Gone are the days when branded residences received only a token mention at hospitality events, nowadays they command dedicated events built around comprehensive discussion and insight.
One such event is Brand x Residential (BxR), which debuted in New York in June 2025. This premier gathering brings together industry leaders, property developers, brands, and investors eager to connect to drive the industry forward.
Following its successful launch in New York, the event enjoyed standing room only attendance in Berlin in March as a dedicated track at the International Hospitality Investment Forum (IHIF EMEA), before returning to New York in June of this year.
For the very first time, this premier branded residences event will come to Asia as part of IHIF Asia in Hong Kong this September.
IHIF Asia (International Hospitality Investment Forum Asia)
IHIF Asia (International Hospitality Investment Forum Asia) is the leading annual conference for hospitality investment, development, and finance across the Asia-Pacific region.
Part of the wider International Hospitality Investment Forum (IHIF) portfolio, it was created in response to strong industry demand and has established itself as the core gathering for senior decision-makers in the region.
The event brings together investors, hotel groups, asset owners, developers, operators, brands, and advisors for three days of high-level networking, deal-making, and strategic insight. Its focus is on capital flows, market trends, asset performance, and growth opportunities across Asia’s diverse markets.
The 2026 edition carries the theme “Resilient Growth. Real Returns.” and will take place from 16–18 September 2026 at the Regent Hong Kong.
Attendees can expect in-depth analysis of market trends and policy shifts, deep-dive investment strategies, and direct access to the senior leaders who shape hospitality capital deployment across the region.
In 2025 the forum attracted industry leaders, key stakeholders from across the Asia Pacific region, and 200+ investors and owners, collectively overseeing $280 billion in assets under management.
Brand x Residential Asia
Brand x Residential Asia (BxR Asia) will be a full-day programme dedicated to the branded residences industry.
The timing of this event is particularly important, as branded residences in Asia continue to attract strong investor interest and supply continues to accelerate.
The branded residences industry has become a full-fledged standalone investment and development asset class, with its own economics, its own buyer psychology, and its own maturing playbook. Globally there are now more than eight hundred completed projects, and over a thousand more in the pipeline.
The industry has grown at a compound annual rate near 13% for the past two decades.
In Asia, total launched supply has now reached 50,025 units valued at approximately $38–39 billion, a 30.3% year-on-year increase. Thailand (home to Asia’s first ever branded residences project) currently leads the region by launched supply with 13,124 units worth $6.4 billion (26% of the Asian total), while Vietnam leads in overall market value.
Against this backdrop of growth both globally and in Asia, the programme will cover the entire branded residences development journey from initial deal structuring and financing to brand selection, sales and long-term operation.
BxR Asia will bring together the experts shaping the next phase of the market to share practical insights and experience on what is working in the sector today, what isn’t and where it is heading.
BxR New York 2026: Key Insights and What to Expect in Asia
Brand x Residential New York brought together developers, brand executives, and advisors from across the branded residences industry for a day that highlighted just how far the sector has matured.
What stood out across the day was a shared sense that branded residences have become a genuine asset class in their own right, with their own economics, their own risks, and their own operating standards.
The day covered a wide range of practical realities of developing, managing, and owning branded real estate, moving between the financial, operational, and creative sides of the industry.
Sessions took in how brand value is financed and underwritten, the developer’s perspective on risk and return, the growth of standalone development, the rising share of design-led and non-hospitality brands entering the market, wellness as its own emerging product category, and the operational reality of running a branded building years after it opens.
Running underneath all of it was a consistent thread: a recognisable name on a building is no longer enough on its own. Branded residences have moved past proving the concept works, and the industry is now being judged on what happens after that, how it is financed, how it is delivered, and how it is run once the doors open.
Many of the same themes, challenges and opportunities are now playing out across Asia, where supply is expanding rapidly and investor scrutiny is intensifying.
The conversations that defined BxR New York, from capital structures and brand selection to long-term operational delivery, will form the core of the discussion when the programme comes to Asia in September.
Secure Your Pass
For more information and to secure tour pass for the International Hospitality Investment Forum Asia and Brand x Residential Asia 2026 visit here
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