Hektar REIT Unites Malaysians with ‘Satu Bumbung, Satu Jiwa’ Merdeka Campaign

By The Malketeer

Merdeka season is often defined by fireworks, flags, and brand campaigns that tug at patriotic heartstrings.

This year, Hektar REIT has gone a step further.

Its nationwide initiative, ‘Satu Bumbung, Satu Jiwa’ (One Roof, One Soul.), turns six of its malls into community stages, celebrating Malaysia’s diversity through art, culture, wellness, and play.

Malls as Community Anchors

Rather than relying on one-size-fits-all programming, each Hektar mall has crafted its own flavour of Merdeka celebration.

• Subang Parade mixes tradition and family fun with batik painting, wau-making, papercraft, and messy play, before culminating in the Brick Panda Movement Tour, a world record attempt that’s already sparking buzz.
• Central Square, Sungai Petani, puts civic pride first, with bicara berirama competitions, poetry recitals by children with special needs, and blood donation drives. Its signature Night Fun Run returns as a crowd-puller.
• Segamat Central blends heritage and modernity: Zapin dance workshops sit alongside a robotic football tournament, with a rousing Flash Mob Merdeka to close.
• Kulim Central keeps family at the core with kids’ fashion shows, a “Cuti Smart Camp,” health screenings, and TikTok challenges, leading up to the Malaysia Day Unity Run.
• Mahkota Parade, Melaka, curates a balance of art and energy: a UiTM art exhibition, health advocacy, the Malaysia Ukulele Festival, lion dance championships, and a Merdeka Eve fireworks display over the historic skyline.
• Wetex Parade, Muar, offers accessible fun: colouring contests, clown meet-and-greets, balloon giveaways, and outreach programmes linking schools and healthcare.

Each mall becomes a cultural square in its own right—proof that retail spaces can double as social glue.

A Campaign That Walks Its Talk

For Zainal Iskandar, Executive Director and CEO of Hektar Asset Management, this campaign is less about festive programming and more about values.

“Satu Bumbung, Satu Jiwa is a tribute to our shared values as Malaysians. We are proud to provide inclusive spaces where people from all walks of life can come together and celebrate Merdeka,” he says.

That inclusivity extends to migrant workers, frontliners, and unsung community heroes—groups often left out of glossy seasonal campaigns.

By giving them visibility, Hektar adds authenticity to its message of unity.

Marketing With Purpose

For marketers, there are clear lessons here:

1. Local Relevance Matters – Each mall tailors events to its community, from poetry in Kedah to robotics in Johor.
2. Multi-Generational Appeal – By offering everything from messy play for kids to health screenings for seniors, no group feels excluded.
3. Partnerships Amplify Reach – The Classic Hotel Melaka Anak Merdeka promotion, with 20% off room bookings in August, shows how cross-sector tie-ups can extend festive spirit.

More Than a Festive Campaign

By weaving culture, inclusivity, and community empowerment into its retail spaces, Hektar REIT reframes the role of the mall.

This Merdeka, the message is simple yet profound: unity is strongest when lived—not just proclaimed.