dobiQueen empowers single parents through employment support

As Malaysia works toward its target of increasing the female Labour Force Participation Rate (LFPR) to 60% by 2033, the latest statistics highlight a persistent divide: women’s LFPR currently stands at 56.4%, significantly trailing the 83.3% recorded for men. The gap is further pronounced among single mothers, many of whom juggle the demands of paid employment while shouldering the bulk of unpaid caregiving responsibilities — a struggle often described as the “double shift” or “double burden.”

A 2019 study by the Khazanah Research Institute (KRI) found that women in Malaysia dedicate far more time than men to unpaid care work, despite spending roughly the same number of hours in paid employment. These tasks, which span cooking, cleaning, and caring for children, are both mentally taxing and time-sensitive, contributing to long-term strains on women’s participation in the formal workforce.

Empowering single parents through employment support

Amid this backdrop, local launderette chain dobiQueen has emerged as one of the companies taking active steps to support single parents and individuals from the B40 income group through inclusive employment policies. The company’s most recent initiative, the “Single Parent Welfare Support” programme, provides monthly incentives of up to RM500 for high-performing single-parent employees, offering not just financial support but a pathway toward greater stability.

Spearheading the initiative, Co-founder and Executive Director of dobiQueen, Nini Tan, said, “Empowering women and strengthening families to reclaim their time to focus on what matters most has always been core to dobiQueen’s mission.

“Our Single Parent Welfare Support programme reflects our commitment to helping them build stability, confidence, and long-term success. When single parents are empowered, this strengthens families, and communities flourish from there,” she added.

Beyond employment, dobiQueen collaborates with organisations such as the Dignity for Children Foundation, Kintry, PichaEats, Komuniti Tukang Jahit (KTJ), and The Asli Co. to deliver additional support to underserved communities. These collaborations have benefitted single mothers, refugee women, and those from B40 households, enabling them to generate income and develop essential skills. Most recently, personalised Raya bags were gifted to children through a joint effort with the Dignity for Children Foundation.

Convenience economy rising

In parallel with its social initiatives, dobiQueen is also redefining everyday convenience through technology-driven laundering solutions. A recent internal survey shows a strong shift among families, working adults, and students toward professional laundry services to save time and reduce domestic pressures. Customers report saving between 150 and 300 hours a year — or up to six hours each week — by outsourcing their laundry needs.

Consumer insights from over 15 million washes indicate that 41% of users spend this extra time bonding with their children, while 32% enjoy social activities, 19% channel their time into business growth, and 8% prioritise self-care. The trend mirrors global patterns, with the Asia Pacific region emerging as the fastest-growing market for self-service laundry, propelled by rapid urbanisation and expanding middle-class purchasing power.

dobiQueen’s proprietary mobile app enhances the user experience by allowing customers to locate outlets, activate machines through QR code scanning, and bypass traditional token-based systems. “With over 90 outlets across the Klang Valley, we’ve witnessed firsthand how our laundrette services can make a meaningful impact, giving Malaysians more time and energy back in their daily lives,” said Nini.

Setting industry benchmarks while expanding nationwide

With plans to open 20 outlets annually and expand into Sabah and Sarawak — including 10 locations each in Kota Kinabalu and Kuching — dobiQueen aims to position itself among regional leaders in the industry. The company benchmarks its offerings against global laundry giants in Japan and Korea, adopting modern conveniences while tailoring features to local consumer behaviour.

“At dobiQueen, we actively benchmark against global leaders in the laundry industry, particularly Japan and Korea, who are well-known for their advanced technologies,” said Nini. “While Korea remains ahead in automation and convenience, we focus on adapting those innovations to suit local Malaysian consumer behaviour. In Malaysia, we prioritise features that build customer trust and security.”

She added that despite Japan’s technological advancements, many laundromats there still rely on physical tokens and domestic-only payment systems. “Malaysia, by contrast, has leapfrogged some of these limitations. Our payment systems are more inclusive and can cater to both local and international users.”

Globally, the laundry services market is valued at US$45.85 billion in 2025 and is projected to surge to US$273.0 billion by 2032, fuelled by a compound annual growth rate (CAGR) of 29.3%.

For more information on dobiQueen’s programmes, outlets, and promotions, visit its website or follow its social media platforms on Facebook, Instagram, or TikTok (@dobiqueen).