Proposed by Masterise Homes, co-hosted with Savills Hotels, with content support from the Meet The Experts (MTE) team, Branded Living Summit 2025 was carefully curated to bring together international expertise and local market perspectives. It offered a practical view of how branded living is evolving from a concept into a sustainable development strategy.
Below are the key takeaways that captured the core discussions and strategic themes of the event.
Learn more about Branded Living Summit 2025 here.
Making Real Estate Work In The Experience Era: Decode Vietnam’s Affluent Home Buyer 2026
Thi Anh Dao (Denise) – Chief Marketing Officer, Masterise Group
- Affluent consumers now prioritize convenience and diverse, high-quality experiences over standalone products. Wellness, privacy/exclusivity, and hybrid living have become non-negotiable expectations, reflecting a clear shift from product-based choices to lifestyle-driven decisions.
- Vietnam’s rising consuming class, including HENRYs (High Earners, Not Rich Yet) and middle-income families, drives new demand. They want branded, experience-led living focused on wellness, privacy, and hybrid lifestyles. They view trusted brands as long-term investment value, not just premium labels for the ultra-rich.
- Branded Living now targets wider audiences, defined by four pillars: Attention to Detail – Heritage Inspired – Worldly Recognized – Build to Last.
Designing Trust: The Strategic Value Of Brand In Real Estate
Anthony Moulton – Founder, Brand & Co
- In luxury real estate, strong branding establishes early trust and credibility, supporting premium positioning and achieving up to 20% higher price realization
- Luxury is evolving from material excess to emotional well-being. Buyers now seek calmness and restoration for mind, body and soul, prioritizing inner peace over outward display.
- Enduring brand value relies on Legacy, Enrichment, and Connection. Creating places where residents feel they truly belong turns them into powerful lifelong brand advocates.
Growth In Economy Calls For Rise In Living Standards
Thi Anh Dao (Denise) – Chief Marketing Officer, Masterise Group led this discussion alongside Salem Huong – Founder & CEO, Vietyacht; Mai Le – Regional Team Lead, Unios (Vietnam); Duy To – Founder & Chairman, New Sports; Duy Nguyen – Director of Residential Sales & Head of Savills Private Office, Savills Vietnam; Nguyen Khoa Hong Thanh – Chief Marketing Officer Cum Corporate Affairs Director, PNJ Group.
- Vietnamese consumers are shifting from asset ownership to richer lifestyles, prioritizing experiences, wellbeing, emotional value, and personal fulfillment over product size, specs or financial worth.
- As economic growth rises, young consumers seek connection and self-identity. They choose brands that reflect their lifestyle and express “who they are” within their desired community.
- The experience economy pushes brands to design lifestyles, not products. The brands create rituals, bespoke experiences, and everyday emotional moments that foster connection and self-expression.
- The growing middle class redefines living standards, expecting integrated ecosystems of wellness, services, connectivity, and international operations, shifting focus from “what I buy” to “how I will live”.
Defining Branded Quality Product: From Design DNA To Lifestyle Experience
Mauro Gasparotti – Senior Director, Head of SE Asia, Savills Hotels/Founder, WeHub led this discussion alongside Trieu Nguyen – Deputy Chief Design Officer, Masterise Group; Kathy Luong – Founder, OrcheStars/Founder, nanoHome; Thien Duong – General Director, GroupGSA; Michelle Ford – CEO & Founder, Lumia Wellbeing; Pep Vich – Founder & Partner, CMV Architects External Partner SEA, Meliá Hotels International; Dat Cung – CEO & Partner, Baumschlager Eberle Architekten (BEA).
- Luxury can take many forms, but at its core, it must deliver privacy, a sense of calm and ease, and a consistent experience across all elements. A key strategy is to create an emotional connection and convey a sense of soft energy through flawless, unique design details.
- True luxury requires alignment between developer, designer and operator. Exceptional service is essential, as experience matters more than aesthetics and ultimately drives loyalty.
- “Affordable luxury” delivers value beyond price by emphasizing unforgettable moments, tactile refinement and superior user experience.
- Luxury design must embed wellness from the start, combining circadian lighting, calming scents, and acoustic control to create a holistic sensory setting.
From New Standard Of Living To Sustainable Investment Opportunities
Uyen Nguyen, CFA – Associate Director, SE Asia, Savills Hotels led this discussion with Hung Le – Deputy CEO of Business Development, Masterise Group
- Sustainability in real estate, whether for living or investment, comes from two sides: For homeowners, it is a high-quality living environment with consistent operations and a supportive community ecosystem; For investors, it is strong brand equity, value preservation, attractive rental and resale performance.
- Masterise Homes sets itself apart through an extended commitment to homeowners, going beyond market norms to strengthen long-term trust and brand loyalty.
- Strengthening buyer confidence requires full legal transparency, strict adherence to construction timelines, and a clear commitment from developers to deliver promised value.
- Masterise Homes offers tailored products that include the Masteri Collection, Lumière Series and International Branded Residences; each curated to elevate modern living and set international benchmarks.
See our 2026 Calendar here.
