The emergence and rapid growth of international branded residence projects are redefining the standards of Vietnam’s luxury real estate segment.

Projects That Set New Aspirations

Today, seemingly unrelated names — from hospitality giants like Marriott, The Ritz-Carlton, and Four Seasons to fashion and automotive icons such as Armani, Aston Martin, Elie Saab, Lamborghini, Porsche, and Versace — now share common ground in an unexpected market: branded residences. This niche has created fierce competition among the world’s most luxurious residential developments.

The entry of luxury hotel, fashion, and supercar brands into the real estate space has propelled the global branded residences market to grow by 230% over the past decade — a trend forecast to continue. Clearly, this is an exclusive arena where top-tier brands partner with leading real estate developers.

Vietnam is now part of this global movement. Domestic developers with strong capabilities have joined forces with global names like JW Marriott, Elie Saab, The Ritz-Carlton, and Nobu to launch projects that are redefining the standards of luxury living in the country.

In recent years, the Vietnamese market has started to familiarize itself with this elite segment, where prices average around USD 12,000/m² (over VND 300 million/m²). Due to limited supply, the prices of these ultra-luxury units continue to rise. Acquiring them on the secondary market is equally challenging, as most buyers choose to hold on to these properties for long-term asset preservation or personal use — leading to low resale availability.

Branded Real Estate Meets Vietnamese Buyers

Today, Vietnam’s elite no longer stop at collecting luxury jewelry, watches, and cars. There is a growing desire to own internationally branded, ultra-luxurious residences. In the realm of branded real estate, beyond material value — something the top 1% already possess in abundance — it is the lifestyle and experience that matter most. These properties offer a unique living experience while also reflecting the identity and status of their owners.

According to Savills, the supply of branded residences in Vietnam has increased over the past three years, but only marginally. In Ho Chi Minh City, there is just one ultra-luxury apartment project: Grand Marina Saigon, with 1,121 units. In Hanoi, The Ritz-Carlton – The Grand Hanoi near Hoan Kiem Lake offers only 141 units. Meanwhile, in Danang, Nobu Danang has introduced 264 branded residences to the Central region and the country at large.

Nobu Danang: A Landmark Branded Residence Overlooking the World-Renowned My Khe Beach

Perfectly positioned along the heritage-facing shoreline of My Khe — ranked among the world’s top 10 most alluring beaches — Nobu Danang is more than just a Central Vietnam icon. It is also one of the country’s first branded residences in the luxury resort segment.

According to representatives of Nobu Residences, Vietnam marks the brand’s first destination in Southeast Asia. Danang, in particular, stands out as a strategic location in Nobu’s global roadmap to expand into the world’s most captivating cities over the next decade, bringing with it a refined and luxurious living standard.

Understanding that location is the most powerful asset of any world-class branded residence or ultra-luxury estate, Nobu Danang is situated on what is considered Danang’s last remaining heritage-fronting site — offering breathtaking, unobstructed views of My Khe Beach and easy access to the city’s most famous landmarks.

Carrying forward the Nobu Residences ethos — where ultra-luxury towers feature bold, intricate, and locally inspired designs tailored to each destination — Nobu Danang is envisioned as a Sensu fan unfolding toward the legendary My Khe coastline. With a striking height of 186 meters, the architecture features elegant setbacks and dramatic accents such as a sky-hung infinity pool.

In line with the bespoke service culture of luxury brands across hospitality, fashion, and automotive industries, Nobu Danang offers future residents exclusive access to the world-renowned Nobu Restaurant — acclaimed as the best in the world — along with an array of high-end amenities including a 5-star arrival lounge, private pool, sky bar, beach club, wellness center, international-standard conference hall, and an exceptional suite of personalized services designed to elevate everyday living.

Nobu Danang Introduces 264 Pioneering Branded Residences in Vietnam

Nobu Danang marks a bold step forward in Vietnam’s luxury real estate landscape — delivering a super-luxury tower that meets the highest standards of craftsmanship, with only 264 exclusive branded residences. Achieving this level of design and execution in a limited collection requires not only vision, but also the strength of world-class development expertise.

At Nobu Danang, developer VCRE not only secured one of Danang’s most prized beachfront locations, but also assembled an elite global team to realize the project. This includes AI Planet, led by Chief Architect David Malott — the creative force behind three of the world’s tallest buildings; French foundation and diaphragm wall specialist Bachy Soletanche; interior design studio Blink (Thailand); and operations managed by Nobu. Other notable partners include SDI (USA), Social Light (Singapore), CKP (Malaysia), WSP (Hong Kong, China), and Meinhardt (Thailand).

More than just a testament to financial and technical capability, VCRE’s execution of Nobu Danang reflects a deep understanding of the refined expectations of global buyers. By successfully delivering one of Vietnam’s first branded residences to this standard, VCRE has elevated the nation’s position on the global real estate map.