Where progress and preservation coexist beautifully.
To commemorate YTL Group’s 70th anniversary, YTL Cement launched the Penyu Shell-Ter Project, a nationwide initiative celebrating the intersection of art, sustainability, and marine conservation. The project was unveiled at Tanjong Jara Resort, a location filled with heritage and environmental stewardship, and home to one of YTL Hotels‘ most enduring conservation efforts: a turtle hatchery operated in partnership with PULIHARA.
Nestled along Terengganu’s coastline, Tanjong Jara Resort is the perfect setting to launch this meaningful initiative. With its deep connection to the land, local communities, and endangered green sea turtles, the resort exemplifies the kind of purposeful tourism YTL Hotels has long championed.
Led by YTL Cement under its CSR arm, BUILDS, and supported by YTL Hotels, the Penyu Shell-Ter Project reflects a group-wide commitment to community, creativity, and conservation. It also reinforces the Group’s 70-year journey of contributing to nation-building in ways that go beyond infrastructure.
As Rachel Yeoh, Executive Director of YTL Cement, sat down to talk about her vision for the Penyu Shell-Ter Project and her hopes for what it can inspire across the country.
“Tanjong Jara has long been one of the symbols of YTL Hotels’ commitment to turtle conservation, and it felt only right to begin this journey here. Through the Penyu Shell-ter Project, we in YTL Cement are proud to contribute by crafting each turtle sculpture using our low-carbon ECOCem™️, combining sustainability with creativity to honour the Group’s 70-year legacy of building with purpose.”
CELEBRATING WITH PURPOSE
The centrepiece of the project: 70 handcrafted turtle sculptures, produced using ECOCem™, YTL Cement’s environmentally friendly, low-carbon material. Each sculpture was transformed into a one-of-a-kind artwork by Malaysian artists and public figures, blending creativity with a conservation message.
These pieces formed The Penyu Shell-Ter Project, a YTL Group initiative launched in celebration of the company’s 70th anniversary. Endorsed by the National Art Gallery, the project unites art, community, and conservation, transforming handcrafted turtle sculptures into symbols of hope for Malaysia’s endangered turtles.
Backed by the National Art Gallery and launched with a media familiarisation trip to Tanjong Jara, the project connected art with advocacy in powerful ways. Each participating artist was paired with one of seven Malaysian NGOs, and YTL Cement donated RM5,000 on each artist’s behalf, supporting causes that ranged from marine life protection and youth development to mental health. Meanwhile, all auction proceeds from the sculptures will go directly to PULIHARA and the Turtle Conservation Society of Malaysia (TCS).
CONSERVATION IN ACTION
Beyond the art lies an ecosystem of ongoing conservation. Since 2015, PULIHARA (formerly Lang Tengah Turtle Watch) has operated the turtle hatchery at Tanjong Jara Resort, protecting endangered green turtles and painted terrapins from poachers and natural threats.
PULIHARA‘s work goes beyond protection. Through guest education, nest adoption programme, and occasional hatchling releases, PULIHARA engages visitors and locals alike in marine protection. Children join in through the Turtle Kids Club, while outreach initiatives and beach cleanups extend conservation efforts to surrounding villages, including Tahu Tiga and Kuala Abang.
A SANCTUARY THAT INSPIRES
Rooted in the Malay philosophy of Sucimurni, Tanjong Jara Resort offers more than a luxurious escape. It’s a place for guests to slow down, reconnect with nature, and take part in something larger: the protection of Malaysia’s natural heritage. Through thoughtful hospitality, architectural preservation, and real-world impact, The Penyu Shell-Ter Project is a reminder that legacy is not just built, it is protected, nurtured, and shared.
“What we’re doing (project) might seem like a small effort,” Rachel concludes. “But if it inspires others to act, then it’s worth it. Every ripple counts.”
JOIN THE MOVEMENT
The online auction for the Penyu Shell-Ter sculptures is open from 15 October to 27 November 2025. Visit penyushellter.ytlcement.com to view the full collection and place your bids. Every sculpture carries a story of innovation, artistry, and care for our planet. Every bid makes a difference.
Find out more about The Penyu Shell-Ter Project
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