From building a house to creating living standards
The urban development in Vietnam has never been as strong as it is now. The speed of urbanization, population growth and quality of life requirements pose a big problem: urban areas are not only places to live, but also a space to nurture the community, preserve culture and towards sustainability. In that process, the State plays a role in planning and issuing policies; while the private sector, especially real estate corporations, is the one who makes the orientation come true.
And, a big question is raised: "How can the appearance and standards of urban life be defined by private enterprises?".
At the National Assembly Building talk show with the theme "Enhancing the standard of living of Vietnamese people", Ms. Thi Anh Dao - Director of Marketing Masterise Group, said that the answer is "yes", but with the condition: businesses cannot "use Standards" subjectively, but must accompany macro policies and come from the real needs of residents.
The story of upgrading living standards is no longer a slogan, but a very real professional pressure for those working like us, Ms. Thi Anh Dao emphasized.
According to Ms. Thi Anh Dao, in the context of rapid urbanization, raising living standards cannot only stop at adding amenities, but must also create a connecting system and bring real value to the people. If only creating luxurious but separate urban areas, businesses will easily fall into the trap of "eagle towers", luxurious but not for the majority, beautiful but unconnected, and unable to serve the daily journey of life.
From the perspective of linking living standards with social responsibility and aspiration for patriotism, Masterise Group pioneers in realizing the concept of enhancing the quality of life, considering it not only a business goal, but also a long-term commitment to the community. That great vision is partly expressed through Masterise Homes - a member of Masterise Group, a brand associated with the journey of more than a decade to create a worthy living space for Vietnamese people. With Masterise Homes, we choose our own direction. Masterise Homes' projects are developed according to a new definition of "brand" in real estate, thereby improving the quality of life, creating worthy experiences for residents," Ms. Dao shared.
The Marketing Director of Masterise Group emphasized that the real estate "brand" from the non-traditional perspective of Masterise Homes is not associated with luxury, but is a guarantee of the quality of life that even the middle class, upper middle class or the young generation of Vietnamese people deserve to enjoy. And, a true "brand" project must meet four core criteria: Speciality and dedication in every detail, ensuring lasting value over time, inspiring heritage and being recognized internationally.
That is also the vision that Masterise Group sets and contributes to solving the problem of reducing the rate of luxury tales not for the majority to focus on creating a living space that truly touches the concerns of different customer groups, Ms. Dao affirmed.
In the context of Resolution 10 identifying the private economy as an important driving force and Resolution 06 setting a goal of sustainable urban development by 2045, she said: "Enterprises must recognize themselves as a part of the patriotic ecosystem."
Therefore, real estate businesses cannot stop at "building houses for sale", but must participate in creating a truly living environment, harmonizing economic, social and environmental benefits - in accordance with the spirit of Resolutions 10 and 06.
To develop Vietnamese urban areas commensurate with international urban areas, it is not only based on State regulations or investment capital but also on the way each enterprise creates urban areas not stopping at building many buildings and apartments, but turning that place into a livable space, Ms. Dao said.
A difference when Vietnamese private enterprises step out to the international market, according to her, is Vietnamese quality. That is the ability to create a living space that both meets international standards and maintains cultural and original connections, expressed through design, landscape and public works.
From this perspective, Ms. Thi Anh Dao emphasized that to create a livable urban area, it is necessary to have the cooperation of many parties: proper planning from the State, appropriate support policies, and importantly, a responsible and kind approach from businesses.
Masterise Group chooses a long-term path with many responsibility bonds
It is undeniable that real estate is a field associated with large profits. However, Masterise Group chose another direction - building a brand based on a long-term vision, accepting many responsibility bonds to create a sustainable future.
Because of that choice, the group clearly recognizes a principle: the interests of the business must never be separated from the interests of the community. Only when residents - those who directly benefit from the product - develop economically, spiritually and in living values, can they sympathize and appreciate the value that the business brings to society.
According to Ms. Thi Anh Dao, the development of urban areas does not stop at "having a place to live", but must become a place where residents find meaningful connection with themselves and the community, and at the same time a place to balance and regenerate energy. Even higher, it must be a place where residents feel the profound and sustainable living values along with them in the future. The long-term value of real estate comes not only from "hardware" - infrastructure, design - but also from "source software": community quality, the way residents work together to create a lifestyle.
However, Ms. Thi Anh Dao also clarified that to do that, it cannot be stopped at philosophy. "If we just say that after finishing one project, we forget about another project, it will not be possible to create a new standard of living. We choose to turn international experience, lessons and cooperation into a strict standard system for each product line. Each customer segment will have its own set of standards, ensuring to meet actual needs instead of applying a common formula Ms. Dao shared.
A typical example is The Global City urban project, developed by Masterise Homes. Here, the "15-minute city" model is applied: all essential needs - from education, healthcare, shopping, entertainment to green space - can be reached in 15 minutes of walking. Bringing this international standard to Vietnam not only helps residents save time, but more importantly, helps them have more quality time for themselves, their families and the community.
Moreover, the standards do not apply international model machinery but are refined to suit Vietnamese culture. In the housing design at The Global City, many elements of Saigon identity are integrated, so that residents can live in an international complex city, but not be far from the roots. Urban planning also takes into account "energy zoning" - space for young people, families, and the elderly - creating an urban area that can accommodate many classes and many different needs.
All of these things do not stop at philosophy, but are concretized into clear implementation standards. From design, operation to management, each stage has standards to turn ideals into specific products. Only then will the value truly reach the people - and return to enhance the long-term value of both the project and the brand.
With the goal of becoming a high-income country by 2045, Vietnam must develop a sustainable, competitive and humane urban system. There, the companionship of the private sector is indispensable. But more importantly, there must be businesses that know how to create and not just develop. Through the strategy and actions of Masterise Group, it can be seen that private enterprises are completely capable of redefining " living standards" for Vietnamese urban areas.
