Real Estate/SC Asset

SC Asset rebrands to beyond residential

Editorial staff

SC Asset has announced its first major rebranding in two decades and will resume its investment of 8 billion baht this year.

In 2026, SC will implement a comprehensive rebrand, including a new logo and refreshed corporate identity, marking its first such transformation in 20 years. The move reinforces SC’s position as “Beyond Residential,” supported by a more flexible and diversified portfolio, enabling the company to engage more effectively with customers, employees, partners, investors, and stakeholders.

It is moving forward with the strategy “Reform to Perform” to rebalance its business portfolio through three business engines (residential property, recurring income property, and new business), diversifying revenue sources, increasing recurring income, and building new S-curves for future growth.

Nuttaphong Kunakornwong, Chief Executive Officer of SC Asset Corporation Public Company Limited or SC

Nuttaphong Kunakornwong, Chief Executive Officer of SC Asset Corporation Public Company Limited or SC, said that the fragile global economic environment has prompted the company to proactively adapt over the past two to three years. These efforts include organizational restructuring, financial discipline, expanding joint investment partnerships, and initiating new businesses in line with its risk diversification strategy.

SC has set a total revenue target of 25.5 billion baht for 2026, up 21% from the previous year. The company aims to achieve a new profit high at over three billion baht by 2030. The profit contribution of more than 30% will come from nonresidential property. The remaining 70% will belong to residential property.

Mr. Nuttaphong said that the company will resume investing this year with a capital expenditure budget of 8 billion baht to drive all three business engines.

For residential property (Engine 1), the company targets sales of 27 billion baht, up approximately 33% from 2025, and transfers of 23 billion baht, with a backlog of more than 18.5 billion baht as of end-2025, of which around 40% is expected to be recognized in 2026.

To achieve its goal, the company will open 6 new property projects. Of the total, 4 projects will be horizontal housing, and the remaining two projects are condominiums. The 70 units of ultra-luxury branded residences with a project value of 25.5 billion baht will be developed on a 2-rai plot in Rama 4, while a new riverside project with a project value of 3 billion baht will be built on a 13-rai plot in the Bangpo district. This condominium, the first ever SC's biggest development but with a reachable price, will be launched in the second half of this year.

It also plans to revitalize eight single-detached home series across 17 projects under a concept focused on deeply understanding life needs.

“GenSCription” (Living Subscription Program by SC) was introduced, responding to the growing shift toward renting instead of homeownership among younger generations, increasing accessibility and flexibility in housing.

For Recurring Income Property (Engine 2), the company will expand its hospitality portfolio by 450 rooms in key seaside destinations such as Pattaya and Phuket. Revenue from its recurring income is expected to reach 2 billion baht, up 70% from the previous year.

In addition, the company also develops an additional 170,000 square meters of warehouse space in the Bangna–EEC zone and invests in alternative energy businesses to support data center growth under SCX 360.

For New Businesses for a Better Future (Engine 3), which covers community management (after-sales services), digital platforms, and health-related businesses, the company targets revenue of 400 million baht in 2026, up around 60 percent from 2025.

To achieve its goal, the company plans to expand from 150 projects to 260 projects of after-sales services, alongside the launch of LINTON, a concierge service designed for ultra-luxury residents.

SC has allocated an investment budget of 1 billion baht over the next three years to support the growth of this business segment.

He said SC also introduced “SC Green Mark,” a green building development standard encompassing environmental performance and residents’ quality of life. The standard will be applied across all engines and projects to ensure sustainable growth aligned with long-term environmental responsibility.

The company continues to operate in accordance with international sustainability assessment standards of FTSE Russell. SC is advancing its greenhouse gas reduction efforts in line with its five-year target of reducing 100,000 tons of carbon emissions from 2025 to 2030. The company is also introducing SC Green Mark, a green building development standard covering environmental performance and residents’ quality of life, which will be applied across all engines and projects.

“Brands are like living things. They survive through evolution, and brands that fail to adapt will eventually become extinct. SC therefore continues to evolve. Rebranding and organizational reform are part of that evolution. A more flexible and diversified business portfolio will enable SC not only to survive but also to grow sustainably in the highly volatile and challenging real estate industry, while creating greater value for people more broadly,” Nuttaphong said.