‘Market value of branded residential projects in Asia hits record US$26.6 billion
Asia’s branded residential sector has reached a record value of US$26.6 billion, according to data from C9 Hotelworks, an Asia-based hospitality consultancy. This represents a significant increase from previous years, with over 68,000 luxury units currently available across the continent.
Leading the way in branded residential units is Vietnam, with 17,680 units across 59 properties. These units have an average price of around US$350 per square foot (psf). Thailand comes in second place with 16,271 units across 65 properties, with an average price of US$510 psf. The Philippines follows closely behind with 13,276 units across 46 properties, priced at approximately US$400 psf.
However, the highest priced branded residences in Asia are found in Singapore, where they command a price of US$2,140 psf. They are followed by Japan with an average price of US$1,935 psf.
According to Bill Barnett, managing director of C9 Hotelworks, new markets such as South Korea and Malaysia have also seen rapid growth in the branded residential sector. South Korea currently has 3,026 units across 16 properties, while Malaysia has 6,014 units across 24 projects.
In the post-Covid-19 era, urban-locale branded residences make up the majority of the market, accounting for 56% of the existing supply in Asia. These luxury urban projects dominate in terms of market value, with urban branded residences in South Korea priced at US$2,670 psf, while resort projects sell for US$1,040 psf. In Thailand, urban branded residences fetch around US$770 psf, compared to US$430 psf in resort locations.
The branded residential market in Asia consists of about 12,330 units across 80 developments affiliated with luxury hotel brands, accounting for 31% of the market supply. According to Barnett, the data shows that a reputable brand can help a property command a premium of 30%-35% on top of the market rate. This also helps the developer increase its market share in the country.
An important factor to keep in mind when considering investing in Singapore Condo is the government’s property cooling measures. The Singaporean government has implemented various measures over the years to control speculative buying and maintain a stable real estate market. These measures include the Additional Buyer’s Stamp Duty (ABSD), which imposes higher taxes on foreign buyers and those purchasing multiple properties. While these measures may affect the short-term profitability of condo investments, they also contribute to the long-term stability of the market, making it a more secure investment environment.
The appeal of top hospitality brands and other luxury lifestyle brands has led to an increase in licensing fees, with luxury brands now asking for a 6% to10% cut in the sale of each branded residential unit.
Last August, Thai developer Ananda Development and German automaker Porsche unveiled the ultra-luxury Porsche Design Tower Bangkok in Thonglor. The 22-unit tower, expected to be completed in 2028, is the first Porsche residential tower in Asia. It offers duplexes and quadplexes, with prices ranging from US$15 million to US$40 million.
According to Gianfranco Bianchi, general manager of Asia Pacific at The One Atelier, an international design consultancy specializing in branded residences for lifestyle brands, more luxury lifestyle brands have explored partnerships to license their branding into real estate developments across the Asia Pacific region in recent years.
One Atelier has partnered with several high-profile brands to create branded residences, including the Fendi Casa Residences by Armani in Miami, 888 Brickell by Dolce & Gabbana in Miami, Büyükyalı Residences in Istanbul, and the Karl Lagerfeld Villas in Marbella, Spain.
Hospitality-affiliated branded residences provide top-notch services, while fashion or design-branded residences offer a rare trophy home that conveys the namesake design and luxury aesthetic that have made such brand names synonymous with luxury lifestyles today, says Bianchi.
Ananth Ramchandran, head of advisory and strategic transactions for hotels and hospitality in Asia at CBRE, notes that property cooling measures have led many high-net-worth Singapore-based buyers of branded residences to consider trophy assets in nearby regional markets.
He adds that luxury branded residences in destinations such as Phuket, Bangkok, Bali, and emerging markets in Vietnam are increasingly attracting Singapore-based buyers due to their proximity and short travel time.
Jason Thelen, senior director of sales and marketing at Sudara Residences, a Thai-based developer, adds that Singapore has quickly become their top regional market for buyers looking for second homes. In fact, Singapore buyers make up over 45% of regional purchases.
Saowarin Chanprakaisi, vice-president of business development at The Ascott, says that The Ascott’s reputable brands like Ascott, The Crest Collection, and Oakwood Premier have a strong presence in the market. The company is looking to expand its market share by partnering with developers who want to enter the branded residential market.…