The launch of “Burasiri Well Krungthep Kreetha,” a project valued at 6 billion baht, marks a significant transformation for the Burasiri brand, which has been in the market for 20 years with over 20 projects totaling approximately 48.5 billion baht.
Originally known for resort-style homes, Sansiri is shifting the brand towards Well-Living Residences—homes designed with physical health, mental comfort, safety, and family lifestyle integrated into the product from the start.
Pakpring Karun, Director of Low-Rise Marketing at Sansiri Public Company Limited, observed that the term Well-Living is increasingly used in the market. If considered merely a feature, any developer can add air filtration systems, green spaces, or health-related equipment.
However, based on the customer base Sansiri has served for 15–20 years, the company found that this group has already achieved success and wealth. Their growing priorities include health, safety, and quality family time, under the simple question, “What’s the point of having money if you’re not healthy?”
Burasiri Well Krungthep Kreetha is thus positioned as the brand’s prototype for the next era, where homes genuinely help residents to be physically well and mentally comfortable in daily life.
This project is located within Sansiri Wellscape Krungthep Kreetha, a 142-rai community connecting about three residential projects, with Burasiri Well Krungthep Kreetha as the first, occupying approximately 65 rai.
Sansiri uses the term Wellscape to describe green spaces that serve purposes beyond mere shade. Over 4.5 rai of front green buffer areas and internal connecting pathways are planted with multi-level trees to filter dust, absorb noise, reduce heat, and separate residential zones from main roads.
Company executives stated that this green area helps reduce the project’s internal temperature by about 2–4 degrees Celsius. They also designed water curtains and fountains to minimize traffic noise, along with constructed ponds using aquatic plant roots to naturally purify water without chemicals, creating a space where humans and wildlife coexist.
This concept is based on the principle that “houses can be rebuilt, but environments are difficult to recreate.” Thus, the landscape is elevated to functional infrastructure that supports quality of life and may increase long-term property value.
The houses apply a Tropical Retreat concept, featuring ventilation openings, UV-reducing glass, heat-reflective walls, whole-house water filtration, low VOC paints, and functions supporting multigenerational families.
While many new housing projects in Krungthep Kreetha have moved into the 40–100 million baht range and above, Sansiri positions Burasiri Well Krungthep Kreetha within the 23–50 million baht price range. This fills a gap between general luxury homes and the super-luxury market for customers seeking large detached homes near the city without paying the high-end tens or hundreds of millions.
The project is located adjacent to Srinakarin-Romklao Road, or the new Krungthep Kreetha section, on the inbound side, with convenient connections to Rama 9, Srinakarin, and the Si Rat Expressway. It is also near international schools such as Wellington College and Brighton College.
The location thus appeals to both owner-occupiers and investors who see rental demand from families wanting proximity to international schools. However, investment returns still require consideration of rental rates, occupancy, and project expenses in parallel.
With a starting price of 23 million baht, this becomes the most expensive Burasiri project developed so far, compared to 4–5 million baht when the brand first launched 20 years ago, reflecting changes in land prices, costs, and customer base.
Pakpring noted that although overall purchasing power remains sluggish, demand in the upper market segment has not disappeared. Buyers simply take longer to decide and wait for products that meet specific needs. Approximately 30–40% of buyers in this segment still pay in cash.
Sansiri’s strategy is to segment the market finely, offering products across price ranges and establishing clear project positioning to attract purchasing power amid increasing buyer options.
For Burasiri Well Krungthep Kreetha, the selling points are not just luxury but the combination of three factors: a price range with a gap, a prime location on a major road at the early section, and the Wellscape concept covering both master planning and housing.
However, whether Luxury Well-Living truly becomes a new market depends on realizing the concept after handover, particularly through ongoing maintenance of green spaces, ecosystems, and long-term communal services.
When every project starts to use the term Well-Living, the advantage will not be who said it first, but who makes residents truly feel that their home improves their life every day.
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