Q&A with Ahmad Khairi Zulkifli: The Story Behind Cradle LIVE! Startup ASEAN Summit 2025
“Ultimately, this Summit is about giving startups not just a stage, but a journey. We want them to leave feeling inspired, connected, and ready to scale as part of one big ASEAN community” – Ahmad Khairi
Q: Cradle will be hosting the Startup ASEAN Summit 2025 this November. As the project coordinator of this event, can you take us back to the beginning, how did the idea first take shape, and what pushed it forward?
AK: It began with internal discussions on how we could elevate the Cradle brand. We didn’t just want to be seen as an agency that funds or runs programmes for startups. We wanted to provide a central platform where startups could come together as one community.
After running roadshows and open days across the country, it became clear that we needed a flagship summit, a place where everything converges. That’s how the idea for a dedicated Cradle LIVE! with a theme center around ASEAN startup ecosystem was born.
Q: What was the original vision for this summit, and how has that vision evolved, or been challenged, since the first draft?
AK: At first, we were exploring what direction it should take, especially since there are already established summits like Tech in Asia or Techsauce. But Malaysia didn’t yet have our own summit dedicated purely to startups. That’s the gap we wanted to fill.
Over time, the vision grew – not just a summit, but a multi-day, multi-themed experience based in Kuala Lumpur, with the ambition of carrying on for the next 5-10 years. And with Malaysia chairing ASEAN this year, it made perfect sense to anchor the Summit with an ASEAN focus, aligned with our role leading the Startup ASEAN Portal. As a whole, everything gelled together.
Q: The summit carries a strong theme. Could you walk us through how that theme was chosen?
AK: We decided on “Culture Meets Tech.” ASEAN is incredibly diverse, and Malaysia itself reflects that with our many cultures and communities.
We wanted to represent that richness while pairing it with what drives our future, which is technology, innovation, and sophistication. Bringing these elements together creates a theme that feels authentic to Malaysia, while also resonating across the region.
Q: Every great summit has its centrepiece. What would you say is the main attraction or defining moment that attendees should look forward to?
AK: For us, the centerpiece is the journey itself across the three days. Day One, “Ignite” is all about Malaysian startups, especially our CIP Spark and Sprint recipients with showcasing early-stage innovation you won’t see elsewhere.
Day Two, “Connect” shifts to connecting with ASEAN, bringing founders and stakeholders from across the region together for exhibitions and networking. And Day Three is “Elevate,” the peak of the summit, with the main conference taking shape.
We didn’t want a summit where you just attend and leave. We want participants to experience a clear journey of growth, connection, and aspiration.
Q: Looking at the development journey, what were the biggest milestones and toughest hurdles you and your team had to overcome?
AK: The main challenge was defining the concept. Startups are such a broad space. AI, industry verticals, funding, you name it. As a national agency, we’re ecosystem-agnostic, we’re not one size fits all, so we couldn’t just focus on one area. Finding the right balance that speaks to all startups was tricky. Ultimately, the goal was to identify that “sweet spot” that could deliver real value across the board.
Q: When it comes to curating speakers, partners, and collaborators, what’s the guiding principle?
AK: Inclusivity. We don’t sideline any industry or perspective. The aim is to be as holistic as possible, bringing together a wide range of voices, so startups from different sectors and stages all feel represented.
Q: Behind the scenes, what’s one detail or idea about the summit that most people wouldn’t expect, but you think makes this event special?
AK: It’s the way we’re structuring the journey. Just like a startup grows from idea to scale. The Summit takes participants on that same path across three days. From local beginnings to regional connections, to global aspirations. It’s not just an event; it’s a growth story that founders can see themselves in.
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