Masterise Group: Elevating Living Standards Through Private Enterprise, Contributing to Nation-Building

From “Building Houses” to “Creating Living Standards”

Never before has urbanization in Vietnam progressed as rapidly as it does today. The pace of urbanization, population growth, and the demand for quality living have presented a significant challenge: cities should not only be places to live but also spaces that nurture communities, preserve culture, and strive for sustainability.

In this process, the state plays a role in policy formulation and implementation, while the private sector, especially real estate groups, are responsible for turning these orientations into reality.

This raises an important question: “Can the urban landscape and living standards be defined by private enterprises?”

At the talk show “Nation Building” with the theme “Raising the Living Standards of Vietnamese People”, Ms. Thi Anh Dao, Director of Marketing at Masterise Group, affirmed that the answer is yes – but with a condition. Enterprises cannot subjectively “set standards” on their own; instead, they must align with macroeconomic policies and originate from the genuine needs of residents.

“The story of ‘raising living standards’ is not just a slogan but a very real professional pressure for those of us in this industry,” emphasized Ms. Thi Anh Dao.

According to Ms. Dao, in the context of rapid urbanization, raising living standards is not just about adding conveniences but also about creating a system of connections and bringing real value to the people. If enterprises only create luxurious but isolated urban areas, they easily fall into the trap of “ivory towers”, which are opulent but not for the majority, beautiful but lacking in links, and unable to serve the daily journey of life.

From the perspective of associating ‘living standards’ with social responsibility and the aspiration of nation-building, Masterise Group takes the lead in realizing the concept of ‘uplifting the quality of life’, considering it not only a business goal but also a long-term commitment to the community. This grand vision is partially reflected through Masterise Homes, a member of Masterise Group, a brand associated with a journey of over a decade of creating worthy living spaces for Vietnamese people.

“With Masterise Homes, we choose our own path. Our projects are developed based on a new definition of ‘luxury’ in real estate, thereby elevating the quality of life and creating worthy experiences for our residents,” shared Ms. Dao.

The Director of Marketing at Masterise Group emphasized that the “luxury” of real estate, from the non-traditional perspective of Masterise Homes, is not associated with extravagance. Instead, it is a guarantee of a quality life that even the middle class, upper-middle class, or young successful Vietnamese deserve to enjoy. A truly “luxury” project must meet four core criteria: meticulousness and dedication to every detail, a guarantee of timeless value, inspiration from heritage, and international recognition.

“This is also the vision that Masterise Group sets out to contribute to reducing the number of ‘ivory towers’ that are luxurious but not for the majority, focusing instead on creating living spaces that truly address the concerns of different customer groups,” affirmed Ms. Dao.

With Resolution 10 identifying the private sector as an important driving force and Resolution 06 aiming for sustainable urban development by 2045, she believes that: “Enterprises must see themselves as a part of the ecosystem of nation-building.”

Therefore, real estate enterprises should not just stop at “building houses for sale” but must participate in creating a true living environment, balancing economic, social, and environmental interests – in line with the spirit of Resolutions 10 and 06.

“To develop Vietnamese cities on par with international metropolises, it is not just about relying on state regulations or investment but also on how each enterprise creates urban areas – not just building many buildings and apartments, but turning them into livable spaces,” said Ms. Dao.

Ms. Thi Anh Dao, Director of Marketing, Masterise Group

One distinctive feature when Vietnamese private enterprises go international, according to Ms. Dao, is the “Vietnamese essence”. This is the ability to create living spaces that meet international standards while preserving cultural connections and roots, reflected in the design, landscape, and public works.

From this perspective, Ms. Thi Anh Dao emphasized that to create a livable urban area, collaboration among multiple parties is necessary: proper planning from the state, supportive policies, and, importantly, a responsible and ethical approach from enterprises.

Masterise Group Chooses the Long-Term Path with Accountability

It is undeniable that the real estate industry is associated with significant profits. However, Masterise Group has chosen a different path – building its brand based on a long-term vision and accepting accountability to create a sustainable future.

Because of this choice, the group clearly recognizes a principle: the interests of the enterprise are never separate from the interests of the community. Only when residents – the direct beneficiaries of the products – develop economically, spiritually, and in terms of values, can they empathize with and appreciate the values the enterprise brings to society.

According to Ms. Thi Anh Dao, developing urban areas is not just about “having a place to live” but about creating spaces where residents find meaningful connections with themselves and the community and where they can balance and recharge their energy. More importantly, it should be a place where residents can feel profound and lasting values – values that accompany them into the future. The long-term value of real estate comes not only from the “hardware” – infrastructure and design – but also from the “software”: community quality and the way residents create their lifestyle.

However, Ms. Thi Anh Dao also clarified that to achieve this, it is not enough to stop at philosophy. “If we just talk and then forget about it after completing one project and moving on to another, we cannot create new living standards. We choose to turn our experience, lessons learned, and international cooperation into a rigorous system of standards for each product line. Each customer segment will have its own set of standards, ensuring that we meet their actual needs instead of applying a one-size-fits-all formula,” shared Ms. Dao.

A typical example is The Global City, an urban project developed by Masterise Homes. Here, the “15-minute city” model is applied: all essential needs – from education, healthcare, shopping, and entertainment to green spaces – can be accessed within a 15-minute walk. Bringing this international standard to Vietnam not only saves residents’ time but, more importantly, gives them more quality time for themselves, their families, and the community.

The “15-minute city” model comprehensively applied at The Global City

Furthermore, instead of mechanically applying international models, Masterise Homes fine-tunes them to suit Vietnamese culture. In the residential design of The Global City, many elements of Saigon’s identity are incorporated, allowing residents to live in an international complex while remaining connected to their roots. The urban planning also considers “energy zoning” – spaces for the young, for families, and for the elderly – creating an inclusive city that caters to diverse needs and demographics.

All of these are not just philosophies but are concretized into clear implementation standards. From design to operation and management, each stage has its standards to transform ideals into concrete products. Only then can value truly reach the people – and, in turn, enhance the long-term value of both the project and the brand.

With the goal of becoming a high-income country by 2045, Vietnam needs to develop a sustainable, competitive, and humane urban system. The private sector’s accompaniment is indispensable in this journey. But, more importantly, there must be enterprises that know how to “create” rather than just “develop”. Through the strategies and actions of Masterise Group, it is evident that private enterprises are fully capable of redefining the “living standards” for Vietnam’s urban areas.