Humanity Heroes

What Humanity Heroes does

Humanity Heroes Foundation is a Malaysian non-profit foundation (established 2013, headquartered in Kuala Lumpur) that operates humanitarian programs for refugees, asylum-seekers, and disaster-affected communities in Malaysia. Its three core program lines are: (1) the Flash Flood Emergency Appeal, a disaster relief and volunteer coordination initiative; (2) Hidden Kitchens & Missing Treasures, a dual-channel retail platform (physical store at Malaysian Grand Bazaar in Bukit Bintang City Centre plus a globally accessible online store) that enables refugees—who cannot legally work in Malaysia—to sell handmade products such as crafts, food, and accessories, with refugees receiving 100% of sales and no fees charged by the foundation; and (3) Youth Initiative 2022, a multi-event awareness program covering webinars, game nights, accessories workshops, video and poster competitions, and online quizzes, delivered via Zoom, Google Meet, Gather Town, Wonder, and Kahoot.

The organization's underlying technology stack is conventional and platform-dependent rather than proprietary: an e-commerce storefront for refugee product sales, multi-rail donation processing across PayPal and seven Malaysian payment methods (Boost, GrabPay, Maybank QR, MCash, NetsQR Online, ShopeePay, Touch 'n Go), and third-party virtual event platforms for program delivery. There is no proprietary AI/ML, no app, and no public API.

The business and revenue model is donation- and grant-driven rather than commercial. Individual donations are accepted at tiers of RM10, RM25, RM50, RM100, RM250, or custom amounts, with 100% directed to the cause. Small workshop participation fees (e.g., RM10 for accessories workshops) are charged but immaterial. The Hidden Kitchens marketplace generates zero top-line revenue for the foundation because it passes 100% of sales to refugees with no commission; shared store operating costs (RM7,832.50 monthly for 40-45 vendors) are absorbed by the refugee vendors themselves. Strategic partnerships with the International Organization for Migration (IOM) Malaysia, the European Union (as funder), Southern University College, and Alien No More provide institutional support and program co-delivery. The customer base comprises refugees and asylum-seekers (program beneficiaries), Malaysian youth (awareness audience), and individual donors plus institutional funders.

Name

Humanity Heroes

Legal name

Humanity Heroes Foundation

Website

https://humanityheroes.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Humanity Heroes Foundation is a Malaysian non-profit that supports refugees, asylum-seekers, and disaster-affected communities through donation appeals, a refugee-run physical and online marketplace, and youth awareness programs delivered with IOM, the EU, and local partners.

Ownership category

akta.pro rank

Product category

Humanitarian Services

NAICS

Emergency and Other Relief Services (624230), Grantmaking and Giving Services (8132)

SIC

Services-Social Services (8300)

akta.pro primary industry

Refugee & Humanitarian Newcomer Orientation (Resettlement Support) (EDAAADAI)

akta.pro secondary industries

Disaster Recovery, Reconstruction & Resilience Programs (BPAGAAAK), Refugee, Crisis & Humanitarian Education Partnerships (EiE) (EDADALAG)

Keywords

• Humanitarian aid services
• Refugee support programs
• Disaster relief fundraising
• Youth engagement initiatives
• Refugee artisan marketplace

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Donations: The organization raises funds from donors for humanitarian causes including emergency relief (flash floods). 100% of funds raised are directed to the cause with no fees taken by the organisation.
2. Refugee Product Sales: Hidden Kitchens & Missing Treasures enables refugees to sell handmade products (crafts, food, accessories) through a physical store and online store. Refugees receive 100% of sales with no fees charged by Humanity Heroes.
3. Event Participation Fees: Small fees charged for workshops and events (e.g., RM10 accessories workshop fee).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Humanity Heroes Foundation is a Malaysian non-profit that runs humanitarian programs connecting donors, volunteers, organisations, and beneficiaries. Its portfolio includes a refugee artisan marketplace (Hidden Kitchens & Missing Treasures) with a physical store and online storefront, disaster relief fundraising appeals (Flash Flood Emergency Appeal), and youth awareness programs (Youth Initiative 2022 featuring webinars, workshops, game nights, and competitions).

Product overview

Humanity Heroes Foundation operates as a humanitarian organization connecting volunteers, donors, organizations, and beneficiaries through multiple project programs. The portfolio includes disaster relief initiatives (Flash Flood Emergency Appeal), refugee empowerment platforms (Hidden Kitchens & Missing Treasures with physical and online stores), and youth engagement programs (Youth Initiative 2022 featuring webinars, game nights, workshops, and competitions). The organization functions as a program coordinator rather than a technology product company, relying on third-party platforms for delivery.

Differentiator

Problem solved

Functional benefit

Brands

• Hidden Kitchens & Missing Treasures: A project empowering refugees in Malaysia with business opportunities by providing physical and online store platforms to sell handmade products.
• Youth Initiative
• Flash Flood Relief

Products and services

• Flash Flood Emergency Appeal Emergency disaster relief initiative providing fundraising and volunteer coordination for communities affected by flash floods in Malaysia. Targets donors and volunteers supporting flood-affected communities.
• Hidden Kitchens & Missing Treasures Refugee artisan marketplace providing a physical store and online storefront that enables refugees in Malaysia to sell handmade products (crafts, accessories, food, artwork) with 100% sales payout, complete business infrastructure (payment gateway, POS, credit card terminal), entrepreneurship training, and shared low running costs across 40-45 vendors.
• Youth Initiative Webinar Full-day virtual event featuring keynote addresses, forum sessions, and policy discussions on refugee and migrant integration in Malaysia, hosted in partnership with IOM Malaysia and other organizations.
• Blur the Lines Game Night Virtual game night fostering cultural empathy through Rohingya language learning activities including Pictionary, Guess, Fish Bowl, and Campfire Stories, held on the Gather Town platform.
• Accessories Workshop Online craft workshop teaching participants to create necklace accessories, conducted via Zoom as part of Youth Initiative activities with RM10 per-participant fee.
• Youth Initiative Online Quiz Three-level competitive quiz competition on refugee and migrant topics held on the Kahoot platform, with prizes for top performers across beginner, intermediate, and advanced levels.
• Youth Initiative Poster Competition Creative competition inviting participants to design physical or digital posters depicting solidarity between Malaysians and refugees/migrants, with cash prizes for winners.
• Youth Initiative Video Competition Short video competition hosted with IOM Malaysia to promote positive perceptions of refugees and migrants, with submissions between 3-5 minutes judged on content, communication, technical, and cultural criteria.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Partnerships

Four partnerships are on record, tiered core and minor.

• International Organization for Migration (IOM) MalaysiacoreStrategic or Co-development Partner · 1 January 2022IOM Malaysia collaborated with Humanity Heroes and other partners to host the Youth Initiative 2022, including webinars, competitions, and events promoting positive perceptions of migrants and refugees.
• Alien No MorecoreStrategic or Co-development Partner · 1 January 2022Alien No More is a youth-led collective committed to fighting local stigmas towards refugees in Malaysia. They co-organized the Youth Initiative Webinar and related programs with Humanity Heroes.
• Southern University CollegecoreStrategic or Co-development Partner · 1 January 2022Southern University College co-organized the Youth Initiative 2022 programs including the webinar, accessories workshop, and video competition with Humanity Heroes.
• Malaysian Grand BazaarminorOthers · 1 January 2022Malaysian Grand Bazaar in Bukit Bintang City Centre will host the Humanity Heroes physical store for refugee vendors.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Mercy Corps: Large global humanitarian organization with extensive programs in disaster response, economic recovery, and youth engagement across fragile contexts. Comparable in combining disaster relief with youth and economic-empowerment programming, though at global institutional scale.
• International Rescue Committee (IRC): Major global humanitarian organization delivering emergency relief, refugee resettlement support, and economic recovery programs across dozens of countries. Comparable on the integrated humanitarian-plus-refugee-empowerment model, but at vastly greater scale and with a global footprint.
• UNHCR (UN Refugee Agency): The UN agency mandated to lead and coordinate international action for the protection of refugees. Comparable as the global anchor for refugee economic inclusion (e.g., MADE51) and as the institutional counterpart that Humanity Heroes already partners with via IOM-adjacent channels in Malaysia.

Direct peers

• Asylum Access: International nonprofit focused on refugee rights and economic empowerment, including livelihood and self-reliance programs. Comparable in combining humanitarian support with refugee economic agency, although its model is more advocacy- and legal-aid-weighted.
• MADE51: UNHCR-led initiative that connects refugee artisans with global markets to sell handmade products. Highly comparable in mission and model (refugee artisan marketplace with 100% producer payout) but operates at global scale through UNHCR's institutional backing.
• PichaEats: Malaysia-based social enterprise that enables refugees to prepare and sell home-cooked meals to the public through a digital platform. The closest direct comparable to Humanity Heroes' Hidden Kitchens & Missing Treasures, operating in the same Malaysian legal context and serving the same refugee entrepreneur segment.

Regional players

• Tenaganita: Malaysian NGO advocating for the rights of migrants, refugees, and women workers. Comparable in serving the same refugee and migrant community in Malaysia, with a stronger rights-advocacy and case-management orientation rather than economic empowerment.
• MERCY Malaysia: Established Malaysian humanitarian organization providing disaster relief, health services, and humanitarian aid domestically and regionally. Comparable on the Flash Flood emergency relief and Malaysian humanitarian footprint, though operating at substantially larger scale and across a broader program set.
• Islamic Relief Malaysia: Malaysian chapter of a global Islamic humanitarian organization running disaster relief, refugee support, and community-development programs. Comparable in mission and Malaysian operational presence, particularly on the emergency disaster relief side.

Emerging players

• Refuge Coffee: US-based social enterprise employing refugees through a specialty coffee business. Comparable in using a customer-facing commercial venture (rather than pure aid) as the economic-empowerment vehicle for refugees, though at much smaller scale and in a different regulatory environment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/humanityheroes_
• Facebookfacebook.com/humanityheroes
• Instagraminstagram.com/humanityheroes
• LinkedInlinkedin.com/company/humanityheroes

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Humanity Heroes