In Malaysia's RM6 billion early childhood education market, the default playbook is simple: pack in as many children as possible, keep educator costs low, and lean on academic drills to justify premium fees. Justina Chen wants nothing to do with that model.

A former PwC consultant and World Bank policy researcher turned UCL-trained early years educator, Justina co-founded Wonder Village in 2023 — a deliberately tiny nursery and preschool in PJ with a maximum of 26 children and ratios as low as 1:2. The business is bootstrapped, not yet profitable, and completely intentional about all of it.

She joins us to talk about the business of building slowly — and why in a sector obsessed with scale, restraint might be the real competitive advantage.

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