CEO of Origin Property, “Pirapong Jarunek,” assesses that the real estate market in 2026 still presents opportunities for growth. Five executives from ORIGIN GROUP announced the strategy for 2026, titled ORIGIN Portfolio Evolution 2026, seizing opportunities from a changing world to diversify business portfolios and create sustainable growth to navigate through all cycles. The sales target is set at 25 billion baht, with total revenue projected at 10 billion baht. Plans are in place to launch projects worth a total of 19.4 billion baht, including six residential projects (houses and condos) valued at 7.4 billion baht, four hotel projects worth 5.9 billion baht, four office buildings and commercial spaces totaling 3.1 billion baht, and five warehouse and rental factory projects covering over 150,000 square meters valued at 3 billion baht. We are confident that the annual performance will align with the established strategy.

Mr. Pirapong Jarunek, CEO of Origin Property Public Company Limited (ORI), a comprehensive real estate developer, evaluates the overall real estate market in 2026, predicting a 'slight' growth year as it still faces pressure from low economic growth, trade wars, and global crises creating a 'Never Normal' that alters consumer behavior. Despite challenges, there are still “positive signals” from interest rate cuts and debt relief processes under debt consolidation policies, which enhance borrowing capacity and reduce loan rejection rates for customers.

Amid global economic volatility, Thailand is emerging as a key destination for manufacturing relocation and foreign migration, recognized as a “Global Safe Zone” and “Second Home,” driving demand for housing. This presents significant opportunities for the real estate sector amidst change. In strategic locations such as Phuket, Pattaya, and Bangkok CBD, sales can be generated from these opportunities, with foreign customers contributing over 6.3 billion baht from more than 30 countries, including Russia, Taiwan, Myanmar, China, and Poland, reflecting confidence in Thailand's potential and the Origin brand. The group continues to emphasize strengths in locations near job sources and industrial estates, driving B2B customer growth from foreign companies purchasing or renting residences for long-term expatriate employees. This also expands opportunities into the warehouse business under Alpha Industrial Solutions and hotel business under Origin Hotel, benefiting from the growth of long-term investment and residency.

Meanwhile, the trend of Pet Humanization continues to drive demand for pet-friendly condos, with the group recognizing and developing projects to meet this demand. Currently, the group holds a leading market position in pet-friendly condos, with over 25 projects.

Vision for 2026 under the ORIGIN Portfolio Evolution 2026 strategy

The strategic diversification vision of Origin Group aims to manage risks and seize opportunities in a changing world. The Origin business empire is not limited to residential development but adopts a diversification strategy encompassing new businesses. The 2026 business plan, titled “ORIGIN Portfolio Evolution 2026,” aims to create growth across various businesses for stability and readiness to adapt to changes, driving business growth in all dimensions through five core business groups.

Goals and operational plans for the five business groups of ORIGIN GROUP in 2026

Under the development of condominium projects by Origin Vertical Corporation Limited (ORIGIN VERTICAL), three new projects are planned for 2026 in Bangkok, Pattaya, and Phuket, with a total value of 4.2 billion baht, targeting sales of 20 billion baht, revenue of 4.5 billion baht, and ownership transfers of 12 billion baht (including projects developed by the company and joint ventures). Currently, there is a backlog from completed condominium projects ready for ownership transfer in 2026, totaling over 10 billion baht, accounting for 70% of the total project value from seven projects.

Additionally, Origin emphasizes its success in being the leader in the Pet Friendly market, having developed up to 25 pet-friendly projects with 4,966 units. It also leads in investment properties, catering to investors seeking “steady income without self-management,” transforming condos into income-generating assets managed by a professional team from HHR (Hampton Hotel & Residence Management), with 1,737 units across 14 projects and a foreign portfolio awaiting revenue recognition valued at 6.3 billion baht.

For the development of housing projects by Britannia Public Company Limited (BRI), three new projects are set to launch in 2026, with a total value of 3.2 billion baht, targeting sales of 5 billion baht, revenue of 3.4 billion baht, and ownership transfers of 4 billion baht (including projects developed by the company and joint ventures). The focus remains on prime locations, which are crucial for project development. Recently, the Brilliant Business Park project was launched, a smart business area that meets all multifunctional business management needs, integrating showrooms, studios, offices, and residences in one location across five strategic locations: Rama 2, Bangna-Trad, Amata City, Laem Chabang, and Rayong, with a total value of 1.2 billion baht. Plans are also in place to launch a lifestyle project soon.

Modern comprehensive real estate service business under Primo Service Solutions Public Company Limited (PRI) and its subsidiaries aims for revenue of 2 billion baht in 2026, opening a new era to meet customer needs across all generations throughout their life stages with the “PRIMO TRANSFORMATION ERA,” stepping into a new era of sustainable change led by five core strategies:

1. Elevating Service Standards to Premium Level
2. Expanding into High-Value Segments
3. Building Community Ecosystem through the Happy Maker platform
4. Technology & Data Integration as the core of organizational transformation through the Primo Plus Application
5. ESG as a Strategic Driver, pushing ESG as the core of the organization through the PRIMO CARE concept covering People, Pets, and Planet, creating sustainability across personal, community, and environmental dimensions to build a Sustainable Organization ready for the future.

For Origin Hotel Public Company Limited (ORIGIN HOTEL), a business group generating continuous recurring income covering hotel businesses, office building rentals, and commercial development, the 2026 business plan aims to expand the portfolio alongside asset management under the Build–Operate–Exit–Reinvest model for continuous growth. By 2026, the business plans to start operations for four new hotels valued at 5.915 billion baht, four office buildings and commercial projects totaling 3.1 billion baht. Additionally, there are plans for divestment this year of four hotels, totaling 1,011 rooms, valued at over 4 billion baht, which will generate additional cash flow of over 1.3 billion baht for the business group, following a business model that enhances asset value to support long-term hotel portfolio growth as a cycle, aiming to create parallel growth opportunities.

As for Alpha Industrial Solutions Limited (ALPHA), a developer of industrial property, by the end of 2025, there will be a total of 403,859 square meters of distribution centers, with 382,000 square meters already operational and a 95% occupancy rate. This year, there are plans to launch five additional warehouse and rental factory projects covering over 150,000 square meters valued at 3 billion baht, and plans to bring assets into a real estate investment trust (REIT) for four projects with a total area of 211,682 square meters under the name “ALPHA REIT.”

Origin Property is now ready to reap the benefits of business portfolio diversification, including the recurring income business group, with plans for profitable business sales or asset entry into REITs being “at the right place, at the right time” according to the set goals. The group remains open to partnerships both domestically and internationally to continuously develop businesses with potential for ongoing project development.