Branded Living Summit 2025 - The first annual conference in Vietnam on luxury living space initiated by Masterise Homes and organized in collaboration with Savills Hotels - took place at JW Marriott Hotel & Suites Saigon Hotel today, November 20, 2025.
Gathering more than 250 senior leaders, 16 global strategic partners from 5 countries and 10 international experts in the fields of real estate, design, investment and leading hotels, the conference brought multidimensional perspectives, macro-analysis and strategic value sharing as well as outstanding trends in the current market.
Branded Living Summit is an international-scale forum aiming to build a knowledge platform where global leaders and experts discuss branded living standards and trends shaping the high-end real estate market. With the role of multi-sector connectivity, this series of conferences contributes to strengthening Vietnam's position in efforts to keep up with pioneering development models in the world.
Taking place in the context of the economy entering a strong recovery trajectory, Branded Living Summit 2025 marks an important milestone for the domestic real estate market, as Vietnam is rising to become a new focus of high-end investment and consumer capital in the Asian region. This trend is driven by three macro leverages: (1) the rapid expansion of the mid-upper class, leading to revolutionary shifts in consumer thinking; (2) large-scale infrastructure investment projects that help expand national development space and (3) the increasingly perfect legal environment, strengthening investment confidence and long-term growth momentum.
From these three core leverages, speakers at the event discussed and shared valuable opinions surrounding the main topics including:
− Changes in the behavior of mid-range and high-end customers: Buyers increasingly prioritize quality of life, health, privacy and personalization; they seek a more comprehensive experience than individual utilities.
− The growing role of the brand in real estate: The brand becomes a commitment to quality, operation and sustainable value - a key factor in strengthening trust and long-term investment decisions.
− New definition of "brand" standards in real estate: Not only in design, but in brand identity, life experience, the way projects are managed - operated and the ability to maintain value over time.
Sharing at the discussion session "Initial high-end segment - trend 2026", Mr. Mauro Gasparotti, Senior Director of Savills hotels Southeast Asia, commented that the Vietnamese market is entering a period where buyers are not only looking for a house, but looking for a living space that reflects personal style and values. Customers in Vietnam are now able to clearly identify products that meet international standards in design, privacy, personalized services, and sustainability and wellness factors. In that context, Branded Residences with many advantages in quality, design and service standards has become a product that is receiving more and more attention. This also opens up great opportunities for Vietnamese developers to scale up their projects and attract international buyers, said Mr. Mauro.
At the key discussion session "Real estate strategy in the experience era: Decoding the portrait of mid-range and upper-end customers in Vietnam 2026", Ms. Thi Anh Dao - Marketing Director, Masterise Group provided in-depth analysis of the shift of the mid-range - upper-class class and how the brand pioneers the transformation from "selling products" to "creating a comprehensive experience ecosystem". The "middle-class" in Vietnam is shifting strongly from the mindset of "owning a house" to the desire to "create a lifestyle". This change motivates Masterise Homes to shift from pioneering thinking in developing products according to the customer segment to building a comprehensive experience ecosystem. Masterise Homes branded living spaces are designed to serve many generations, meeting the diverse needs of each stage of life, based on three pillars that create the value of Masterise Homes: Deeply connected experience Excellent living experience Experience the mark of each individual creating the living space of Branded Living, she said.
The conference continued with three in-depth discussion sessions on "Creating Confidence: Strategic Value of Brands in Real Estate", "The growth of the lifestyle economy promotes raising living standards" and "Defining brand standards in real estate: From design identity to life experience". Through the discussion sessions, it can be seen that Vietnam is gradually shifting from a market that prioritizes "utility" to a market that prioritizes "quality of life". This is similar to the development of Singapore, Bangkok and Dubai in the period of expanding the high-end segment.
Concluding the conference was a thematic dialogue session "From new living standards to sustainable investment opportunities - Vision of Masterise Homes in Vietnam", Mr. Le Quoc Hung - Deputy General Director of Business Development, Masterise Group discussed with experts and affirmed that the company always focuses on cultivating international standard living spaces, committed to bringing worthy living and investment experiences to residents and customers. For Masterise Homes, Branded Living is not a temporary trend, but a sustainable development strategy based on quality, trust and long-term investment value. We create living ecosystems where every detail is carefully selected, nurturing family cohesion, honoring the style of each individual and preserving value for many generations. This vision will continue to shape the way Masterise Homes develops the project in the future - constantly improving living standards and opening up sustainable investment opportunities for customers and partners in Vietnam, Mr. Hung affirmed.
