Masterise Homes pioneers the introduction of Branded Living to Vietnam, emphasizing that brand experience and trust are becoming the new benchmarks, shaping the race for quality and prestige in the market.
A New Direction for Luxury Real Estate in the Experience Era
Amid global volatility, Vietnam’s economy maintains robust growth, driven by macroeconomic stability, controlled inflation, and substantial FDI inflows. Rapid urbanization and rising wealth have given rise to a new middle and upper class, significantly transforming the luxury consumer market.
At the Branded Living Summit 2025—the first annual event in Vietnam focused on branded living spaces, initiated by Masterise Homes in collaboration with Savills Hotels—Ms. Thi Anh Đào, Marketing Director of Masterise Group, highlighted: “Vietnam’s middle and upper classes are shifting from the mindset of ‘owning a home’ to ‘crafting a lifestyle.’ They are globally savvy, demand high living standards, and are willing to invest in sustainable values.”
According to Ms. Thi Anh Đào, Vietnam’s middle and upper classes are shifting from the mindset of “owning a home” to “crafting a lifestyle.”
For this generation of customers, success is no longer measured solely by material possessions but by lifestyle, emotions, and quality of life. The market is thus shifting from a focus on “ownership” to “experience,” driving demand for living spaces that meet specific global standards.
Illustrating this shift, Mr. Mauro Gasparotti, Founder and CEO of Savills Hotels, stated at the event: “Today, buyers across segments seek not just a home but a living space that reflects their personal style and values, where every experience aligns with global standards.”
Mr. Mauro Gasparotti emphasizes that buyers across segments seek living spaces where every experience aligns with global standards.
The concept of “Branded Living” emerges as the solution, offering branded standards for each real estate product line to meet the specific needs of every customer segment. No longer confined to luxury or ultra-luxury segments, “Branded Living by Masterise Homes” is broadly defined as a commitment to quality in design, construction, operation, and experience, guaranteed by the developer’s brand. However, this concept sets a competitive stage requiring developers to establish international standards, with consistent quality and operational excellence.
“Branded Living by Masterise Homes”: The Future of Luxury Real Estate in Vietnam
As the market enters a phase of significant elevation, Masterise Homes stands out with its unique capabilities, pioneering the concept of “Branded Living” in Vietnam. Instead of solely partnering with global operational brands, Masterise Homes expands its portfolio to deliver branded quality across all segments, ensuring every customer enjoys tailored, world-class experiences.
For instance, the Masteri Collection is designed as the ideal branded version for the Affluent and Mass Affluent segments: modern, convenient, and focused on community experiences, with internationally standardized operations optimized for the needs of successful individuals. Consistent design, amenities, and service standards make Masteri Collection the top choice in its segment, offering accessible branded quality that aligns with financial capabilities and lifestyles, fully addressing the concerns of homeowners and their families.
The Masteri Collection is tailored for the Affluent and Mass Affluent segments, offering modern, convenient, and community-focused living.
Similarly, the Lumière Series—ideal for HENRYs and HNWIs—embodies another version of “Branded Living by Masterise Homes,” reflecting biophilic design philosophy, sustainable materials, and spaces prioritizing mind-body-spirit balance. This is evident in Lumière Riverside, featuring a unique “leafscape” architectural style that blends nature with modern luxury. Amenities include an infinity pool, gym, yoga studio, BBQ area, and a 9,500 m² commercial podium. Each residence is fully equipped with premium fixtures from brands like Bosch, Kohler, Gessi, and Ferroli. Five-star concierge services and personalized amenities ensure a distinct, refined living experience.
Lumière Riverside offers a refined living experience with five-star concierge services and personalized amenities.
The Masteri Collection and Lumière Series demonstrate how “Branded Living” is shaping the future of luxury real estate in Vietnam. Here, branded value lies not just in the name but in the consistent quality assured throughout the product lifecycle.
Meanwhile, international collaborations like Grand Marina, Saigon, and The Ritz-Carlton Residences, Hanoi—catering to the ultra-wealthy—highlight Masterise Homes’ ability to implement rigorous global standards. These projects pave the way for bringing branded quality to all segments, meeting the diverse needs of Vietnam’s growing middle and upper classes.
This vision was emphasized at the Branded Living Summit 2025, where experts agreed that in the new era, Branded Living is about consistent quality standards in design, construction, and operation, ensuring stable, reliable, and sustainable experiences for all segments. Branded quality is no longer exclusive to the ultra-wealthy but is essential for a maturing market where Vietnamese consumers prioritize safety, convenience, aesthetics, and consistent services. This is Masterise Homes’ mission: to create living spaces where experiences, quality, and asset value are guaranteed over time, setting global standards tailored to each segment and shaping the future of luxury real estate in Vietnam’s experience era.
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