Her journey with Starbucks began as a part-time barista, a role she took on while completing her undergraduate studies. What started as a simple job soon turned into a full-blown passion, ignited by Starbucks’ unique culture and expansive opportunities. Over nearly two decades, she has taken on various roles, from marketing and public relations to digital strategy, before finally landing in social impact and sustainability – her true calling.
“I’ve been lucky to evolve with Starbucks,” she reflects. “As the company grew, so did my ability to influence positive change, from shaping our sustainability goals to launching initiatives that make a real difference, both globally and locally.” One of her key responsibilities now includes reducing waste, promoting diversity, and tracking the company’s progress in making Starbucks a more sustainable brand.
Her dedication to social impact isn’t just theoretical. Her experiences working with women coffee farmers in Sumatra and witnessing their tireless dedication inspired her to champion Starbucks’ ethical sourcing and sustainability efforts. She’s particularly proud of a project that upcycles used Starbucks FlavorLock whole bean coffee bags into pouches, of which RM1 from each sale goes to the YWCA Kuala Lumpur, to support vocational training for young women from underprivileged backgrounds.
However, her commitment to inclusion extends far beyond the coffee supply chain. Inspired by two deaf partners (employees), Aizad and Lin, who aspired to become store managers, she embarked on a mission to launch the Starbucks Signing Store. This concept was born out of a desire to create a workspace where deaf partners could not only work but also thrive in leadership roles. Collaborating with The Society of Interpreters for the Deaf (SID), the first-ever Starbucks Signing Store in Bangsar Village 2 became a reality.
“The response was overwhelmingly positive,” she recalls. “Our customers appreciated the inclusivity, and seeing deaf partners take on leadership roles was incredibly rewarding.” This success led to the expansion of the concept, with a second store opening in Penang and then outside of Malaysia as the global team recognised her efforts and the possibility of giving back to the community. The stores aren’t just spaces for coffee lovers; they’re spaces for understanding, where the communication gap between hearing and deaf individuals is bridged through Malaysian Sign Language workshops.
However, the journey wasn’t without its challenges. “Communication was one of our biggest hurdles,” she admits. “Many customers were unfamiliar with Malaysian Sign Language, so we introduced solutions like digital writing tablets and menu chits to make ordering easier.” Beyond that, she realised the need for a greater public understanding of deaf culture. Through workshops and initiatives, she has fostered a deeper sense of empathy and understanding within the community.
Looking back, she beams with pride. The Starbucks Signing Stores have grown globally, and the idea of inclusivity is gaining momentum. “Witnessing our deaf partners excel and seeing how the broader community embraces this change is incredibly fulfilling,” she says. “We’ve come a long way in making the workplace more inclusive, creating opportunities where there were none before,” adds Siew.
Handling difficult customers is a challenge in any retail environment, and Starbucks’ deaf partners are no exception. Equipped with visual communication tools and backed by hearing colleagues, they handle these situations with grace, ensuring every customer’s experience is a positive one.
As she looks toward the future, her hope is clear: more companies will follow Starbucks’ lead in creating workplaces that are inclusive and accessible to all. That, plus initiatives like PERKESO’s Return to Work (R.T.W.) programme and the Disability Equality Training (DET) by NGOs, are great resources for businesses looking to embrace inclusivity. “We have the tools; now we just need the willpower to ensure everyone is given equal opportunities to contribute and thrive.”
Rina Siew is still on her Starbucks journey and continues to inspire, as the brand pushes forward with its sustainability and inclusivity goals, and it’s clear that her impact is far from over. With every new initiative, every store, and every life touched, she reminds us that businesses can – and should – be a force for good.
Images: Starbucks
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