“With the new resort mall, we aim to promote Hua Hin as the Riviera of the East,” said Supaluck Umpujh, vice chairwoman of The Mall Group.

The 200,000-square-metre property is operated by Hua Hin Asset Co, a joint venture of The Mall Group and the Liptapanlop family’s Proud Real Estate, which projects 20,000 visitors a day on weekdays.

Shoppers are expected to double on weekends and triple on festival days.

Bluport would add a shopping element to Hua Hin, which has long played a role as a leisure paradise for Thais, in-bound tourists and expatriates, she said.

“We have seen the development |of many real estate projects in Hua Hin. Many executives have a second home in Hua Hin, where they enjoy relaxing on weekends,” said Supaluck, also vice-chairwoman |of Hua Hin Asset Co. “Hua Hin is a charming city with a long legacy. The city is the seventh best retirement place in the world, and the fifth rising city of Asia,” she said.

The group had continued to revolutionise and advance Thailand’s retail landscape by fashioning a collection of world-class department stores such as Siam Paragon, the Jewel of Asia, followed by the Emporium and EmQuartier, both dazzling duos, said Supaluck.

The development of those shopping complexes had changed people’s lifestyles as well surrounding property projects, she said.

“The emergence of Bluport will also alter the lifestyle of local residents in Hua Hin as well as all related developments. It will be a total completion to the city,” she said.

Pasu Liptapanlop, executive director of Hua Hin Asset Co, said that as a leading developer in Thailand, Proud Real Estate sees a great opportunity to extend its roots in Hua Hin’s tourism industry.

“Hua Hin is Thailand’s most loved resort town and has been tremendously popular among high-end visitors for a long time.

“Thanks to its favourable geographic location as a link between the central and southern regions, and the diversity of attractions, beautiful natural scenery and cultural arts, Hua Hin acts as a hub for Thailand’s trade, commerce and investments in many sectors,” he said.

With more than six million visitors each year and more than 20,000 expats in town, Hua Hin offers hotels and resorts with over 16,000 rooms, side by side with 45,000 condominium units in projects both operating and under construction.

The area will soon be supported by hi-tech infrastructure systems such as the Bangkok-Hua Hin high-speed train and double-track railways.

Through this direction of development in Hua Hin toward its role as an international destination, Proud Real Estate is committed to extending its investment, promoting famous attractions in the town and launching more mixed-use projects, such as the InterContinental Hua Hin Resort, Vana Nava Hua Hin Water Park and True Arena Hua Hin sports complex.

“Among the developments, Bluport marks a huge step in the achievement of the company’s vision.

“Developing insights into the retail business needs an ‘eagle eye’. It is however a new experience both for myself and the company,” Pasu said.

Having “strong content and shopping experience” is very important for today’s development of shopping malls, especially when digital technology and e-commerce allow people to buy products online and from their home.