S P Setia on strong sales momentum and emerging urban growth trends at Generasi Baru event, says — CEO

PETALING JAYA (April 27): S P Setia Bhd president and chief executive officer Datuk Zaini Yusoff underscored the group’s ongoing sales momentum and development philosophy at an award ceremony held in conjunction with its Generasi Baru initiative, which aims to equip a new generation of homebuyers with insights into property trends, financial planning and evolving definitions of homeownership.

Speaking at the ceremony at Setia Temasya Glenmarie Welcome Centre last Saturday (April 25), Zaini said the group’s recent campaign recorded encouraging take-up. “With about 770 participating in the campaign, it generated a combined value of approximately RM916 million during the “Setia Mad About Homes” campaign period.”

He attributed this performance to S P Setia’s continued emphasis on thoughtful design and sustainable, integrated township developments across Malaysia.

“We remain committed to embedding our development DNA — this is Setia motto— centred on live, learn, work, play — into projects nationwide,” explained Zaini.

He also noted that buyers should take advantage of current pricing, pointing out that values may rise upon completion, with certain projects expected to be ready by the third quarter of 2026.

One of the highlights of the event was the announcement of the grand prize winner, who received a serviced apartment valued at about RM532,000.

The recipient, Dr Kahmini A/P Kandasamy, described the win as overwhelming and said she plans to either retain the unit as an investment or explore rental opportunities.

Glenmarie's urban transformation

The ceremony formed part of a broader programme that included presentations on emerging property hotspots and shifting buyer demographics, with EdgeProp head of branding and editorial Jacqueline Lim, who opened proceedings with a presentation which highlighted the transformation of Glenmarie from a predominantly industrial zone into a more balanced mixed-use area, supported by improved connectivity, new infrastructure and a growing residential population.

The area’s evolution has been driven by the expansion of transport networks, including LRT connectivity, as well as its strategic location between established townships such as Subang Jaya, Shah Alam and Ara Damansara.

This has contributed to rising interest from younger, working-age buyers seeking convenience, accessibility and upgraded living environments.

Glenmarie is increasingly attracting professionals and middle- to upper-income households, with demand supported by limited residential supply and proximity to employment hubs.

The area’s development trajectory reflects broader urban planning trends, where connectivity and integrated amenities play a central role in shaping property values and buyer preferences, Lim said.

Further insights were shared on Temasya Glenmarie, which has evolved from an industrial park into a mixed development comprising residential, commercial and lifestyle components.

The township now hosts a growing community of professionals and business owners, alongside more than 3,000 registered businesses, reinforcing its position as an emerging employment and residential hub.

“The growth of this area has been driven by a combination of improved connectivity and strategic infrastructure development,” Lim noted.

Enhanced expressways and highway networks have strengthened regional accessibility, while the introduction of the Glenmarie LRT station last year has significantly improved mobility for residents and commuters, enabling more seamless travel for those living and working within the area.

Upcoming rail extensions and additional stations are expected to further enhance last-mile connectivity, particularly around key nodes such as Temasya and surrounding precincts.

“There are seven major highways — moving around from this location is easy in terms of connectivity. We also have two LRT stations, which are about 500m away from Temasya’s serviced apartment,” said S P Setia executive, sales and marketing Muhammad Lutfi Makhror.

The area's development reflects a broader pattern of planned urban growth, where historical land use transitions and coordinated township planning have shaped its current landscape, illustrating how structured development frameworks and multi-agency planning have collectively contributed to the area's transformation, Lim added.

At the same time, EPIQ (a comprehensive property data and market research platform developed by EdgeProp) revealed that rising household incomes within surrounding districts have also supported demand for upgraded living environments.

With a significant proportion of residents comprising working professionals, the demographic profile indicates a strong appetite for better-quality housing and lifestyle-oriented developments — contributing to increasing interest and value appreciation as the area continues to attract an urban, upgrade-seeking population.

Temasya Prisma speaks directly to this demand, offering 216 serviced apartment units alongside retail components within walking distance of LRT stations.

The project is designed as a transit-oriented development, offering unit sizes ranging from 567 sq ft to 1,098 sq ft, catering to singles, young families and upgraders.

It is expected to be completed by 2026, supported by a neighbourhood retail podium and lifestyle facilities, with indicative pricing starting from the high-RM400,000 range.

 

Shifting lifestyle preferences

The Generasi Baru session also explored changing lifestyle preferences through a fireside discussion, where panellists reflected on shifting housing aspirations — from traditional landed homes to higher-density living — driven by convenience, accessibility and evolving family dynamics.

“We have so many more condos today — but growing up, I valued the space and privacy of a landed home; now, I’ve come to appreciate the convenience and lifestyle that high-rise living offers,” said panellist and well-known entertainer Ramona Zamzam.

The event overall highlighted how developers are adapting to a new generation of buyers, balancing affordability, connectivity and lifestyle considerations, while positioning emerging areas like Glenmarie for their next phase of growth.

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