own Fast Moving Consumer Goods (FMCG) brand.

Mr Raja Azhar is an expert in OEM and Private labelling of Cosmetics and Functional Foods. His expertise and experience include:
A. Regulatory and Product Registrations within ASEAN. Malaysia, Singapore, Thailand, Cambodia, Indonesia and Vietnam.
B. Private labelling of cosmetics, personal care, skincare and personal care products.
C. Custom formulation and Private labelling of Dietary supplements and functional foods.

Mr Raja Azhar brings over 21 years of internet and E-business experience. From the development of simple websites to complex shopping carts. He has tremendous Internet and E-branding experience in the International Marketplace like Amazon,, eBay, Etsy, eCrater, and local Marketplaces like Lazada, Carousell, Shopee, and Lelong.

Mr Raja Azhar also developed and launched MYGenPro, a Product authentication and anti-counterfeiting service to help SMEs overcome the problems of fake products and improve customer data tracking and contact.

Mr Raja Azhar holds a Bachelor of Laws (LL.B Hons) and a Master of Laws from the University of East London. He joined Xinn Holdings Sdn Bhd in 2022 as its Executive Director.

Mr. Zakaria Bin Yasin

Non Executive Director

Zakaria Bin Yasin graduated from International Islamic University Malaysia in Bachelor of Human Sciences in Psychology in 1995. He had his Diploma in Public Administration of MARA Institute of Technology in 1988 and Diploma in Translation from Malaysia Translation Association-Dewan Bahasa dan Pustaka in 1994. He is also a certified trainer of Human Resources Development Berhad and certified practitioner of Neuro-linguistic Programming from The International Society of Neuro-Semantics.

He has accumulated 10 years of working experience in the field of training and education in Malaysia. In 1988-1991, he started his career as a training executive at Institute for Policy Research, Kuala Lumpur. He continued his career as a part-time tutor at the International Islamic University Malaysia Matriculation Centre in 1991 and 1992. In 1992 -1994, he worked at BIMB Institute of Research and Training Sdn. Bhd. and continued his career at Kolej UNIKOP from 1997-2001 as a tutor and marketing manager.

He has more than 20 years of experience in training. He involved in conducting training program since 1989 for students at higher education institution throughout Malaysia. After left BIRT, he joined Nor Consult (KL) Sdn. Bhd. as a freelance training consultant, conducting training for participants from private and Government-link Organization in the area of human resource development.

He started conducting regular training for graduates in 1991, and since 2001 till date, he seriously involves in training and consultancy activities, conducting training and coaching session for accumulated more than 10,000 participants from government, GLC, private sector and public in the area of human resource and organizational development, currently focusing more in entrepreneurship development, pre-retirement and innovation and creativity programs.