New direction for high-end real estate in the experience era
In the context of global fluctuations, Vietnam's economy still maintains strong growth momentum thanks to macroeconomic stability, good inflation control and abundant FDI inflows. Along with the rapid urbanization, increased wealth has created a new middle-class and upper class, leading to profound changes in the high-end consumer market.
Analyzing this macro driving force, at the Branded Living Summit 2025 event - the first annual conference in Vietnam on branded living space initiated and organized by Masterise Homes in collaboration with Savills Hotels - Ms. Thi Anh Dao, Director of Marketing Masterise Group, emphasized: "The middle class - upper class in Vietnam is shifting strongly from the mindset of "owning a house" to the desire to "create a lifestyle". They are globally knowledgeable people with high standards of living and are willing to invest in sustainable values.
For this generation of customers, success is no longer measured simply by material assets, but is also defined by style, emotions and quality of life. The market therefore has a strong shift from the psychology of " likes to own" to " makes to experience", attracting the need for living spaces that meet specific standards.
To demonstrate the new taste of this customer group, Mr. Mauro Gasparotti, Founder and CEO of Savills hotels, spoke at the event: Currently, buyers in different segments are not only looking for a home, they are looking for a living space that accurately reflects their personal style and values, where every experience is aimed at global standards.
Standards of "branding" for each real estate product line to meet the specific needs of each customer segment, or the concept of "Branded Living - Brand living space" Thus becoming the solution to this need. No longer limited to the luxury or super luxury segment, Branded Living by Masterise Homes is understood in a more expanded sense: as a standard, a commitment to quality from design, construction, operation and experience specific to each segment, guaranteed by a development brand. However, this concept also sets a competitive playground that requires developers to establish standards worthy of international standards, with a commitment to quality and consistency in operation.
Branded Living by Masterise Homes: The future of high-end real estate in Vietnam
In the context of the market entering a strong upgrading phase, Masterise Homes stands out with its unique capabilities, pioneering the concept of "Branded Living - Brand living space" in Vietnam. Accordingly, instead of focusing only on the form of cooperation with the world's leading operating brands, Masterise Homes expands its development portfolio with consistent brand quality in each division - where each customer can enjoy worthy experiences in the version of the living space that suits them.
For example, the Masteri lifestyle collection was developed as the "branded" version most suitable for the Affluent and Mass Affluent customer segment: modern, comfortable, focusing on integrated experiences, operating lifestyle experiences according to international standards, but still optimizing the practical needs of the successful generation. Consistency in design, utilities and service standards makes Masteri Collection the best choice in the segment - where branded goods can be accessed more easily while still being suitable for finances and lifestyle, fully meeting the needs of owners and their families.
Similarly, the Lumiere Series - a suitable choice for HENRYs and HNWIs - is another version of the "Branded Living by Masterise Homes" portfolio, reflected through the philosophy of biophilic design, sustainable materials, and space organization with the balance of body - heart - spirit as the focus. This can be clearly seen through Lumiere Riverside with a unique design on the back of the "leafscape" architectural style, harmonizing the natural space and the sophistication and luxury of a series of modern utilities such as the infinity pool, gym, yoga, BBQ and a shopping area with a base of more than 9,500 m2. The entire apartment when handed over includes a complete kitchen cabinet, the most advanced wall-mounted equipment such as Bosch, Kohler, Gessi, Ferroli... lobby service and support according to 5-star hotel standards, personalizing all services and utilities when needed, bringing a different sophisticated living experience.
The Masteri lifestyle collection or Lumiere series is how Masterise Homes affirms that "Branded Living" is opening up a new, anticipated future for the high-end real estate market, where the value of brands in real estate is not only the famous brand name, but the quality of the product line brand is guaranteed throughout the product life cycle.
Meanwhile, international cooperation projects such as Grand Marina, Saigon or The Ritz-Carlton Residences, Hanoi - for the super-rich class - are an important step to help Masterise Homes prove its ability to implement strict global standards, paving the way for the strategy of bringing branded product quality closer to all customer segments, meeting the diverse needs of the growing middle class - upper class.
This vision was emphasized at Branded Living Summit 2025, where many international experts agreed that Branded Living in the new era is no longer a story of "brand name", but is the need to have a system of quality standards for the "brand" from design - construction - operation, ensuring that customers in all segments receive a stable, confident and sustainable living experience. The quality of branded goods is therefore not only for the super-rich group, but becomes a necessary foundation for a mature market, where Vietnamese people are willing to pay for safety, convenience, aesthetics and consistent services throughout the product life cycle. This is also the direction that Masterise Homes pursues: creating living spaces for experience, quality and asset value guaranteed over time, creating a branded living standard with a global breath but suitable for each customer segment, contributing to creating the future of high-end real estate in Vietnam in the experience era.
