An instrumental member of the working committee behind the first Starbucks signing store in the world, Siew’s career decisions are driven by a desire to leave a lasting legacy of positive change for “people, planet and coffee”. As head of sustainability and social impact at Starbucks Malaysia, the goal of creating a more inclusive work environment continues to drive her today. 

Siew had already been working with a number of Deaf partners prior to the development of the first signing store and had recognised that their roles were limited to simpler tasks.

"We saw the drive and ambition of Aizad and Lin, two of our Deaf partners who wanted to be baristas and dreamed of becoming managers one day," says Siew. "It made us realise that we needed to do more to support them."

Despite not having much in-depth experience working with the Deaf community, Siew and her team saw an opportunity to make a real difference in the lives of this group. “We wanted to change that and create a space where they could genuinely thrive through leadership opportunities.”

“For me, it’s not just about professional success, it’s about contributing to something that truly matters,” she adds. “I regularly reflect on the impact I’ve already made and the potential for future change. My motivation stems from a deep desire to make a meaningful impact, especially for people with disabilities (PwDs). Every time I encounter the challenges they face, such as during interviews with Deaf candidates, I’m reminded of why my work is so important. I want to create opportunities that help to level the playing field for them.”

Working in collaboration with The Society of Interpreters for the Deaf (SID), Siew conceptualised Starbucks Malaysia’s signing store, thoughtfully designed to provide employment opportunities for Deaf team members who are trained to become managers and team leads in their own right. 

The company had two sign language interpreters from SID to help with translation during the hiring, training and coaching of Deaf team members at the store. Hearing team members were also taught sign language to keep everyone on the same page. Aesthetics-wise, the signing store was much like any other outlet in the country. But, instead of cheerfully calling out beverage orders and customer names, baristas would use sign language. 

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Customers at the store place orders via tickets, and baristas key them into the point-of-sale system. Customers then verify their orders on the dual screen and pick up their drinks or food once their order number appears on a screen above the pick-up counter. 

With baristas adept in Malaysian Sign Language (MSL), Deaf and hard of hearing customers can walk in and order their coffee confidently in a space that takes their needs and preferences into consideration.

“The launch of our first signing store was one of the most profound moments of my career,” recalls Siew. “Being part of the working committee and witnessing the immediate, overwhelming response from both local and global communities was truly humbling. The trust and support from our customers, recognising the importance of inclusivity and awareness for people with disabilities, made all the hard work worthwhile.”

From these pioneering efforts, there are now more than 20 Starbucks signing stores in the world, including in the United States, Indonesia, Japan and China. 

“Knowing that our work inspires others to take action and seeing the personal growth in our deaf partners is incredibly fulfilling,” adds Siew. “It’s incredibly humbling and gratifying to see our model of inclusivity being embraced globally.”

In August last year, Borneo’s first signing store opened its doors in Vivacity Megamall, Kuching—the third signing store in Malaysia after the Kuala Lumpur and Penang (which opened in 2019) branches. “We’ve always aimed to create a safe space for both the Deaf and hearing communities, a space where conversations can flow freely in the Malaysian Sign Language,” says Siew.

From baristas to customers, Siew’s undeterred vision for inclusivity has found its way to everyone around her. Her sense of dedication and kindness has even made an impression on the top management.

“Working with Rina has been truly inspiring. She is passionate, insightful and deeply connected to the needs of the Deaf community,” says Berjaya Food Berhad group CEO Dato’ Sydney Quays, who is also managing director of Starbucks Malaysia and Brunei.

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“Starbucks Malaysia has been working with Deaf partners even before the idea of the signing store was conceptualised—Rina saw the need to provide an inclusive platform where they can thrive through leadership opportunities. When it comes to inclusion in the workplace, Rina always pushes us to think beyond ‘opening doors’—with her, it was always about making sure that these doors lead to concrete opportunities for a better future,” adds Quays.

An honouree of The George H.W. Bush Points of Light Awards 2020, Siew also worked closely with the Young Women’s Christian Association (YWCA) in Kuala Lumpur in 2019, helping underprivileged women learn sewing skills and upcycle Starbucks coffee bags into purses that were sold in Starbucks stores to help raise funds for YWCA programmes. 

“As Starbucks has expanded, I’ve been able to evolve with it, shaping our sustainability goals and social initiatives,” says Siew. 

Below, she shares more about the lives that have been impacted by her work, how she deals with self-doubt, and her strategies for mobilising others in service of a worthy cause.

How many people from the Deaf community have been employed by Starbucks Malaysia since the opening of the Signing Stores? 

As of July 3, 2024, we have 19 Deaf partners (employees) who are integral members of our Starbucks family. Each of their stories is a testament to resilience and growth. Some of our Deaf partners have represented Malaysia in the Starbucks Barista Championship, and several have become certified Deaf Coffee Masters, with some even advancing to become Deaf Advanced Coffee Masters. Seeing their confidence and skills grow over time is one of the most rewarding aspects of my work.

What strategies have been most effective in mobilising others to support the positive change you want to make?

As a project lead, clarity and purpose are essential. Knowing what I want to achieve is the first step. Involving all stakeholders, maintaining clear and transparent communication, and fostering a collaborative environment are key strategies. These efforts ensure everyone is aligned and committed to the same goals, making it easier to mobilise support and drive change.

What do you think is the greatest change that has resulted from your efforts?

The expansion of signing stores around the world is a significant achievement, reflecting the growing acceptance and support for PwDs. Seeing our Deaf partners grow in both soft and hard skills, and witnessing the broader community’s acceptance of PwD, has been incredibly rewarding. These changes are slowly but surely reshaping the landscape of inclusivity and accessibility in our industry, proving that our efforts are making a real difference.

How have you overcome self-doubt in your journey?

Overcoming self-doubt and imposter syndrome has been a journey of self-awareness and growth. I stay grounded by focusing on my purpose and objectives, which helps me stay on track. Acknowledging and reframing negative thoughts is crucial, as is seeking mentorship and building a strong support network. 

I celebrate my achievements, both big and small because I feel that it is essential for maintaining perspective. Continuous learning is also key—that’s why I’m always looking for opportunities to grow and improve as this helps me stay confident.

What legacy do you hope to leave at Starbucks Malaysia and in the broader F&B community?

The legacy I hope to leave is one where inclusivity is at the heart of everything we do. Through Starbucks signing stores, we’ve shown that creating opportunities for people with disabilities can transform not just businesses but entire communities.

I hope that inclusivity becomes the norm in our industry, where diversity is celebrated, and everyone, regardless of ability, has a place to thrive. For me, it’s about empowering people, fostering connections and leaving behind a culture where everyone belongs.

Front & Female Changemakers celebrates the extraordinary journeys of inspiring women who have emerged as powerful changemakers in a range of fields, offering a glimpse into their lives and showcasing their courage, vision and relentless pursuit of change and progress. From social entrepreneurs and business leaders to educators, artists, activists and scientists, Front & Female changemakers exemplify the ability to challenge the status quo and demonstrate the power of women to effect change.

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