The economic, political, and social changes driven by 21st-century globalization have impacted universities worldwide. Universities have emerged as pivotal agents of social, economic, and cultural progress, expanding their mission beyond academic excellence to address pressing societal challenges through diverse social responsibility initiatives. Over the years, the discourse on University Social Responsibility (USR) has predominantly revolved around developed countries, leaving a gap in understanding its development and implementation in developing nations. This study explores the implementation of USR in Malaysian higher education, with a focus on the initiatives, outcomes, and framework of USR programs. Semi-structured interviews with Malaysian university leaders reveal that USR practices are shaped by collaborative engagement, transformative projects, and sustainability objectives. Although the specific initiatives vary across universities, they share a unified goal: enhancing community well-being and advancing environmental sustainability. This research enriches the growing discourse on USR by underscoring the vital role of universities in driving sustainable development and fostering social progress. The findings provide actionable insights for higher education institutions seeking to amplify their social impact while aligning with global sustainability priorities. (176 words).