DMDI ECONOMIC BUREAU

DATIN SERI AZREEN:

THE JOURNEY

OF A STRATEGIC HEROINE

Behind a gentle name and a face that reflects calmness lies a story of steadfast struggle and deep wisdom. Datin Seri Azreen binti Abu Noh is not merely a lawyer, nor only an entrepreneur—she is a symbol of the modern Malay woman who transforms experience into knowledge and challenges into a path toward blessing. Born on 26 August 1969 in a land rich in manners and heritage, she has journeyed through life with strong principles and a profound spirit of service, both in her profession and in her dedication to society.

Beginning her career as a legal trainee after completing her Bachelor of Laws (LLB Hons) at Universiti Kebangsaan Malaysia, Datin Azreen did not treat her legal education merely as a professional tool, but as a bridge to uphold truth and administer justice. From Megat Najmuddin Leong & Co to the Civil Division of the Attorney General’s Chambers, she carried responsibilities involving complex national matters—from dam projects in Perlis to radar projects in Terengganu, from land to the open seas—handling each with clarity of mind and firmness of heart.

Yet her journey did not end within the chambers of law. She ventured into the corporate and engineering world with remarkable competence. Major projects such as KLIA, TNB, and KLCC were not only places where she contributed her expertise, but also arenas that tested her resilience and wisdom. Her transition from the legal profession into entrepreneurship is a testament to her courage to step beyond her comfort zone for personal growth and the advancement of society.

From these extensive experiences emerged various brands that reflect her passion for innovation—including the food and beverage brands a’rooma and Delish, which are now featured at major petrol stations across the country. Not stopping there, she initiated DMMart, a community-friendly convenience store recognized as a new tourism product by the Government of the State of Melaka. Her vision has always looked forward, beyond the boundaries of profit alone—she seeks to create meaningful impact.

Before the COVID-19 pandemic struck in 2020, the A’rooma brand—whose trademark had already been registered—along with the Delish brand had successfully penetrated the market in petrol stations and hospitals. “I myself have a background in the corporate world, having been involved with three public listed companies, including Amway—an international A-rated company listed on Bursa Malaysia,” Datin Seri said confidently, indicating that this experience formed the strong foundation for the strategies and vision she brings in leading the DMDI Economic Bureau.

This experience equipped Datin Seri with the skills to formulate economic strategies when she was appointed Chairperson of the Economic Bureau in 2021. At that time, DMDI did not yet have its own network of entrepreneurs. However, since 2021, through various entrepreneurship programs implemented by the bureau, the Economic Bureau now includes entrepreneurs from micro and medium levels, up to those prepared to enter the export market.

“I believe that DMDI is becoming increasingly relevant, not only at the local level but also on the international stage. Countries such as China, Cambodia, South Africa, Latin America, and South Korea have shown interest in collaborating and following the development of DMDI because they believe in the organization’s potential to unite and mobilize the global economy,” she said.

In September 2023, she received the “Tun Fatimah Award”, presented by the Deputy Prime Minister of Cambodia, in recognition of her contributions to DMDI. “It is my dream that one day DMDI will be able to restore the glory and renown once enjoyed by places like Melaka or Bintan, which were once famous among traders from all over the world. Therefore, sustainable continuity and a forward-looking vision are the key pillars to ensure that DMDI continues to be a driver of global economic success,” Datin Seri remarked.

Yet perhaps the most touching aspect is the spirit of social activism that beats within Datin Azreen’s heart. Her interest in special-needs children and her efforts to raise awareness about dyslexia reveal the gentle side behind her firm determination. Through the NGO Dunia Melayu Dunia Islam (DMDI), she has not only become a driver of economic initiatives but also a catalyst for social change. Every program she leads is not merely an event, but a platform to nurture hope for the B40 community and those on the margins of society.

As Chairperson of the DMDI Economic Bureau and Regional President for Asia of Kotler Impact, she proves that leadership is not bound to titles but to mission. She writes strategies, formulates plans, and establishes one-stop centers for entrepreneurs—all to ensure that the economy is not merely about numbers, but about values and well-being. She understands that real change occurs only when strong hands are guided by pure hearts.

Awards have accompanied her journey—from Malaysia Industry and Entrepreneur Personality 2017 to the Tun Fatimah Award, and recognition as an Adjunct Professor in Strategic Management. Yet more meaningful than these accolades is the influence she leaves behind—upon women, upon young entrepreneurs, and upon the nation.

So if one asks who Datin Seri Azreen truly is, the answer is more than just a name. She is the reflection of a woman who rises with knowledge, walks with wisdom, and leads with compassion. On a path filled with challenges, she plants the seeds of change—and today, we are all witnessing the tree grow tall and strong, offering shade to the generations to come.

DMDI Business Forum 2025

The DMDI Business Forum, held on 12 August 2025 from 8:00 a.m. to 10:30 a.m. at the Constellation Room, Level 27, Diamond Hotel, Manila, Philippines, carried the theme “Explore Business Opportunities in the Halal Industry, Benefits of AI in Business & Finding Marketplace with DMDI.”

The forum began with an opening address by Adjunct Professor Datin Seri Azreen Abu Noh, Chairperson of the DMDI Economic Bureau, followed by an audio-visual presentation by Sultan Kudarat Industry. Next, Aleem Guiapal, Program Manager of the Halal Task Force, Department of Trade & Industry (DTI) Philippines, delivered the keynote presentation on global trends and the local potential of the halal industry. Jeffrey Leong, representing Alibaba, presented a session on the use of Artificial Intelligence (AI) for business growth and efficiency.

Also present was Undersecretary Myra Paz Abubakar from the Department of Tourism Philippines, who discussed halal tourism and the Muslim-friendly concept in the Philippines. Adhwa Azmil, Assistant Trade Commissioner of MATRADE Manila, shared insights on market connectivity through the DMDI network and global outreach in collaboration with MATRADE.

The forum also featured a business card exchange session, an appreciation speech by Hon. Datu Pax Ali S. Mangudadatu, Governor of Sultan Kudarat Province, and a special message from Tun Seri Setia Dr. Haji Mohd Ali bin Mohd Rustam, Governor of the State of Melaka and President of Dunia Melayu Dunia Islam (DMDI). The event concluded with a group photo session. The presence of distinguished figures from various sectors was expected to strengthen networks of cooperation and open new strategic opportunities, particularly in expanding the halal industry market and strengthening the application of AI in the business world.

The Head of the DMDI Economic Bureau, Datin Seri Azreen, also expressed her appreciation to the President of DMDI for the support and trust given in successfully organizing The 1st DMDI Business Forum in Manila. She expressed her pride in witnessing the immediate synergy formed among Muslim and non-Muslim communities, business entrepreneurs, and government officials. Reflecting on the success of the forum—which brought together more than 100 participants from diverse backgrounds including government agencies, chambers of commerce, and other stakeholders—she proposed that the DMDI Business Forum be organized in all 23 member countries and affiliated partners of DMDI as an effort to expand economic benefits and opportunities at the international level.

DRIVING MALAY MUSLIM ENTREPRENEURS

TO THE GLOBAL STAGE

Under the leadership of Adjunct Professor Datin Seri Azreen binti Abu Noh, the DMDI Economic Bureau continues to take bold steps in empowering the Malay Muslim economy both locally and internationally. Her appointment as Regional President Asia for Kotler Impact Asia is not only an international recognition of her leadership and excellence in regional marketing and strategy, but also a testament to the world’s trust in the leadership of Malay Muslim women in the era of globalization.

1. Economic Diplomacy and Strategic Collaboration

As an initial initiative, the DMDI Economic Bureau has taken proactive steps by establishing strategic collaborations with several key national bodies and agencies, including:

• MOU DMDI–MATRADE

• MOU DMDI–MACMA (Malaysia Chinese Muslim Association)

• MOU DMDI–DMDI International College

One significant meeting took place on 21 July 2025 with Mr. Khairul Nizam Moonier (Director of the Lifestyle & Life Sciences Section, MATRADE), where discussions focused on the export potential of local lifestyle products such as cosmetics, bags, Muslimah fashion, and other Malaysian-made goods. This initiative opens pathways to the global stage, including participation in MODEST Fashion Week, a prestigious platform for Muslimah products.

2. Market Expansion & Technology:

ALIBABA AI CEO TOUR

In preparation for digital transformation and global market expansion, the DMDI Economic Bureau is conducting a working visit to the ALIBABA Headquarters in Hangzhou, China, through the special Alibaba AI CEO Tour program. This initiative provides significant opportunities for a delegation of young entrepreneurs and technocrats from DMDI to understand the potential of smart e-commerce, artificial intelligence (AI), and international logistics, which will later be adapted into DMDI’s strategic action plans following the visit.

3. DMWorld: From DMMart to DMFresh – A Platform for Local Entrepreneurs

Through the DMWorld initiative, the DMDI Economic Bureau aims to achieve sales of up to RM3 million this year.

• DMMart, a convenience store concept, now showcases products from local entrepreneurs for the domestic market.

• DMFresh, to be launched in the near future, will be a fresh market distributing agricultural produce, dairy products, and farm goods from DMDI members.

To date, 50 entrepreneurs have registered, and 13 of them have achieved “ready to export” status to 23 DMDI member countries, including Brunei, Indonesia, the United Kingdom, China, Sri Lanka, and Australia.

4. Melaka Madani Farmers’ Market and Essential Food Intervention

DMDI has also collaborated in organizing the Melaka Madani Farmers’ Market—an initiative that enables the public to obtain essential goods at affordable prices. During the event officiated by TYT Melaka, Tun Mohd Ali Rustam, DMDI targeted sales returns of RM200,000 through the Pre-Ramadan Sale in Bukit Katil, followed by Aidilfitri Sales. This initiative involved collaboration with KPDN, MBMB, FAMA, and the Department of Veterinary Services.

5. Supply Resilience & Support for the Agricultural Industry

As direct support for the stability of the food supply chain, DMDI also supports the initiatives of the Egg Action Team @Melaka and FAMA in distributing 2.4 million eggs across Peninsular Malaysia ahead of Ramadan and Syawal. This includes the export of 600,000 eggs weekly from farms in Jasin—a collective commitment toward public well-being and the sustainability of essential food supplies.

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6. Capacity Building and Entrepreneurial Education

Collaboration with the DMDI International College also encompasses the development of entrepreneurship education modules and technical training, ensuring that participants are not only able to conduct business but are also skilled in managing, expanding, and penetrating markets with effective strategies.

7. An Open Call to Malay Muslim Entrepreneurs

Datin Seri Azreen has also called upon entrepreneurs who are still struggling to find market access to register with DMDI. The organization is ready to provide guidance, networking opportunities, and sustainable export platforms. “From the farm to international markets, from workshops to the global stage—we provide the pathway,” she said.

8. An Economic Mission Rooted in the Ummah

The DMDI Economic Bureau does not merely move products; it builds an economic ecosystem rooted in the spirit of the Ummah—one that educates, guides, and elevates the dignity of Malay Muslim entrepreneurs on the world stage. With a collaborative spirit and a mission grounded in blessing and purpose, DMDI embraces the challenges of the modern era with confidence—believing that the economy is not merely about numbers, but about trust, responsibility, and collective struggle.

Congratulations are extended to Prof. Adjunct Datin Seri Azreen Abu Noh, J.P., on this appointment. As it is often said, “Those who bring peace are planting the seeds for a brighter tomorrow.” May this noble trust continue to guide Datin Seri to lead with wisdom, inspiring and guiding us all toward a future that is more meaningful, distinguished, and full of blessings.