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As the world braces for slower economic tides, traditional markers of progress like GDP, exports, FDI, no longer paint a full picture of prosperity. According to the OECD’s latest Economic Outlook, the world grew by 3.3% in 2024, but growth is expected to drop to just 2.9% in both 2025 and 2026. That’s the weakest performance since the COVID-19 crisis. WEF now urges nations to redefine their growth narrative, prioritising innovation, inclusion, sustainability, and resilience over pure speed.

*Note: These % figures represent global growth percentage, based on OCED Economic Outlook Report.

For Southeast Asia, and Malaysia in particular, this shift arrives at the perfect moment. As countries compete for talent, capital, and influence, the real differentiator lies in the strength of their people. In this equation, Johor quietly transforms into a testbed for workforce-led prosperity.

From Brain Drain to Brain Gain

Once overshadowed by Kuala Lumpur and Singapore, Johor now attracts talent like a magnet. Digital nomads ranked it the best city in 2024, drawn to its enviable mix of urban lifestyle and affordability. The state combines relatively low living costs, proximity to Singapore, and growing digital infrastructure to create an ideal home for skilled professionals seeking balance.

To top it off, Johor stands as Malaysia’s third-largest economy and boasts the second-fastest job growth in the country. With an unemployment rate of just 2.2% (well below the national average of 3.3%) Johor signals both strong hiring activity and a productive, expanding workforce. This momentum reinforces the state’s growing role as a key engine of national development, particularly as it attracts high-value industries and skilled talent. The state’s pioneering move to become the first offering premium salary packages of RM4,000-RM5,000 for skilled workers signals a deliberate shift towards recognising talent.

Source: Department of Statistics, Malaysia

JCorp: Contributing to Shared Prosperity

Johor Corporation (JCorp) plays a meaningful role in this transformation through initiatives that extend beyond traditional business metrics to focus on people-centred development. Across its subsidiaries, JCorp contributes to job creation at scale, particularly in food service, healthcare, and property sectors. The organisation supports workforce development through specialised training centres like Johor Skills, which provides continuous technical and technology-based programmes for industrial workers, school leavers, and the unemployed. Over 30 years of operation, this centre has trained 80,000 participants across 150+ technical programmes, achieving a 99% job placement rate.

These efforts extend into education through partnerships with Yayasan JCorp on initiatives like their collaboration with KFC through the SLDN programme which exemplifies practical skills development, blending classroom learning with hands-on training to create real-world impact.

What Does the Future of Prosperity Look Like?

Automation and digitalisation reshape industries daily, making future-ready skills like robotics maintenance, data analytics, and green technologies essential. Through initiatives like the Johor-Singapore Special Economic Zone (JS-SEZ) and the Ibrahim Technopolis (IBTEC), stakeholders work to lay groundwork for a new generation of talent and enterprise. By connecting industrial zones with talent pipelines, Johor makes a bold bet: human capital serves not just as a resource but as the engine of long-term prosperity.

People at the Heart of Prosperity

Johor isn’t just moving forward. It’s moving smarter. While cities like Kuala Lumpur and Singapore come with steeper costs, Johor offers a rare equilibrium: premium salaries of RM4,000–RM5,000, lower living expenses, and growing access to regional and global markets. Malaysia’s new Basic Expenditure for Decent Living (PAKW) indicator—which measures what households truly need for quality living rather than bare survival—reinforces this advantage by providing district-level cost assessments that highlight regional opportunities.

Monthly Living Expenses between Johor and KL

with a Premium Salary of RM4,000

Basic Monthly Cost of Decent Living (PAKW)

Comparing Malaysian states with Singapore as benchmark (2023 data)

The data says it all. Living in Johor costs 30–60% less than Klang Valley or Singapore, yet the quality of life and income potential are rising in tandem. With PAKW’s more nuanced approach to measuring living costs by location, household size, and demographics, the true value proposition of Johor becomes even clearer.

It’s a place where skilled workers don’t just earn more. They keep more, live better, and grow faster.

Disclaimer: Our stories have been researched and fact-checked to the best of our abilities. Should you spot mistakes, inaccuracies, or have queries about our sources, please drop us an e-mail at (commccd@jcorp.com.my)

A New Kind of Prosperity in Johor – Powered by People

A New Kind of Prosperity in Johor