- Brand Towns Developed Under the Same Brand Drive Regional Value and Price Increases
- Ulsan Down 2 District Forms UmiLin Brand Town... Growing Interest in 'Down 2 District UmiLin Urban Park'
Despite the polarization in the real estate market, the popularity of brand towns remains strong. A brand town refers to a residential complex where a large number of apartment buildings under the same brand are developed in a specific area.
The continued popularity of brand towns is driven by expectations of rising local value and potential for premium pricing. In fact, there are many cases where brand towns have elevated the value of their respective regions. The Hyundai Apartment Town in Apgujeong, Gangnam-gu, is a representative example from the past, while more recent cases include the UmiLin Town in Geomdan New Town, Incheon, the Xi Town in Dongsak-dong, Pyeongtaek, and the I-Park Town in Gagyeong-dong, Heungdeok-gu, Cheongju.
The popularity of brand towns is especially pronounced in regional areas where market polarization is intensifying. In these regions, even amid an overall sluggish atmosphere, demand is concentrated on brand towns and their affiliated apartments, leading to a steady stream of premium transactions.
For example, in April 2025, a 84-square-meter unit in Gagyeong I-Park 3rd Complex, located within the I-Park brand town in Gagyeong-dong, Cheongju, was reported to have been sold for 660 million won, which is an increase of about 50 million won compared to the same month last year (Source: Asil).
The popularity of regional brand towns is also evident in the pre-sale market. Last year, POSCO E&C successfully sold out both phases of 'The Sharp Tangjeong Infinity City' 1st and 2nd in Tangjeong District, Asan, drawing significant attention.
This interest in regional brand towns extends to complexes that have already been sold. In Ulsan, for example, 'Down 2 District UmiLin Urban Park (Phase 2)', which is part of the UmiLin brand town being developed in Down 2 District, is reportedly conducting first-come, first-served contracts amid steady interest from buyers.
In fact, Umi Construction has been continuously supplying UmiLin brand apartments in Down 2 District since the successful pre-sale of 'Down District B2 Block UmiLin The Signature (Phase 1)' in 2023. After the current supply of 'Down 2 District UmiLin Urban Park (Phase 2)', the company plans to further expand the brand town to approximately 3,000 households through additional supply.
A sales representative stated, "The complex continues to receive positive feedback due to the UmiLin brand town premium, the application of the price ceiling system, and a fixed contract deposit of 10 million won, which helps reduce the financial burden. In addition, with ongoing expansion of transportation networks and future industrial development around Down 2 District, there is a steady stream of inquiries not only from end-users but also from investors."
Meanwhile, 'Down 2 District UmiLin Urban Park' is being developed on B-4 Block in Down 2 District, consisting of 11 buildings with a total of 731 households, ranging from two basement levels to 25 floors above ground. All units are designed with a single exclusive area of 84 square meters.
The complex is located in a central area within Down 2 District, with a history park and neighborhood living facilities planned in front of the site. In addition, kindergarten, elementary, middle, and high school sites are adjacent, providing excellent educational conditions (the elementary school has passed the central investment review and is scheduled to open in 2028).
Down 2 District UmiLin Urban Park also features UmiLin's signature design elements. The complex is oriented mainly to the south, with wide distances between buildings to maximize openness, natural light, and ventilation. The floor plans apply a 4-bay plate-type cross-ventilation structure (with some exceptions). Space utilization and storage have been maximized with features such as an alpha room and three-sided balconies.
Furthermore, rare amenities in Ulsan, such as a sky lounge and guest house, will be introduced, along with a variety of sports facilities including an indoor gymnasium, indoor table tennis room, fitness club, GX room, screen golf practice range, and indoor golf practice range. Community spaces such as an indoor playground, separate reading rooms for men and women, and a book cafe are also planned.
First-come, first-served contracts for 'Down 2 District UmiLin Urban Park' are currently being conducted at the model house, which is located in the Jongga-ro area, Jung-gu, Ulsan Metropolitan City.
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