Branding revamp for Jin Wellbeing County

Wellness at core of relaunched project

- KANANA KATHARANGSIPORN

Thonburi Wellbeing Co, the residential development arm of SET-listed Thonburi Healthcare Group (THG), has relaunched the Jin Wellbeing County project with a new wellness-oriented branding and plans to develop the next phase with a new investor.

Peerapong Peerachotiwatra, chief executive of Thonburi Wellbeing, said the project launched in 2018 was initially positioned as a senior living community.

However, the concept created a misconception among potential buyers, as many in the target demographic did not identify themselves as elderly.

"Our project came a little ahead of its time," he said. "We are rebranding it to align with the global megatrend of wellness, which is not limited to the elderly and is relevant to people of all ages."

Completed in 2020 with a total investment of 3 billion baht, the project's first phase comprises five seven-storey condo towers with 494 units in two configurations — one-bedroom units of 43 square metres and one-bedroom-plus units of 63 sq m.

The project utilises universal design, featuring wider entrances and walkways, ramps, and extra-large elevators that can accommodate a hospital bed.