- AP Thailand, under the promise of Cheevit Dee Dee Tee Lueak Eng Dai, continues to move forward with its long-term strategy, CODE OF IN-DEPTH UNDERSTANDING
- Launches the ‘AP RISING BLUEPRINT’, backed by an investment budget of Bht 2,000 million, dedicated to identifying and building strategic partnerships to develop new business ventures
- The initiative aims to elevate Living Quality beyond residential living by supporting innovative businesses and investing in scalable models with strong long-term growth potential
- Driven by the STRATEGIC ACCELERATION MODEL: Trial – Scale Up – Rising, AP seeks to systematically build and accelerate growth towards establishing a robust and sustainable New Growth Engine together with its partners
- Marks a strategic step forward from being a property developer to becoming a creator of a broader Living Quality Blueprint — a comprehensive framework for enhancing quality of life on a wider scale
- AP invites start-ups, organisations and companies with innovative concepts and business models that enhance Living Quality and overall well-being to join the AP RISING BLUEPRINT and co-create future growth opportunities. For enquiries, please contact: [email protected]
- For updates on all new single detached home, twin home, townhome and condo projects from AP throughout 2026 at https://apthai.ly/APThai26
AP (Thailand) Public Company Limited (SET: AP) is advancing with a significant expansion of its role under the CODE OF IN-DEPTH UNDERSTANDING strategy through the launch of the ‘AP RISING BLUEPRINT’, backed by an investment budget of Bht 2,000 million. The initiative is designed to identify and establish strategic partnerships to co-develop new businesses, with the aim of elevating Living Quality beyond residential living.
Through supporting innovative enterprises and investing in business models with strong long-term growth potential. Driven by the STRATEGIC ACCELERATION MODEL: Trial – Scale Up – Rising, the programme seeks to systematically build and accelerate growth towards becoming a strong and sustainable New Growth Engine. Marking AP Thailand’s evolution — from property developer to creator of a broader Living Quality Blueprint, a comprehensive framework for enhancing quality of life on a wider scale.
Mr. Ratchayud Nunthachotsophol, President of AP, stated: “AP Thailand, under its’ vision of EMPOWER LIVING or Cheevit Dee Dee Tee Lueak Eng Dai and the strategic framework, ‘CODE OF IN-DEPTH UNDERSTANDING – Leading with Empathy, Growing with Discipline’, remain committed to strengthening the organisation across all dimensions, through disciplined business execution alongside a deep understanding of people in every dimension of life.
Building on this philosophy, AP Thailand is taking a significant step forward with the launch of ‘AP RISING BLUEPRINT’, supported by an investment budget of Bht 2,000 million. The initiative is designed to attract and cultivate strategic partnerships, expanding our business scope towards the creation of Living Quality. We welcome start-ups, organisations and companies with innovative concepts and business models that promote and enhance quality of life across diverse dimensions. Interested parties may contact us at [email protected]”
From Developer to Creator of a Living Quality Blueprint: A New Standard of Living Quality
‘AP RISING BLUEPRINT’ represents AP Thailand’s declaration of a new role — transcending its position as a residential property developer to become an organisation that designs a broader “Blueprint for Living Quality”. With a dedicated investment budget of Bht 2,000 million, the company is prepared to support partners in expanding into service innovations, technologies, platforms and new business models, all aligned with the overarching goal of delivering sustainable Living Quality for people, society and the world.
Mr. Ratchayud added: “Amid today’s rapidly changing business landscape, the key question is not simply ‘How do we grow?’ but rather ‘How do we create new forms of quality of life?’ Living Quality can be shaped across many dimensions — technology, services, healthcare, energy, digital platforms, community solutions or even entirely new business models yet to be categorised.
If these can meaningfully enhance Living Quality, they represent opportunities for AP to explore, develop and scale. With the advantage of our business scale, a resident base of more than 260,000 families and strong investment capacity — supported by both our in-house innovation teams and the AP RISING BLUEPRINT platform — we are ready to collaborate with partners from every industry to turn new models of quality living into reality.”
AP RISING BLUEPRINT: A Blueprint for Future Growth
All investments will be driven by the STRATEGIC ACCELERATION MODEL: TRIAL – SCALE UP – RISING, a structured strategic mechanism designed to systematically build and accelerate growth, enabling businesses to realise their full potential sustainably. This reflects AP Thailand’s role as a trusted brand committed to creating long-term value and unlocking new opportunities for the future.
1. TRIAL – Testing and Validating Business Potential in the Real Market
Test business models in real market conditions through AP’s ecosystem of over 260,000 resident families. This stage validates value propositions rooted in deep understanding and assesses tangible scalability potential.
2. SCALE UP – Driving Systematic Growth
Expand and future-proof the business by accelerating growth through capital injection, operational infrastructure and strategic partner networks — under disciplined management principles to strengthen long-term competitiveness.
3. RISING – Building Resilient and Sustainable New Businesses
Advance towards becoming a robust new business capable of generating positive impact for people, society and the world and evolving into a sustainable New Growth Engine for the organisation.
All 3 stages operate under the shared standards of the AP CODE — a disciplined business framework grounded in deep understanding and rigorous execution — ensuring that every phase of growth aligns systematically with the vision of “Cheevit Dee Dee Tee Lueak Eng Dai” and the broader CODE OF IN-DEPTH UNDERSTANDING strategy.
Be Part of AP RISING BLUEPRINT: Shaping the Future of Growth
AP Thailand invites companies, start-ups and organisations whose ideas and business models can elevate Living Quality to become part of the AP RISING BLUEPRINT and jointly build the New Growth Engine of the future. Interested parties are encouraged to submit details to [email protected]
