Branded Residences Forum Asia 2025 - a prestigious international forum on branded real estate - has just been successfully held in Bangkok (Thailand), gathering more than 300 leaders, leading experts and leading brands in the field of developing and operating global branded real estate such as Marriott International, Accor, The Ascott, IHG, Four Seasons, Rosewood, Hilton, Mandarin Oriental, ... In which, the discussion session with the theme "Spotlight on Vietnam" attracted special attention from international experts, demonstrating the growing attraction of the Vietnamese market, an emerging destination in the high-end real estate map of the Asia - Pacific region.
As a pioneer in bringing the branded real estate model to Vietnam, Masterise Homes attended the event as a brand representative speaker. At the discussion session, Ms. Thi Anh Dao, Marketing Director of Masterise Group, presented a strategic and practical perspective on implementing branded real estate (branded residences) in Vietnam, and shared the long-term development orientations of Masterise Homes in this potential market.
Vietnamese brand real estate - Potential to become the focus of Asia - Pacific
In the sharing part at the "Spotlight on Vietnam" discussion session, Masterise Homes representative emphasized that Vietnam possesses ideal conditions to make a breakthrough in the branded real estate segment, not only thanks to the speed of urbanization, but especially thanks to the strong growth of people's assets.
According to the latest edition of The Wealth Report 2025, by 2027, total personal financial assets in Vietnam are expected to reach about 600 billion USD. The report also recorded that 5,459 individuals in Vietnam owned net assets of over 10 million USD, accounting for 0.2% of the total number of high-end individuals globally, putting Vietnam 6th in Southeast Asia in terms of the number of High-net-worth individuals (HNWIs). In addition to the rich and super-rich, Affluent - individuals with solid financial capacity, rapidly increasing in both quantity and awareness - also contributes to significantly expanding demand for branded real estate products.
From that perspective, it can be seen that Vietnam is not only a potential destination for international brands, but is also forming a local market with a customer base capable of absorbing international standard product lines. According to data from the Global Branded Residences Q4/2024 report, Vietnam is currently in the Top 6 countries with the most branded residences in the world, and also ranks 4th globally in terms of the number of projects being implemented (pipeline) - surpassing many other major markets such as China and India.
Another notable point is that according to an internal report by Masterise Homes, more than 80% of customers owning branded residences in Vietnam are Vietnamese - a big difference compared to many traditional markets that depend on international customers. This not only reflects the growing financial potential of Vietnamese people, but also shows the change in property ownership thinking - when investors are increasingly proactive and confident in choosing global standard real estate products not only for living, but also as a sustainable investment channel, preserving assets and passing on generations. For many individual investors, especially those with solid financial potential, branded real estate is tending to become long-term held assets thanks to the belief in the "absolutely safe" of this asset due to factors: sustainable asset value over time despite market fluctuations, creating high cash flow thanks to high-end customers and a stable global enjoyment with brand reputation, design quality and a professional service ecosystem, and profitable investment potential due to increasingly scarce land fund.
From the perspective of international experts, Savills representative also commented that Vietnam is emerging as an attractive market with good profit margins for branded real estate developers. In addition, the industry is also witnessing a trendy shift: the concept of branded residences is no longer limited to the scope of cooperation with global hotel brands in the traditional way of understanding, but is increasingly focusing on the elements of lifestyle, being more open with the franchises and developing in the form of "collection" in a flexible and diverse way.
Re-defining branded living, affirming its leading position in the market
As a pioneer in bringing the branded real estate model to Vietnam through strategic cooperation with Marriott International, Masterise Homes shares that international brand factors play a pioneering role, but not the whole story. What makes branded residences different and sustainable is their ability to develop a high-class standard of living, perfectly resonating between international quality and indigenous cultural identity, as well as meeting customers' increasingly high demand for living space.
Branded living is not only about connecting with global hotel brands, but also the ability to create a comprehensive lifestyle, from design, operation to the emotional value that customers experience every day, Ms. Thi Anh Dao emphasized.
Also at the event, Masterise Homes representative reaffirmed its strategy of developing branded real estate in the direction of expansion, inheriting experience in cooperation with international brands to develop products with their own mark such as Masteri Collection and Lumiere Series. These are high-end product lines aiming at international standard quality, while bringing a different living experience. Typically, Masteri Collection focuses on serving Affluent customers in large cities such as Ho Chi Minh City and Hanoi, while expanding to cities with strong growth such as Da Nang. Meanwhile, Lumiere Series is positioned for higher-end customers - those who value the depth of experience and symbolic value of living space, tend to seek a living space that maintains harmony with nature, nurturing a complete balance between body - mind - spirit.
Each brand is developed with a clear positioning, from architectural design, materials, utilities to service and operation standards. Thanks to this consistency, Masterise Homes not only improves the quality of life for each target customer group, but also ensures long-term investment value, contributing to building a sustainable development foundation for the high-end real estate market in Vietnam.
Masterise Homes' presence at Branded Residences Forum Asia 2025 is not only a brand mark, but also affirms the leading role of Vietnamese enterprises in opening a new trend for branded real estate in Vietnam. With a long-term strategy and vision, the ability to develop international standard branded products, Masterise Homes is gradually reshaping the concept of "branded living" - not only a high-class real estate model, but a comprehensive international lifestyle, creating sustainable values for both the community and the market.
