SENA announces its movement for 2023, emphasizing its corporate stance under the vision of becoming a Sustainable Business through the keyword SENA Multiplied. This initiative paves the way for investments in project development and the expansion of new business opportunities, with a value exceeding 55 billion baht, laying the foundation as a Lifelong Trusted Partner for improved quality of life at every age, while adapting to global changes. The plan includes the launch of 26 projects worth 24 billion baht, targeting sales of over 18 billion baht and total transfers of 16.5 billion baht.

Assoc. Prof. Dr. Kesara Thanyalakphak, Managing Director of Sena Development Public Company Limited, revealed the overall business landscape and the challenges faced globally, including economic recession driven by various factors such as inflation, rising prices with stagnant incomes, and increasing interest rates. These challenges are similar to those faced in the previous year, compounded by a volatile global situation and environmental issues (Climate Change), which represent significant Social Challenges for the business sector. This includes managing basic utilities, environmental management, housing, public health, and social inequality, prompting all sectors to prioritize and push for sustainability strategies to drive business forward.

With its Core Business, SENA develops residential real estate for sale, including single-family homes, townhouses, commercial buildings, townhomes, and condominiums. The rental business includes apartments, office buildings, golf courses, solar energy, property management, and residential construction contracting.

Today, SENA has enhanced its project development by introducing solar-powered homes with “ZERO ENERGY HOUSING” (ZEH), reducing energy consumption by at least 20% in SENA's single-family homes and condominiums. The company is also expanding into diverse new businesses aligned with Mega Trends and Social Challenges, transitioning from being merely a Property Developer to becoming “The Essential Lifelong Trusted Partner” to improve quality of life under the SENA Multiplied framework.

SENA has allocated a budget for investment in product development and expanding opportunities into new businesses of 9.084 billion baht, which includes:

MULTIPLY: New Business to Strengthen Core Business
SENA is committed to enhancing real estate development to improve the quality of life for residents, including:
1. Partnering with NEC Corporation (Thailand) Limited to develop the “SMARTIFY” Smart Living Community platform, enhancing convenience for customers and residents.
2. Launching the financial service “Cash for Good” to increase homeownership capabilities for customers, providing financial advice and education.
3. Establishing a real estate brokerage business for property sales and rentals.
4. Offering comprehensive property management services for residential projects and assets.
5. Introducing the second-hand home business SENA SURE in collaboration with BAM and SAM, selecting and renovating properties for quality living options.

MULTIPLY: New Business New Foundation
SENA is expanding new businesses to enhance convenience for everyone, focusing on lifestyle changes to help reduce carbon emissions (Decarbonization Lifestyle) and integrating service technology to improve comfort for all stages of life. The business targets global Mega Trends to create a sustainable society, while also recognizing significant shifts in investment trends. We aim for businesses that align with Mega Trends in sustainability, health, environment, and technology, including:

1. Preparing to expand into new premium real estate segments.
2. Full-scale Hospitality management through professional management services.
3. Establishing Nursing Homes “SJ HEALTHCARE” to support the aging society, developing MEDICAL WELLNESS CENTERS and PRIMARY CARE for health-conscious customers.
4. Launching a comprehensive rental WAREHOUSE business “METROBOX” with international standard warehouses for various businesses, preparing to open in two locations:
1) Bangna, Bangplee, Samut Prakan
2) Phaholyothin, Wang Noi, Ayutthaya

5. Partnering with Shizen International (Thailand) Limited to explore renewable energy market opportunities in Thailand, including seeking partners for installing “vertical solar” systems for high-rise buildings to maximize clean energy efficiency.
6. Expanding electric vehicle charging stations (EV CHARGING STATION) using solar energy to align with sustainable business practices and smart city development. Currently, installations are underway in SENA villages, with feasibility studies for additional EV charging stations to support residents and general customers in the future.
7. SENA REFORESTATION aims to plant forests to preserve the planet, targeting 100,000 rai.

Multiple New Project Launch
In 2023, SENA plans to launch 26 new projects with a total value exceeding 24.024 billion baht (of which 22 projects are joint ventures with Hankyu Hanshin Properties Corp, valued at 21.210 billion baht), reinforcing a strong 8-year partnership that has developed a total of 45 projects worth 69.554 billion baht, divided into:
- 9 horizontal projects worth 7.471 billion baht
- 17 condominium projects worth 16.553 billion baht

Furthermore, SENA aims to set a new record with sales targets of 18.242 billion baht and total transfers of 16.539 billion baht, with remaining unsold inventory valued at 22.294 billion baht awaiting future revenue recognition.

Nonetheless, SENA continues to focus on the strength of its core business, the launch of new projects this year, and new businesses that support Mega Trends, ready for sustainable growth through innovative product and service development, continuing the organization's stance as more than just a property developer, but as “THE ESSENTIAL LIFELONG TRUSTED PARTNER” to create happiness and quality of life at every stage.