C9 Hotelworks recently released its Asia Branded Residences Report for this year, showing how high-end consumer brands from the fashion and automotive sectors have stepped into the fray of Asian residential real estate.

This is seen as a natural extension of their powerful brand-led businesses, essentially resetting the map of international buyers who are crossing borders like never before.

The surge in investment from overseas buyers, who can be more accurately defined as collectors of limited-edition assets, is focused on global playgrounds, which include cities like Bangkok, Dubai, and Miami.

Bangkok, in particular, is new on the list thanks to the recent unveiling of the Porsche Design Tower by Ananda Development.

When luxury brands come in

In a space traditionally dominated by hotel brands, the branded residences market is exploding with a proliferation of luxury lifestyle brands creating what Chanond Ruangkritya, CEO & President of Ananda Development, called “a massive influx of international buyers” in relation to Bangkok over the last three years.

This has elevated the Thai capital into a playground city like Miami, Dubai, and even Monte Carlo.

Ruangkritya said: “Porsche has a cult-like following and this is an international community seeking limited-edition products.”

For C9 Hotelworks’ Bill Barnett, the coming of luxury brands into the branded residences sector heralds a new age for the real estate scene, particularly in Asia.

Barnett said: C9’s Bill Barnett said: “It is a dawn of the new age of the collector as the sector moves from hospitality to brand. Fashion and auto brands are well equipped with how to handle luxury customers as they are used to limited releases sold at premiums, exclusive items. Brand loyal customers cross borders.”

Key findings

C9’s research revealed that development of branded residences in Asia has surged in the last four years, with double-digit growth of 11 percent per year with 180 projects comprising 43,100 units expected to be completed from 2025 onwards, nearly doubling the existing supply of branded residences in the region.

Thailand has the largest supply of branded residences in Asia in terms of value, followed by the Philippines and South Korea. 

The largest pipeline of new projects however, is in Vietnam. 

In terms of cities, Phuket is leading the way, followed by Manila and Bangkok.

Gianfranco Bianchi, general manager for the Asia-Pacific at The One Atelier added that he was seeing a strong interest in non-hospitality brands with buyers looking for one-of-a-kind products that offered an experience synonymous with that brand.

However, hoteliers feel that the service offered by hospitality is still a compelling draw.

Leanne Reddie, chief development officer for The Chedi Hotels & Resorts, said: “People still want highly personalized service; this is a key value proposition.”