Malaysia
To commemorate YTL Group’s 70th anniversary, YTL Cement, through its CSR arm, BUILDS, has launched the Penyu Shell-Ter Project in collaboration with YTL Hotels. The initiative brings together 51 Malaysian artists and public figures who have reimagined 70 handcrafted turtle sculptures. The artworks will be showcased in a public exhibition before being auctioned, with all proceeds channelled to turtle conservation efforts.
Funds raised will support programmes dedicated to safeguarding Malaysia’s endangered turtle populations.
Fab! Luxe had a chance to speak to speak to Yeoh Pei Xien, Vice President, Strategy & Transformation for YTL Hotels and Rachel Yeoh, the Executive Director for YTL Cement, Malaysia about this initative.
Yeo Pei Xian, Vice Preident, Strategy & Transformation, YTL Hotels
Tanjong Jara Resort has always blended luxury with local authenticity. How does hosting the Penyu Shell-Ter hatchery deepen that philosophy; connecting hospitality with heritage and conservation?
At YTL Hotels, we believe in honouring nature, culture and community in everything we do. In Tanjong Jara Resort,the turtle hatchery which celebrates its 10th anniversary this year, operated in partnership with PULIHARA, remains one of our most meaningful initiatives. It is thus apt that together with YTL Cement, we hosted the launch of the Penyu Shell-Ter Project here, in conjunction with YTL Group’s 70th anniversary. This place brings together everything we stand for including purposeful tourism, creative collaboration and a group-wide commitment to ‘Building The Right Thing’.
As Vice President of Strategy and Transformation, you oversee projects that shape the resort’s long-term vision. What strategic value does the Penyu Shell-Ter Project bring; not just to the resort, but to YTL Hotels’ broader sustainability roadmap?
Conservation is the heart of everything we do. From our turtle hatchery to coral rehabilitation and low-impact resort operations, sustainability isn’t a siloed programme — it’s woven into how we host, build, and care for our surroundings.
As venue hosts, the Penyu Shell-Ter Project gives us a meaningful extension of this ethos. Our resorts act as guardians of nature and culture — from nature and marine conservation centres and guided forest walks to long-standing work with local communities and environmental partners. Supporting the Penyu Shell-Ter Project allows us to amplify this commitment, connecting our hospitality-led conservation efforts with a wider movement that inspires awareness.
Ultimately, it reflects our long-term vision: that hospitality can be a force for good, restoring what we rely on and ensuring the places we treasure continue to thrive for generations to come.
Tourism and conservation can sometimes be uneasy partners. How do you ensure that the turtle hatchery enhances guest experiences without compromising the well-being of the turtles or the integrity of the conservation work?
Our team of experts work in partnership with PULIHARA. The hatchery follows strict protocols to ensure the safety and well-being of every nest – from rescue to release.
All educational activities are carefully supervised, guest access is controlled and everything is done with the turtles’ best interest at heart. We’ve discovered that when guests are invited into the process respectfully, it fosters a deeper awareness, not just during their stay, but well after they return home.
It becomes a quiet but powerful form of advocacy, one that perfectly reflects our approach to hospitality that is immersive, responsible and grounded in care.
From your perspective, what has been most rewarding or surprising about aligning hospitality operations with scientific and community-driven conservation efforts?
What’s been most rewarding is seeing how seamlessly our hospitality operations can align with scientific and community-driven conservation, when there’s a shared sense of purpose. Across YTL Hotels, whether it’s our turtle hatchery, turtle rescue and rehabilitation, coral rehabilitation or working with local artisans and NGOs, these collaborations remind us that luxury and responsibility aren’t mutually exclusive, in fact, they often enhance each other.
What’s surprised me most is how much our guests value this. Many arrive expecting a beautiful stay, but leave with a deeper appreciation for the ecosystems and communities around them. When science, local knowledge and hospitality come together, it creates an experience that’s not only memorable but transformative.
Looking to the future, how do you envision Tanjong Jara Resort’s role evolving within Malaysia’s sustainable tourism landscape and what kind of legacy do you hope the Penyu Shell-Ter Project will leave for both guests and the local community?
I hope the legacy is twofold, one for the turtles and one for the people. For the turtles, it’s safer nesting grounds and stronger public support. For our guests and community, it’s the reminder that small actions whether it’s a stay, a sculpture or a story, can create lasting impact. We want Tanjong Jara Resort to be remembered not just for its beauty, but for its role in building a space where tourism and conservation can thrive together.
Rachel Yeoh, the Executive Director for YTL Cement
YTL Cement has long championed community and environmental initiatives across Malaysia. How did the Penyu Shell-Ter Project with Pulihara and the Turtle Conservation Society of Malaysia come to life?
As we celebrate 70 years of building together with Malaysia, we wanted to make this milestone with an inter-group collaboration. This project involves us doing what we do best- developing innovative building materials, and hones in on the turtle conservation work that is being done by Turtle Conservation Society of Malaysia (TCS) and PULIHARA through YTL Hotels.
This occasion is more than just a reflection on our past- it is also a moment to give back to the communities that have supported our journey in a meaningful way. Through our CSR arm, BUILDS, we have been supporting Malaysian artists and creative talent under our Potential pillar. This project celebrates and anchors conservation work in creativity, raising funds and awareness for environmental and marine life conservation- particularly species of endangered Malaysian turtles.
Rachel, tell us about the exciting art-meets-conservation campaign that unites 51 Malaysia artists and public figures.
The Penyu Shell-Ter Project brings together 51 Malaysian artists and renown public figures, each transforming a concrete turtle sculpture into a work of art. Every piece tells its own story- about our connection to nature, the fragility of marine life, and the hope for restoration and renewal.
The sculptures are made from ECOCem, our low-carbon cement, symbolising how sustainability can take creative form. They are now displayed across seven YTL Hotels and properties nationwide, where guests and the public can experience them up close.
A dedicated online platform on the Penyu Shell-Ter microsite (penyushellter.ytlcement.com) will feature 50 turtle sculptures available for bidding from 15 October to 27 November 2025. The project will culminate in a live charity auction on 25 November, where 20 select sculptures will go under the hammer, with 100% of proceeds going directly to the Turtle Conservation Society of Malaysia (TCS) and PULIHARA. To further amplify the impact, YTL Cement will also donate RM5,000 on behalf of 51 participating artists to an NGO of their choice. Causes include mental health, food security, orphan care, etc.
Partnership is at the heart of this effort. What has the collaboration process been like between a corporate entity like YTL Cement and conservation-focused organizations such as Pulihara and Turtle Conservation Society of Malaysia? How do you align goals, language, and expectations across such different worlds?
It’s been an incredibly meaningful endeavour, brought to life by so many parties and contributors. TCS and PULIHARA brings their extensive expertise and passion to turtle conservation, and partnering with them grounds this project in real, in-depth and long-term work. For YTL Cement, this campaign is not just about a singular moment- it is part of a broader commitment under our CSR arm, BUILDS. Under the Potential pillar, we have always supported community and environmental causes and we intend to do so for years to come.
Beyond funding, impactful CSR requires storytelling and public engagement. How is YTL Cement leveraging its communication platforms to raise awareness and inspire broader participation in turtle conservation among Malaysians?
Art has a unique way of bringing people together. Through The Penyu Shell-Ter Project, we wanted to use creativity to connect Malaysians with the importance of environmental conservation, particularly the protection of our endangered turtle species. Art is beautiful, emotional and impactful- a language that transcends and connects.
The turtle sculptures are going on tour and will be exhibited across YTL Hotels and properties, the public can also explore all 70 turtle sculptures online (penyushellter.ytlcement.com), showcasing artist profiles and the meaning behind each design. We are sharing this project with audiences on YTL Cement and YTL Group’s social media, internal platforms and a network of media and creative allies to reach more Malaysians- to spark curiosity and inspire action taken toward the preservation of Malaysia’s natural heritage. The Penyu Shell-Ter Project is something that we hope many people will get behind and we are grateful for the generousity of those who have helped, supported and encouraged us so far.
Looking ahead, how does the Penyu Shell-Ter Project fit within YTL Cement’s broader sustainability vision and what lasting legacy do you hope this initiative will leave for both people and the planet?
The Penyu Shell-Ter Project aims to create lasting awareness about Malaysia’s endangered turtles and the role we all play in protecting them. It is also about shaping a more conscious corporate culture, embedding sustainability and social impact into how we build, operate, and communicate.
Through BUILDS, our CSR arm, we continue to invest in Malaysian artists under the Potential pillar, giving them a wider platform to share their creativity. At YTL Cement, we believe that art and creativity are not tangential to business but an integral part of it. By bringing together art, community, and conservation, the project reinforces YTL Cement’s long-term commitment to shaping a more sustainable Malaysia.
