Parc3, Eupe’s second KL project, has won multiple design and sustainability awards.
Rising Star Award acknowledges Eupe’s innovative strides
The acknowledgement of the Rising Star Award at the Malaysia Developer Awards 2023 (MDA 2023) holds special significance for Eupe Corporation Bhd (Eupe), as it underscores the innovative strides the company is making in the realm of property development in Malaysia. With an operational focus on the northern state of Kedah for almost three decades, Eupe has been dedicated to advancing the landscape of property development.
During that time the company has designed and built over 22,000 homes in Sungai Petani, the state’s largest population centre. These have encompassed a wide range of market segments, from affordable homes all the way through to luxury condominiums.
Eupe broke out of its comfort zone and entered the Klang Valley property market with the launch of its maiden KL high-rise project, Novum @ South Bangsar in 2016.
The company deliberately set about making its mark on Malaysia’s most competitive property market through a compelling blend of innovative design, urban sustainability features and value for money.
As a result, Novum @ South Bangar and Parc3 @ KL South, its second KL residential project launched in 2017, have won multiple architectural and lifestyle innovation awards.
Its third KL project, Est8 @ Seputeh, has been designed to create an urban sanctuary of nature and art adjective to the Mid Valley City precinct. Like Eupe’s first two KL projects, Est8 – which was opened for sale in 2021 – received a strong market response and is now fully sold.
Leading change, pioneering transformation
The common denominator with all three projects is the company’s desire not just to follow change, but to help lead it. As Datuk Beh Huck Lee explains: “We are comparatively small, but we have big ambitions. We’re committed to making a real difference not just to our buyers but to the property sector generally. Our size makes us both nimble and willing to challenge conventional assumptions about property development.”
Beh said that around the world, particularly in markets like China and the United States, the conventional property development model is being fundamentally challenged.
“The model is based on a rapid churn of projects. This means quantity often trumps quality. Innovation and anticipating home buyers' wants and needs often plays second fiddle to profit-driven metrics that matter most to companies, not buyers,” he said.
Beh said what differentiates his company is what he calls its spirit – its commitment to leveraging innovative property design to make a lasting difference in people’s lives.
“Our approach is guided by the fundamental recognition that the homes we build as developers are the biggest point of leverage to make a sustained difference in our buyer’s lives. They’re not just the biggest financial investment most people make. It’s where they raise their families, where they create and share their best moments and experiences. The home they buy is also a statement of their identity and community,” he said.
One of the Est8’s distinctive interior designs.
Designing difference
That is why Eupe is so focused on the details of every aspect of the architecture, design and construction of its projects. Ultimately it is detail that creates the design and lifestyle difference that Eupe believes is unique to its offering. Eupe’s approach is underwritten by what it calls its Shared Value philosophy – creating more value with its projects so it shares more value with its buyers.
“And it’s why I believe the market has responded so positively to our projects. Profit is obviously the end goal, but we truly believe sustained returns can only be achieved by putting buyers first. This is why the Rising Star award is so important to us – it recognises our potential to set new directions in property development that can maximise benefits for both buyers and developers,” said Beh.
New stage of growth
Despite its successes, Eupe is not a company to rest on its laurels. It is well on the way to constructing its fourth KL high-rise, Helix @ PJSouth. Aimed at the affordable market segment, it is embedded with architectural flourishes and distinctive facilities that are integral to Eupe’s brand.
And its most ambitious residential projects – Circadia @ Belfield and Edgewater in Sungai Petani – are now on the drawing board. Barring unforeseen circumstances, both are expected to be launched by the end of next year and will underpin the company’s next stage of growth. Circadia @ Belfield, which will have a gross development value of more than RM1bil, will be Eupe’s biggest project in KL so far.
“With Circadia, we aim to create a truly distinctive residential and commercial precinct close to KL’s centre. It will take to a new level our key design theme of connecting residents with nature through leading-edge forms of urban sustainability and eco-design.
“Likewise, Edgewater is aimed at creating a nature-inspired, placemaking hub in one of northern Malaysia’s fast-growing regions. A key feature of the project will be the regeneration of natural waterways to create a truly distinctive biodiverse community,” said Beh.
Beh with the MDA 2023 Rising Star Award.
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