Mr. Ratchayud Nunthachotsophol, President of AP Thailand Public Co., Ltd. (SET: AP), stated that AP Thailand continues to drive the organisation forward under its vision of EMPOWER LIVING – Cheevit Dee Dee Tee Lueak Eng Dai, through its CODE OF IN-DEPTH UNDERSTANDING strategy. This approach aims to establish a new standard in property development by beginning with a profound understanding of how people truly live, alongside maintaining disciplined and well-rounded business operations. At the heart of this strategy is the Code of Empathy, one of the company’s key pillars, which serves to translate such deep understanding into the design and development of homes that genuinely respond to real-life living in every dimension.
AP Thailand accelerates its Q2 momentum with the launch of 12 projects across all segments, valued at Bht 17,150 million
Most recently, the company has introduced the AP CODE – The Code of Living Quality campaign, a concept rooted in a deep understanding of real-life living in every detail. It redefines living quality through insight-driven thinking, delivering a personalised Living Quality experience. The campaign reflects a holistic approach to enhancing quality of life across all dimensions, moving beyond the design of residential spaces to the design of living, supporting every life stage and diverse lifestyle needs.
In Q2, AP Thailand is set to deliver quality of life shaped by deep understanding through the development of 12 new projects, with a combined value of Bht 17,150 million, as follows:
- 3 single-detached home projects total value of Bht 3,500 million
- 6 twin home and townhome projects total value of Bht 7,550 million
- 1 condominium project total value of Bht 4,500 million
- 2 upcountry projects total value of Bht 1,600 million
The AP CODE – The Code of Living Quality campaign also conveys a quality of life that begins with understanding—shaping a personalised Living Quality experience—through the AP CODE Showcase Series. This series presents diverse perspectives on understanding real-life living across multiple dimensions, reflected in AP Thailand’s quality developments.
From over 35 years of a trusted property brand in Thailand AP CODE driving Living Quality for all
For more than 35 years, AP Thailand has remained committed to developing projects that elevate quality of life in every dimension, with AP CODE serving as its core DNA—rooted in a deep understanding of customers’ real-life living needs. Building on the AP CODE – The Code of Living Quality campaign, aiming to elevate quality of life across all dimensions. This is achieved through projects that are thoughtfully designed to respond to the distinct lifestyles and specific needs of different customer segments. In Q2, beyond launching products across all segments, the company is highlighting 2 key initiatives that clearly reflect this approach:
1) Expanding its strategic footprint in upcountry markets
AP Thailand continues to broaden its development into 2 new provinces—Baan Klang Muang Hua Hin and Baan Klang Muang Saraburi (APITOWN Hua Hin and APITOWN Saraburi). The focus is on identifying the right balance between local lifestyles and a deep understanding of each province’s unique unspoken needs, ultimately shaping a new development standard under the concept of “APITOWN 7-Better”—positioning the APITOWN brand as the best choice for customers in every location.
2) Reinforcing leadership in urban detached housing with the new “Nature Architect Series”
This is delivered through two best-selling brands, THE CITY and CENTRO, with Natural Intelligence as the core design principle. The concept enhances living functionality while elevating Space Quality through smart layouts that seamlessly connect indoor spaces with the surrounding landscape. This allows homes to naturally accommodate light, airflow and hybrid lifestyles across all generations.
The new “Nature Architect” model will be launched across 3 projects:
- THE CITY Suksawat – Rama 3
- THE CITY Serithai – Wongwaen
- CENTRO Sukhumvit – Bangna
The AP CODE – The Code of Living Quality campaign also conveys a quality of life that begins with understanding—shaping a personalised Living Quality experience—through the AP CODE Showcase Series. This series presents diverse perspectives on understanding real-life living across multiple dimensions, reflected in AP Thailand’s quality developments.
