Sunway Property Aims RM3.6b in 2025 Sales, Expanding Locally and Internationally
Sunway Property, the real estate arm of Sunway Bhd, has set an ambitious sales target of RM3.6 billion for 2025, building on a remarkably strong performance in the previous year. In 2024, the company surpassed expectations by achieving RM3 billion in sales against a RM2.6 billion target. This momentum came as Sunway Property rolled out RM2.7 billion worth of new properties during the year, reinforcing its position as a major developer with a diversified portfolio spanning residential, commercial, hospitality, and healthcare assets. By the end of 2024, the company reported RM3.3 billion in unbilled sales, both domestically and internationally, signaling a solid pipeline of future revenue across markets. For 2025, Sunway Property plans RM4 billion worth of new property launches and aims to complete more than RM2 billion in investment properties, according to a company statement.
Chung Soo Kiong, who took the helm as Sunway Property’s managing director in January 2025, has outlined a strategic agenda that centers on accelerating innovation, sustainable development, digital transformation, and selective acquisitions. His leadership team emphasizes delivering meaningful value to communities and stakeholders while upholding Sunway’s brand promise, “With You For Generations.” The leadership stresses deepening the company’s regional footprint in key markets such as Singapore and China, while evaluating strategic expansions into new markets that align with urban transformation, economic resilience, and long-term sustainability. The overarching vision is to build on Sunway Group’s nearly half-century legacy, pursuing long-term, sustainable growth that can weather cyclical shifts and position the company for enduring success in a rapidly changing global real estate landscape.
Sunway Property’s Vision for 2025: Growth, Innovation, and Integrated Value Across Markets
Sunway Property’s 2025 outlook centers on expanding its project mix, enhancing digital capabilities, and reinforcing its position in core markets while remaining open to opportunities in high-potential new markets. The company’s stated plan includes RM4 billion worth of new property launches in the year, designed to diversify the portfolio across residential, mixed-use, commercial, and healthcare segments. This strategic mix aims to optimize project life cycles, accelerate revenue recognition, and create resilient cash flow streams that can support a broad suite of development activities. In parallel, Sunway Property intends to realize more than RM2 billion in investments in properties, focusing on opportunities that offer synergies with existing ecosystems, such as integrated developments and transit-oriented schemes that align with evolving urban mobility and lifestyle preferences.
The leadership under Chung Soo Kiong emphasizes a continued commitment to sustainable development as a core differentiator. The group aims to integrate sustainability across design, construction, and operation, aiming to reduce environmental footprints while enhancing social value. Digital transformation is framed as not merely a technology upgrade but a fundamental shift in processes, customer engagement, and data-driven decision making. By embedding digital tools into project planning, sales, and asset management, Sunway Property seeks to improve efficiency, shorten cycle times, and deliver enhanced customer experiences. Strategic acquisitions are expected to play a supporting role, selectively pursuing deals that complement Sunway’s existing platforms, scale, and geographic reach, and that can accelerate momentum in target markets without compromising financial discipline.
Sunway Property’s expansion strategy emphasizes strengthening urban ecosystems through a presence in advanced cities and gateway markets, while pursuing selective forays into new regions that promise high growth and alignment with the company’s long-term vision. The brand promise—“With You For Generations”—is presented as a guiding principle, underscoring a commitment to enduring communities, resilience, and sustainable prosperity. The leadership highlights the importance of deepening presence in Singapore and China as a core pillar of regional growth, complemented by judicious exploration of additional markets where integrated developments, healthcare ecosystems, and sustainable urban transformation can be realized. In articulating this strategy, the company points to the next 50 years as a period of continued growth where Sunway Property remains anchored in a tradition of excellence and social responsibility, while expanding its footprint and capabilities to meet the demands of evolving urban living.
Johor Bahru and SCIP: A Hub of New Projects and Transit-Oriented Developments in 2025
In Johor Bahru, Sunway Property plans a slate of high-impact residential projects within its Sunway City Iskandar Puteri (SCIP) township in 2025. The portfolio includes Sunway Sakura (Phase 2) and L8 Linked Houses, reflecting a continued push into the premium and mid-to-high-end housing segments that characterize SCIP’s urban living proposition. These launches are designed to complement the broader SCIP ecosystem, which integrates living spaces with lifestyle, amenities, and access to urban services. The strategic focus on SCIP underscores Sunway’s intention to anchor its presence in a premier Johor hub, leveraging proximity to regional economic growth, improved connectivity, and a vibrant living environment that appeals to families, professionals, and investors.
Beyond residential offerings, the group is advancing significant infrastructure and leisure projects that reinforce SCIP’s dual role as a live-work-play environment. The Sunway Circuit Iskandar Puteri project features a 4.5-kilometer multipurpose track, designed to support sporting, recreational, and community activities while enhancing the area’s appeal to residents and visitors. Alongside this, Sunway Puteri Hills is planned as an upscale dining hub aimed at boosting lifestyle experiences and attracting more hospitality tenants. The combination of residential and lifestyle amenities is intended to create a complete, walkable district that supports daily life and long-term value appreciation for stakeholders.
In a landmark logistics and trade-focused initiative, Sunway Property is developing an RM8 billion Free Commercial Zone logistics hub as part of Equalbase Sunway 103°. Phase 1 is targeted for completion by the end of 2025, with the project projected to generate at least 13,000 jobs. This logistics hub is positioned to become a key node in Johor’s growing logistics and distribution network, leveraging strategic access to major highways and international gateways. The project aligns with broader regional growth trends in Southeast Asia, where e-commerce, manufacturing, and cross-border trade continue to drive demand for world-class logistics infrastructure.
Sunway Property is also expanding its footprint beyond SCIP within Johor Bahru, pursuing high-rise development in Sunway Lenang Heights and a SoHo (small office/home office) development in Yahya Awal within the Johor Bahru City Centre. These developments reflect a broader strategy to create mixed-use downtowns that attract a diverse tenant mix, including residents, corporate tenants, retailers, and service providers. The company envisions Yahya Awal as a vibrant, sustainable city core with quality housing and dynamic commercial spaces, contributing to urban renewal and enhanced livability.
A major highlight in the Johor Bahru corridor is the RM2.6 billion transit-oriented mixed-use project at Bukit Chagar, developed in collaboration with Mass Rapid Transit Corporation Sdn Bhd (MRT Corp). Located near the First Causeway Link, this project is designed to integrate residential, retail, healthcare, and hospitality components into a single, synergistic smart district. The emphasis on transit orientation reflects Sunway Property’s commitment to accessibility, reduced travel times, and enhanced urban mobility, which are critical factors in sustaining real estate demand and investor confidence in the region.
In addition to SCIP-specific initiatives, Sunway Property’s Johor Bahru expansion includes a broader strategy to build a robust urban ecosystem that supports sustainable growth. The company’s plans consider demand drivers such as industrial activity in Johor’s southern corridor, increasing domestic and cross-border travel, and a growing need for integrated developments that offer convenience and quality of life. The combination of premium residential offerings, lifestyle amenities, logistics capacity, and transit-oriented development signals Sunway Property’s intent to create a diversified and resilient presence in Johor Bahru’s evolving urban landscape.
Klang Valley: Residential Launches, Commercial Expansions, and a New Sunway Square Era
In the Klang Valley, Sunway Property is gearing up for a wave of residential launches while expanding its retail and office footprint. Upcoming residential launches include Sunway Serene 2 in Kelana Jaya, Sunway Flora 2 in Bukit Jalil, and Cochrane Residence in Cheras. These projects underscore Sunway’s strategy to strengthen its position across key suburban and inner-city markets, offering a mix of mid-to-upscale housing designed to meet diverse buyer preferences, from aspirational buyers to seasoned investors. The developments are crafted to leverage the group’s integrated ecosystem—where residential living is complemented by retail, education, healthcare, and leisure amenities.
On the commercial front, Sunway Property is expanding its retail footprint with new spaces at Sunway d’hill in Kota Damansara and Jernih Residence in Kajang. These initiatives highlight the company’s integrated development approach, where mixed-use components merge living, working, and shopping experiences within cohesive, walkable environments. The emphasis on retail expansion aligns with evolving consumer behaviors, omni-channel retail strategies, and the growing importance of lifestyle destinations within catchment areas that benefit from Sunway’s established urban ecosystems.
A flagship milestone in Klang Valley is the RM1.8 billion Sunway Square in Sunway City Kuala Lumpur. This expansive project will feature office towers, a shopping mall, and an expanded Sunway University campus, transforming a key campus precinct into a multifaceted node that supports education, employment, and community engagement. The Sunway Square development is planned to open in 2025, with additional cultural and experiential components to be introduced in subsequent years, including the Sir Jeffrey Cheah Performing Arts Centre slated for 2026. The project is designed to elevate the Sunway City Kuala Lumpur ecosystem, providing a seamless blend of living, learning, commerce, and culture.
In addition to these residential and commercial expansions, Sunway Property is pursuing a sizable industrial play with a 245-acre managed industrial park planned in Kuang, Selangor. The park will integrate factories, warehouses, and commercial spaces, aligning with regional manufacturing growth and the demand for well-located, purpose-built logistics and light industrial facilities. This initiative complements Sunway’s broader strategy to diversify revenue streams and build resilient, long-term assets that support the region’s economic and employment growth.
Northern Region and Penang: Ipoh, Perak’s Growth Engine, and Penang’s Revitalized Retail Landscape
In the northern region, Sunway Property continues to expand its presence in Sunway City Ipoh, backed by a RM4 billion investment program. A centerpiece of this expansion is Sunway Medical Centre Ipoh, which is slated to open in 2025, reinforcing the company’s healthcare ecosystem strategy in the region. Closely linked is the one-million-square-foot Sunway Ipoh Mall, which is projected to become Perak’s largest mall upon completion in 2027. The Ipoh project slate also includes plans for a Sunway Education campus, further cementing Sunway’s integrated approach to campus, retail, and healthcare amenities in a single, sustainable urban precinct. These components follow the final series of landed homes, known as Sunway Bayu, which were launched the previous year, signaling a mature phase of the Ipoh development cycle that integrates living, learning, and healthcare.
In Penang, Sunway Property has outlined plans to launch a new high-rise residential project within the Sunway Wellesley development in Bukit Mertajam in 2025. The Penang plans also include the refurbishment of Sunway Carnival Mall, which is on track for completion within the year. These Penang initiatives reflect Sunway’s intention to sustain growth in northern Malaysia by combining residential above-retail concepts with upgraded retail spaces, delivering a balanced mix of living, shopping, and entertainment that can attract residents and visitors to the region’s evolving urban centers.
International Footprint: Singapore, China, and Regional Expansion Prospects
Internationally, Sunway Property maintains a focused approach on Singapore and China, while exploring expansion opportunities in neighbouring markets. In Singapore, the company has completed 13 developments since 2007, delivering about 10,700 units with a gross development value (GDV) of roughly S$14.5 billion. The Singapore portfolio remains a key growth engine, benefiting from Singapore’s mature real estate market, strong demand dynamics, and the ability to attract buyers seeking high-quality integrated developments. The company plans to introduce another executive condominium in Tengah this year, building on the momentum generated by Novo Place, its executive condo in Tengah. This follows Sunway’s acquisition of a mixed-use site in Tampines the previous year, positioning the company to capitalize on Singapore’s demand for well-located, well-designed residential and mixed-use projects.
In China, Sunway Property is preparing to launch Sunway Gardens Phase 3 in Tianjin Eco-City in 2025. This project aligns with Sunway’s emphasis on high-quality, sustainable urban living spaces within major tier-two cities that offer strong long-term growth prospects, robust infrastructure, and attractive population dynamics. The Tianjin Eco-City development reflects a strategic entry into a market with demand for integrated communities that combine housing with retail, healthcare, hospitality, and educational components, all delivered with Sunway’s emphasis on design excellence and sustainability.
Beyond Singapore and China, Sunway Property is actively exploring expansion opportunities in several Southeast Asian markets, including Cambodia, Vietnam, and Indonesia. The focus areas for these potential expansions center on integrated developments and healthcare ecosystems, leveraging Sunway’s proven capabilities in building large-scale, multi-use communities that can attract long-term investment and stable occupancy. These exploratory efforts signal Sunway Property’s readiness to scale its presence in Southeast Asia by offering differentiated, value-rich projects that integrate living, commerce, and healthcare within resilient, transit-oriented designs.
Growth Strategy: Sustainability, Digital Transformation, and Long-Term Value Creation
Sunway Property’s growth strategy highlights a disciplined focus on sustainability, digital transformation, and strategic acquisitions as essential levers for long-term value creation. The company’s leadership emphasizes that sustainable development is not merely a regulatory checkbox but a core driver of design decisions, construction practices, and community impact. This approach aims to reduce environmental footprints, enhance energy efficiency, and deliver healthier, more resilient living and working environments for residents, tenants, and visitors. By embedding sustainability across the project lifecycle—from planning and permitting to construction and operations—the company seeks to deliver measurable environmental benefits while preserving asset value over time.
Digital transformation is positioned as a critical enabler across the value chain. By leveraging data analytics, digital twins, and automated workflows, Sunway Property intends to optimize project scheduling, procurement, marketing, and sales processes. The goal is to shorten time-to-market, improve project governance, and deliver superior customer experiences. The company also views digital capabilities as a catalyst for smarter asset management, enabling more effective maintenance, tenant engagement, and revenue optimization across its diversified portfolio.
Strategic acquisitions are contemplated as selective accelerants to growth. Rather than pursuing a broad acquisition strategy, Sunway Property intends to target deals that extend its geographic reach, broaden asset typologies, or create meaningful synergies with its existing ecosystems. These acquisitions would be pursued with rigorous financial discipline, ensuring that they strengthen cash flow, improve portfolio quality, and enhance long-term shareholder value. The combination of sustainable design, digital-enabled operations, and value-enhancing acquisitions forms the backbone of Sunway Property’s plan to remain competitive, resilient, and productive in a rapidly evolving real estate market.
Sunway Property’s expansion also emphasizes urban transformation and resilience. The company positions its developments as engines of economic activity that support job creation, productivity, and improved quality of life. The emphasis on urban transformation reflects a broader mission to shape cities that are more livable, connected, and adaptable to future needs. The leadership asserts that the company’s growth will be anchored in communities, education, healthcare, and cultural spaces that reinforce social cohesion and long-term prosperity.
A key theme in Sunway Property’s strategic narrative is the balance between deepening existing ecosystems and pursuing selective new markets. The company signals an intention to strengthen its established footprints in Singapore and China while evaluating new markets that offer similar dynamics—stable demand, strong infrastructure, and opportunities for integrated, mixed-use developments. This approach aligns with the broader Sunway Group philosophy of building resilient, multi-generational value that can drive sustainable profits, community impact, and brand equity across decades.
Economic and Community Impact: Jobs, Infrastructure, and Local Growth
Sunway Property’s projects are positioned to generate substantial economic and social benefits across the regions in which they operate. The RM8 billion Free Commercial Zone logistics hub in Johor Bahru, part of Equalbase Sunway 103°, is projected to create at least 13,000 jobs, signaling significant direct and indirect employment opportunities across construction, logistics, retail, and professional services. The creation of thousands of jobs aligns with broader regional development plans and contributes to the employment mix needed to support a growing population, while also stimulating supply chains and ancillary services that benefit local communities.
In Johor Bahru, the mix of residential, commercial, hospitality, and healthcare developments is designed to foster a vibrant, self-sustaining urban ecosystem. The transit-oriented Bukit Chagar project is expected to improve accessibility and reduce travel times for residents, workers, and visitors, fostering economic activity around the First Causeway Link and related transit corridors. The inclusion of healthcare and hospitality components within this mixed-use development underscores Sunway Property’s aim to provide comprehensive living environments that support well-being, education, and leisure, all of which contribute to long-term community resilience.
As Sunway Property expands lighthouses of investment in other regions—such as the Ipoh, Penang, and Klang Valley corridors—the company anticipates accompanying improvements in infrastructure, educational facilities, healthcare access, and retail experiences. These developments are expected to bolster regional competitiveness, attract domestic and foreign investment, and raise the standard of living for local residents. The comprehensive nature of the projects—integrating housing with schools, medical facilities, shopping, and entertainment—supports a multi-pronged approach to urban growth that can yield lasting socio-economic dividends.
Regional Momentum: Singapore, China, and Emerging Markets
In Singapore, Sunway Property’s ongoing portfolio expansion reinforces a long-standing strategy to participate in Singapore’s mature and dynamic real estate market. The company’s track record—13 developments completed since 2007 and more than 10,700 units delivered with a GDV of S$14.5 billion—serves as a solid foundation for future opportunities. The planned introduction of another executive condominium in Tengah, following the successful Novo Place EC and a strategic site acquisition in Tampines, signals continued confidence in Singapore’s high-demand segments and the appeal of integrated living spaces that combine residential with lifestyle and amenity-rich environments.
In China, the upcoming Sunway Gardens Phase 3 in Tianjin Eco-City reflects Sunway Property’s intent to deepen its exposure to high-potential urban development zones in a country with robust demand for large-scale, mixed-use communities. The Tianjin Eco-City site offers strategic advantages, including access to major transportation networks and a population base that seeks modern living concepts with embedded healthcare, education, and commercial amenities. Sunway’s Chinese project portfolio aims to tap into the long-term growth of urban middle-class demand, leveraging the company’s expertise in sustainable design and integrated development.
Sunway Property is also actively exploring expansion opportunities beyond these core markets, looking at Cambodia, Vietnam, and Indonesia. The focus in these markets centers on integrated developments and healthcare ecosystems, leveraging Sunway’s capabilities in building cohesive, campus-like environments that combine living, healthcare, and education components. These exploratory efforts are intended to position Sunway Property to seize growth opportunities in Southeast Asia’s developing urban landscapes, where rising urbanization, improving infrastructure, and a growing middle class create a favorable backdrop for multi-use developments.
The Sunway Brand Promise: With You For Generations and a 50-Year Outlook
Sunway Property’s strategic communications emphasize the long arc of growth, anchored by the Sunway Group’s enduring heritage and a forward-looking commitment to sustainable development. The “With You For Generations” promise frames every initiative as part of a broader legacy—one built on delivering enduring value to communities, customers, investors, and stakeholders over multiple generations. This ethos underpins decisions about project mix, location strategy, asset classes, and partnerships, guiding the company toward developments that offer durable benefits in terms of livability, accessibility, and resilience.
The leadership has articulated a long-term growth trajectory that extends beyond the next few years, positioning Sunway Property to navigate industry cycles while maintaining a focus on durable, multi-generational value creation. The 50-year horizon underscores a commitment to stability, risk management, and responsible stewardship. It also reflects confidence in Sunway’s ability to innovate, partner, and adapt to evolving urban needs, including the transition to smarter, greener cities and healthier communities.
To operationalize this long-term vision, Sunway Property emphasizes urban transformation as a core objective. The company believes that well-planned, forward-thinking developments can enhance economic resilience, improve quality of life, and future-proof cities against demographic shifts and environmental challenges. By pursuing sustainable development, digital enablement, and selective acquisitions, Sunway Property aims to sustain growth that benefits not only shareholders but the broader public, including tenants, residents, students, and medical patients who rely on high-quality urban ecosystems.
Conclusion
Sunway Property has laid out an expansive, multi-market strategy for 2025 that blends robust sales targets, a diversified project pipeline, and a clear emphasis on sustainability and digital transformation. The company’s performance in 2024—achieving RM3 billion in sales against a RM2.6 billion target and generating RM3.3 billion in unbilled sales—sets a solid foundation for the RM3.6 billion sales goal and RM4 billion in new launches planned for 2025. With a new managing director guiding the charge, Sunway Property is prioritizing innovation, environmentally responsible development, and strategic acquisitions to sustain growth across Malaysia, Singapore, China, and select Southeast Asian markets.
Johor Bahru stands out as a focal point of this growth, with SCIP serving as a future-facing urban ecosystem that blends residential, commercial, and lifestyle components. The Bukit Chagar transit-oriented development, the RM8 billion Free Commercial Zone logistics hub, and related projects like Sunway Lenang Heights and Yahya Awal SoHo developments reflect a deliberate approach to creating connected, resilient communities supported by thriving employment opportunities. The expansion into high-density residential living in Johor Bahru, together with major logistics investments, positions Sunway Property to benefit from Malaysia’s evolving urban form and regional trade dynamics.
In Klang Valley and the northern regions, Sunway Property’s pipeline of residential launches, retail expansions, and large-scale campus and infrastructure projects demonstrates a commitment to integrated living, education, and commerce. The RM1.8 billion Sunway Square project, along with new campuses and cultural spaces, signals a transformation of Sunway City Kuala Lumpur into a vibrant, multi-use hub. Ipoh’s RM4 billion push, including Sunway Medical Centre Ipoh and the planned Sunway Ipoh Mall, highlights the company’s focus on healthcare-enabled, mixed-use precincts that can anchor regional growth. Penang’s Sunway Wellesley and renewed retail spaces at Sunway Carnival Mall illustrate continued diversification in northern Malaysia, balancing residential development with refreshed retail environments.
Sunway Property’s international footprint remains a strategic asset, with Singapore’s robust demand for integrated developments, and China’s expansion through Sunway Gardens Phase 3 in Tianjin Eco-City. The company’s ongoing expansion narrative in Singapore and China is complemented by exploratory interest in Cambodia, Vietnam, and Indonesia, signaling a broader Southeast Asian growth ambition anchored in integrated developments and healthcare ecosystems. Overall, Sunway Property’s 2025 plan reflects a coherent, forward-looking strategy designed to deliver enduring value across markets, anchored by sustainable growth, digital capability, and a commitment to communities that will endure for generations.