AFTER nearly three decades of shaping Malaysia and Asia’s entertainment scene, the KRU Group is embarking on a new chapter.
Through its subsidiary, Kruniverse Sdn. Bhd., the company — best known for its pop music, films, and creative technology — is making its first foray into the hospitality and lifestyle sectors.
With an ambitious RM50 million investment in the Klang Valley, KRU aims to redefine what a tourism destination can be.
This project stands out from conventional hotels not just for its size, but for its “KRU DNA” — a fusion of art, technology, and immersive experiences.
Kruniverse aims to create more than just accommodation; it wants to craft a journey where travellers can connect with interactive entertainment, artificial intelligence, and Malaysia’s rich cultural heritage.
Strategic partnership
Recognising that the hospitality industry requires robust governance, Kruniverse has partnered with Unity Trust Berhad to act as an independent strategic regulator.
Unity Trust will ensure that the project is built on a foundation of corporate governance, transparency, and investor protection.
Tengku Datuk Dr Hishammuddin Zaizi, president of Kruniverse’s board of directors, explained: “As a new arm of the KRU Group, Kruniverse is positioned at the right time and place to expand its hospitality offerings by leveraging KRU’s intellectual property, AI-driven technology, and the strength of its brand.”
Unity Trust’s role is not merely symbolic; it has a fiduciary responsibility to oversee capital flow, monitor regulatory compliance, and ensure every process supports long-term growth.
Syed Sadiq Obaidi Albar Syed Hamid, chief executive officer (CEO) of Unity Trust, sees this collaboration as a major step for Kruniverse.
“Kruniverse is evolving from a family-owned business into a modern, data-driven organisation. This is the foundation for preparing them for a future public listing,” he said.
Entertainment-powered hospitality
While KRU has long been synonymous with blockbuster films and pop music, its latest vision is on a different scale.
Two strategic sites in Shah Alam and Klang have been identified to host lifestyle hubs that will combine hotels, event spaces, interactive entertainment, and business facilities.
These developments are envisioned as “mini smart cities” operating 24 hours a day.
Datuk Norman Abdul Halim, CEO of KRU Corp, emphasised that the vision is about more than profit.
“We want to build a sustainable ecosystem that empowers local communities. Tourists come for the experience, but more importantly, local residents gain access to jobs, business opportunities, and modern facilities,” he said.
The RM50 million investment will be rolled out over three years, utilising a combination of traditional and innovative financing.
Kruniverse’s first project is scheduled to launch in November, marking a new era for KRU as it transitions from an entertainment producer to a pioneer in the hospitality sector.
Bringing ‘Magika’ to life
Kruniverse is also developing a theme park based on the hit fantasy musical film, ‘Magika’.
Directed by Edry Abdul Halim, the 2010 film became a cultural phenomenon, featuring stars like Diana Danielle, Ziana Zain, and Maya Karin, and went on to win Best Picture at the 23rd Malaysian Film Festival (FFM23).
Norman explained that the idea for a theme park was born from fans’ repeated requests for a sequel.
Instead of producing another film, KRU saw an opportunity to create a permanent physical platform to keep the story alive.
“So many people wanted ‘Magika 2’, but at the same time, we needed a proper platform for promotion. Social media alone isn’t enough.
“That’s why we planned a theme park. Contracts have already been signed, and we are targeting a launch in May,” he said during the Kruniverse-Unity Trust partnership ceremony at Putrajaya Wetlands Park.
The ‘Magika’ theme park, located in the Klang Valley, is already under construction and on schedule.
The core structure is in place, with strategic partners preparing tenders for electricity supply.
Infrastructure work is expected to be completed by the end of 2025, with asset installation scheduled for January 2026.
Unlike conventional amusement parks with extreme rides, ‘Magika’ will focus on “edutainment” — educating while entertaining.
Visitors will be transported into a world that revives mythical characters and Malay folklore, offering a unique cultural attraction that sets it apart from international parks dominated by Western icons.
This combination of lifestyle hubs, hospitality ventures, and the ‘Magika’ theme park marks a transformative phase for the KRU Group.
With the support of Unity Trust, KRU is demonstrating how art, technology, and business can converge to create new value for tourists, local communities, and the national economy.
Kudos to a pop music trio which began in the 1990s!
© New Straits Times Press (M) Bhd
