An aerial view of the Tuas interchange that connects directly into Gerbang Nusajaya.
UEM Sunrise’s strategic roadmap to activate its Johor assets
As Malaysia and Singapore deepen economic integration through the Johor-Singapore Special Economic Zone (JS-SEZ), UEM Sunrise Bhd is positioning itself at the forefront of this transformation with a clear, sustainability-driven strategy to unlock the full potential of its Johor developments.
In an exclusive interview, UEM Sunrise officer-in-charge and chief financial officer Hafizuddin Sulaiman outlined the company’s roadmap to leverage JS-SEZ opportunities while embedding green, sustainable principles across their township and property projects in Johor.
The JS-SEZ initiative, designed to foster seamless business operations, infrastructure connectivity and talent flow between southern Johor and Singapore, presents unique prospects for property developers like UEM Sunrise. With Johor’s strategic location and competitive land prices, the zone aims to create an integrated ecosystem that appeals to businesses and residents alike.
UEM Sunrise’s Johor projects are ideally placed to benefit from the JS-SEZ’s cross-border facilitation, said Hafizuddin, adding that the company is seeing increased demand from Singaporean investors and tenants looking for high-quality, sustainable living and working spaces just a short commute from the city-state. And not just Singaporeans as Hafizuddin noted that many Malaysians working in Singapore are also seeking out homes near to the second link.
“They commute daily. And yet, they are able and willing to invest in our RM700,000 property. There are Bumiputera buyers, too. That’s the power of the Singapore currency but more importantly, it shows that from a location standpoint, we’re ticking the right boxes,” he said.
As such, UEM Sunrise is actively aligning its Johor township masterplans with the JS-SEZ vision. This includes infrastructure enhancements, seamless transit connectivity and commercial spaces designed to meet the needs of international companies targeting the zone. Moreover, it has expanded its industrial component to suit the growing demand.
“What’s particularly exciting about Iskandar Puteri right now is the growing interest in industrial developments. In our original master plan, the industrial component was relatively modest. However, due to strong market demand, we’ve increased its allocation to approximately 28% of the current master plan,” said Hafizuddin. The company is also monitoring policy developments closely to ensure readiness when new JS-SEZ incentives and regulatory frameworks are announced.
“Townships today must go beyond physical products,” Hafizuddin said.
Sustainability as a core pillar
Sustainability is not an afterthought but a fundamental pillar of UEM Sunrise’s development philosophy. The company integrates green building technologies, energy-efficient designs and smart city features, guided by its Sustainable Development Design Guidelines (SDDG), to future-proof its projects.
“We believe that sustainable developments will be the key to long-term value creation,” Hafizuddin noted. “Beyond compliance, we are innovating to minimise environmental impact, improve residents’ quality of life and build resilient communities.”
Examples include green landscaping with native flora to reduce water usage, solar panel installations in key township areas, rainwater harvesting systems and extensive use of energy-saving materials. UEM Sunrise also emphasises digital infrastructure to enable smart energy management and better urban mobility.
The developer is pursuing Green Building Index (GBI) certifications for key developments and has integrated environmental, social and governance (ESG) criteria into its corporate strategy. The aim is not only to attract environmentally conscious buyers and tenants but also to align with institutional investors who are increasingly prioritising ESG-compliant portfolios.
Revitalising Iconic Townships
Upcoming commercial hubs within the township are being designed to accommodate electric vehicle (EV) infrastructure and flexible retail formats. From a financial perspective, the company is cautious but optimistic. Hafizuddin highlighted that UEM Sunrise is adopting a phased approach to Johor projects, balancing capital expenditure with market demand while maintaining strong balance sheet health.
“We monitor market signals closely and invest strategically to avoid overexposure,” he explained. “At the same time, we are exploring innovative financing models and partnerships, including green bonds and sustainable financing instruments, to fund our initiatives.”
He added that the company has a healthy cash position and remains selective in landbank activation to ensure that each project is both market-relevant and financially viable. UEM Sunrise, afterall, remains as the biggest landowners in Johor, primarily within Iskandar Malaysia, with a total land bank of about 4,600 acres and a gross development value of RM61bil.
If Singapore were to set up a CIQ complex at Raffles Marina, it would take just 15 minutes by ferry to connect to Puteri Harbour International Ferry Terminal.
Driving cross-border appeal
Hafizuddin pointed out that UEM Sunrise is also enhancing its brand visibility across the Causeway. Singaporean buyers, who have long been a key demographic in Johor’s property market, are becoming increasingly discerning, especially in terms of sustainability and lifestyle features.
“Now imagine this: If Singapore were to set up a CIQ (Customs, Immigration and Quarantine complex) at Raffles Marina, it would take just 15 minutes by ferry to connect to Puteri Harbour. This is a real connectivity potential we’re trying to activate,” he shared on the CIQ complex in Puteri Harbour International Ferry Terminal, which currently services trips mainly to Batam and Karimun, Indonesia.
UEM Sunrise is also focusing on improving accessibility via transit-oriented development (TOD) principles, including proximity to the upcoming Rapid Transit System (RTS) Link between Johor Bahru and Woodlands, Singapore. This is expected to significantly enhance the connectivity and attractiveness of nearby projects.
Future-ready infrastructure and community-centric design
In tandem with physical infrastructure, UEM Sunrise is prioritising future-ready systems that can support evolving urban lifestyles. This includes high-speed internet readiness, shared mobility infrastructure and the integration of Internet of Things (IoT) for facilities management.
On the community side, the developer aims to nurture inclusive neighborhoods with amenities such as public parks, healthcare services and educational institutions. UEM Sunrise believes this human-centric approach will foster stronger communities and long-term tenant retention.
“Townships today must go beyond physical products,” Hafizuddin said. “It’s about creating an ecosystem where people can thrive – economically, socially and environmentally.”
An aerial view of the Tuas interchange that connects directly into Gerbang Nusajaya.
Challenges and forward outlook
Despite the promising outlook, Hafizuddin acknowledged that the journey will not be without hurdles. Fluctuating market conditions, cost inflation, regulatory shifts and intensified competition require vigilance and agility.
“We are confident in our ability to navigate the challenges and deliver projects that not only meet market needs but also contribute positively to Johor’s socio-economic and environmental landscape,” he affirmed.
UEM Sunrise is also actively engaging with federal and state authorities to provide input on JS-SEZ planning and ensure alignment with broader national development goals. The company believes strong public-private collaboration will be key to ensuring the JS-SEZ achieves its full potential.
UEM Sunrise’s strategic roadmap exemplifies how Malaysian property developers can capitalise on emerging cross-border economic zones like the JS-SEZ by embedding sustainability at their core. By revitalising Johor assets with green innovations and smart planning, the company is set to create lasting value for investors, residents and the broader community.
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