Join our mailing list for Real Estate News, Events, Insights & Resources.
Thiago Muramatsu, CEO of SYN, talks about purpose, leadership, and the future of experience in real estate
- In the 11th episode of the SiiLA podcast, the executive reflects on generational shifts in the real estate market, the importance of authenticity in management, and the role of experience as a key factor shaping the future of developments.
By: SiiLA News
10/28/2025 In the new episode of the SiiLA PODCAST, hosted by Giancarlo Nicastro, CEO of SiiLA, the guest is Thiago Muramatsu, CEO of SYN — and the conversation goes far beyond real estate. With more than 20 years of experience, Muramatsu shares reflections on purpose, leadership, organizational culture, and what he believes will define the sector’s future: experience.
According to Muramatsu, the market is undergoing a transformation driven by a new generation of decision-makers. “When I started, the leading generation was that of providers — with a much more formal and hierarchical mindset. Today, there’s more dialogue, more flexibility, and a culture that values people as human beings, not as income-producing machines,” he said.
This shift in mentality, he added, directly impacts how people work, how corporate spaces are designed, and even how they live. “Everything has changed — and the pandemic only accelerated what was already underway,” he said.
In the business arena, SYN’s CEO emphasized that financial discipline remains one of the biggest challenges in the real estate sector. “It’s a capital-intensive market. The most common mistake is excessive optimism — thinking everything will work out without maintaining cash discipline. Capital doesn’t forgive,” he warned.
Looking ahead, Muramatsu is clear: experience will be the central axis of real estate in the coming decades. “Younger generations value living much more than owning. And that trend will consolidate — because in 20 years, they’ll be the ones in charge.”
Internally, he says he strives to reflect this purpose within SYN itself. “Everything starts from the inside out. People need to feel they belong, be heard, and express themselves. That’s the foundation for delivering a great experience to our clients as well.”
🎧 Listen to the full interview:
The first season of the SiiLA PODCAST is supported by Lity, a brand of electronics and accessories compatible with next-generation devices. With the goal of offering high-quality products at affordable prices, Lity develops solutions that enhance everyday experiences for its customers.
Check out the full lineup: wireless earbuds, headphones, chargers, cables, and more.
💸 Exclusive discount code: SiiLALity10 – 10% off sitewide
📅 Valid until: 12/31/2025
🌐 Shop now: https://loja.litybrasil.com.br
About the SiiLA PODCAST
Hosted by Giancarlo Nicastro, CEO of SiiLA, the SiiLA PODCAST welcomes top executives and decision-makers from the real estate industry to discuss the trends, strategies, and transformations shaping the Latin American market.
ABOUT SiiLA
Founded in 2015, SiiLA is the industry leading REsource for comprehensive commercial real estate market insights, news and events across Latin America. The SiiLA suite of innovative products drive greater accuracy, efficiency, and strategic advantages for top players in the commercial real estate industry.
Premium offices expand beyond São Paulo’s traditional hubs
05/20/2026São Paulo premium office leasing hits post-pandemic high as companies seek more dynamic spaces
05/19/2026Multifamily gains momentum in Brazil as more people live alone and prioritize everyday convenience
05/18/2026Toky Group Tries to Rebuild After Billion-Real Bankruptcy Protection Filing, Raising Concerns for Logistics FIIs
05/14/2026Carrefour Throws in the Towel to Cash-and-Carry in Brazil; Atacadão, Assaí and Grupo Mateus Expand
05/12/2026Investments
Record Growth: 7.9% Vacancy in Northeast Fails to Slow Logistics Expansion
7 Bridges Capital Sees Industrial Property Market as a Primary Investment Target
Market Trends
Real Estate Culture Sets Rio and São Paulo Apart: On the Coast, the View Matters; in São Paulo, Prestige Comes from Location
A 12% Vacancy Rate Marks Balance in Mature Real Estate Markets — Here’s Why
Trusted by Leading Publications
EXCLUSIVE CONTENT
