Real estate in Cha-am-Hua Hin is booming as Isara Group invests over 1.7 billion baht to launch the new project SASA Hua Hin on a beautiful plot of land with sea and golf course views under the concept “The Gem of Escape.” Targeting both Thai and international customers, the project is designed to accommodate the infrastructure and environment of Hua Hin, emphasizing tranquility and privacy surrounded by nature. The company is confident that the Hua Hin real estate market will continue to grow, especially in locations near the beach, boosting consumer purchasing power to meet rising demand.

Mr. Boonkiat Chokwatana, Chairman of Isara Group Co., Ltd., revealed that over the past 10 years of developing projects in collaboration with Charn Issara, including Tiw Talay World Cha-am-Hua Hin, which comprises condominiums, hotels, villas, gas stations, and commercial areas, as well as the SASA Hua Hin project, all developments have successfully met various lifestyle needs. This showcases the potential to lead real estate development in the Cha-am-Hua Hin area. Since the launch of the SASA Hua Hin project in 2021, over 70% of units have already been sold, with transfers beginning in December 2023. This success reflects the ongoing growth of the local real estate market, with products developed to meet target group needs effectively.

“After more than 10 years of collaboration, we are confident in our expertise and ability to analyze the behavior of target groups, leading to the development of residential products that meet the needs of every segment, including families, working professionals, tourists, and retirees, based on their behaviors, preferences, and leisure activities,” said Mr. Boonkiat.

Mr. Songkran Issara, Vice Chairman of Isara Group Co., Ltd., stated that the Cha-am-Hua Hin market is particularly noteworthy as it is a significant tourist area, resulting in continuous growth in housing demand, whether for personal use, investment, or as a second home. The Hua Hin area not only boasts beautiful beaches but also hosts some of Thailand's top golf courses, making it ideal for those who enjoy spending their holidays playing golf amidst natural surroundings.

“In addition to Hua Hin being a tourist city, factors such as infrastructure and the environment are also expected to grow further due to various government projects, such as initiatives to promote Hua Hin as a world-class beach resort, the high-speed train project from Bangkok to Hua Hin, the Nakhon Pathom-Cha-am motorway project, and the expansion and improvement of Hua Hin airport. These developments confirm that Hua Hin remains a highly potential location for Thai real estate,” Mr. Songkran added.

Recently, the company is preparing to launch the latest project “SASA Hua Hin” on a beautiful plot of land near Khao Takiab, featuring sea views and proximity to golf courses, surrounded by nature and various lifestyle activities. This new project follows the successful development of the SASA Hua Hin project over the past two years to meet the demand of target groups. SASA Hua Hin is considered a rare and valuable project due to its location near the sea and golf courses, distinguished by its unique design concept, which has been a competitive advantage in the company's project development.

Mr. Dithwat Issara, Managing Director of Isara Group Co., Ltd., shared that the concept of the SASA Hua Hin project aims to create a true retreat from the hustle and bustle of the big city into a vacation town surrounded by nature. With its prime location near golf courses and the sea, it offers a quieter atmosphere compared to other areas in Hua Hin. The project is situated on Khao Takiab Beach, which stretches for 8 kilometers, designed by Habita Co., Ltd., in a “Dynamic Lifestyle” setting surrounded by beautiful natural scenery, including mangrove forests. It also offers numerous relaxation activities such as golf, surfing, horseback riding, cycling, and canoeing. Additionally, the project emphasizes communal areas with facilities such as Serene Zone: Tropical Pool, Kid Pool, Hanging Lounge / Energy Zone: Welcome Reception, Water Lounge, All Purpose Lawn, Discovery Gym / Inspire Zone: Infinity Edge Pool, Communal Platform, Sky Lounge, and various beachside activities.

“The SASA Hua Hin project, A NEW STYLISH BEACH CONDOMINIUM, is located at Soi Ao Hua Don, Nong Kae Subdistrict, Hua Hin District, Prachuap Khiri Khan Province, on a 3-rai, 3-ngan, 89.4-square-wah plot. It consists of three 7-story buildings with a total of 254 units, with a project value of over 1.7 billion baht. There are three types of units available: 1-bedroom, 2-bedroom, and 3-bedroom, with usable areas ranging from 32 to 183 square meters, starting at 3.9 million baht. Each type is designed to suit various lifestyles under the concept of “The GEM Of Escape,” discovering the true gem of relaxation with views of the golf course stretching against the sea and sky, reflecting the natural essence of relaxation. The design features natural materials or local materials, infused with vibrant colors reminiscent of gemstones, inspired by Miami Contemporary Architecture while maintaining the unique craftsmanship of the design, allowing residents to escape the chaos of the big city into a nature-surrounded vacation town,” Mr. Dithwat explained.

For the highlights of the SASA Hua Hin project, the design caters to the lifestyle of all generations. Each building is designed for residents to easily access and connect with the communal garden. The units feature wide openings that provide views of the foreground of the golf course, the middle ground of the white sandy beach lined with pine trees, and the background of the sea and sky. Additionally, the project includes highlight units such as penthouses designed to resemble a “home” and duplex units that feature a stair hall and mini courtyard, allowing for ample light and airflow, creating a spacious and comfortable atmosphere. The design also considers the needs of seniors, ensuring accessibility and privacy with single corridor layouts in front of the residential units.

Ms. Aliwassa Patthanathabutr, President of CBRE (Thailand) Co., Ltd., stated that according to CBRE Thailand's data, the overall real estate market in central Hua Hin has shown continuous good performance due to ongoing demand from buyers seeking second homes, which has increased since the COVID-19 pandemic and continues to this day. There is also a rise in demand from new foreign buyers, while the number of new project launches remains limited due to the scarcity of suitable beachfront land for development.

In 2022, various new projects were launched across different segments, contrasting with 2020-2021 when only luxury beachfront projects were introduced. The projects that performed well in sales were not only those directly on the beach but also those within a 300-meter walking distance to the beach, as these projects typically have a lower average price per square meter than beachfront properties while still offering a similar lifestyle. This has led to sales reaching up to 100%. The overall market for condominiums in central Hua Hin has also shown positive signals, with projects launched from 2017 to 2022 achieving a total sales rate of 85%. SASA Hua Hin is the first project launched in 2023, with a key highlight being its location just 250 meters from the beach, offering both sea and golf course views.

According to CBRE data, which focuses on the luxury market, the profile of condominium buyers in Hua Hin has shifted. Previously, Thai buyers were the primary customers purchasing condominiums as second homes, but since 2020, there has been an increasing interest from foreign buyers, particularly Europeans, with Russians being the second-largest group of buyers in Hua Hin. Their proportion has clearly increased over the past year, indicating that the Hua Hin market continues to have sustained demand and potential for sustainable growth.

The SASA Hua Hin project (ซาซ่าส์ หัวหิน), A New Stylish Beach Condominium in Hua Hin, offers both sea and golf course views, featuring “The Unbeatable Panorama” in the heart of Hua Hin. The first VIP booking will be available from December 1-10 at the SASA Hua Hin Sales Gallery, with prices starting at just 3.9 million baht*. For special registration, visit: https://bit.ly/3sUiol1. For more information, call 092 985 5155 or Line: https://lin.ee/6pfcyis (@sasahuahin).