Smilie founders holding branded gift boxes

About Smilie

Gifting, reimagined from Singapore.

We're passionate about helping businesses create authentic relationships through high-quality promotional products and custom merchandise, one meaningful gift at a time.

Our Story Meet the Team

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Our Story

From a bold idea to
Southeast Asia's gifting partner.

Founded in 2023, Smilie began as a small team with a bold vision — to make quality gifting effortless, accessible, and meaningful. Corporate gifting had long been a chore. We built the platform to change that entirely.

2023

Founded in Singapore with a mission to transform corporate gifting

500+

Happy clients across APAC and beyond

20+

Countries reached through our regional network

24hr

Average turnaround from brief to tailored proposal

The Problem We Solved

Gifting was broken.
We fixed it.

Corporate gifting had long been seen as a chore — low-quality products, high minimum order quantities, opaque pricing, and tedious ordering processes that consumed more time than they were worth. Businesses were stuck choosing between paying a premium or drowning in vendor management.

✓One platform instead of hunting multiple vendors for every occasion
✓Transparent pricing with no hidden fees before you commit
✓Low minimum order quantities for one recipient or ten thousand
✓In-house embroidery, printing, and personalisation for full quality control
✓Direct-to-recipient delivery across Southeast Asia

"By leveraging technology and a mature supply chain, we make it easy for businesses to discover the right gifts, customise them effortlessly, and deliver anywhere — all at a fraction of the traditional cost."— Wee Leng, Co-Founder

Curated birthday gift box with snacks, tea, and personalised products

Our Philosophy

Personal and seamless.
Not one or the other.

In the corporate world, gifts are more than transactions — they're gestures that connect brands with people, spark loyalty, and leave lasting impressions. Driven by this belief, Wee Leng and Wenhao built Smilie to bring back the joy and sincerity of giving.

Embroidery machine personalising a branded cap

How We Think

Technology meets
human thoughtfulness.

Most gifting platforms sacrifice personalisation for scale — or scale for personalisation. We built Smilie to do both. Every gift carries your brand identity and feels intentional, no matter if you're sending one or ten thousand.

✓Custom packaging, branded merchandise, and personalised messaging on every order
✓Automated workflows that feel human at any scale
✓Eco-conscious sourcing for sustainable, thoughtfully made products
✓Honest pricing, clear timelines, and proactive communication

Redefining how businesses connect

By combining technology with human thoughtfulness, we're making gifting something businesses look forward to.

Intentional giftingSpeed and reliabilityRadical transparencySustainable choices

Mission and Vision

What we're building toward.

Every gift we send carries the weight of our commitment to quality, speed, and genuine care. These aren't just words on a wall — they shape every decision we make and every product we ship.

Our Mission

To empower businesses with high-quality, personalised promotional products that strengthen brand presence and foster meaningful connections with every recipient.

Our Vision

To be the leading corporate gifts and branded merchandise company in Asia — recognised for quality, speed, and transparency from first quote to final delivery.

Our Commitment

Meaningful gifting should not come at the planet's expense. We actively source eco-friendly products and aim to eliminate wasteful, meaningless gifting for good.

Speed & Reliability

Proposals within 24 hours, fast sample delivery, and production timelines that do not leave your team scrambling. We respect your deadlines like they are our own.

Partnership Mindset

We don't just fulfil orders — we act as an extension of your team, offering creative input, proactive suggestions, and genuine care for your outcome.

Always Innovating

From our tech-enabled inventory platform to our in-house personalisation lab, we're constantly building better ways to make gifting effortless at scale.

The people behind every gift

Co-Founders

Meet the founders who
started it all.

Wee Leng and Wenhao bring together global enterprise experience and serial entrepreneurship — a rare combination that lets Smilie think at scale while obsessing over every detail.

Co-Founder

Wee Leng

Wee Leng finds it extremely wasteful to indulge in meaningless gifting and believes delightful experiences and innovation can make gifting more sustainable.

She holds a double degree from Singapore Management University and built her career at Siemens and Apple, before leading Asian Market Development at SaaS company Uberall in Berlin.

She later founded an environmental sustainability startup before co-founding Smilie to transform the gifting industry.

LinkedIn Profile

Co-Founder

Wenhao

Wenhao has always seen the traditional gifting industry as ripe for disruption and sees huge potential in helping businesses derive more value from their gifting practices and budget.

A serial entrepreneur since age 19, he has run businesses across software development, high-end printing, paint production, and construction.

Having successfully exited a previous venture, he brings a builder's mindset to scaling Smilie.

LinkedIn Profile

The Team

The passionate people
behind every gift.

A small but mighty team of gifting specialists, engineers, and creatives united by one belief: that a great gift can change a relationship.

Lead Software Engineer

Johanes Peter Vincentius

Peter makes sure Smilie's technology can keep up as the business grows — connecting the gifting platform, vendor integrations, and internal tools into reliable systems for the team and customers. Working across product, engineering, and operations, he turns complex business needs into software the company can build on. Previously part of the early team at agri-tech startup Farmio, he brings experience building products from the ground up.

johanespeter.jp

Operations Lead

Ting Wei

Ting Wei makes sure every gift gets where it needs to go — on time, on brand, and without a hitch. He oversees day-to-day operations at Smilie, keeping fulfilment, logistics, and processes running smoothly as the team scales. Previously part of Grain's early team and Rida, he brings deep experience in high-volume operations.

We're Hiring

Could be you

Passionate about gifting, operations, design, or growth? Drop us your resume and tell us what you want to build with Smilie.

Get in touch

One platform for every gifting need

From a single onboarding kit to a 10,000-unit regional campaign, our tech-enabled platform handles sourcing, personalisation, warehousing, and delivery so your team does not have to.

Gifting Management System

Campaigns, budgets, automations, and spend visibility set up once so gifts can run smoothly.

In-house Personalisation

Embroidery, printing, and packaging done under our own roof for faster turnarounds and stronger brand control.

Regional Warehousing and Fulfilment

Singapore-based warehousing with direct shipping across Southeast Asia for branded inventory on demand.

Redemption Portals

Branded digital portals let recipients choose their gift within your set budget, with tracking built in.

Curated Product Catalogue

Quality-vetted apparel, drinkware, tech, lifestyle, and eco-friendly options across every budget.