Paramount Property has officially launched Embun Hills, a 69.2-acre freehold, gated-and-guarded township in Bukit Mertajam, solidifying its presence in Penang with its third major development in the state. The launch ceremony took place on Sunday, August 3, at the company’s sales gallery in Icon City and was officiated by Penang Chief Minister Chow Kon Yeow. The event was also attended by senior figures from Paramount Corporation Berhad, including Group CEO Jeffrey Chew, Paramount Property CEO Chee Siew Pin, and Northern Region CEO Wang Chong Hwa, alongside Bukit Tambun assemblyman Goh Choon Aik.
Strategically located along Jalan Kulim at the foothills of the Bukit Mertajam rainforest reserve, Embun Hills is set to be developed over four years with a total gross development value (GDV) of RM460 million. The township comprises 566 residential units and 30 commercial shop offices, and is envisioned as a modern, self-contained community that balances urban living with nature and sustainability. Unit prices are expected to range between RM800,000 and RM900,000, reflecting its positioning as a mid- to high-end development within the growing Bukit Mertajam corridor.
What sets Embun Hills apart is its strong sustainability focus. In line with global trends and local ambitions under the Penang2030 vision, the development is designed with infrastructure that supports solar energy generation, responsible waste management, and the conservation of water and biodiversity. These environmental considerations are woven into the fabric of the township, reflecting Paramount’s commitment to long-term ecological balance and sustainable urban growth. The natural setting near the rainforest reserve provides not just scenic value, but also ecological benefits that align with the state’s goal of developing a greener, more liveable Penang.
Penang Chief Minister Chow Kon Yeow highlighted the significance of the launch within the larger framework of Penang’s development strategy. “This launch comes at a timely juncture. With a population of about one million, Seberang Perai plays a vital role in Penang’s ambition for balanced and inclusive growth,” he said. Chow emphasized that developments like Embun Hills are not merely real estate projects but integral components of a broader vision to ensure housing, infrastructure, and services evolve in tandem with community needs.
Paramount Corporation Berhad’s Group CEO Jeffrey Chew echoed similar sentiments, stating that the company’s decade-long involvement in Penang reflects its confidence in the region’s potential. “The progression of our projects in Penang demonstrates our long-term commitment to this dynamic and high-potential region. With Embun Hills, we aim to build more than just houses—we aim to create a township where families can build their future and businesses can flourish,” he said.
As Bukit Mertajam and the wider Seberang Perai area continue to grow in prominence, Embun Hills represents a strategic and forward-thinking investment in the region’s future. It integrates community living, sustainable practices, and modern conveniences—setting a benchmark for what township developments can achieve in terms of environmental stewardship, social relevance, and economic contribution. With this launch, Paramount is not only expanding its footprint in Penang but also playing a role in shaping the evolving landscape of northern Malaysia.
