Branded Living Summit 2025 outlines a new landscape for Vietnam's luxury real estate market, where three key macroeconomic drivers and the demand for upscale living are ushering in a period of explosive growth, positioning Vietnam as a new bright spot for luxury real estate in Asia in the new era.
The Branded Living Summit 2025 – Vietnam's first annual conference on luxury living spaces, initiated by Masterise Homes and organized in collaboration with Savills Hotels – took place at the JW Marriott Hotel & Suites Saigon. Bringing together over 250 senior leaders, 16 global strategic partners from 5 countries, and 10 leading international experts in real estate, design, investment, and hospitality, the conference offered diverse perspectives, macroeconomic analysis, and valuable insights into strategies and prominent market trends.
Branded Living Summit 2025 - Hội nghị thường niên đầu tiên tại Việt Nam về không gian sống hàng hiệu do Masterise Homes khởi xướng.
The Branded Living Summit is an international forum aimed at building a knowledge platform where global leaders and experts can exchange ideas on luxury living standards and trends shaping the high-end real estate market. As a multi-sectoral connector, this series of conferences contributes to strengthening Vietnam's position in its efforts to keep pace with pioneering development models worldwide .
Taking place against the backdrop of a strong economic recovery, the Branded Living Summit 2025 marks a significant milestone for the domestic real estate market, as Vietnam is emerging as a new hub for high-end investment and consumption in the Asian region. This trend is driven by three macroeconomic levers: (1) the rapid expansion of the middle-to-upper class, leading to revolutionary shifts in consumer thinking; (2) large-scale infrastructure investment projects that expand the national development space; and (3) an increasingly improved legal environment, strengthening investment confidence and long-term growth momentum.
Speaking at the panel discussion “Anticipating the Luxury Segment – Trends in 2026,” Mr. Mauro Gasparotti, Senior Director of Savills Hotels Southeast Asia, noted that the Vietnamese market is entering a phase where buyers are not just looking for a house, but for a living space that reflects their personal style and values. “Vietnamese customers are now able to clearly identify products that meet international standards in design, privacy, personalized services, and sustainability and wellness. In this context, Branded Residences, with their many advantages in quality, design, and service standards, are becoming increasingly attractive. This also opens up great opportunities for Vietnamese developers to elevate their projects and attract international buyers,” Mr. Mauro stated.
At the key discussion session "Real Estate Strategy in the Experience Era: Decoding the Profile of the Middle and Upper Class Customers in Vietnam 2026," Ms. Thi Anh Dao - Marketing Director, Masterise Group, provided insightful analyses on the shift in the middle and upper classes and how pioneering brands are transforming from "selling products" to "creating comprehensive experience ecosystems." “The middle and upper classes in Vietnam are shifting strongly from the mindset of ‘owning a home’ to the desire to ‘create a lifestyle.’ This shift is driving Masterise Homes to move from a pioneering mindset of developing products based on customer segments to building a comprehensive experiential ecosystem. Masterise Homes branded living spaces are designed to serve multiple generations, meeting the diverse needs of each stage of life, based on three pillars of value creation: Deeply connected experiences – Exquisite living experiences – Experiences that reflect the status of each individual, creating the living spaces of Branded Living,” she said.
The conference continued with three in-depth discussion sessions on “Building Trust: The Strategic Value of Brands in Real Estate”, “The Growth of the Lifestyle Economy Drives the Elevation of Living Standards”, and “Defining Luxury Standards in Real Estate: From Design Identity to Living Experience”. These sessions revealed that Vietnam is gradually shifting from a market prioritizing “amenities” to one prioritizing “quality of life”. This is similar to the development of Singapore, Bangkok, and Dubai during their expansion of the luxury segment.
Concluding the conference was a thematic dialogue session titled “From New Living Standards to Sustainable Investment Opportunities – Masterise Homes’ Vision in Vietnam,” where Mr. Le Quoc Hung, Deputy General Director of Business Development, Masterise Group, discussed with experts and affirmed that the company always focuses on cultivating internationally standardized living spaces, committed to providing a worthy living and investment experience for residents and customers. “For Masterise Homes, Branded Living is not a fleeting trend, but a sustainable development strategy based on quality, trust, and long-term investment value. We create living ecosystems where every detail is carefully selected, nurturing family bonds, honoring the style of each individual, and preserving values for generations. This vision will continue to shape how Masterise Homes develops projects in the future – constantly raising living standards and opening up sustainable investment opportunities for customers and partners in Vietnam,” Mr. Hung affirmed.