How Evians Choong Is Building an Empire, One Themed Hotel at a Time

Penang’s hospitality scene is getting a fruity makeover—and it’s all thanks to the relentless vision of one woman.

Left: Jack Neo: Evians Choong and Amy Yip

If you have walked through George Town lately and felt that the city’s hotel landscape suddenly feels more curated, more theatrical, and unmistakably more ambitious, you are not imagining it. Behind the island’s most talked-about new properties stands Evians Choong, the managing director of Malaysian hospitality company Evians Holdings, Evians is quietly orchestrating one of the most imaginative hotel rollouts George Town has seen in quite a while.

Her latest project? The Durian Hotel—a five-star, durian-themed luxury property slated to open in Penang in 2027. The Durian an entire hotel devoted to the thorny, pungent, and paradoxically beloved “King of Fruits”.

From Concept to Crown Jewel

The Durian Hotel is not a gimmick. It’s the second instalment in a planned quartet of themed boutique hotels that Choong has branded “The Four Heavenly Queens.” Each property will carry a distinct concept while preserving the architectural heritage and cultural DNA of its building—a philosophy that has become Choong’s signature.

The property, reportedly housed in the former Towne House Hotel, will feature exterior walls inspired by the durian’s iconic husk, immersive interior lighting, and a full sensory experience that extends far beyond the lobby. Guests will be able to dine at a dedicated durian restaurant serving everything from durian hotpot and coffee to ice cream, while curated farm visits and cultural exhibitions will explore the fruit’s deep roots in Malaysian heritage.

What makes the concept particularly compelling is the creative firepower behind it. Singaporean filmmaker Jack Neo, director of the 2023 durian-centric comedy The King of Musang King, has signed on as the hotel’s creative director. Neo, who first connected with Choong after staying at one of her properties, has spoken about elevating the durian from mere food to abstract art—a symbol of harvest, memory, and cross-border kinship between Singapore and Malaysia.

The Star Power Behind the Vision

Joining Choong and Neo is former Hong Kong screen siren Amy Yip, who has taken on the role of non-executive director and brand ambassador for the hotel group. Yip, who first entered Penang’s hospitality market by investing in The Leith Hotel, has described the Durian Hotel as her personal tribute to Malaysian tourism and durian culture. She has also hinted that this is only the beginning: four themed hotels are in the pipeline, each designed to celebrate a different facet of the region’s identity while keeping the original heritage of the buildings intact.

For Yip, the partnership with Choong marked the start of a refreshing new investment project after a long career in film-making. Introduced to the world of hospitality through Choong’s network. Amy has since embraced it with the same discipline she once brought to the screen.

The Leith Hotel: Where It All Began

Before the Durian Hotel could capture headlines, Choong and her partners laid the groundwork with The Leith Hotel Penang. Located at No. 13 Leith Street—a heritage site that once housed the historic Waldorf Hotel—and represents the first tangible proof of Choong’s restoration philosophy.

Evians Choong Enjoying Dinner Grand Hyatt Kuala Lumpur

The Leith’s redesign preserves much of the original architectural structure while injecting contemporary comfort, resulting in a space that feels both time-worn and freshly relevant. The grand opening was officiated by YB Wong Hon Wai, Penang’s State Executive Councillor for Tourism and Creative Economy, and attended by Amy Yip herself, underscoring the project’s cultural and political significance.

The hotel also serves as the physical bridge between Choong’s two worlds: hospitality and culinary storytelling. Through her partnership with Arshad Kamarulzaman, founder of the Irama Dining Group, Choong has ensured that her hotels are not just places to sleep, but stages for Malaysian cuisine—particularly halal fine dining.

The Architect of Atmosphere

What sets Evian Choong apart from other developers is her instinct for renovating the right buildings; she reimagines them as immersive stories. Whether it’s a quality heritage mansion on Leith Street or a soon-to-be durian resort in the heart of George Town, Choong treats each property as a cultural artifact with a future.

A founder who values longevity over speed. In an era where hotel concepts often feel interchangeable, Choong is betting that specificity, authenticity, and a little bit of theatre will be the difference between a place people stay and a place people remember.