In a bold move set to reshape the future of urban development, Asia Green has officially launched its Green Vision Rebranding, introducing a transformative strategy built around the groundbreaking “3+X” model — a new framework to guide the creation of smart, sustainable, and purpose-driven communities.
This forward-thinking model integrates four key pillars:
- Technology: Leveraging smart solutions to enhance daily life and well-being.
- Ecology: Protecting the environment and promoting harmony with nature.
- Art & Culture: Preserving heritage and fostering creativity for vibrant communities.
- X: Representing wellness, inclusivity, and the human connection at the heart of every township.
A Commitment to Purposeful, Sustainable Growth
The launch event, marked more than a rebranding — it was a declaration of intent. Speaking at the event, Asia Green CEO Ms. Tan Li Mei said:
“With the 3+X model and our SISHENG framework – Living, Ecology, Vitality, and Business – we aim to create smart, ecological townships where people, nature, and innovation thrive together. Our mission ‘Building with Love, Living with Purpose’ guides everything we do.”
Ms. Tan shared how personal experiences during the pandemic shaped this new direction:
“At one point, I was struggling with my own well-being, and it made me realize that without health and happiness, nothing else matters. That is why wellness – physical, emotional, and mental – will be at the heart of our future developments.”
Her words underline the emotional and human-centered foundation of Asia Green’s strategy — one that seeks to prioritize holistic well-being alongside innovation and sustainability.
Aligned with Penang 2030 Vision
The 3+X model is closely aligned with the Penang 2030 Vision for a family-focused, green, and smart state. By blending sustainable design, cultural identity, and cutting-edge technology, Asia Green aims to help future communities thrive both locally and globally.
A Strategic Global Partnership
In a key highlight of the launch, Asia Green announced its strategic collaboration with Consulus, a global innovation consultancy operating in 23 countries across Asia, Europe, Africa, and the Americas. The partnership, formalized between Tan Li Mei and Consulus Group CEO Lawrence Chong, will establish the Consulus Penang Centre — turning Penang into a hub for sustainability and thought leadership in the region.
Government Leaders Back the Vision
Several Penang state leaders were present at the event and voiced strong support for Asia Green’s forward-looking initiatives:
- YB Jagdeep Singh Deo, Deputy Chief Minister II, highlighted the synergy between Asia Green’s plans and Penang’s drive for sustainability and innovation.
- YB Jason H’ng, State EXCO for Local Government & Town and Country Planning, emphasized the importance of balancing economic progress with environmental stewardship.
- YB Dato’ Seri Sundarajoo, State EXCO for Housing & Environment, noted that developments must focus on community building and long-term legacies.
- YB Fahmi Zainol, State EXCO for Agriculture, Food Security & Cooperatives, welcomed Asia Green’s role in creating new opportunities and vitality for local communities.
“Our goal is to start in Penang, where our roots are, and bring these ideas to the world with the support of our partners and the community,” Mei concluded.
