Living the brand: An inevitable trend of the generation that focuses on experience and quality

On November 20, 2025, Branded Living Summit 2025 - the first in-depth conference on branded living spaces in Vietnam organized by Masterise Homes - will take place in Ho Chi Minh City. The event brings together more than 300 experts and leading leaders in the fields of economics, real estate, design, operations and lifestyle, promising to open up strategic dialogues on the future of branded living standards in Vietnam.

Báo Đại biểu Nhân dân•19/11/2025

A dramatic shift in urban lifestyle: when experience becomes the new “measure”

Over the past decade, Vietnam has seen one of the fastest income growth rates in Asia. GDP per capita has increased from $3,552 to around $5,000, marking Vietnam’s transition to the upper middle-income group ⁽¹⁾ . The middle class is expected to account for more than 50% of the population by 2035 (World Bank) and the upper class is expanding rapidly in major cities ⁽²⁾ .

This change not only shows economic resilience, but also creates a major shift in the way Vietnamese people consume and choose where to live. The mentality of “buying to have enough to live” is gradually giving way to the trend of “buying to improve living standards”, clearly shown in all industries, from fashion, cuisine to experience services.

*The change in consumer thinking and behavior is also reflected in real estate, as buyers increasingly prioritize “owning experiences” over “owning assets.” Photo: Lumière Orient Pearl*

This change also has a direct impact on the real estate sector. Modern buyers no longer see their home as just an asset, but as a space that reflects their own lifestyle, personality and aesthetic taste. While previously the selection criteria were more about convenience or basic elements, now expectations have been raised: sophisticated design, distinct identity, professional operation services and a complete living experience. They seek the consistency of comfort, emotion and quality within a reasonable financial limit but with a completely new value scale.

As the need for enhanced experiences becomes more evident, the market is forced to shift: not just selling an apartment, but creating a comprehensive, sustainable, consistent living environment that meets the increasingly sophisticated expectations of the new generation of buyers. This is the driving force that is reshaping the standards of urban living today.

*Consumers today do not just buy an apartment, but also buy a living environment with worthy experiences. Photo: Masteri Park Place*

Commenting on this trend, Mr. Mauro Gasparotti - Senior Director of Southeast Asia of Savills Hotels said: “The luxury real estate market in Vietnam is entering a period of strong transformation, as buyers increasingly prioritize personal experiences and higher living standards. The wave of asset transfer to the younger generation is also driving demand for diverse, distinctive and iconic products. On a global scale, a similar trend is taking place as luxury real estate continues to be seen as an important investment channel, helping to preserve and increase asset value over many generations.”

Branded Living Summit 2025: Forum opens new perspectives on branded living standards in Vietnam

The Branded Living Summit 2025 provides a deeper insight into the brand standards in real estate, showing that the demand for enhanced living experiences is emerging across many customer groups, not just concentrated in the traditional upper-class segment. This is a signal that the market is entering a phase of diversification in needs and expectations.

As a pioneer developer bringing branded real estate to Vietnam, Masterise Homes has quickly grasped this need and recognized the need for an international-scale forum to connect thinking, share expertise and shape future living standards through strategic perspectives. Branded Living Summit 2025 - Annual Conference on Branded Living Space in Vietnam organized by Masterise Homes, with the companionship of Savills Hotels, will mark the first time in Vietnam that there has been an in-depth and prestigious conference on branded living space, connected and led by an international branded real estate brand.

The event brings together a series of economic experts, project developers and business leaders from leading architectural and hotel units such as: Group GSA, Vietyatcht, Unios, Brand&Co, Lumina Wellbeing, Baumschlager Eberle Architeken, CMV Architects, OrcheStars, ... Branded Living Summit will bring multi-dimensional perspectives, macro analysis and valuable sharing on luxury real estate strategies, portraits of middle-class and upper-class customers in Vietnam, market trends in 2026, especially the luxury real estate segment.

At the same time, the conference also discussed Vietnam's competitive advantages and growth drivers in the context of increasing demand for products and services related to new lifestyles, driven by economic growth, digital transformation, sustainability trends, and the desire to access high living standards.

Over the past decade, Masterise Homes has pioneered the concept of “Branded Living” to Vietnam through cooperation projects with global brands such as Marriott, JW Marriott, Ritz-Carlton, Elie Saab to create a comprehensive branded ecosystem - where each project is a combination of art, technology, and humanistic philosophy of life.

Typical projects such as Grand Marina Saigon, The Ritz-Carlton Residences, The Grand Hanoi or Lumière Boulevard have contributed to positioning Vietnam on the map of destinations possessing international living standards, bringing worthy experiences to residents and customers.

This orientation was further reinforced at the recent Meet the Experts event that Masterise Homes attended, where international experts recognized that the market is shifting strongly towards “local relevance”, emphasizing the sophistication in understanding local living culture, while still maintaining international standards.

Find out more about the event at: https://masterisehomes.com/brandedlivingsummit2025

Source: https://daibieunhandan.vn/song-hang-hieu-xu-huong-tat-yeu-cua-the-he-huong-den-trai-nghiem-va-chat-luong-10396168.html