Over $30 million in branded residential projects slated for Asia

The branded residences market charts its next chapter in Asia, but how will this new pipeline look like?

The branded residences sector across Asia has reached a significant milestone, with the total value of the active pipeline now standing at USD30.7 billion. This figure reflects both the rising demand for branded living spaces and the region’s growing affinity for real estate projects anchored by hospitality and lifestyle brand affiliations. According to the recently released C9 Hotelworks Asia Branded Residences Market Review 2025, a total of 67,353 units across 283 developments form the current regional pipeline.

The report highlights a compound annual growth rate of 10% for branded residences in Asia over the past five years. This growth trajectory is underpinned by increasing developer investment in the luxury segment and a diversifying mix of brands entering the space—including non-hospitality names such as Porsche and Etro.

Geographic spread and market leaders

Among active projects available for sale, Thailand commands the largest share of the regional market at 18%, followed by the Philippines with 12% and South Korea at 11%. Future supply, which includes 28,460 units in 105 projects not yet launched for sale, is notably led by Vietnam, accounting for 41% of that category. Overall, Vietnam holds the largest pipeline with 18,197 units, 66% of which are concentrated in resort destinations such as Da Nang and Hoi An.

Thailand remains a key regional player with 14,389 units across 63 developments, dominated by resort destinations including Phuket, Pattaya, and Hua Hin. The Philippines is an urban-centric market, with 56% of its 12,911-unit pipeline located in Metro Manila. Malaysia and India round out the top five countries by pipeline supply, with both markets showing an urban bias, particularly in Kuala Lumpur and Gurugram respectively.

Urban vs. resort dynamics

The distribution between urban and resort destinations is nearly balanced in the current active pipeline—53% urban to 47% resort. However, looking ahead, the forward supply tilts toward resorts, which comprise 59% of upcoming projects. Resort-based developments also tend to yield higher brand premiums, supported by lower land acquisition costs and a broader appeal to lifestyle buyers.

Urban properties, while commanding higher per-square-metre prices, are generally end user-driven and feature larger unit configurations, such as three- and four-bedroom layouts. Resort properties typically focus on smaller configurations and often include rental management programs to accommodate investor-driven buyers.

Product types and brand segmentation

A notable trend in Asia’s branded residence market is the dominance of co-located hotel residences, which represent 57% of active supply. Nevertheless, there is an observable shift toward more diversified product offerings. Mixed-use developments now account for 24%, while standalone branded residences make up 19%.

From a brand positioning perspective, luxury branded residences lead the pipeline, comprising 32% of the market. Upscale and upper-upscale properties follow closely at 30% and 17%, respectively. In contrast, branded residences in the economy to upper-midscale segments have seen limited expansion.

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The region is also witnessing the increased entry of non-hospitality luxury brands. These account for 4% of the pipeline, signalling a broader consumer base attracted to design-led and lifestyle-oriented real estate. With 2,732 units attributed to such brands, this segment remains niche but is expected to gain further momentum.

Forecast and outlook

Looking forward, the report projects continued growth in Asia’s branded residences sector, especially as high-net-worth individuals show preference for trophy assets with strong design elements and premium locations. The development pipeline continues to evolve with a focus on secondary cities and emerging resort areas, driven by rising land costs in traditional hubs.

The transition from hospitality-aligned to mixed-use and lifestyle-centric developments indicates that the branded residence model in Asia is maturing. While price premiums and brand cachet remain core attractions, future success will likely hinge on project quality, brand alignment, and location relevance.

As the region heads into the next development cycle, Asia’s USD30.7 billion branded residences market reflects not just volume but a structural shift in residential real estate—one that combines lifestyle aspirations, brand value, and diversified investment potential.

Download the full Asia Branded Residences Market Review here.

About Bill Barnett

Bill Barnett—a globally recognised hospitality, tourism, and real estate advisor—is the founder and managing director of Asia-based C9 Hotelworks and esteemed member of the PropertyGuru Asia Property Awards (Greater Niseko) Judging Panel.

In addition to being a leading consultant, he is a frequent speaker at industry events and conferences.  With over 30 years’ experience in the Asia Pacific region, he has an extensive background in hotel operations, development, and asset management. His past employment highlights include Senior Corporate roles at international hotel chains and publically listed companies. Bill is considered to be one of the foremost industry experts in the hotel residences sector.  To date, Bill is the author of four books on travel, property, and hospitality under the titles of Slave to the Bean, Collective Swag, It Might Get Weird and Last Call. 

For more information, email: [email protected].