In this exclusive conversation with Denise Thi, Chief Marketing Officer of Masterise Group, we explore Vietnam’s rising influence in the global branded residences market. With over 1,700 projects launched worldwide and growth rates climbing to 16 percent annually, branded real estate is booming and Vietnam is leading the charge in Asia Pacific.
More than just a real estate trend, branded living is evolving into a lifestyle rooted in quality, cultural identity, and long term value. Denise shares insights into how Masterise Homes is helping redefine the category for a new generation of globally minded, discerning buyers.
QUO: The global branded residences market is booming, with Vietnam increasingly in the spotlight. What’s your take on this trend?
Denise Thi, Chief Marketing Officer: We’re witnessing a remarkable shift in the global branded real estate landscape. According to Savill’s Branded Residence Annual Report, by the end of 2024, more than 1,700 branded residence projects had launched worldwide. That’s a 180% increase over the past decade, with annual growth expected to continue at 10–16%. Those are exceptional figures for any real estate segment.
What excites me most is how Asia-Pacific is becoming the centre of gravity. The region’s fast-growing population of high-net-worth individuals means we’re on course to overtake North America as the world’s leading branded residence market within the next 12 years. That presents enormous opportunities for emerging markets like Vietnam.
One figure says it all: branded residences in emerging markets achieve price premiums of over 45% compared to non-branded properties. Buyers today aren’t just looking for a home – they want assurance in quality, international design, professional management and long-term investment value.
Vietnam has truly arrived on the global stage. According to GBRESI Q Report’ Market Insight Q4 2024 report, we’re now in the world’s top six countries for branded residence projects, ahead of China and India. We also rank fourth globally in terms of projects under development. That kind of pipeline shows we’re only at the start of a powerful upward trajectory.
QUO: Masterise Homes has been a pioneer in this space, both through international brand partnerships and your own branded portfolio. How is that changing the definition of branded living?
Denise Thi: Through our direct engagement with today’s homebuyers, we’ve observed an unmet need – one that’s both timely and exciting. Traditionally, branded residences have been designed for the ultra-wealthy, often defined by affiliations with luxury hotel chains. But in Vietnam, we’re witnessing the rapid rise of a new consumer group: affluent, globally minded individuals who are self-made or represent the next generation of wealth.
This audience is younger, more discerning, and has a more evolved sense of value. For them, “branded” isn’t just about prestige, it’s about wellness, privacy, technology, personal expression, and long-term value. These are individuals who travel widely, appreciate thoughtful design, and seek a lifestyle that reflects who they are and what they aspire to.
That’s why we believe it’s time to broaden our vision of what “branded” truly means. Yes, global partnerships will always play an important role. But branded residences today can also be defined by visionary developers who bring international standards of design, integrate lifestyle innovation, and embed cultural relevance into every detail. We call it “branded living”.
Vietnam’s rising affluent class deserves access to premium, globally inspired living experiences that speak to their values and ambitions. It’s not just about creating expensively beautiful spaces, it’s about creating meaningful, elevated ways of living that resonate with a new generation.
Design renderings of the apartments at the Lumière Springbay, Lumière Riverside & Masteri West Heights project, developed by Masterise Homes.
That’s why, alongside our international partnerships like Grand Marina Saigon, The Grand Hanoi and The Rivus, we’ve also developed our own Masterise Homes-branded lines – the Masteri Collection and LUMIÈRE Series. These are high-end residential products that approach international standards in both quality and design, while offering lifestyle experiences that are globally inspired and culturally grounded.
Looking ahead, we see branded living branching into many lifestyle categories – fashion, wellness, sport, gastronomy, technology, art. Each has its own value system that speaks to the increasingly personal and diverse priorities of today’s global buyers. With our Masterise Homes brands, we’re helping to redefine and expand the future of branded living in Vietnam.
QUO: In your view, what is the true core value of branded residences? What makes your approach to branded living distinctive?
Denise Thi: Traditionally, branded residences have been defined by exclusivity, iconic locations, and rigorous standards across architecture, materials and service. These projects succeed by focusing on quality, not quantity – preserving value over the long term.
At Masterise Homes, we take that foundation and build further. For us, branded living is about creating meaningful experiences in everyday life. We design with purpose – every element, from the physical product to the service ecosystem, is crafted to support long-term, elevated living.
Heritage plays a central role too. Not just through historical locations, but in the quality of construction and the sustainability of operations. We see our developments as long-term contributions to urban life, not short-term assets.
Crucially, our approach to international standards isn’t about imitation. It’s about creating something that stands proudly at the intersection of global quality and Vietnamese identity. Our developments feel culturally grounded yet world-class. This blend of local inspiration and global sophistication is what truly sets us apart.
Across our portfolio, whether it’s the Masteri Collection, which celebrates inspiring cosmopolitan lifestyles through spatial design and thoughtfully curated community amenities; the sanctuary of LUMIÈRE, where biophilic design and cultural artistry create holistic harmony for body, mind, and soul; or the enduring prestige of our international partnerships, we are redefining what branded living means.
For us, it’s more than a trend. It’s a new standard. One that embodies a lifestyle both deeply intentional and globally attuned, delivering lasting value, emotional connection, and a sense of belonging.
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Denise Thi is Chief Marketing Officer at Masterise Group, a leading real estate developer pioneering branded residences in Southeast Asia. She oversees marketing and branding for an expansive portfolio developed both in partnership with global brands such as Marriott, JW Marriott, The Ritz-Carlton, Elie Saab… and Masterise Homes’ independent branded collections.
Previously, Denise co-founded Emerald Digital, which later became Isobar Vietnam under the Dentsu network, where she served as CEO/Chairwoman and contributed to the growth of big players in real-estate industry as her clients. With over 15 years of experience spanning digital, branding, and real estate, she brings a strategic and consumer-centric approach to positioning high-end residential developments in Vietnam’s evolving property landscape.
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Looking to shape the future of branded living?
At QUO, we partner with visionary developers and hospitality brands to craft distinctive branded residence experiences – from brand strategy for real estate to naming, storytelling and identity. Let’s build a brand that lives as beautifully as it looks.
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QUO is a strategic branding agency with offices in Bangkok, Ho Chi Minh, Singapore, London and Riyadh.
