The event brings together over 300 leading experts and executives in economics, real estate, design, operations, and lifestyle, promising strategic dialogues on the future of luxury living standards in Vietnam.
A Significant Shift in Urban Living: When Experience Becomes the New Benchmark
Over the past decade, Vietnam has witnessed one of the fastest income growth rates in Asia. The per capita GDP has risen from $3,552 to approximately $5,000, marking Vietnam’s transition into the upper-middle-income group. The middle class is projected to account for over 50% of the population by 2035 (World Bank), and the affluent segment is rapidly expanding in major cities. This shift not only reflects economic resilience but also drives a significant change in how Vietnamese consumers make purchasing decisions and choose their living spaces. The mindset of “buying to suffice” is gradually giving way to the trend of “buying to elevate living standards,” evident across all sectors, from fashion and cuisine to experiential services.
This transformation directly impacts the real estate sector. Modern buyers no longer view their homes merely as assets but as spaces that reflect their lifestyle, personality, and aesthetic taste. While previous criteria focused on convenience and basic factors, expectations have now risen: sophisticated design, distinct identity, professional management services, and a holistic living experience. They seek harmony between comfort, emotion, and quality within a reasonable budget but with an entirely new value scale.
As the demand for enhanced experiences becomes more pronounced, the market must evolve: it’s no longer about selling an apartment but creating a comprehensive, sustainable, and consistent living environment that meets the increasingly sophisticated expectations of new-generation buyers. This is the driving force reshaping urban living standards today.
Today’s consumers are not just buying an apartment; they’re investing in a lifestyle with experiences that match their aspirations. Photo: Masteri Park Place
Commenting on this trend, Mr. Mauro Gasparotti, Senior Director of Savills Hotels in Southeast Asia, stated: “Vietnam’s luxury real estate market is entering a phase of dynamic transformation, as buyers increasingly prioritize personalized experiences and higher living standards. The wave of asset transfers to younger generations is also driving demand for diverse, distinctive, and iconic products. Globally, a similar trend is unfolding, with luxury real estate remaining a crucial investment channel for preserving and growing wealth across generations.”
Branded Living Summit 2025: A Forum Offering New Perspectives on Luxury Living in Vietnam
Branded Living Summit 2025 provides deeper insights into luxury standards in real estate, revealing that the demand for elevated living experiences is emerging across various customer segments, not just the traditional affluent group. This signals that the market is entering a phase of diversified needs and expectations.
Branded Living Summit 2025 – Vietnam’s first Luxury Living Forum, initiated and organized by Masterise Homes. Photo: Masterise Homes
As a pioneering developer bringing luxury real estate to Vietnam, Masterise Homes has proactively addressed this demand while recognizing the need for an international-scale forum to connect insights, share expertise, and shape future living standards through strategic perspectives. Branded Living Summit 2025, the annual Luxury Living Conference in Vietnam, organized by Masterise Homes in collaboration with Savills Hotels, marks the first time Vietnam hosts a specialized and prestigious forum on luxury living, led by an internationally acclaimed luxury real estate brand.
The event gathers a host of economic experts, project developers, and business leaders from top architecture, hospitality, and design firms, including Group GSA, Vietyacht, Unios, Brand&Co, Lumina Wellbeing, Baumschlager Eberle Architekten, CMV Architects, OrcheStars, and more. Branded Living Summit will offer multifaceted perspectives, macro analyses, and valuable insights into luxury real estate strategies, profiles of middle-class and affluent customers in Vietnam, 2026 market trends, particularly in the high-end segment. Additionally, the conference will discuss Vietnam’s competitive advantages and growth drivers in the context of increasing demand for products and services related to new lifestyles, fueled by economic growth, digital transformation, sustainability trends, and the desire for access to premium living standards.
For over a decade, Masterise Homes has pioneered the concept of “Luxury Living – Branded Living” in Vietnam through projects in collaboration with global brands such as Marriott, JW Marriott, Ritz-Carlton, and Elie Saab, creating a comprehensive luxury ecosystem where each development blends art, technology, and humanistic living philosophy. Iconic projects like Grand Marina Saigon, The Ritz-Carlton Residences, The Grand Hanoi, and Lumière Boulevard have positioned Vietnam on the map of destinations with international living standards, offering residents and customers unparalleled experiences. This vision was further reinforced at the recent Meet the Experts event, where international experts agreed that the market is shifting toward “local relevance,” emphasizing a nuanced understanding of local culture while maintaining global standards.
For more information about the event, visit: https://masterisehomes.com/brandedlivingsummit2025
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