When you think of karaoke in Malaysia, chances are RedBox Karaoke Malaysia comes to mind. For 25 years, the karaoke chain has been the backdrop to birthdays, team dinners and casual sing-alongs, marking a nostalgic legacy in the country’s leisure culture.

Yet, what many may not realise is how the company has quietly evolved into a resilient and innovative entertainment brand that goes beyond just singing. 

Today, it has reinvented itself as a social hub, where music, vibes, and comfort come together across all seven of its outlets, spanning the Klang Valley, Seremban, and Penang, with two more set to open in January at Genting Antara Mall and Melaka Tarco Park.

Founded in 2000, RedBox has grown from a simple family-friendly karaoke chain into a platform for connection, entertainment, and corporate events. Its themed branches across major cities blend music, comfort and service, making each visit a distinct experience for everyday customers and professional gatherings alike.

Reinventing a household Name

In 2024, RedBox began a new chapter under the leadership of 9R Leisure Sdn Bhd following its acquisition. Karl Khoo, who has served as CEO of the giant karaoke company since 2020, describes his role as extending beyond day-to-day operations.

Khoo describes his role as a bridge between vision and action — guiding the company’s growth while staying close enough to see how things work day to day. From phasing out the buffet model to improving daily operations, Khoo shared how he focuses on decisions that balance the needs of the business with what the team experiences every day.

Under his helm, every branch was reimagined, replacing the buffet model with curated in-room dining designed to meet modern expectations and reduce waste. Spaces were upgraded with better acoustics, themed rooms, and JBL sound systems to create a more immersive experience. With these improvements, RedBox has transformed into a lifestyle-driven social hub, designed to bring people together through music, ambience and exceptional service.

He noted that the effort paid off. “The response from customers confirmed that the improvements were hitting the mark, fostering stronger emotional connections and enhanced performance across renovated outlets,” he said. 

Khoo also shared how the food experience was redesigned as part of the social hub transformation. Buffets, once a staple, were replaced with in-room dining, offering a more private and curated experience. “This approach not only reduced waste and simplified operations but also introduced a fresh, thoughtful touch — demonstrating that the upgrades went beyond aesthetics to enhance comfort, efficiency, and the overall customer experience,” he said.

Innovation and loyalty

Red Box has also modernised its customer engagement. The REDPAY Visa Card integrates loyalty and E-wallet functions, allowing members to top up and use as cash for spending, and also earn points redeemable at RedBox or partner outlets. 

Members gain access to priority bookings, exclusive events and personalised promotions. The membership enhances customer convenience, rewards loyalty, and strengthens engagement across RedBox and beyond. “With RedPay, we are moving beyond transactional loyalty to build meaningful customer connections,” says Khoo.

Complementing this, RedBox introduced GreenBox, a compact, technology-driven karaoke cube designed to cater to the preferences of younger audiences. Suited for solo users or small groups, these cubes provide privacy, convenience, and high-quality sound in busy locations. 

With lower setup and staffing requirements, GreenBox not only meets the needs of mobile-first consumers but also creates a new revenue stream. The concept is now being adapted for private movie streaming, reflecting evolving demands for flexible, self-directed entertainment. Data-driven insights are also applied to optimise customer flow, pricing structures, and promotions across both weekday and weekend usage.

People, Culture and Responsibility
At the heart of RedBox’s operations are its 180-strong team members across seven outlets, many of whom began as floor staff and climbed the ranks through a structured corporate framework that encourages initiative and accountability.

Employee growth is supported through training, upskilling, annual health screenings and branch or HQ gatherings that strengthen team spirit. “These aren’t just celebrations — they’re moments for teams to come together, share updates and feel part of a larger story. Especially in a business like ours, where teams work across different shifts and sites, these touchpoints help keep our culture cohesive,” says Khoo.

Corporate responsibility is equally integrated. Policies cover anti-bribery, whistleblowing, sexual harassment prevention and data privacy, aligned with the 10 Principles of United Nations Global Compact (UNGC). Khoo emphasises that the company treats corporate social responsibility as an ongoing commitment, supporting both our team and the community.

The company also extends its impact externally, supporting local organisations such as Soserv Welfare Malaysia, an NGO that provides shelter, support, and special‑education services for people with disabilities and underprivileged individuals.

At the same time, its efforts in sustainability is another area where RedBox leads by example. Simple yet effective measures, such as LED lighting and motion-sensor systems, reduce energy and water use, reflecting a practical approach to ESG initiatives while fostering a more environmentally conscious business landscape.

With its remarkable transformation and bold initiatives, RedBox was later honoured with the Golden Bull Award in the Outstanding Bull Award category, recognising it as a leading Malaysian business that has seamlessly combined longevity with innovation. The accolade affirms RedBox’s approach of blending creativity, technology and operational discipline to deliver lasting value.

Looking ahead

As RedBox celebrates its 25th anniversary, the company is expanding on multiple fronts. Two new Greenbox branches are currently in development, supported by modular kiosk-style units tailored for high-traffic urban locations. Strategic sourcing ensures each outlet delivers premium design while remaining cost-efficient.

“Creative planning isn’t about novelty for its own sake; it’s about addressing real challenges in innovative ways while staying relevant to our customers,” says Khoo. The company’s growth reflects a careful balance of operational discipline and inventive thinking, delivering experiences that appeal to both everyday and corporate visitors. 

Despite evolving formats and offerings, RedBox’s mission remains consistent — to create spaces where people feel welcome, celebrate milestones, or simply enjoy music together.  This commitment demonstrates that true and lasting success in entertainment stems from creativity that brings people together and leaves a lasting impact.

Discover more about RedBox by visiting their website, enrolling in RedPay, or exploring a branch near you to experience how karaoke has been reimagined.

This series of Business Stories is in collaboration with BMI.

The views expressed here are those of the author/contributor and do not necessarily represent the views of Malaysiakini.