This art-for-conservation campaign directly links the group’s industrial heritage with the preservation of Malaysia’s natural heritage – its endangered turtles. Explaining the motivation, Executive Director Rachel Yeoh says, “This project is rooted in our values and aims to support local talent whilst raising funds and awareness for environmental conservation and our endemic turtle species.”
70 turtles, one purpose
Drawing inspiration from the ocean, these designs range from aquatic-themed, geometric patterns to detailed illustrations of colourful fish.
Artists using the sculpture as a canvas for contemporary and pop-art-inspired designs.
A glimpse of the project's artistic diversity, with designs ranging from lifelike interpretations to metallic-leaf finishes.
The project features 70 painted turtle sculptures, each representing a year of the YTL Group’s 70-year legacy. Fittingly, the chosen model is the green sea turtle, an endangered species in Malaysia, underscoring the urgent need for conservation directly in the artwork.
Furthering this commitment to sustainability, every sculpture is cast from ECOCem™, YTL Cement’s proprietary low-carbon material. This conscious choice bridges the gap between industry and ecology, proving that the very materials building our nation’s future can also protect its natural heritage.
The 51 voices for conservation
It’s not often you see a celebrated fashion designer and a certified art therapist collaborate on the same project, but that is the very essence of this initiative. Uniting a diverse group of 51 Malaysian artists and public figures, The Penyu Shell-Ter Project draws from across the nation’s creative landscape.
Its deliberate curation sees contemporary painters like UOB Painting of the Year winner Chok Yue Zan sharing a platform with cross-disciplinary talents such as Aimman Hafizal, fashion designer Khoon Hooi, and picture book author Beatrice Oh.
The project also includes the therapeutic perspective of art therapist Lisa Teo and the tactile expertise of ceramicist Gabriel Cheah, whose work explores the connection between nature and well-being. This fusion of talent is what lends each sculpture a deeply personal story.
In the artists’ own words
For Amy Nazira, that story began with cultural heritage. Her turtle, featuring an intricate blue and white pattern, draws a parallel between conservation and tradition. “I was inspired by the beauty of Chinese porcelain because it represents refinement, tradition, and resilience.” she shares. “I wanted to show that preserving nature and preserving culture are both deeply connected.”
Meanwhile, ceramicist Gabriel Cheah‘s story is one of human collaboration. “This is about…needing to work together with the ‘land-keepers’ (people on land).” he explains. “That’s why I put plants and humans on top of the turtle. I believe nowadays, we need to work hard together to take care of our Earth.”
In contrast, a more direct narrative comes from Hidayat Arshad, whose work confronts nature’s present struggle. His piece, wrapped in bold, colourful lines, makes a compelling point. “For me, this symbolises the struggle of nature to survive in the human world,” he states simply.
Driving real-world change
Translating art into direct action, The Penyu Shell-Ter Project will auction all 70 sculptures, with 100% of the proceeds channelled to two turtle conservation organisations in Malaysia. The Turtle Conservation Society of Malaysia (TCS) will serve as the primary fund management partner, while PULIHARA will lead the essential on-ground work, from protecting nesting sites to community engagement.
Dr Chen Pelf Nyok, co-founder of TCS, highlights the project’s dual role. “The Penyu Shell-Ter Project not only raises critical funds for our conservation programmes,” she says, “but also creates a creative, public platform that brings these issues into everyday conversations.”
In addition to the auction funds, YTL Cement is contributing a further RM5,000 on behalf of each of the 51 participating artists – a total commitment of RM255,000. These funds will be directed to a diverse range of social and environmental NGOs, selected personally by the artists. The decision not only extends the initiative’s reach but also allows each creator to advocate for a cause they are passionate about.
How to get involved?
The 70 turtle sculptures are currently on display at select YTL Hotels across the country, where art lovers can appreciate the artistic vision in person. For a complete overview, the official project website is the go-to digital gallery at https://penyushellter.ytlcement.com/
And for those who wish to directly support the conservation mission, the online charity auction is now open, with the final opportunity to bid at the live auction on 25 November 2025. Each successful bid will help secure a future for Malaysia’s turtles.
Together, these sculptures tell a story of collaboration, serving as a lasting reminder of what we choose to protect and leaving behind symbols of hope for generations to come.
Photos courtesy of YTL Cement Group
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