Henderson Launches Hung Hom Flats From HK$5.43 Million
AM730 · 1 SOURCESabout 2 hours ago8 MIN
Summary
September is seeing a fresh wave of urban new-home launches in Hong Kong, with developers moving quickly to attract buyers. Henderson Land Development has released the first price list for "The Haddon" (映匯), Phase 6 of MIDTOWN SOUTH in Hung Hom, covering 53 flats with discounted prices starting at HK$5.429 million. Separately, Swire Properties and its partners have obtained pre-sale consent for Phase 2 of ONE HEADLAND at Headland in eastern Hong Kong Island and will first offer 52 two-bedroom units by tender. Both projects point to active primary-market competition across core urban districts this month
Key Points
- Henderson's first batch at The Haddon includes 53 units: 20 one-bedroom, 21 two-bedroom and 12 three-bedroom flats
- Saleable areas in the first batch range from 269 to 418 square feet, with discounted prices from HK$5.429 million to HK$9.698 million
- Discounted prices after up to 10% off translate into discounted unit rates of HK$19,732 to HK$24,424 per square foot
- The cheapest flat is Unit L on the sixth floor, measuring 269 square feet, priced at HK$5.429 million or HK$20,181 per square foot after discounts
- Henderson's Lam Tat-man said the first batch was intentionally priced about 5% below recent in-house transaction levels, with room to raise prices later
- Swire Properties' residential director Don To Wai-yip said Phase 2 of ONE HEADLAND has just received consent for pre-sale of uncompleted residential units, and the sales brochure and sales arrangements have already been uploaded. The first release will comprise 52 two-bedroom flats by tender, with saleable areas ranging from 585 to 610 square feet. Pricing will reference two-bedroom units in Phase 1, where about 40 such flats were sold last month at transaction prices of roughly HK$18,000 to HK$22,000 per square foot
- According to To, around 430 units have been launched at Phase 1 since last September, and about 400 have been sold so far, representing more than 90% of the released units. All one-bedroom units that had been launched in Phase 1 have sold out, and cumulative proceeds have reached about HK$3.6 billion. The tender for the 52 units in Phase 2 will open on September 11 and close on September 16. The phase has an estimated key date in late September 2027, implying a presale period of about 12 months, and will provide 258 units in total
- Henderson said show flats for The Haddon will open to the public and subscription registration will begin on September 5, with another price list and the sales arrangements potentially coming as early as next week. The developer's strategy suggests it is using an initial low-price approach to build momentum before considering higher pricing in later batches
Why It Matters
For Hong Kong buyers, the latest launches show that developers are competing aggressively on entry pricing and launch tactics in urban districts, giving purchasers more near-term options in the primary market. The contrast between Henderson's listed-price launch in Hung Hom and Swire's tender approach in Chai Wan also shows how developers are segmenting products by size, location and target buyer profile