Masterise Homes: Leading the Way at Branded Residences Forum Asia 2025

The Branded Residences Forum Asia 2025, a prestigious international forum on branded real estate, was successfully held in Bangkok, Thailand. The event attracted over 300 leaders, top experts, and leading brands in the development and operation of global branded real estate, including Marriott International, Accor, The Ascott, IHG, Four Seasons, Rosewood, Hilton, and Mandarin Oriental. Among the discussions, the “Spotlight on Vietnam” session particularly attracted the interest of international experts, showcasing the growing appeal of the Vietnamese market as an emerging destination in the Asia-Pacific region’s luxury real estate landscape.

Masterise Homes, a pioneer in introducing the concept of branded real estate to Vietnam, participated as a keynote speaker at the forum. During the discussion, Ms. Thi Anh Dao, Director of Marketing at Masterise Group, offered strategic insights and practical implementations of branded residences in Vietnam, along with Masterise Homes’ long-term development orientations in this promising market.

Ms. Thi Anh Dao, Director of Marketing at Masterise Group, shared valuable insights at Branded Residences Forum Asia 2025

Vietnamese Branded Real Estate: The Potential Epicenter of Asia-Pacific

In the “Spotlight on Vietnam” discussion, Masterise Homes emphasized that Vietnam possesses ideal conditions to excel in the branded real estate segment, attributed not only to its urbanization pace but also to the remarkable growth in citizens’ assets.

According to The Wealth Report 2025, Vietnam’s personal financial assets are expected to reach approximately USD 600 billion by 2027. The report also identified 5,459 individuals in Vietnam with a net worth exceeding USD 10 million, accounting for 0.2% of the global total of High-net-worth individuals (HNWIs). Additionally, the Affluent customer segment—individuals with strong financial capabilities and sophisticated tastes—is rapidly expanding, significantly boosting the demand for internationally branded real estate products.

From this perspective, it is evident that Vietnam is not only a potential destination for international brands but also a burgeoning local market with a clientele capable of absorbing internationally standardized products. As per the Global Branded Residences Q4/2024 report, Vietnam ranks among the top six countries with the most branded residence projects globally and stands fourth in the number of projects under development, surpassing prominent markets like China and India.

Another notable aspect is that, according to an internal report by Masterise Homes, over 80% of branded residence owners in Vietnam are Vietnamese, which is a significant contrast to many traditional markets that rely heavily on international clientele. This reflects not only the growing financial prowess of Vietnamese citizens but also a shift in asset ownership mentality. Investors are increasingly proactive and confident in choosing globally standardized real estate products, not just as a living space but also as a sustainable investment vehicle for asset preservation and generational wealth transfer.

The Vietnamese market is becoming an ideal destination for branded residences in the Asia-Pacific region

From an international expert’s perspective, Savills also acknowledged that Vietnam is emerging as an attractive market with good profit margins for branded real estate developers. Additionally, the industry is witnessing a trend: the concept of branded residences is no longer confined to mere collaboration with global hotel brands in the traditional sense. Instead, it increasingly focuses on lifestyle elements, embracing franchising and flexible “collection” developments.

Redefining “Branded Living”: Asserting Market Leadership

As a pioneer in bringing the branded real estate model to Vietnam through a strategic partnership with Marriott International, Masterise Homes shared that while the international brand plays an introductory role, it is not the entire story. The true differentiator and sustainability of branded residences lie in the ability to develop a premium living standard, harmoniously blending international quality with local cultural nuances, while also meeting the evolving needs of customers regarding living spaces.

“Branded living” entails not just associating with global hotel brands but also entails the ability to create a comprehensive lifestyle, encompassing design, operations, and the emotional values that customers experience daily,” emphasized Ms. Thi Anh Dao.

At the forum, Masterise Homes reaffirmed its strategy to develop branded real estate by expanding and building upon its collaboration with international brands to create distinct product lines such as Masteri Collection and Lumière Series. These premium product lines aim for international quality standards while offering unique living experiences. For instance, Masteri Collection caters to the Affluent customer segment in major cities like Ho Chi Minh City and Hanoi and is expanding to emerging cities like Da Nang. In contrast, Lumière Series targets a more exclusive customer base—those who value the depth of experience and the symbolic value of living spaces and seek aesthetically pleasing environments that nurture a holistic balance of body, mind, and spirit.

A glimpse of the elegant business lounge at Lumière Prime Hills, a project from Masterise Homes’ Lumière Series

Each brand is developed with a clear positioning, encompassing architectural design, materials, amenities, service standards, and operations. This consistency enables Masterise Homes to enhance the quality of life for each targeted customer segment while ensuring long-term investment value, thereby contributing to the sustainable development of Vietnam’s premium real estate market.

Masteri Centre Point and Lumière Boulevard offer exclusive living spaces with unparalleled privileges within Grand Park

Masterise Homes’ presence at Branded Residences Forum Asia 2025 not only left a brand imprint but also asserted the company’s leadership in setting a new trend for branded real estate in Vietnam. With its long-term vision and strategy, coupled with the ability to develop internationally branded products, Masterise Homes is reshaping the concept of “branded living.” It is not merely about luxurious real estate but a comprehensive international lifestyle, creating sustainable value for both the resident community and the market.