Vietnam’s building-material market combines strong demand from housing, hospitality, industrial and infrastructure projects with cautious procurement, volatile input costs and a higher threshold for technical evidence. Developers increasingly compare lifecycle value, energy performance and delivery responsibility—not price alone.
FOUNDING 10 / 07
INDUSTRY PERSPECTIVE
Le Quoc Hung
Deputy CEO, Business Development, Masterise Group
Masterise Homes
Branded living & premium development
Beyond amenities: designing a living proposition that holds its value.
A focused industry perspective on branded living, international partnerships and the shift from selling apartments to curating long-term experience.
A market moving from price
toward proof.
The next phase will favour products with energy labels, carbon and material data, climate-tested performance, traceable quality control and a credible Vietnam after-sales system. Green materials are moving from optional positioning toward a measurable procurement requirement.
Branded residences reward refined customisation, hospitality-grade details and stable high-volume production.
Finish variation, noisy mechanisms, disconnected smart devices or weak service can damage the complete resident experience.
Two issues worth
working through.
Approving a premium finish
Use signed master samples, measurable tolerances, batch traceability and reserved replacement stock.
Integrating smart products
Test privacy, interoperability, offline behaviour and local commissioning in a complete room mock-up.
Work, role and contribution.
Masterise Group publicly identifies Le Quoc Hung as Deputy CEO of Business Development.
Masterise Homes co-hosted the Branded Living Summit 2025 with Savills Hotels.
Public statements position branded living as a long-term strategy built on quality, trust and sustainable investment value.
Branded residence
Experience economy
Global partnerships
Long-term value
Questions designed
to reveal the work.
What separates branded living from premium decoration?
A brand must shape design standards, service, operations and the resident journey. Expensive finishes without an operating promise are not a complete proposition.
Why are partnerships central to the model?
International partners contribute systems, standards and recognisable expectations. The local developer must still translate those expectations into delivery and long-term management.
What is the supplier opportunity?
Suppliers that understand consistency, documentation and hospitality-level detail can contribute to the experience—not only the bill of quantities.
What will sophisticated buyers ask next?
They will ask how the environment performs over time: privacy, wellness, service reliability, community and the preservation of value.