What Mushe Inc. does

Mushe Inc. (operating as MUSH-E) is a privately held Malaysian custom PC retailer and system integrator headquartered in Seri Kembangan, Selangor. Founded by Mushi, a world-renowned Malaysian Dota esports player, the company sells pre-built gaming and office desktops, custom-configured PCs, laptops, individual components, peripherals, monitors, and gaming furniture to Malaysian consumers and small businesses. Revenue is generated primarily through direct-to-consumer e-commerce on a Shopify storefront, supported by a single physical retail location and WhatsApp-based sales for custom builds, upgrades, and corporate enquiries.

The product portfolio spans five MUSH-E gaming PC chassis series (Classic, Frost, Showcase, Compact, Wood) differentiated by design and thermal approach, five MUSH-E Office PC models across budget and performance tiers, Play Series and Work Series laptops, a custom-build service, a full components catalog (CPUs, GPUs, motherboards, memory, storage, cooling, PSUs), and brand-name peripherals and monitors. A HIKSEMI strategic partnership supplies preferred storage and memory components. Professional services include PC repair, hardware/software upgrades, monitor calibration, and corporate B2B solutions covering bulk deployment, maintenance contracts, and dedicated IT support.

The company operates with a team of approximately eight staff covering founder, managing director, business development, technical, procurement, social media, and development functions. Pricing is denominated in Malaysian Ringgit and ranges from approximately MYR 1,119 for entry-level office configurations to MYR 9,069+ for high-end RTX 5080 gaming systems. Distribution is omnichannel within Malaysia: Shopify e-commerce, one physical storefront, and WhatsApp-driven direct sales. Marketing is concentrated on social media (Facebook, Instagram, TikTok, YouTube) and esports community engagement, including sponsorships of professional Dota2 players and teams. Revenue is not publicly disclosed and no external funding has been reported.

Name

Mushe Inc.

Legal name

MUSH-E STORE

Website

https://mush-e.com

Company type

Private

Operating status

Operating

Ownership category

akta.pro rank

Headquarters

HQ city

Seri Kembangan

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Hardware Sales: Sale of pre-built desktop PCs (gaming and office), laptops, and individual PC components including CPUs, GPUs, memory, storage, power supplies, cooling solutions, chassis, and peripherals
2. Custom PC Building Services: Custom PC building service tailored to customer needs and budget, from gaming rigs to workstations, with quality components and professional assembly
3. PC Services: Additional services including PC cleaning (dust removal, thermal paste replacement, sanitization), hardware/software upgrades, software installation, network setup, and expert consultations
4. Corporate B2B Solutions: Specialized business solutions including bulk PC deployment, maintenance contracts, and dedicated IT support for corporate clients

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Mushe Inc. (branded MUSH-E) is a Malaysian PC retailer and system integrator that sells pre-built gaming and office PCs, laptops, individual PC components, peripherals, and monitors. It also offers custom PC build, repair and upgrade, monitor calibration, and corporate B2B deployment services through its online store, walk-in retail, and WhatsApp consultations.

Product overview

Mushe Inc. operates as a Malaysian PC retailer and system integrator offering a comprehensive portfolio of pre-built and custom gaming/office PCs alongside components and peripherals. The product line spans five distinct MUSH-E branded gaming PC series (Classic/Frost/Showcase/Compact/Wood) differentiated by design aesthetics and thermal solutions, five MUSH-E Office PC models ranging from budget to performance tiers, Play Series and Work Series laptop lines, custom PC build services, individual PC components (CPUs, GPUs, motherboards, memory, storage, cooling, power supplies), gaming peripherals (mice, keyboards, headsets, mousepads), gaming furniture, monitors, and professional services including repair, upgrades, monitor calibration, and corporate B2B solutions. The company is founded by world-renowned Dota player Mushi and operates from Seri Kembangan, Selangor.

Differentiator

Problem solved

Functional benefit

Brands

• BY MUSHI: Affordable PC line, as described: 'Affordable, so you can spend more on skins you won't know how to use.'

Products and services

• MUSH-E 301 (Classic) Gaming PC Entry-level gaming PC lineup featuring budget-to-mid-range GPU options including RTX 5050, RTX 5060, RTX 3060, and Ryzen or Core Ultra processors, targeted at individual gamers and esports enthusiasts.
• MUSH-E Frost Gaming PC Mid-range to high-performance gaming PC lineup with premium cooling solutions and GPU options up to RTX 5080 for performance-focused gamers.
• MUSH-E Showcase Gaming PC Premium gaming PC lineup featuring full tempered glass panels for displaying internal components, with GPU options from RTX 5050 up to RTX 5080.
• MUSH-E Compact Gaming PC Small form factor gaming PCs designed for space-conscious users with efficient layouts and GPU options up to RTX 5060 Ti.
• MUSH-E Wood Gaming PC Stylish gaming PCs featuring wood-accented design elements with GPU options ranging from RX 580 up to RTX 5080.
• MUSH-E Office A3 WiFi Budget office PC powered by AMD Ryzen 3 3200G with 8GB RAM and 128GB SSD, WiFi-enabled for small business productivity use.
• MUSH-E Office I3 WiFi Entry-level Intel office PC with Core i3 14100, 8GB RAM, and 256GB SSD for everyday productivity tasks.
• MUSH-E Office A5 WiFi Mid-range AMD office PC with Ryzen 5 5500GT processor, suitable for demanding office applications.
• MUSH-E Office I5 WiFi Performance office PC featuring Intel Core i5 14400 for business productivity and multitasking.
• MUSH-E Office U5 WiFi Modern office PC powered by Intel Core Ultra 5 225 processor with 8GB RAM and 500GB SSD.
• Custom PC Build Service Bespoke PC building service allowing customers to configure and order custom-tailored computers based on their specific requirements and budget.
• Play Series Notebooks Gaming-focused laptop lineup designed for immersive gaming experiences.
• Work Series Notebooks Productivity-focused laptops including Acer Aspire Lite, COLORFUL Rimbook, Lenovo IdeaPad, and XPG XENIA Xe ultrabooks.
• PC Components Individual PC parts including CPUs, chassis, mainboards, GPUs, memory, storage, power supplies, air and liquid coolers, and chassis fans from various brands.
• Peripherals Gaming peripherals including mice, keyboards, headsets, mousepads, and gaming furniture from brands like Logitech and SteelSeries.
• Monitors Gaming and productivity monitors from Acer, Aiwa, ViewSonic, Samsung, BenQ, MSI, Philips, and ASUS with various resolutions and refresh rates.
• Repair & Upgrade Services PC repair, cleaning, and hardware/software upgrade services including thermal paste replacement, RAM upgrades, GPU installations, and storage expansions.
• Monitor Calibration Service Professional display calibration service ensuring accurate colors and optimal settings for gaming, content creation, and professional work environments.
• Corporate B2B Solutions Specialized business solutions including bulk PC deployment, maintenance contracts, and dedicated IT support for corporate clients.

Quantifiable outcome

• Custom PC configurations starting from MYR 2,839 for gaming and MYR 1,119 for office use

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• HIKSEMIcoreTechnology or IntegrationHIKSEMI is positioned as MUSH-E's preferred storage and memory brand. MUSH-E emphasizes stocking HIKSEMI as a top-tier product that other retailers overlook, offering quality SSDs and memory at competitive prices. This partnership provides MUSH-E with differentiated component offerings.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• NZXT: Global custom PC builder known for its own-branded components and pre-built BLD kits targeting gamers and streamers. Comparable in custom-build focus and gamer demographic, though operating at significantly larger scale and more international reach than MUSH-E.
• iBuyPower: US-based custom gaming PC builder with strong esports sponsorships and configurator-driven sales model. Comparable in esports-anchored brand positioning, customization tooling, and gaming audience focus—relevant strategic parallel to MUSH-E's esports-tied identity.
• Dreamcore: Malaysian custom PC builder offering bespoke gaming and workstation builds, pre-built systems, and components through both online and physical retail channels. Most direct comparable to MUSH-E given shared Malaysian market focus, custom-build service model, and similar customer demographic of gamers and content creators.
• MAINGEAR: US-based boutique custom PC builder focused on high-end gaming and workstation systems with premium assembly and support. Comparable in premium custom-build positioning and configuration expertise, though at higher price tiers than MUSH-E.
• Aftershock: Singapore-headquartered custom gaming PC and laptop brand that has expanded into Malaysia. Closely comparable in custom-build model, gaming focus, and regional Southeast Asia footprint, making it the most direct competitive threat to MUSH-E in the Malaysian market.
• CyberPowerPC: US-headquartered custom gaming PC builder offering configurable pre-built systems, components, and peripherals. Comparable in product portfolio and customization-first value proposition, though serving a different geography.

Broad incumbents

• MSI: Global PC and component manufacturer with strong gaming focus across desktops, laptops, motherboards, GPUs, and monitors. Comparable in product breadth spanning PCs, components, and monitors, and serves overlapping gaming and productivity customer segments.
• Lenovo (Legion): Global PC OEM with its Legion gaming line competing in gaming desktops and laptops, plus IdeaPad/Legion laptops in MUSH-E's Work/Play series categories. Larger incumbent with scale advantages, financing options, and enterprise B2B channels that overlap with MUSH-E's corporate offerings.
• ASUS (ROG): Global PC OEM with strong gaming focus through its ROG (Republic of Gamers) brand, offering pre-built gaming desktops, laptops, components, and peripherals. Overlaps with MUSH-E's gaming PC and peripherals offerings as a much larger incumbent with broader portfolio and stronger supply chain.

Others

• Cooler Master: Global PC component manufacturer specializing in cases, cooling, power supplies, and peripherals. Noted as MUSH-E's build partner for the Cooler Master Sneaker X PC and supplies chassis categories that MUSH-E resells; relevant as an upstream supplier and ecosystem participant rather than direct competitor.

Market position

Strengths4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@mushimushe
• Facebookfacebook.com/mushe.pc
• Instagraminstagram.com/mushimushe
• TikToktiktok.com/@mushimushee

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mushe Inc.