Not all prominent figures in the creative industry started out in the arts. Haji Burhanuddin Radzi is a prime example of this. He was a petroleum engineer who became a pioneer in Malaysia's animation industry and elevated local content to the global stage.
In an exclusive interview with Seasia, the founder of Les’ Copaque Production shared his unique journey, from the oil and gas sector to creating one of Southeast Asia’s most iconic animation characters: Upin & Ipin.
Spotting Opportunities in Government Initiatives
“I had already retired from the oil business and was looking for something I could build for the long term. Around 2004–2005, when the Malaysian government started promoting the animation industry, I saw a major opportunity,” Burhanuddin said at the beginning of the interview, which took place at Les' Copaque's office in Shah Alam, Malaysia (May 8, 2025).
At that time, the Malaysian government allocated around RM200 million to position the country as an animation hub. Together with his wife, who continues to write all Upin & Ipin scripts to this day, Burhanuddin decided to take a bold step into the animation world, a field far removed from his technical background.
“I told my wife, animation is like making a film too, just without actors. There’s a lot of potential. We have to give it a try,” he recalled.
Learning from Failure, Designing for Success
But the animation industry was anything but easy. Many local studios at the time collapsed because they relied solely on sales to national TV stations. When staff asked for higher salaries and the studios couldn’t afford them, the teams left, and the studios folded.
Burhanuddin studied these failures and built a strong system in both management and business models to ensure sustainability and long-term success.
A Simple Strategy to Global Reach
One of Les’ Copaque’s most significant decisions was to create stories that were deeply local yet built upon universal narratives.
“From the beginning, I never wanted to brand Upin & Ipin as Islamic animation. If it’s too specific, the market becomes limited. But we still embedded those values, it’s better that way,” Burhanuddin explained.
Even the names Upin and Ipin were carefully chosen. According to Burhanuddin, the letters “U” and “I” stand for “You” and “I”, a simple yet powerful philosophy that highlights the emotional connection between the characters and their audience. That’s also why Upin is placed on the right, and Ipin on the left, visually reinforcing the bond between "you" and "I".
Burhanuddin added that when deciding on the names, he looked for an extension of “U” and “I”. His wife then suggested the word “pin”, saying it sounded popular in Malaysia, and that’s how “Upin” and “Ipin” were born.
Another iconic element of the animation, the catchphrase “Betul, betul, betul” was an initiative from his wife, who wanted to add a distinctive, memorable touch for children. The decision proved highly effective; the phrase has now become synonymous with Upin & Ipin, even beyond Malaysia.
Reviving Memories Through Animation
In its early concept, Upin & Ipin featured traditional games such as marbles and leaf spiders, activities that are now rarely seen. The dialogue was kept intentionally simple, reflecting the natural way children speak, to maintain authenticity and emotional impact.
This approach unexpectedly engaged parents as well, as it brought back nostalgic memories of their own childhoods.
“I told my wife, we need to capture the parents too. So we included old games, like marbles and spider fights using leaves. When the kids watched, they’d ask, ‘Did you really play that when you were little?’ And the dad would say, ‘Yes, we used to pick leaves from under that tree and find spiders.’ The kids would ask, ‘How do you know that?’ And the dad would say, ‘I saw it on Upin & Ipin.’ The next day, it’s the dad who’s watching,” Burhanuddin said with a smile.
Every Upin & Ipin Character Has a Purpose
No character in Upin & Ipin is created without careful thought, each one is crafted with purpose. Mail, for example, is designed to instill an entrepreneurial spirit from an early age. Mei Mei represents intelligence, while Susanti, a character from Indonesia, is portrayed with deep respect.
“I didn’t want Susanti to be depicted as a PATI (Pendatang Asing Tanpa Izin/Undocumented Migrant Child). I insisted that her parents be engineers. They came to Malaysia as professionals. We have to be mindful of cultural sensitivities,” Burhanuddin emphasized.
It’s these kinds of values that have made the animation not only popular but also beloved by audiences across countries.
Read also: The Incredible Journey of Upin & Ipin
From Malaysia to the World
Today, Upin & Ipin is more than just a children’s show. It has become a cultural bridge connecting audiences in Malaysia, Indonesia, Brunei, and other parts of the world, including Japan, the U.S., Canada, Australia, New Zealand, the United Kingdom, and India, since its inclusion on Disney Channel Asia in 2019 and Netflix in 2025.
Les’ Copaque’s success proves that local ideas, when packaged with universal appeal, can reach global markets, as long as they are crafted with heart, precision, and a deep understanding of cultural values.
Read also: Special Interview with Haji Burhanuddin: The Secret Behind Upin & Ipin’s International Success
