The event brings together more than 300 experts and leading leaders in the fields of economics, real estate, design, operation and lifestyle, promising to open strategic dialogues on the future of brand-name lifestyle in Vietnam.
Strong changes in urban lifestyle: when experience becomes a new "measure"
Over the past decade, Vietnam has witnessed the fastest income growth rate in Asia. GDP per capita has increased from 3,552 USD to about 5,000 USD, marking Vietnam's transition to the high-middle-income group (1) The middle class is expected to account for more than 50% of the population by 2035 (World Bank) and the upper class is expanding rapidly in large cities).). This change not only shows economic momentum, but also creates a major shift in the way Vietnamese people consume and choose a place to live. The mentality of "buying to be used enough" is gradually giving way to the trend of "buying to raise the standard of living", clearly demonstrated in all product lines, from fashion, cuisine to experience services.
This change also directly affects the real estate sector. Modern buyers no longer consider a place to live as an asset, but a space that expresses their own lifestyle, personality and aesthetic taste. If previously the selection criteria were based on convenience or basic factors, now the expectation is raised: sophisticated design, clear identity, professional operating services and a complete living experience. They seek consistency between convenience, emotions and quality within reasonable financial limits but with a completely new scale of value.
As the need for improved experiences becomes increasingly apparent, the market is forced to shift: not only selling an apartment, but creating a comprehensive, sustainable, consistent living environment, meeting the increasingly sophisticated expectations of new generation buyers. This is the driving force to reshape today's urban living standards.
Commenting on this trend, Mr. Mauro Gasparotti - Senior Director of Southeast Asia of Savills hotels said: The high-end real estate market in Vietnam is entering a period of strong transformation, as buyers increasingly prioritize personal experiences and higher living standards. The wave of transferring assets to the younger generation also drives demand for diverse, unique and iconic products. On a global scale, a similar trend is happening as high-end real estate continues to be considered an important investment channel, helping to preserve and increase the value of assets through many generations.
Branded Living Summit 2025: Forum opens up new perspective on branded living standards in Vietnam
Branded Living Summit 2025 brings a deeper perspective on branded product standards in real estate, showing that the need to improve living experience is appearing in many customer groups, not just focusing on the high-end segment from a traditional perspective. This is a signal that the market is entering a period of diversification in demand and expectations.
As a pioneer developer bringing branded real estate to Vietnam, Masterise Homes has grasped this need early, and at the same time recognized the need for an international-scale forum to connect thinking, share expertise and shape future living standards through the perspective of the hammer. Branded Living Summit 2025 - The annual conference on World-class living spaces in Vietnam was born by Masterise Homes, with the support of Savills Hotels, marking the first time in Vietnam that an in-depth and large-scale conference on branded living spaces has appeared, connected and led by an international-class branded real estate brand.
The event brings together a series of economists, project developers and business leaders from leading architectural and hotel units such as: Group GSA, Vietyatcht, Unios, Brand&Co, Lumina Wellbeing, Baumschlager Eberle Architeken, CMV Architects, OrcheStars, ... Branded Living Summit will bring multidimensional perspectives, macro-analysis and value sharing on high-end real estate strategies, portraits of mid-range and high-end customers in Vietnam, market trends in 2026, especially the high-end real estate segment. At the same time, the conference also discussed Vietnam's competitive advantages and growth drivers in the context of increasing demand for products and services related to new lifestyles, driven by economic growth, digital transformation, sustainable trends, and the desire to access high-end living standards.
For more than a decade, Masterise Homes has pioneered the concept of Brade Living to Vietnam through cooperation projects with global brands such as Marriott, JW Marriott, Ritz-Carlton, Elie Saab to create a comprehensive brand ecosystem - where each project is a combination of art, technology, and a humanistic philosophy of life. Outstanding projects such as Grand Marina Saigon, The Ritz-Carlton Residences, The Grand Hanoi or Lumiere Boulevard have contributed to positioning Vietnam on the map of destinations with international living standards, bringing worthy experiences to residents and customers. This orientation was further reinforced at the Meet the Experts event that Masterise Homes recently attended, where international experts agreed that the market is shifting strongly towards "local relevantce", emphasizing sophistication in understanding indigenous cultural life, while still maintaining international standards.
