ESTAR speculates real demand purchasing power that has been rising significantly since early 2023 due to buyers’ growing confidence in the economy. The executives announced the business plan to develop horizontal and vertical residences and retail projects, and this retail emphasizing the concept Creator of Life’s Pleasure developed to create well-being and life’s quality under three bases: Design, Green, and Living, which is fully combining with product development to meet all differences and needs. They are ready to tackle a middle-price condominium market of under three million baht per unit with the “Quintara MHy’ Series” showcasing in all three prime locations in Bangkok’s city centers immediately. The horizontal residential project still focuses on the east, which is in Rayong, with a single-house project, “Breeze Chalet”, to be launched, aiming this year’s sales at 3,100 million baht.

Dr. Torsak Lertsrisakulrat, Managing Director of Eastern Star Real Estate PCL, said that the purchasing power of the actual residential demand had been speculated to be rising. The buyers have more confidence in the economy, seeing from all economic activities that are fully resuming, so 2023’s residential market is heading towards the positive side. Together with the government’s measure that supports real estate purchasing power, the business has not been busier than this.

However, the competition in the real estate business is intensive due to the available properties caused by the slowdown. The residences that are on the market are being rushed to sell and transfer while more and more new supplies come on the market. The large market is still aimed at mid-level buyers with the purchasing power and actual residential demand, and the past year’s popularity was among 3-5-million-baht condominiums and 5-10-million-baht single houses.

Eastern Star uses remarkable design development and product quality as its strength to gain a competitive advantage. They target the mid-level market of Gen Y by developing residential projects under the  Creator of Life’s Pleasure concept that meets the target’s needs with their three bases’ identity: Design, Green, and Living. They create Smart life living as a whole: neatly designing architectures and interiors that are fully functional and flexible for all lifestyles, leveling up eco-friendly living qualities like solar power, clean energy, EV charger stations, waste management to promote low carbon society, and creating a well-balanced residence for the new normal community that separates the public and personal spaces yet connects through technologies and innovations.

“We do not want just to sell a residence, but we want our customers to live well and find pleasure in everything we have created for the best living quality,” said Dr. Torsak, adding that in 2023 there would be a single-house project being developed, in the EEC area which is in the east and three condominium projects “MHy’ Series” under the brand Quintara launching in Bangkok’s three prime locations. The first is QUINTARA MHy’DEN PHO NIMIT, the first high-rise condominium of Quintara with 40 stories and 628 units. It has been designed in various unit sizes and utility functions suitable for Gen Y’s lifestyle with a starting price of 2.69 million baht.

The location is conveniently near Pho Nimit BTS station. With ‘private island concept, the design is a modern, noticeable skyscraper with complete facilities from the bottom to the rooftop that is creatively designed to be a small park with a leveled track creating a long-distance feel. There are also recreational areas for various activities and a skyline pool providing a natural atmosphere in the heart of urban life for a happy living and everyday work-life balance. The common area offers different spaces like studios for live streaming sales, working pods as personal working spaces, a BBQ corner for gastronomes, parties, or cooking sessions, etc.

QUINTARA MHy’GEN RATCHADA-HUAI KHWANG, a two-building low-rise condominium of 383 units, is for Gen Y, who loves minimal style. Every unit has been designed to be used full-functionally for living, working, and relaxing, with a starting price of 2.09 million baht. QUINTARA MHy’ZEN PHROM PHONG, a two-building low-rise condominium of 276 units in the Phrom Phong area, is conveniently close to Thonglor and Asoke. The facilities and unit spaces have been inspired by the Japanese tea ceremony, and gardening that reflects inner beauty, elegance, and peace, and the starting price is 2.29 million baht. The total value of the three projects is 4,150 million baht.

The project’s target is mid-high-level buyer, or Gen Y, who have various lifestyles, enjoy privacy, and fully use personal space. The design of utility functions in each unit size must reflect the residents’ personalities who are modern and globally connected through technologies. The residences of this new normal lifestyle must also support all kinds of activities. It has to be a home, a workplace, and a retreat for exercise and hobbies.

“Location is still the final call for purchasing, and this is our advantage as we have l or near BTS stations,” said Dr. Torsak. Besides the location, worthiness is what the target looks for. The projects with hi-tech designs and utility functions for pleasurable and complete urban life quality in prime locations, yet affordable, gain Eastern Star the best competitive advantage in the mid-level condominium market.

Additionally for a horizontal residential market of single houses, Eastern Star has the east, Rayong, ready to develop a new project, BREEZE  CHALET, a Modern English Cottage styled in the Burapaphat-Sukhumvit area. The company aims for 2023’s sales at 3,100 million baht.