Bangkok has cemented its position as a premier “global playground city,” joining the ranks of Dubai and Miami, thanks to its meteoric rise in the ultra-luxury branded residences market. With the unveiling of the Porsche Design Tower by Ananda Development, the Thai capital is redefining its status as a sought-after destination for affluent international buyers seeking high-value, limited-edition assets.

A groundbreaking report by C9 Hotelworks reveals that Asia’s branded residences market has surged to an astonishing total supply value of USD 26.6 billion, spearheaded by developments in Thailand’s Phuket and Bangkok. This impressive valuation underscores Thailand’s leadership in Asia’s luxury real estate sector, further elevating the nation’s appeal to global investors.

Download the full report here.

Global Brands Redefine Luxury Real Estate

Fashion and automotive giants are shaking up the branded residences landscape, leveraging their brand equity to cater to a clientele accustomed to exclusivity. “Porsche has a cult-like following, and this is an international community seeking limited-edition products,” stated Chanond Ruangkritya, CEO and President of Ananda Development.

Bill Barnett, Managing Director of C9 Hotelworks, highlighted this transformation: “It’s the dawn of a new age of collectors. Fashion and auto brands excel in catering to luxury customers, accustomed to premium limited releases. Brand-loyal customers are now crossing borders, driving demand for branded residences.”

Thailand Dominates Branded Residences in Asia

Thailand leads the region’s branded residences market, offering unparalleled value and quality. According to the C9 report, the country boasts the largest supply of branded residences in Asia, with Bangkok and Phuket at the forefront. These destinations have attracted many international buyers over the last three years, redefining Thailand as a global luxury hotspot.

“Bangkok is experiencing a massive influx of international buyers, cementing its position as a playground city like Miami or Dubai,” added Ruangkritya.

Explosive Growth: 11% Annual Increase in Branded Residences

Asia’s branded residences market has experienced a remarkable annual growth rate of 11%, with 180 new projects comprising 43,100 units to launch by 2025. This will nearly double the region’s current supply, signifying a robust and growing appetite for branded luxury living.

While Thailand remains the leader, neighbouring countries are also experiencing a surge in development. Vietnam, in particular, boasts the largest pipeline of new projects, while the Philippines and South Korea are also gaining traction.

Non-Hospitality Brands Take Center Stage

Luxury real estate is no longer the exclusive domain of hotel chains. Gianfranco Bianchi, General Manager – Asia Pacific at The One Atelier, noted that non-hospitality brands are making waves in the sector. “We’re seeing strong interest in one-of-a-kind products offering experiences synonymous with their brand identity,” said Bianchi.

However, traditional hospitality brands maintain their allure, leveraging exceptional service as their unique selling point. “People still want highly personalized service,” emphasized Leanne Reddie, Chief Development Officer of The Chedi Hotels & Resorts.

Hospitality Giants Eye Expansion

Industry leaders like Marriott International and The Ascott Limited are doubling on branded residences. Penny Trinh, Vice President of Mixed-Use Development at Marriott, expressed optimism about the group’s standalone homes. At the same time, Saowarin Chanprakaisi of The Ascott Limited affirmed their commitment to deploying luxury brands in this lucrative sector.

Bangkok: The Future of Luxury Living

Bangkok’s emergence as a global playground city is a testament to its transformative real estate landscape. The city’s appeal to international investors and the growing presence of iconic brands like Porsche are reshaping its skyline and reputation.

As Thailand continues to dominate Asia’s branded residences market, the country’s future as a leader in luxury real estate is assured. With high-value developments and a steady influx of international buyers, Bangkok is a beacon of ultra-luxury living in Asia.

For more insights into the region’s booming branded residences market, read the full report by C9 Hotelworks here.

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Conclusion
Bangkok’s prominence in the branded residences market reflects a broader trend of global cities transforming into hubs of exclusivity and luxury. As investors flock to secure their share of this high-growth sector, Bangkok’s future as a playground for the elite is brighter than ever.

 

 

 

Written by: Supaporn Pholrach

 

 

 

 

 

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