Swire Properties and Thai partner bank on Upper House brand in Bangkok

Hong Kong-based Swire Properties and its Thai partner City Realty are making an aggressive sales push with wealthy Hongkongers as they promote Upper House-branded residences in Bangkok.

With more than 100 flats worth 10 billion baht (US$298 million) sold since the launch in May, the two towers – called the Upper House Residences Bangkok and The Wireless Residences by Upper House – had drawn buyers from Hong Kong, Tokyo, Taipei and Europe, according to the Hong Kong-based developer.

Thai citizens accounted for two-thirds of sales, Swire Properties added in a briefing on Wednesday. The two towers have 395 flats in total.

“Bangkok obviously is a very international city, a very popular destination for both leisure and business from the region,” including for Hongkongers, said Adrian To, director for residential at Swire Properties.

Select flats in the development have sold for around 850,000 baht per square metre, above prevailing levels for luxury properties in the market, according to Thomas Rhodes, Swire Properties’ head of residential sales (Southeast Asia).

A roadshow to promote the project in Hong Kong had 100 potential buyers confirmed to attend its first day on Saturday, Rhodes said. Stops had also been lined up in Taipei and Tokyo, and another roadshow in mainland China was also being planned, To said.

Located on Wireless Road, the project is close to Lumphini Park and Benjakitti Park as well as diplomatic posts such as the US, Australian and Japanese embassies.

Billed as “Thai villas in the sky”, the Upper House Residences tower has 52 storeys, while The Wireless Residences by Upper House tower has 72.

The project’s branding is tied to the Upper House hotel chain, which includes a Hong Kong hotel managed by Swire Properties. It marks the group’s entry into the branded residence segment – a strategy developers use to benefit from the halo effect of an established brand. The Upper House ranked as the eighth best hotel in the world in 2026, according to the World’s 50 Best Hotels.

Asia-Pacific is forecast to become the world’s largest market for branded residences by 2040, with roughly 24 per cent of the global supply, according to Savills.

As the Bangkok properties do not have a hotel, “the staff are dedicated to the residences and the residents only”, said Swire Properties’ Rhodes, adding that this meant no transient guests would be coming in and using swimming pools.

The growth in the branded residences segment in Asia-Pacific was also driven by the expanding wealth in the region, according to Savills.

The roadshow in Hong Kong includes a private preview at Upper House Hong Kong on Saturday and Sunday, followed by a showcase at The Tong Chong Suite at Cambridge House in Taikoo Place from Monday to December 6.