"Branded living is no longer the exclusive privilege of the wealthy or ultra-wealthy. A powerful shift in consumer behavior—where the emerging middle and upper classes prioritize experience, identity, and quality of life—is demanding that brands develop products tailored more precisely to each customer segment." This was the core insight shared by Ms. Thi Anh Dao, Marketing Director of Masterise Group, at the Branded Living Summit 2025.
Taking place on the morning of November 20, 2025, the event brought together more than 310 business leaders, 10 global partners, and 16 international experts in the fields of design, architecture, wellness, hospitality, retail, experience, and real estate such as Savills Hotels, Brand&Co, Lumina Wellbeing, Baumschlager Eberle Architekten, CMV Architects, OrcheStars, PNJ Group, New Sports, Vietyacht, Unios…
At the event, experts emphasized that the value of branded living today is no longer about "luxury for display," but must combine brand spirit, design, and living experiences to create distinct quality values for each customer group.
That spirit led to the Branded Living Summit 2025 – the first international forum in Vietnam on branded living experiences, initiated by Masterise Homes in partnership with Savills Hotels.
The leading role of Masterise Homes at the event not only reinforces the brand's pioneering position in creating new living standards in Vietnam but also opens up a broader perspective on “branded living” as an experiential ecosystem that goes beyond real estate. It is a place where design, technology, wellness, service, brand culture, and lifestyle intersect to create sustainable living values – not only for residents but also for the community and future cities.