The Smart Local (malaysia) Sdn. Bhd.

What The Smart Local (malaysia) Sdn. Bhd. does

The Smart Local (Malaysia) Sdn. Bhd. is a private Malaysian digital media publisher and a wholly-owned subsidiary of Singapore-headquartered TSL Media Pte. Ltd. Founded in 2012 and headquartered in Kuala Lumpur at Northpoint Office Tower, Mid Valley City, it operates the website thesmartlocal.my as an English-language hyperlocal guide covering travel, lifestyle, food, culture, news, and adulting categories across Malaysia (with strongest concentration in the Klang Valley and Johor). Content is produced by an in-house team of Malaysian creators (approximately 12 visible editorial, video, business development, and finance roles), and the platform reaches over 4 million people monthly with an audience that is 76% Malaysian and 13% Singaporean, plus an English-speaking expat segment.

The company's core products are its owned media channels — a website, branded social accounts (Facebook 659K likes, Instagram 349K, YouTube 217K, TikTok 137K, Telegram 472K), and a user account platform called TSL Connect — plus the regional TelegramCollective mobile-push network. The underlying technology stack is a WordPress CMS with Google Analytics and social media API integrations; the parent group has developed proprietary tools, notably InsightsRN (acquired 2023) for real-time campaign analytics, social media listening, and a DIY campaign builder, plus TSLoffice.com for internal HR/project management.

Revenue is generated via direct enterprise sales of multi-format advertising — editorial articles, short-form social video (TikTok, Reels), long-form YouTube productions (averaging 7+ minute view time), influencer/KOL marketing via a network of 3,000+ creators across Singapore, Malaysia, and Indonesia, and Telegram/WhatsApp broadcast ads — sold under custom pricing on multi-year contracts to advertisers including Singtel, Amazon, Scoot, Grab, Canon, and various SMB F&B clients. The company also offers full-service campaign conceptualization, photography, video production, and post-coverage analytics. As part of TSL Media Group, it benefits from cross-border upsell to advertisers targeting audiences across 8 Asian markets, though its own enterprise ads and SMB content/review opportunities remain the primary revenue mechanics.

Name

The Smart Local (malaysia) Sdn. Bhd.

Legal name

The Smart Local (malaysia) Sdn. Bhd.

Website

https://thesmartlocal.my

Company type

Private

Founded year

2012

Operating status

Operating

Short description

The Smart Local (Malaysia) Sdn. Bhd. is a Kuala Lumpur-based English-language hyperlocal digital media publisher serving Malaysians, expats, and Singaporean visitors with travel, lifestyle, food, and culture content reaching 4M+ monthly users. It monetizes via custom-priced advertising — editorial, video, influencer (3,000+ creators), and Telegram — sold to enterprise advertisers across multiple industries.

Ownership category

akta.pro rank

Product category

Digital Lifestyle Media Publishing

NAICS

Media Buying Agencies (541830), Media Buying Agencies (54183), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB)

akta.pro secondary industries

Influencer Media Buying & Paid Amplification (BPAFABAK), Media Measurement, Attribution & Marketing Mix Modeling (MMM) Services (MPAAABAN)

Keywords

• Digital media publishing
• Lifestyle content creation
• Digital advertising services
• Influencer marketing network
• Hyperlocal travel guides

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Digital Advertising: The primary revenue stream. TSL offers various advertising formats including editorial content, short-form videos (TikTok, Instagram Reels), long-form YouTube videos, and Telegram/WhatsApp broadcast channels. Pricing is customized based on campaign objectives, format, and duration.
2. Influencer Marketing Services: Access to a pool of over 3,000 influencers across Singapore, Malaysia, and Indonesia for brand collaborations and marketing campaigns.
3. Content Creation Services: Services include campaign conceptualisation, editorial coverage, photography asset creation, video production and marketing, digital media consultation, custom publishing, KOL marketing, and full post coverage analytics reports.
4. Regional Marketing Services: Cross-border marketing services through sister sites across Asia including Singapore, Thailand, Philippines, Vietnam, Japan, and Korea.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

The Smart Local Malaysia operates a hyperlocal English-language digital media publication (TheSmartLocal.my) that publishes travel, lifestyle, food, culture, and events content for Malaysian and Singaporean audiences, reaching over 4 million people monthly. The company monetizes its audience through advertising and content marketing services, including editorial content placements, short-form video production (TikTok, Instagram Reels), long-form video production (YouTube, documentaries), influencer marketing via a 3,000+ KOL network, and Telegram-based mobile advertising campaigns.

Product overview

The Smart Local Malaysia is a hyperlocal digital media publishing platform operating under TSL Media Group. The core product is TheSmartLocal.my, an English-language travel, lifestyle, culture, and language guide reaching over 4 million people monthly. The portfolio includes TSL Connect (user account/login platform), acquired tech brands InsightsRN (data analytics) and TSLoffice.com (HR/project management). The company offers advertising services including editorial content, short-form and long-form video production, influencer/KOL marketing (3,000+ influencers), and Telegram advertising, with full campaign conceptualization, photography, and analytics reporting services.

Differentiator

Problem solved

Functional benefit

Products and services

• TheSmartLocal.my
• Editorial Advertising
• Short-form Video Advertising
• Long-form Video Production
• Influencer and KOL Marketing
• Telegram Advertising
• Campaign Conceptualisation and Content Creation Services
• Regional Marketing Services

Quantifiable outcome

• Over 4 million monthly readers in Malaysia
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• TSL Media Group (Parent Company)coreOthersThe Smart Local Malaysia is part of TSL Media Group, which operates 10 brands across 8 Asian markets. The group provides shared resources, data analytics tools (InsightsRN), HR/project management tech (TSLoffice.com), and cross-platform advertising capabilities.
• The Smart Local SingaporecoreStrategic or Co-development PartnerSister brand and original platform. Hyperlocal lifestyle site for Singapore. Key partner for cross-border content and advertising campaigns targeting Singaporeans.
• TelegramCollectivecoreGTM or Marketing PartnerLargest hyperlocal Telegram follower network in the region with over 500,000 subscribers. Provides direct-to-mobile advertising capabilities for targeted community outreach.
• InsightsRNcoreTechnology or IntegrationData analytics tech company within TSL Media Group. Provides social media listening, data tools, and real-time campaign analytics that TSL uses for insights-driven advertising approach.
• Eatbook.sgminorStrategic or Co-development PartnerSister brand focused on hyperlocal food content in Singapore. Part of the TSL Media Group network of lifestyle publications.
• MustsharenewsminorStrategic or Co-development PartnerSister brand focused on hyperlocal news content. Part of the TSL Media Group network.
• ZULAminorStrategic or Co-development PartnerSister brand focused on hyperlocal female lifestyle content in Singapore. Part of the TSL Media Group network.
• Wiki.sgminorStrategic or Co-development PartnerSister brand focused on hyperlocal facts content in Singapore. Part of the TSL Media Group network.
• Regional Sister Sites (Thailand, Philippines, Vietnam, Japan, Korea)coreStrategic or Co-development PartnerCountry-specific The Smart Local sites across 6 Asian markets enabling regional marketing campaigns and content distribution.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Others

• Mustsharenews: Hyperlocal news and lifestyle publisher operating as a sister brand under TSL Media Group. Relevant as an internal group peer and adjacent regional media brand with overlapping audiences and similar content-led monetization model.
• Eatbook.sg: Hyperlocal food content publisher operating as a sister brand under TSL Media Group. Relevant as an internal group peer focused on the F&B advertising vertical with similar branded content and audience monetization model.

Regional players

• SGAG: Singapore-based viral content and meme media brand with strong social media following. Comparable as a hyperlocal content-led digital media brand selling advertising and influencer marketing services, though focused primarily on Singapore market.

Direct peers

• Mothership: Singapore-based hyperlocal digital media publisher covering news, lifestyle, and viral content. Direct peer as a comparable English-language digital media publisher in Southeast Asia monetizing through advertising and influencer marketing with similar target demographics.
• Coconuts Media: Pan-Asia digital media publisher operating across Southeast Asian cities including Bangkok, Jakarta, Manila, Singapore, and Kuala Lumpur. Comparable as a regional hyperlocal digital media brand monetizing through branded content, advertising, and influencer services.
• Vulcan Post: Malaysia and Singapore-based digital media publisher focused on tech, startups, lifestyle, and travel content. Directly comparable as an English-language regional digital media outlet selling branded content and advertising to enterprise clients.
• Rice Media: Asia-focused digital media publisher covering culture, lifestyle, and current affairs. Comparable as a regional English-language media brand operating across multiple Asian markets with advertising-supported revenue model.

Broad incumbents

• TripAdvisor: Global travel content and review platform covering destinations, restaurants, and attractions worldwide. Comparable as a larger travel content platform monetizing through advertising, partnerships, and travel commerce in overlapping travel/lifestyle categories.
• Time Out: Global media brand covering food, culture, travel, and things to do in major cities worldwide. Comparable as an established city-guide media brand monetizing through advertising, content partnerships, and experiential offerings in the lifestyle/travel vertical.
• Lonely Planet: Global travel media brand offering destination guides, content, and travel services. Comparable as a larger, established travel content brand monetizing through content partnerships, branded travel content, and digital advertising in the same travel/lifestyle vertical.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/thesmartlocalsg
• YouTubeyoutube.com/@thesmartlocalmy
• Facebookfacebook.com/thesmartlocalmy
• Instagraminstagram.com/thesmartlocalmy
• TikToktiktok.com/@thesmartlocalmy
• LinkedInlinkedin.com/company/thesmartlocalmy

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries13 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 The Smart Local (malaysia) Sdn. Bhd.