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HomesCEO Anuphong Assavabhokhin Reflects On AP Thailand’s Journey Of Success

CEO Anuphong Assavabhokhin Reflects On AP Thailand’s Journey Of Success

CEO Anuphong Assavabhokhin Reflects On AP Thailand’s Journey Of Success
By Thailand Tatler
December 21, 2018
Anuphong Assavabhokhin and his theory for managing happiness at work and leading AP as the best developer of 2018

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Anuphong Assavabhokhin, CEO of AP Thailand

“It is another year of great success for AP Thailand. In business terms, we have achieved record sales performance with many breakthrough results. We also won many awards from both local and international institutions, which are testaments to our excellence as a real estate company. But what really pleases me is that I have succeeded in turning AP into a happy organisation where people are keen to work and ready to reach common goals together,” Anuphong Assavabhokhin, CEO of AP Thailand, says on the success his business has achieved this year.

It takes a self-discovery to create a new phenomenon by turning the company around
making it a dream organisation where all employees are happy. “I found that happiness at work is not just about what you earn, rather it depends on whether you want to get up and go to work. When I found the answer, I went back to talk to my employees. I told them to ask themselves if they are happy because in order to succeed at work, you have to be happy doing your job. There was a period in my career when I lost my passion for work. I was not happy doing my job. I realised that even I could have that negative feeling. And my employees, they could also feel likewise.

Then I stumbled upon an important concept called Outward Mindset. It focuses on how to live a productive life and maintain a work-life balance each day. It’s a change of mindset to get out of the old box that you’re trapped in. The concept is essentially understanding others, thinking more of how other people feel. At the same time, you have to open your heart to listen to others with sincerity and look at people from three aspects, which are goals, needs and obstacles or problems. Only then will you understand the circumstances your employees are in. Once you understand, you will be able to help them solve their problems.”

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From a company with sales in the hundreds of millions of baht in 1992, AP is now a leader in Thailand’s real estate industry. As the company grows by leaps and bounds with more than 2,000 employees, it is necessary to have a management principle to ensure that people from different backgrounds can work together in unity to reach the same destination.

“In my opinion, people are the beginning of everything. In business development and organisational  change, the most important factor is people, who have to gain new knowledge all the time. Whether your organisation can develop or not depends on people. They are the heart and soul and essential for an organisation’s sustainability. Your company cannot grow without quality people. We have to mould our employees to be responsible leaders. At AP, I encourage everyone to be an independent responsible leader. I want to build a new culture at AP where everyone can be a leader empowered to make decisions independently while working towards the corporate goal to deliver ‘Quality of Life and Innovation’ for residents.”

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Vittorio, AP Thailand's super luxe condo project on Sukhumvit 39

To be an independent, responsible leader, employees are encouraged to ask themselves three questions: 1) What is to be done? If everyone does the same thing, will it damage the organisation? 2) If I do it, will I put the other party in trouble? 3) Is what I do in the same direction as the company’s policy?

After the work format has been improved, teams have more freedom to make decisions. Leaders of individual teams, those of Single Detached House group, Townhome group and Condominium group, are free to make decisions as business owners. Under this work approach, employees are encouraged to work together for success—everything from scouting for land to residence design. It makes them more creative, resulting in AP’s enhanced business performance and corporate management, as evident in the multiple local and international awards the company has recently received.

Anuphong adds, “For our success in sales performance and awards won this year, I want to give credit to all the AP teams involved. The achievements we have earned today will drive us to think more and do more in the future. For me, there is a great deal more in the real estate industry for us to do—we need to continually improve ourselves, to keep up with changing technology to deliver newer innovations that will make a difference in terms of quality, functional space, convenience and safety. We continue to move towards the ultimate goal of AP Thailand, which is to deliver sustainable quality of life.”


"Best Developer of 2018"

2018 is a year in which AP has enjoyed great success with record sales and recognition with
multiple awards in diverse categories from local and international institutions:

  • Asia’s Best Condo Development
  • Asia’s Most Influential Companies
  • Asia’s Responsible Entrepreneurship
  • BCI Asia Interior Design
  • The International Design & Architecture
  • Best Developer Thailand
  • Best Condo Development Thailand
  • Best Ultra Luxury Condo Development Thailand
  • Best Condo Interior Design Thailand
  • Thailand Zocial Awards - Best Brand Performance by Platform
  • Thailand’s Most Admired Company
  • Special Recognition for Corporate Social Responsibility
  • Special Recognition for Sustainable Development
  • Special Recognition for Design & Construction

These accolades are a testament to the company’s commitment to all-round excellence and vision for delivering great living standards.

Learn more at


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