Branded Living Summit 2025 painted a new landscape in which three macro drivers and the rising demand for elevated living standards are unlocking a period of rapid growth, positioning Vietnam as a new highlight of Asia’s luxury real estate market in a new era.
On November 20, 2025, Branded Living Summit 2025—the first annual conference in Vietnam dedicated to branded living, initiated by Masterise Homes in collaboration with Savills Hotels—took place at JW Marriott Hotel & Suites Saigon.
Bringing together more than 250 senior leaders, 16 global strategic partners from five countries, and 10 international experts in real estate, design, investment, and hospitality, the summit delivered diverse perspectives, macro-level analyses, and valuable insights into strategies and emerging market trends.
Branded Living Summit serves as an international forum aimed at building a knowledge platform where global leaders and experts exchange ideas on branded living standards and trends shaping the high-end real estate market. Acting as a multi-industry connector, the conference series contributes to strengthening Vietnam’s position as it keeps pace with pioneering global development models.
Held amid strong economic recovery, Branded Living Summit 2025 marked an important milestone for Vietnam’s real estate market as the country emerges as a new hub for premium investment and consumption in Asia.
This trend is driven by three key macro factors: (1) the rapid expansion of the upper-middle class, accompanied by transformative shifts in consumer mindset; (2) large-scale infrastructure investments that expand national development space; and (3) an increasingly legal framework that strengthens investor confidence and long-term growth momentum.
Building on these three core drivers, speakers at the event shared valuable insights on key topics, including shifting behaviors of upper-middle-class consumers—who now prioritize quality of life, wellness, privacy, and personalization, seeking holistic experiences rather than standalone amenities.
The growing role of branding in real estate
Brands are becoming a “guarantee” of quality, operations, and sustainable value—key factors that reinforce trust and long-term investment decisions.
A new definition of “branded” standards in real estate is no longer just about design, but also brand identity, living experience, management and operations, and the ability to maintain value over time.
At the discussion session “Capturing the High-End Segment – Trends for 2026,” Mauro Gasparotti, Senior Director of Savills Hotels Southeast Asia, noted that Vietnam’s market is entering a phase where buyers are no longer simply seeking a home, but a living space that reflects their personal style and values.
“Vietnamese customers are increasingly able to recognize products that meet international standards in design, privacy, personalized services, as well as sustainability and wellness. In this context, branded residences—with their advantages in quality, design, and service standards—are gaining greater attention. This also opens up significant opportunities for Vietnamese developers to elevate their projects and attract international buyers,” he said.
At the key discussion session “Real Estate Strategy in the Experience Era: Understanding Vietnam’s Middle and Upper-Class Consumers in 2026,” Thi Anh Dao, Chief Marketing Officer of Masterise Group, provided in-depth analysis of the transformation of the upper-middle class and how leading brands are shifting from “selling products” to “creating comprehensive lifestyle ecosystems.”
Vietnam’s upper-middle class is rapidly moving from the mindset of “owning a home” to “creating a lifestyle.” This shift is driving Masterise Homes to evolve from a product-focused developer into a creator of holistic living ecosystems.
“Masterise Homes’ branded living spaces are designed to serve multiple generations, meeting diverse needs at every life stage, based on three value pillars: deeply connected experiences, refined lifestyle experiences, and experiences that reflect each individual’s status—forming the essence of branded living,” she shared.
The summit continued with three in-depth panel discussions: “Building Trust: The Strategic Value of Branding in Real Estate,” “The Rise of the Lifestyle Economy Elevating Living Standards,” and “Defining Branded Standards in Real Estate: From Design Identity to Living Experience.”
Discussions highlighted Vietnam’s transition from a market focused on “amenities” to one prioritizing “quality of life”—a shift similar to the development trajectories of Singapore, Bangkok, and Dubai during their premium market expansion phases.
The conference concluded with a featured dialogue, “From New Living Standards to Sustainable Investment Opportunities – Masterise Homes’ Vision in Vietnam,” where Le Quoc Hung, Deputy CEO of Business Development at Masterise Group, reaffirmed the company’s commitment to creating internationally benchmarked living spaces and delivering elevated living and investment experiences for residents and clients.
“For Masterise Homes, branded living is not a short-term trend but a long-term development strategy built on quality, trust, and sustainable investment value. We create living ecosystems where every detail is carefully curated—nurturing family connections, honoring individual lifestyles, and preserving value for generations. This vision will continue to shape how Masterise Homes develops future projects—constantly elevating living standards and unlocking sustainable investment opportunities for customers and partners in Vietnam,” he emphasized.