Neighbourhood Lens: Pickleball, fresh businesses revive PJ’s SS2, Section 19

• The rising rents could be a double-edged sword, on one hand signalling the appeal of the once-forgotten areas, but also threatening to price out those who jump-started the vitality.

PETALING JAYA (June 30): In Petaling Jaya (PJ)’s older commercial pockets like Section 19 and SS2, rents are quietly climbing. Monthly leases range from around RM2,000 for small creative studios to more than the RM10,000 mark for cafe lots in newer developments like The Hub SS2.

And niche ventures like indoor pickleball courts are pulling in turnovers as high as six figures a month, a sign that these once-overlooked zones are drawing fresh commercial energy from young entrepreneurs and new lifestyle trends.

The pickleball trend has quietly made its mark in this satellite city in Selangor, with the Section 19 and SS2 neighbourhoods turning into unexpected hot spots for the sport. The area is now home to two dedicated venues: Hyprground in Section 19 and Picks & Rec in SS2, catering to both casual and competitive players. Just a short drive away are other facilities such as Sportizza and Pickle Park, adding to PJ’s growing reputation as a pickleball go-to zone.

Hyprground’s Section 19 outlet, sited on an approximately 15,000-sq ft parcel, houses seven indoor courts, along with private lounges for events and coaching programmes. According to its co-founder Lucas Peh, the cost to build each court ranges from five to low six figures, depending on size and site conditions.

“The land is leased at rates of RM2.50–RM3.00 psf, and the facility brings in an estimated turnover of RM150,000 a month,” he told EdgeProp.my.

Opened earlier this year, the venue is part of a wider network of four other outlets across the Klang Valley.

As pickleball courts gain ground, another quiet shift is happening nearby. Old shophouses are being reimagined by young entrepreneurs who are bringing fresh ideas into aging spaces.

Turning old shophouses into creative hubs

At 44B, Jalan 19/3, menswear label Hiraware has set up shop in one of Section 19’s older commercial lots, built in the mid-1970s. The area, once known for durian stalls and car workshops, now offers a quieter alternative to the city centre.

“This street feels calmer. Downtown is too hectic for us,” Hiraware co-founder Wong Jian Eu told EdgeProp.my.

For over RM2,000 a month in rent, Hiraware has created a hybrid space that works as a studio, office and hangout. Its raw, minimalist interior keeps to bare concrete floors, white walls and a central airwell soon to become a small herb garden.

“Uniqlo is practical but bland. [On the other hand,] a lot of local streetwear feels too loud. We want something in between with better materials and thoughtful cuts—clothes that feel good to wear daily,” Wong said.

Breathing new life into SS2’s aging grid

Not far away at 151, Jalan SS 2/6, dessert cafe Dimpled now occupies a timeworn SS2 shophouse. Like most of the area’s late-1970s grid, the building is basic: tiled walls, narrow corridors, no elevators but full of potential for a brand looking to mix old charm with fresh purpose.

“SS2 has always had this nostalgic feel. Lively, full of character. It seemed right to open Dimpled here because it blends the old with something new.

“The decision did come with problems though: plumbing troubles, clogged drains, and a toilet that needed a full overhaul,”  co-founder Eugenia Poon said.

Even so, the team stayed on. Dimpled values its location for the sense of community and lower rent (she declined to reveal the rate) compared to newer commercial spots, though rates have steadily risen.

“It’s not easy, but it’s rewarding. This area lets the brand stand out while building real connections with locals,” Poon said.

A cafe spot that has weathered shifting trends

Nearby, at The Hub SS2, Flakes cafe opened just before the pandemic in 2019. The Hub’s clean design, SoHo (shop-office home-office)-style units and curated landscaping gives the area a modern edge compared to the surrounding 1970s and 1980s terrace homes.

“Back then, it was super crowded. A photo spot. Everyone wanted to check out the new place. But things have changed since.

“Rents have also gone up from RM9,000 to RM10,000 when Flakes first moved in, to RM12,000 to RM13,000 now, depending on unit size,” Flakes manager Lim Jun Ren Adrian said.

Though the early buzz has faded and some shops have closed, Flakes continues to draw the neighbourhood crowd, especially pet parents who appreciate its furry-friendly space.

The future of this quiet revival hinges on numbers. With rents creeping upwards, coupled with renovation and fit‑out costs having risen substantially in recent years, and turnovers varying from modest to six figures, these areas could either stay accessible to small, bold brands or gradually price them out in favour of larger commercial players. For now, though, PJ’s older grids remain a testing ground for fresh ideas and new energy.

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