In the early days of their company Digital Durian, Sinan Ismail and his co-founder Hairul Faizal Izwan explored opportunities such as 3D modelling for the oil and gas industry. But their passion for animation led them to create cartoon characters based on the Malaysian Serama breed of chicken. The series called Didi & Friends, featured educational animation works that have since been watched by millions across 25 countries on YouTube.

In December 2021, Sinan announced that he would be saying goodbye to the cartoon series Didi & Friends after building the brand for eight years. He would go on to start a new tech startup called Durioo that produces and streams dedicated content for Muslim children.