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Welcome To The World of baba baa

As parents ourselves, we’ve worked hard to create a world rich in music, color, and culture for our young ones to live in. Our collection of sound books have been crafted to provide the most memorable reading experiences for babies and pre-schoolers, while also including Southeast Asian culture.


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Our Founder

“she wanted — the perfect mix of art, music, learning, and Southeast Asian culture”

It all began in 2016, when baba baa’s mommy founder Lee Jiun — then a lawyer working in Hong Kong — was searching high and low for the perfect book for her young son. Despite being gifted tons of children’s books by friends and family, there was none in particular that had what she wanted — the perfect mix of art, music, learning, and Southeast Asian culture. Undeterred, she decided to work towards creating that perfect book herself, collaborating with artists and designers to craft a sound book that contained some of the most Nusantara nursery rhymes along with the art and technology to keep young readers entertained for hours on end.

Our Story

That first book was the Rasa Sayang Sing-and-Record Sound Book, which has since become baba baa’s best-selling title and a book loved by parents and children all around Southeast Asia. Every book released since then has been designed to help parents bond closer with their little ones while also reducing the need for laptops, TVs, and tablets to keep them engaged and mentally stimulated. Every title by baba baa is now meant to be used as a meaningful addition to any child’s activity, and to encourage an early love for reading and singing as they discover the world around them in the most captivating way possible!

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Our mission

Our aim has always been to deliver reading experiences that are not only fun and engaging, but also perfect for the development of young readers’ language skills, imagination, love for music, and thinking abilities.