Why Urban Development Must Preserve Cultural Identity

When Urbanization Threatens Identity

Vietnam is entering a phase of unprecedented urbanization. By the end of 2024, the urbanization rate is expected to reach approximately 45%, with over 925 urban areas across the country. New metro lines, boulevards, and urban developments are transforming the landscape, creating a vibrant picture of progress. However, behind this growth lies a concerning trend: many new urban areas are increasingly uniform, lacking local character and identity.

This concern is not unfounded. From Bac Ninh, Ha Nam, and Hai Duong to the central provinces, numerous urban developments have emerged with similar designs, prioritizing functionality over cultural essence. If this trend persists, Vietnamese cities risk losing their uniqueness, becoming indistinguishable concrete blocks in the tide of globalization.

From a planning perspective, Architect Tran Ngoc Chinh, Chairman of the Urban Planning and Development Association and former Deputy Minister of Construction, has repeatedly emphasized that identity is crucial for urban sustainability. Hue, Hanoi, and Hoi An are prime examples. Hue’s Citadel, Perfume River, and Ngu Mountain blend into a poetic urban landscape. Hanoi preserves its soul in the 36 ancient streets, a harmonious mix of tradition and innovation. Hoi An captivates the world with its ancient tiled roofs and riverside community life. What unites these cities is not just their architecture but the connection between people, landscape, and memory—the essence of identity.

In line with Resolution 06 of the Politburo, Vietnam aims to develop a sustainable urban system by 2045: modern yet rooted in local identity and harmonious with regional natural conditions. This is an urgent requirement; without it, Vietnamese cities risk losing their distinctiveness and appeal, becoming anonymous in a globalized world.

Masterise Group: A Strategy to Blend Modernity with Identity

From a business perspective, Masterise Group sees this challenge as an opportunity: to create urban spaces that meet international standards while nurturing Vietnamese cultural heritage. This requires a unique urban development philosophy—not replicating old architectural symbols but crafting a new “regional language” that harmonizes modernity with tradition. This philosophy is realized through three key aspects: internationally standard living spaces, integrated infrastructure, and solutions to preserve identity in contemporary urban life.

Nguyen Hoang Trieu, Deputy Director of Design at Masterise Group, emphasizes, “Our goal isn’t to build the tallest or most modern structures but to ensure each project tells the story of its land. This could be through community rhythms, daily habits, or cultural details that elevate Vietnam’s urban identity.”

This philosophy is embodied in how Masterise Homes, a flagship brand of Masterise Group, develops large-scale urban projects. Instead of creating repetitive concrete spaces, their design teams organize cities around residents’ lifestyles. Every square, awning, tree, or green space is thoughtfully designed to evoke emotion and create lasting memories. People may forget a shopping center’s location but will remember the street corner where they met, the tree that shaded them, or the experiences that brought their family together. These small details create enduring differences.

Strategically, Masterise Homes believes that developing identity-rich urban spaces is about building communities. This identity is nurtured through safety, convenience, community bonds, and pride in living in a culturally rich space. Residents feel a sense of belonging not just because of material comforts but because of shared values.

At a deeper level, urban identity, according to Masterise Homes, comes from the residents themselves—those who preserve and nurture it through daily habits and traditions. When residents respect planning, build civilized communities, and uphold traditions—from wearing ao dai during Tet to multigenerational family meals—this identity naturally flourishes, becoming a sustainable urban flow. This aligns national planning goals with corporate development philosophy: urban identity is not superficial but a lived value, experienced daily alongside modern living spaces and comprehensive infrastructure, creating a lasting foundation for residents.

Developing identity-rich urban spaces is more than a design goal; it’s a long-term vision requiring collaboration, with Masterise Group leading the way. They create modern cities for integration and unique spaces for differentiation. This path ensures Vietnamese urban spaces are not just places to live but sources of national pride, a lasting brand on the global map. When Vietnamese cities nurture this identity, living spaces become cultural symbols, a “Vietnamese brand” on the world stage.