Vietnam in the flow of global brand real estate shift
After many years of living and working in Dubai, in order to facilitate business, last year, Mr. David Miller, an American trader, decided to move to Ho Chi Minh City. The 55-year-old businessman chose to live in Grand Marina, Saigon, a branded residential real estate project developed by Masterise Homes is operated according to Marriott's international standards. Having lived in North America, Singapore, Bangkok and Dubai, Mr. Miller is especially satisfied with the quality of life at a luxury apartment on the riverside in the center of Ho Chi Minh City, which is not only a classy lifestyle experience but also a promising investment.
Mr. David Miller is among tens of thousands of international entrepreneurs who are moving their residence to Vietnam. After the COVID-19 pandemic, Vietnamese branded real estate is witnessing a wave of international brands entering the market in addition to a series of giant names extending their investment portfolios before. The most typical and dynamic names include Marriott International, Four Seasons, Aman, Baccarat, Armani, Elie Saab, Trump Organization ... Notably, the recent event of Trump Organization starting construction in Hung Yen of a nearly 1,000-hectare golf and resort project in mid-May 2025 with an investment capital of up to 1.5 billion USD has stirred up the market. This brand also plans to build a tower in Thu Thiem urban area (HCM) with an estimated investment capital of about 1 billion USD in the fourth quarter of this year.
Savills' 2024-2025 annual report stated that projects in Vietnam currently have an average outstanding price of over 45% compared to unbranded real estate - one of the highest in the world today. Savills assessed that the presence of international brands not only marks a new turning point for branded real estate in Vietnam, but also brings this market closer to international standards, on par with high-class cities in the region. According to Savills, in the context of the global market share shifting strongly to Asia - Pacific, Vietnam is considered the next strategic destination for luxury real estate, with an explosion of supply and demand, not only from the super-rich (HNWI/UHNWI) increasing strongly, but also from the middle class who are eager to approach international lifestyle.
New trends in the Vietnamese branded real estate market
Nguyen Minh Khang, 32 years old, is the creative director of a high-end interior design company in Ho Chi Minh City. Minh Khang has just completed the purchase of an apartment at LUMIERE Midtown located right in the heart of the iconic urban area of The Global City. With sophisticated aesthetic taste and high-class living experience, Khang seeks quintessence and class in living space and is impressed with brands with valuable depth. LUMIERE Midtown brings that right experience - an international standard lifestyle that is both private and cohesive of the elite - is also a "version" of branded real estate with many differences from Masterise Homes.
In a potential market like Vietnam, we believe that branded real estate should not be limited in the traditional definition of cooperation with a number of international brands. It is time for branded living to not only be a denominator for the rich and super-rich with a high-class lifestyle and strict taste standards, but should be expanded, so that even the middle class of Vietnam can touch the values of an international standard living space, shared a representative of Masterise Homes.
That is also the reason why, besides brand projects such as Grand Marina Saigon, The Grand Hanoi or The Rivus, Masterise Homes pioneers in developing its own international-class brands such as Masteri Collection or LUMIERE Series, thereby increasingly diversifying its product portfolio, meeting more and more demand for brand ownership in the real estate market in many segments. Each project is created as a declaration of a selective lifestyle, a place with sophisticated design, international standard utilities and symbolic values blending into a consistent whole, bringing a worthy experience to excellent owners.
Masterise Homes' branded real estate - from Grand Marina Saigon, The Rivus, to LUMIERE or Masteri - not only meets the standards of international customers on living values, but is also positioned as a global asset with international standard design, bearing the mark of culture and heritage, recognized by international expert communities. These are projects that possess the ability to accumulate long-term value, converging details that inspire art, aesthetics beyond time and mark indigenous culture - factors that help Masterise Homes become a pioneer name leading Vietnam into the era of branded real estate on the world map.
