Izan Satrina Mohd Sallehuddin is the founder and CEO of Cendana, Malaysia's Cultural Economy Development Agency dedicated to building a sustainable cultural economy. Driven by an enduring love for the arts, Izan leverages her flair for communication and building relationships to unite the government, private sector and the arts community towards mutually beneficial goals.

An accountant by training, Izan has dedicated most of her career in the arts scene from managing Enfiniti Vision Media, which is known for its award-winning musicals like Puteri Gunung Ledang and P. Ramlee, to establishing My Performing Arts Agency (MyPAA). Guided by her unwavering belief that the arts and culture sector can do better to contribute to the country’s economy if there is a proper ecosystem that enables it to thrive and therefore make an economic impact, a chance meeting with former prime minister Datuk Seri Najib Tun Razak offered the opportunity to spearhead the idea.

In 2017, Cendana was established and immediately got to work, focusing on three main sectors—visual arts, performing arts and independent music. It also sought to provide support to the grassroots level with emphasis on small to medium-sized venues with fewer than 500-audience capacity. Besides funding, Cendana also organised various workshops that provided industry players with necessary upskilling training. By 2019, Cendana had reportedly delivered RM37 million in economic impact.