In the midst of a fiercely competitive real estate market, simply building "beautiful homes" or having "prime locations" may no longer suffice. It is essential to genuinely deliver "a good quality of life" to residents.

This is clearly evidenced by Pruksa Holding Public Company Limited receiving the prestigious Rising Star Award 2025 from the Terra Awards at the annual Terra Hint Brand Series 2025 seminar, based on consumer perception research (THE MOST POWERFUL REAL ESTATE BRAND 2025).

The Rising Star Award 2025 not only honors business success but also reinforces achievements from a significant brand transformation under the core concept of “Lifetime Well-Living: Living Well... for Life”. This shift from ‘strategy’ to ‘tangible results’ has redefined the meaning of living, focusing on holistic quality of life development for residents of all ages across all dimensions.

This represents a departure from traditional thinking in the real estate market, as Pruksa chooses to tread a different path, marking a turning point for rapid growth and acceptance.


The Transition from ‘Home’ to ‘Quality of Life’

“In the past, the real estate market viewed ‘homes’ merely as residential products, focusing on location or design. However, Pruksa sees ‘homes’ as an ecosystem for long-term health and happiness. We create lifestyles through innovative home designs that stem from ‘intentional listening’ to truly ‘understand the real lives of residents’—from structure, materials, air circulation, health care, to comprehensive after-sales services that take care of residents holistically,” said Angkana Likitjanya, Executive Vice President of Corporate Marketing at Pruksa Holding Public Company Limited, introducing the inspiration behind this initiative.

The concept of “Lifetime Well-Living: Living Well... for Life” was born from a simple yet powerful question: “How can we ensure that homes are not just places to live, but spaces that genuinely enhance the quality of life for customers from day one... to the very last day of their lives?”

Analysis of in-depth data regarding housing in Thai society reveals that the issues faced by Thais are not about the number of rooms but rather the quality of life within the home, such as poor air quality, spaces that do not adapt to family changes, lack of safe areas for the elderly, or the absence of easily accessible proactive health care systems, leading to a new interpretation of the term 'living well'.



The Power of “Lifetime Well-Living”

When “home” is a lifelong investment for families, Pruksa considers what residents will gain, emphasizing every detail from the construction process to design and creating living spaces that meet the concept of ‘LIFETIME WELL-LIVING: Living Well... for Life’. The strategy is built on three main pillars: Well Home, Well Care, and Well Community, which are essential tools that transform ‘homes’ into ‘comprehensive life care spaces’.



Well Home: Caring for Residents' Health from Day One

"We start with the most fundamental aspect: the house. The structure must be good, safe, and livable for a lifetime," Angkana explained the first strategy that allows Pruksa to surpass conventional home building by investing in Inno Precast innovations and carbon-cure technology, leveraging the capabilities of the Inno Precast business group to ensure quality and confidence, resulting in strong, durable homes that reduce carbon emissions and maintain uniform standards across all houses.

This meticulousness extends to every square inch of living space, with home designs considering Life-Design Function that can adapt to changing life stages and lifestyles, such as accommodating young children, the elderly, or even working from home.

Additionally, materials are sourced from top-tier partners to ensure high-quality homes from day one, complemented by Smart Home technology to enhance energy efficiency and safety.

Importantly, every innovation implemented must be "measurable" and demonstrably beneficial for physical and mental health, ensuring safety and genuine well-being, along with ongoing after-sales services that residents prioritize. Pruksa has designed follow-ups on satisfaction two months post-move-in, warranty expiration notifications, and quality inspections by professional teams to ensure residents feel “well and secure” every day.

Well Care: Homes with Proactive Health Care Systems

What sets Pruksa apart and makes it stand out in the market is being the only real estate developer with its own affiliated hospitals (Vimut Hospital and Vimut-Tephatharin Hospital), which elevate residents' health from the moment they become homeowners and continue throughout their life journey.

Having hospitals as part of the group allows Pruksa to offer proactive health care services to residents, not just providing hospital privileges but also enabling access to Well Care @Home, preventive health check-ups at home, currently covering over 70 projects and caring for more than 27,700 families. This includes the launch of Family Doctors who provide holistic health care for individuals and families at every life stage, along with online medical consultations (Telemedicine) as a foundation for physical and mental health care for residents.

"We believe that a good home must care for the people inside, not just the home itself. This perspective has never existed in the traditional market before."

All of this is not done just in the first year but gradually expands to cover all age groups—from children to working adults to the elderly—to reinforce that Well Care is not just an intention but a reality for residents.

Well Community: A Quality Life Community You Can Feel

"Good living does not arise from the house alone but from a happy community as well." With this vision, Pruksa's Well Community is designed to foster happiness, safety, and good relationships through meaningful activities, creating a sustainable good society and community.

 

Various activities have been initiated in different formats, such as Well-living Market Fest, Well-Living Day, Well Care, Well Paw (pet activities), and workshops for all ages held continuously throughout the year, serving as tools to promote neighborly connections and support, building strong bonds and creating a “model healthy community” that is genuinely safe and supportive, ensuring that the term ‘Pruksa Family’ represents a quality life home for a lifetime.

 


Organizational DNA: Transmitting WORK LIFE WELL-LIVED

The success behind delivering the Lifetime Well-Living experience to customers cannot happen without employees who deeply understand this concept. Pruksa believes that if employees are happy and well-off, they can naturally provide the best service to customers.

"If we want residents to live well, we must start by ensuring our employees ‘live well’ first." This principle leads to the promotion of a new organizational DNA called "WORK LIFE WELL-LIVED: A Good Life... at Pruksa", which creates a corporate culture focused on caring for employees' quality of life in all aspects, both work and personal, making them feel that this is a "home for understanding people".

This internal transformation aims for valuable growth by creating an open environment that promotes happiness and balance in all life dimensions. When employees are cared for, have stability in life, enjoy their work, and have opportunities for growth, the team will be empowered to create innovations and new services that deliver deeper value to residents' lives, which is a key mechanism driving sustainable organizational growth.



Rising Star Award 2025: A Reflection of Leap Growth

Pruksa's commitment has yielded results evident to consumers, reflected in the Rising Star Award 2025 from the research on "Powerful Real Estate Brands 2025", reinforcing the brand image that has experienced leap growth and increased consumer confidence nationwide.

The Rising Star Award 2025 is derived from comparing the brand's growth from the previous year using the Powerful Score, which measures brand strength across seven dimensions (Brand Famous, Brand Love, Dynamic, Familiarity, Meet Needs, Trusted, Unique). Pruksa achieved the highest growth in the industry with a growth score of 48%, increasing in every aspect from 2024, particularly in being a brand that consumers trust in quality, rising from 3.7 points in 2024 to 4.1 points in 2025, and in being a brand that consumers love, from 3.69 points in 2024 to 4.00 points in 2025.

Moreover, Pruksa's continuous efforts to meet all customer needs, from launching new products in both horizontal and vertical segments to a major DNA transformation and attentive after-sales service, have resulted in measurable outcomes from the same research, including:

  1. Top Brand Leader in the townhouse market
  2. Ranked #1 for the highest score in projects covering all income levels
  3. Top 3 Wellness Residence Leader

    This dedication demonstrates that Lifetime Well-Living is not just a concept but a strategy that connects the business group to deliver a "comprehensive living experience"—a home conducive to living, continuous good health, and a sustainable good community.

This success has led Pruksa to plan to integrate the strengths of its core real estate business with the health care business moving forward. In 2025, it will launch new projects that fully address Lifetime Well-Living, such as The Reserve Villa 89/1, The Palm Courtyard, The Palm Vibhavadi 64, Chapter Charoenkrung-Riverside, and others.

Winning the Rising Star Award 2025 is just the beginning of the journey to create a “standard for good living” for Thais in the long term.