The tech pioneer shares how Todak is redefining culture and innovation.

When Shinta W. Dhanuwardoyo founded BUBU.COM in 1996, the internet was still unfamiliar territory for most people. Nearly three decades later, she’s exploring another fast-moving space through Todak, where gaming, fashion and youth culture increasingly intersect. Although the two ventures could not seem more different, both stem from the same curiosity: understanding how people adopt novel ideas before they become commonplace.<o:p></o:p>
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As a matter of fact, this approach has stayed consistent throughout her career. The topic might have changed from the early internet to social media to artificial intelligence and now gaming, but Shinta remains more interested in people than the technology itself. She pays close attention to the cultural moves that shape how we communicate, create, articulate ourselves, and form communities. She believes that technology is only instrumental and that culture makes it meaningful.<o:p></o:p>
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We sat down with the visionary and asked what lessons from her early years continue to influence the way she leads and makes decisions today.

L’OFFICIEL [L’O]
SHINTA W. DHANUWARDOYO [SWD]

L’O Having spent much of your career building platforms and startups that revolve around digital realms, what drew you to start Todak? And what convinced you it was the right time to do so?<o:p></o:p>
SWD Digital platforms give people connectivity, but culture gives them a sense of belonging. I’ve spent most of my career building digital platforms and helping businesses navigate technology. But over the years, I began to realise that technology alone doesn’t shape the future – culture does. Before becoming a lifestyle brand, Todak was already one of Southeast Asia’s most recognised esports organisations, with years of experience building competitive teams, nurturing talent, and connecting deeply with gaming communities. That strong foundation gave us something far more valuable than brand awareness; it gave us authenticity. As gaming continued to evolve, it became clear that it was no longer just about competition. It was influencing fashion, music, art, design, education, and the way young people express who they are. We realized that if Todak wanted to remain relevant, we couldn’t simply be an esports team anymore. We had to evolve alongside the culture itself. That’s why we evolved Todak from one of Southeast Asia’s leading esports organisations into a global esports lifestyle brand; expanding beyond competitive gaming to shape culture, innovation, education, creative content, entertainment, and digital experiences. For me personally, it felt like the most natural next chapter. After spending three decades helping brands understand youth culture through BUBU, Todak became an opportunity not just to observe culture, but to help shape it. Gaming isn’t simply an industry to me; it’s one of the defining cultural movements of this generation, much like music or streetwear was for previous ones. The timing couldn’t have been more right. Today’s generation doesn’t separate gaming from fashion, creativity, technology, or identity; they experience them as one connected culture. My role is simply to help build a brand that reflects the world they’re already living in.<o:p></o:p>
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L’O To those who are still viewing gaming through a narrow lens, what do you think they are missing?<o:p></o:p>
SWD Many people still think gaming is just about playing games. In reality, it is one of the world’s largest cultural ecosystems. It creates communities, careers, creators, athletes, designers, musicians, entrepreneurs and storytellers. <o:p></o:p>
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Gaming teaches teamwork, resilience, strategic thinking and global collaboration. Millions of young people don’t just consume culture through gaming; they create it. If we continue to see gaming only as entertainment, we’ll completely misunderstand where the next generation is learning, socializing and expressing themselves. And if you're dismissing gaming today, you're fundamentally out of touch with where global culture is moving.<o:p></o:p>

L’O Esports, fashion, education and lifestyle, what is the common characteristic that ties them together for Todak?<o:p></o:p>
SWD Culture. Everything we do starts with people; esports builds communities; fashion expresses identity; education unlocks opportunity; and lifestyle reflects values. They may look like different industries, but they’re all different expressions of the same thing: how people choose to live, connect and belong. That’s why I often describe BUBU as a Cultural Intelligence Agency. Our job has always been helping brands understand where culture is going. Todak allows us to build culture – &nbsp;not just observe it.<o:p></o:p>
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L’O As the creative force behind Cultured by Todak, when you first envisioned the brand, what kind of emotional connection did you hope people would have with it?<o:p></o:p>
SWD I never wanted people to wear Cultured by Todak simply because it was connected to esports. I wanted them to wear it because it represents a mindset. <o:p></o:p>
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Our first collection is called Battlescars, because every meaningful journey leaves marks. Those marks shouldn’t be hidden; they’re proof of growth. I wanted our pieces to feel like a wearable badge of honour. Look at our signature battle scar motif: the indentation on the side represents the trials you’ve survived. You don't hide your struggles in the middle; you wear them on the side as a mark of strength. I want people to wear Cultured by Todak and feel proud of their history- scars and all. <o:p></o:p>
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Whether you’re an entrepreneur, a gamer, an artist or a student, everyone carries battles. If people wear Cultured by Todak and feel a little more confident embracing their own journey, then we’ve achieved something much bigger than fashion.<o:p></o:p>
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L’O Looking at Southeast Asia today, where do you think the next wave of opportunity will come from, and do you believe that Todak is well placed to be part of that direction? <o:p></o:p>
SWD I believe Southeast Asia’s greatest opportunity isn’t just technology; it’s creativity. We’re one of the youngest regions in the world. We have incredible talent, vibrant cultures and digital-first populations.&nbsp; <o:p></o:p>
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The next massive wave is at the intersection of the creative economy, youth culture, and smart tech integration. Southeast Asia has one of the youngest, most energetic, and digitally native populations in the world. The next global brands won’t simply export products. They’ll export culture. <o:p></o:p>
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Todak sits at the intersection of gaming, creativity, education and lifestyle, which gives us a unique opportunity to build brands that originate from Southeast Asia but resonate globally. Rather than copying the West, I believe this region is ready to contribute something original.<o:p></o:p>
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L’O As the brand expands into new markets, how do you protect the authenticity that made people connect with the brand in the first place?<o:p></o:p>
SWD Growth should never come at the expense of identity. For me, authenticity comes from purpose. Every partnership, every product and every market has to answer one question: “Does this strengthen what we stand for?” If the answer is no, we don’t pursue it. <o:p></o:p>
 You can adapt to different cultures without losing your own. In fact, people connect most deeply with brands that know exactly who they are. For us, whether we’re doing a photoshoot in Shibuya or expanding across borders, the core stays the same: raw aesthetics, top-tier execution, and meaningful storytelling. As long as we stay grounded in our purpose, the authenticity protects itself.<o:p></o:p>

L’O My last question is: If someone were writing about this chapter of your life, what would you want the title to be?<o:p></o:p>
SWD The title would be&nbsp;The Timeless Entrepreneur. Not because I built companies that lasted, but because I’ve learned that true entrepreneurship is timeless. Technology will continue to evolve. But purpose, values, and the courage to reinvent yourself are what truly define the future.<o:p></o:p>
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When I was younger, I thought success was about building businesses and achieving milestones. Today, I believe it’s about something much deeper. It’s about having the curiosity to keep learning, the resilience to turn setbacks into strength, and the faith to know that while we work with excellence, the final outcome is always in God’s hands. <o:p></o:p>
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Every chapter of my life has left its own battle scars, and I’ve come to see them not as marks of failure, but as reminders of growth. They’ve shaped the way I lead, the way I build, and the way I hope to serve others. <o:p></o:p>
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More than anything, I hope people won’t remember me simply for building successful companies. I hope they’ll say I helped change how the world sees Southeast Asia, that we proved a brand born in this region could help shape global culture, not just participate in it. <o:p></o:p>
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I hope Todak becomes more than a brand. I hope it becomes a platform that gives young creators, entrepreneurs, gamers, and dreamers the confidence to believe that world-class ideas can come from Kuala Lumpur, Jakarta, Manila, Bangkok, or Ho Chi Minh City just as much as they can from Silicon Valley, Paris, or Tokyo. <o:p></o:p>
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If my journey encourages even one person to dream bigger, create with purpose, and build something that outlives them, then I would consider that my greatest success. Because in the end, true success isn’t measured by the companies we build. It’s measured by the lives we touch and the legacy we leave behind. That’s what being a timeless entrepreneur means to me.<o:p></o:p>

Click <a href="https://culturedbytodak.com/?srsltid=AfmBOor15QK4HDyA1YDxwPx6AYc8ff3qR8Ttbzorfk-fHbBLNapfyANX">here</a> for more details on Cultured by Todak.

Photography Chuan Looi&nbsp;&nbsp; Creative direction and words John Ng Styling Nazlivingastyle Makeup Khir Khalid

From BUBU.COM to Todak, Shinta W. Dhanuwardoyo on what’s next

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