In the real estate market, location, brand, and product competitiveness are considered the three key factors that determine the value of an apartment. Recent market trends show that complexes equipped with all three-location competitiveness, brand reliability, and premium design-are attracting the most attention, rather than simply benefiting from local development news.
Whereas in the past, external factors such as transportation networks or development plans drove real estate prices, today, self-sufficiency within the living area, the trust associated with brands, and differentiated designs have emerged as core competitive advantages. This shift reflects a change in residential preferences, where the living environment is no longer just about 'having a house,' but now also takes into account quality of life and asset value.
In particular, the synergy between location and brand that drives up prices is spreading beyond Seoul to major regional cities. Among these, large-scale branded apartments in central urban areas are leading local price trends, thanks to their scarcity, product competitiveness, and stable residential demand.
A real estate expert commented, "In the current market, the combination of location competitiveness, brand, and product competitiveness is the key to forming a premium, rather than simply offering low-priced units. In particular, in small and medium-sized cities where new supply is rare, the value of branded apartments stands out even more."
One such complex that is attracting attention for its combination of location, product, and brand is 'Hyosung Harrington Place Yeongju The River.' It is regarded as a rare branded apartment in the original downtown area of Yeongju.
The complex will be built at 612-2 Hyochun-dong, Yeongju, North Gyeongsang Province, and will consist of seven buildings ranging from three basement levels to 20 stories above ground, totaling 445 units. The exclusive floor plans are centered on mid-to-large sizes of 84 and 99 square meters, enhancing its scarcity value. The design maximizes openness and natural light, offers layouts adaptable to various lifestyles, and raises the quality of living through community facilities and specialized landscaping.
The complex is located where the energy from Cheonmasan and Cheoltansan mountains converges with the Seocheon River, believed to be a site of good fortune in traditional geomancy. Some units offer waterfront views, and the riverside walking and cycling paths connect directly to the complex, providing a pleasant riverside lifestyle.
'Hyosung Harrington Place Yeongju The River' is situated in the heart of Yeongju's original downtown, within a 3-kilometer radius of major government offices such as Yeongju City Hall, the courthouse, and the tax office, as well as clusters of industrial complexes like Jangsu, Hyochun, and Jeokseo. With administrative, business, and industrial functions all within one living area, the location offers convenient commuting and an efficient residential environment for both office workers and the self-employed.
Additionally, the complex is well connected to major cities nationwide via the KTX Jungang Line, Yeongdong Line, and Gyeongbuk Line at Yeongju Station, as well as the Jungang Expressway Yeongju IC and National Routes 5 and 36. Retail facilities such as Homeplus, Nonghyup Farmers Market, and Sinyeongju Lightning Market, as well as infrastructure like Yeongju Red Cross Hospital and the National Sports Center, are all conveniently located nearby. The area also features excellent educational institutions, including Yeongju Nambu Elementary School, Daeyeong Middle School, Yeongju Middle School, and Daeyeong High School.
Furthermore, a major development boon is planned near the complex: the Yeongju Advanced Bearing National Industrial Complex, scheduled for completion in 2027. In addition, a 1.2 trillion won carbon-free power generation project (clean hydrogen power plant and BESS construction) is underway, expected to generate approximately 2.3 trillion won in production inducement effects and create more than 10,000 jobs. This project, in particular, will form an energy-manufacturing convergence industrial cluster in connection with the national industrial complex and existing urban industrial areas, serving as a key initiative for attracting new industries such as AI data centers, and is expected to further enhance the region's future value. The Yeongju Station Area Urban Regeneration New Deal Project is also underway, aiming to revitalize the commercial district and improve residential conditions.
A sales representative stated, "Hyosung Harrington Place Yeongju The River is a complex that brings together location, product, and brand, and will establish itself as the premium residential area representing Yeongju's original downtown. With abundant development benefits in the area, the complex is expected to offer long-term residential value."
The sales schedule for Hyosung Harrington Place Yeongju The River is as follows: special supply on November 3, first-priority applications on November 4, and second-priority applications on November 5. Successful applicants will be announced on November 11, and the contract period for selected buyers will run for three days from November 24 to 26.
The model home for Hyosung Harrington Place Yeongju The River is scheduled to be located in Gaheung-dong, Yeongju, North Gyeongsang Province.
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