AWC (Asset World Corp) is investing 2.9 billion baht to develop an ultra-luxury Plaza Athénée hotel on the Chao Phraya riverside with 146 rooms across 18 floors, targeting opening in 2028. This is part of AWC's "Riverside Journey" portfolio connecting 11 lifestyle destinations along the river, positioning Bangkok as a sustainable tourism hub and leveraging cultural landmarks to enhance the city's global appeal.