Dr. Torsak Lertsrisakulrat, Managing Director of Eastern Star Real Estate Public Company Limited, stated that this year, the purchasing power of real demand is starting to recover, especially for condos priced between 3-5 million baht and single houses priced between 5-10 million baht. The company's plan for this year focuses on enhancing design and product quality as a strength to penetrate the mid-market segment targeting Gen Y, developed under the concept 'Creator of Life’s Pleasure' to meet the needs of the target group through unique characteristics in three main axes: Design, Green, and Living.

The company is preparing to launch 4 new projects, which include a low-rise house project in Rayong under the Breeze brand worth 550 million baht and 3 condo projects under the 'Quintara MHy' brand valued at 4.15 billion baht:

Quintara MHy’GEN Ratchada-Huai Khwang is a low-rise condo with 2 buildings and 383 units, catering to Gen Y who prefer a minimalist style—less is more. Each unit is designed to maximize functionality for living, working from home, and relaxation, with prices starting at 2.09 million baht.

Quintara MHy’DEN Phonimit is a high-rise condo with 40 floors and 628 units, the first tall building of the Quintara brand designed with a variety of unit sizes and complete functionality to meet all Gen Y lifestyles. Prices start at 2.69 million baht, located near the BTS Phonimit station, featuring a 'Private Island' concept with a modern, eye-catching design and comprehensive amenities from the ground floor to the rooftop, which includes a creatively designed garden area with a running track, providing a long running distance similar to a large flat field. There are also various recreational areas, an infinity pool that offers a refreshing natural atmosphere amidst city life, allowing for a balanced lifestyle and work-life integration. The common area includes studio spaces for new professions like online selling, private working pods, and a BBQ corner for cooking enthusiasts to invite friends over for parties or cooking together.

Additionally, Quintara MHy’ZEN Phrom Phong is a low-rise condo with 2 buildings and 276 units in the Phrom Phong area, offering convenient access to Thonglor and Asoke. It is fully equipped with amenities in a design atmosphere inspired by the art of tea brewing and Japanese garden landscaping, reflecting beauty, elegance, tranquility, and fullness within, with prices starting at 2.29 million baht.

The target market for these projects is in the mid-high segment, consisting of Gen Y individuals with diverse lifestyles who value privacy and want to utilize their space effectively. The design of functional spaces within units of all sizes must clearly reflect the identity of modern residents, connecting them to the outside world through technology. Furthermore, the new lifestyle necessitates living spaces that accommodate various lifestyle activities, serving as homes, workplaces, and relaxation areas, allowing for exercise and hobbies.

The company aims for total sales of 3.1 billion baht in 2023, with expected revenue around 1.7 billion baht, as most transfers will come from the low-rise projects launched earlier this year. This year, a budget of about 1 billion baht has been allocated for land purchases, focusing on land in Bangkok to strengthen the portfolio with additional low-rise projects.

However, the company sees some risks this year, as the purchasing power of some customers has diminished, despite the demand for housing. The company believes it should adapt by adjusting functions and sizes of products to be more accessible in terms of pricing, including developing low-rise condos that can sell quickly in the current economic climate.