Malaysia Branded Residences Market Review 2026
Asia Branded Residences Market Review June 2025
June 2025
Category: Hotels | Property | Branded Residences | Condominiums
Overview
Asia Branded residences’ market value climbs to a historic high of USD30.7 Billion, with Thailand leading by market share, followed by the Philippines, South Korea, Japan, and Malaysia. Vietnam is forecasted to lead Asia with one in four branded residence units, recorded as the region’s largest pipeline.
BRANDED RESIDENCES IN ASIA BY MARKET VALUE AND RESIDENCES PIPELINE 2025
The active pipeline of branded residences in Asia available for sale is valued at USD30.7 billion, comprising 38,893 units across 178 projects. Thailand holds 18% of the market share, leading the region, followed by the Philippines with 12% and South Korea at 11%. There are an additional 28,460 units across 105 projects of future supply that have yet to be released for sale, with Vietnam accounting for 41% of this total.
Over the past five years (2021-2025), the market has expanded at a compound annual growth rate of 10%. The majority of the active pipeline comprises co-located branded residences with a hotel, accounting for 57% of the supply. However, mixed-use developments and standalone branded residences are gaining traction, representing 24% and 19%, respectively. Geographically, the active pipeline is concentrated in urban destinations, which account for 53% of the market, with key cities including Bangkok, Kuala Lumpur, Manila, Mumbai, and Davao. Resort destinations such as Phuket, Pattaya, Da Nang, Cebu, and Hoi An comprise the remaining 47%.
Investors highlights
Destinations: By market value, key emerging markets in the region include India, which represents 8% of the market, followed by Vietnam at 7%. Within the active pipeline, Bangkok is the leading urban destination, with 4,525 units across 15 projects, 74% of which are positioned as upscale to luxury properties. Among resort destinations, Phuket holds the largest active pipeline, with 3,201 units across 24 projects, comprising a mix of small-scale luxury villa developments and large-scale resort-style condominiums.
Urban vs. Resort: The active pipeline exhibits a balanced distribution of supply, with urban destinations accounting for 53% and resort destinations at 47%. Future supply, referring to developments that have yet to be released for sale, is more concentrated in resort destinations, which account for 59%. While urban markets generally achieve higher prices per square meter, resort destinations exhibit greater brand premiums.
Product: The majority of branded residences in Asia offer rental management programs, allowing owners to generate rental income during periods of non-personal use. These offerings are commonly found in resort destinations, where smaller configurations such as studio and one-bedroom units are more common. In urban end-user markets, three- and four-bedroom units are typically preferred by buyers.
C9 Insider opinions
1
Developers are increasing investment in the luxury segment, with the number of units in Asia's pipeline rising from 16,548 as of December 2024 to 20,832 as of June 2025. Branded residences positioned below the luxury chain scale have recorded limited growth over the same period.
2
The branded residences model is seeing increased adoption by non-hospitality luxury brands, with globally recognized names such as Porsche and Etro expanding into the sector. As of June 2025, 2,732 units are affiliated with non-hospitality brands, representing 4% of Asia’s pipeline.
3
High-net-worth individuals are increasingly seeking rare, iconic, and design-led properties that offer stunning real estate opportunities, such as oceanfront land or distinctive architectural design, positioning them as trophy assets for their owners.
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