He Left Construction Behind to Build More Than a Printing Company. Now He’s Reimagining the Future of Printing in Malaysia.
What if the future of printing isn’t just about ink on fabric but innovation, sustainability, and creating opportunities that go beyond business?
At just 23, Shen made a decision that many wouldn’t dare to make. He walked away from the familiar path of construction and took a leap into the unknown. Today, that leap has become CrossNation a Malaysian printing company with a bold vision to become one of the country’s leading PrintTech innovators.
But this story isn’t really about printing.
It’s about passion, purpose, and building something that leaves a lasting impact.
From Construction Sites to Creative Spaces
Long before CrossNation was born, Shen was working in the construction industry as a Quantity Surveyor on major projects in Johor. On paper, it was a stable career with promising prospects.
Yet something was missing.
Outside of work, he was actively involved in club activities where custom apparel and uniforms were always in demand. That’s when he noticed a gap in the market. The quality wasn’t there. The choices were limited. The experience felt ordinary.
His curiosity quickly became an obsession.
He began exploring different printing methods, fabrics, and techniques not because he had to, but because he genuinely enjoyed it.
Ironically, what fascinated him most wasn’t the business itself. It was watching the machines come alive.
“The sound of the printer working is healing,” he shares with a smile.
Sometimes, passion begins in the most unexpected places.
Betting on Himself at 23
Starting a business is never easy. Starting one in your early twenties is even harder.
Before making the jump, Shen did something many young entrepreneurs overlook he assessed the risks.
He asked himself two simple questions:
What happens if I don’t do this?
And what happens if I do?
His answer changed everything.
At 23, he realized failure wasn’t the biggest risk. Never trying was.
“If things didn’t work out, I could always return to my previous industry,” he says.
That mindset gave him the courage to begin.
CrossNation didn’t start with investors, large teams, or grand offices. It started with one person doing everything.
Marketing. Production. Customer service. Operations.
It was a true one-man show.
The Hard Truth About Building a Business
The early years weren’t glamorous.
Like many first time founders, Shen made mistakes. He overpromised. He underestimated timelines. He struggled to meet customer expectations.
And when things went wrong, he never passed the cost to his customers.
“If it was my mistake, I wouldn’t charge them. That’s my responsibility,” he explains.
There were months when that meant having little to no salary for himself.
Building a business isn’t just about making money. Sometimes it’s about losing money while learning invaluable lessons.
Those difficult moments became the foundation of CrossNation’s growth.
They taught him that great businesses aren’t built on perfection they’re built on accountability.
More Than Printing. A Bigger Vision.
CrossNation was founded with an ambitious goal right from the beginning.
The name itself says it all.
“CrossNation” represents Shen’s dream of bringing Malaysian made products across borders while maintaining international standards of quality.
It’s a bold promise and one he continues to pursue every day.
Unlike traditional printing businesses, CrossNation takes a carefully curated approach to everything it creates. Every material, every printing technique, and every finished product is thoughtfully selected to ensure quality isn’t compromised.
But there’s another layer that sets the company apart.
Sustainability.
Coming from a construction background, Shen witnessed firsthand the environmental challenges facing our world. That experience shaped the way he built CrossNation.
Long before sustainability became a corporate buzzword, he was already thinking about how businesses could make better choices.
Today, CrossNation actively embraces environmentally conscious materials and printing practices while working towards creating more sustainable solutions for the industry.
For Shen, growth should never come at the expense of the planet.
When Business Meets Humanity
Perhaps one of the most inspiring chapters of CrossNation isn’t found inside its production facility it’s found in the lives it hopes to impact.
Through CSR initiatives, Shen spent time engaging with Malaysia’s homeless communities.
What he discovered challenged many common misconceptions.
“They’re incredibly capable people,” he says.
Many weren’t homeless because they lacked ambition. Some made sacrifices most people never see choosing not to rent accommodation so they could financially support their families instead.
They were hardworking individuals searching for better opportunities.
Sometimes, all they lacked was access.
CrossNation began contributing by donating attire that could help individuals present themselves confidently during job interviews and employment opportunities.
Because dignity matters.
And sometimes, something as simple as the right clothing can become someone’s first step towards a better future.
Growing Without Chasing Trends
Interestingly, CrossNation’s growth wasn’t built on aggressive marketing strategies.
For its first few years, there was very little marketing at all.
Later, through conversations with close friends pursuing their postgraduate studies, Shen was introduced to Google Ads. Like many entrepreneurs, he experimented, learned, adapted, and refined his approach.
More importantly, he discovered something invaluable customer feedback.
Every interaction became an opportunity to improve products, services, and operations.
Today, much of CrossNation’s business comes from referrals and word-of-mouth recommendations.
It’s a testament to something many businesses often forget.
The best marketing strategy will always be creating experiences worth talking about.
Building Malaysia’s Future PrintTech Company
CrossNation isn’t stopping at printing.
Its next chapter is technology.
The company’s long-term vision is clear to become a PrintTech company that seamlessly combines innovation, automation, and sustainability.
While automation remains challenging within Malaysia’s custom printing landscape, Shen believes the future belongs to businesses willing to embrace technological transformation.
The goal isn’t simply to print better.
It’s to redefine how printing works altogether.
From marketing automation to operational systems and sustainable production methods, CrossNation is actively exploring ways to build a smarter, more efficient future for the industry.
For Shen, innovation isn’t optional.
It’s inevitable.
A Legacy Beyond Business
Ask founders about success, and many will speak about revenue, expansion plans, or market share.
Ask Shen, and his answer feels different.
He talks about standards.
He talks about sustainability.
And he talks about creating meaningful change within the industry.
CrossNation’s legacy isn’t simply about becoming bigger. It’s about proving that printing can be innovative, environmentally conscious, and technologically driven all at the same time.
If there’s one thing his journey teaches us, it’s this:
You don’t always need to have everything figured out before you begin.
Sometimes, courage looks like starting anyway.
At 23, Shen chose uncertainty over comfort. Years later, that decision continues to shape not only his future but potentially the future of Malaysian printing itself.
And perhaps, that’s what entrepreneurship is really about.
Not building businesses.
But building possibilities.
Because every great journey begins when someone decides to believe that their biggest risk isn’t failure it’s never trying at all.
