With over three decades of experience in advertising, PR, integrated communications, brand marketing, and business development, Safina’s expertise is unparalleled. She has a deep knowledge and enthusiasm for promoting crop-with-purpose solutions, herbal wellness, and forest medicine across multiple industries. Her unique ability to transform ideas into a sustainable economy and lifestyle is commendable. 

Safina is passionate about health, creativity, environment, technology, innovation, and heritage tourism. She provides and shares solutions in the food, air, water, and energy sectors for future generations. As an entrepreneur, she is hands-on and leads her own venture, Future Forest International, with exceptional skills in entrepreneurship, industry coaching, branding, foreign relations, brand marketing, investor relations, and business innovation. 

Her profound and discerning ideas add value and make an impact, turning them into profitable ventures. As a field herbalist, herbal nerd, forest medicine activist, and promoter of native and medicinal plants in healthcare, wellness, and cultural practice, Safina is a force to reckon with. She’s a self-taught herbalist who tirelessly works to raise awareness about native plants in Malaysia and Asia.

Herbal Asia, Safina’s brainchild and Asia’s Premier Herbal, Green, and Natural Trade Show and Conference, is a testament to her passion and commitment. It not only creates public awareness but also empowers local communities and their connection to native plants, preserving culture and traditions. Herbal Asia has become a benchmark event and a key to new economic transformation, providing a platform for new trends, impactful influence, and technology discoveries for the herbal, green, and natural industries.

With a solid background in forest economy, Safina possesses authority and mastery in identifying plants with medicinal values or crops with high-value earning potential. Her contributions have been recognized with awards such as the Best and Outstanding ASEAN Women in Empowering Rural Community through Herbs & Forestry, Bangkok, 2018, the Malaysian National Sustainability Award 2019, and the Global SDG’S WOMEN Ambassador Award 2021.

She is a Certified Halal Auditor and SDG’s Ambassador. Founder of Herbal Asia Trade Show and Marketplace. Senior Consultant and CEO at Future Forest International Sdn Bhd and President of Malaysia Association of Herbal Industry Development ( MAHID ).