Syedex Marketing Sdn Bhd (Syedex), for instance, is a franchisee of Patchi Malaysia licensed to distribute the company’s products throughout the country. Although lifestyle gifts are a relatively new concept in Malaysia, Sydex hopes to promote the concept in the country, seeing sales increase by 3 to 5 percent year on year. In order to promote brand awareness in Malaysia, moreover, Patchi was the official sponsor for Malaysia’s CEO of the Year 2009 award.