Mr. Natthapong Khunakarawong, CEO of SC Asset Corporation Public Company Limited (SC), a leader in high-quality real estate development and innovation, revealed that in 2024, SC is rapidly adapting to face three major obstacles in the real estate business: high household debt, oversupply, and low consumer confidence. The company has accumulated quality land for development over the next three years for various projects, including residential properties, hotels, and warehouses. SC also confirms its strong liquidity, with over 10 billion baht available to support growth, alongside robust joint venture partners. By 2025, these three obstacles will still exist, compounded by geopolitical volatility, prompting SC to continuously adapt under the motto #RethinkToReform to enhance competitiveness and achieve sustainable value growth.

Significant Adaptation through 3 Reforms:

Reform 1: Portfolio Adjustment - Divided into three groups to diversify risk.

Engine 1 – Residential real estate for sale, including horizontal and condominium projects.

Engine 2 – Income-generating real estate, including hotels, warehouses, office buildings, and apartments in the USA.

Engine 3 - New opportunities for investment in businesses with growth potential.

This adjustment aims to balance the portfolio, increasing profits from diverse businesses. Investments will be made cautiously, in collaboration with strong partners, and the debt-to-equity ratio will significantly decrease this year.

Reform 2: Cost Structure Optimization - Emphasizing high quality, innovative solutions for customers, and enhancing profitability.

Reform 3: Organizational Restructuring - Increasing agility to support diverse business growth and enhance employee growth opportunities.

Goals and Business Plans for 2025:

  • Strong Business Recovery - Growth in sales, revenue, and profits, with strong liquidity and a significantly reduced debt-to-equity ratio.
  • Sales Target: 26 billion baht (+4% YoY) and Total Revenue from All Business Segments: 25 billion baht (+11% YoY). Continuous investment with a budget of 7 billion baht across various businesses to maintain leadership in single-detached houses, increase market share in condominiums, and ensure steady income from real estate.

Engine 1: Residential Real Estate - By 2025, there will be a total of 96 projects valued at 94.5 billion baht, including 15 new projects worth 28 billion baht, divided as follows:

  • Horizontal Projects: 12 Projects - 18 billion baht, featuring the new brand SONLE, a sophisticated modern tropical-style single-detached house starting at 200 million baht, and a new series of single-detached houses from the Bangkok Boulevard brand.
  • Condominiums: 3 Projects - 10 billion baht, covering all segments under the Reference and COBE brands, building on the success of SC's condominiums, as evidenced by Reference Ekkamai's sales reaching 80% during the initial launch phase. A new brand will debut at the end of the year, located on Sukhumvit Road, near the Phrom Phong BTS station.

Engine 2: Income-Generating Real Estate - By the end of 2025, there will be a total of 19 projects across four businesses, including 545 hotel rooms, 200,000 square meters of rental warehouses, 120,000 square meters of office buildings, and five rental apartment buildings in the USA.

Highlights include two new hotels opening in Q2 2025: KROMO, Curio Collection by Hilton, located on Sukhumvit Road opposite EmSphere, and The Standard, the only one in Pattaya, located on Na Jomtien Beach, along with three new rental warehouse projects in Bangna Km. 20, Laem Chabang, and Amata Industrial Estate, Chonburi.

Mr. Natthapong concluded, "In this challenging year of 2025, SC will continuously adapt, with strong business recovery, growing profits, cautious investments, and diversified risks across various businesses. We aim to maintain brand confidence through high-quality product standards and warm service, while also targeting to reduce GHG emissions by over 100,000 tons of carbon between 2025-2030 for the future of the next generation."