Luxury Real Estate in Vietnam: Expectations of Female Clientele

Published on October 1, 2025 and written by Cyril Jarnias

With dynamic economic growth and an expanding market, Vietnam is establishing itself as a sought-after destination for luxury real estate. The expectations of female clients, who are increasingly influential in this sector, play a crucial role in the country’s architectural and aesthetic transformation.

They seek spaces that combine refinement, modernity, and superior quality of life, while integrating sustainable solutions and wellness spaces at the heart of their homes. This article examines how these new expectations are redefining Vietnam’s high-end real estate market.

Understanding the Expectations of Female Investors in Vietnam’s Luxury Real Estate

The rise in the number of female investors in Vietnam’s luxury real estate is explained by major sociocultural and economic shifts. Increased education levels, the growth of the middle class, women’s rising influence in economic spheres, and the rapid increase in the number of female millionaires have facilitated their access to high-end real estate investment.

“Vietnam is one of the countries with the fastest growth rate in the number of millionaires (with a net worth of $1 million or more) worldwide, increasing by 98% during the 2013-2023 period.”

— New World Wealth and Henley & Partners Report

The factors influencing women’s investment decisions in this sector are multiple:

• Pursuit of Comfort and Security: Women place increased importance on quality of life, residential security, and proximity to essential infrastructure.
• High-End Services: A marked preference for properties offering exclusive amenities (concierge, spa, private club, 24/7 security).
• Profitability Opportunities: The rapid appreciation of luxury properties and high rental potential in major cities (Ho Chi Minh City, Hanoi) attract female investors seeking portfolio diversification.
• Image of Success and Independence: Prestige real estate investment is also a symbol of empowerment and social achievement.

Statistics and Trends:

Indicator	Value/Observation
Luxury Residential Real Estate Market Size (2024)	$3.64 billion USD
Projected Market Growth (2024-2029)	13.65% CAGR
Growth in Number of Millionaires (2013-2023)	+98%
Average Price per m² in Ho Chi Minh City/Hanoi	$5,400 to $15,000 USD/m²
GDP Growth Rate (2024, estimated)	6.1%

Specific real estate projects meet these expectations:

• Masterise Homes: Projects developed according to global prestigious brand standards, offering personalized services and enhanced security.
• Vingroup, CapitaLand, SonKim Land: Major developers offering residences integrating luxury amenities, green spaces, and advanced security systems.

List of Main Expectations of Female Investors:

• Discretion and neighborhood security
• Integration of smart home technologies
• Customized services (concierge, wellness)
• Proximity to international schools and business centers
• Potential for rapid appreciation

Local culture plays a central role: in Vietnam, property ownership remains a strong social marker, and women see it as a means to ensure family stability and wealth transfer. Global trends (digitalization, rise of branded residences, importance of customer experience) also influence their choices, particularly among younger generations more open to international standards.

“Projects invested in, built, and developed according to the standards of world-renowned brands show increasing appeal among Vietnamese investors, especially women.”

— Ms. Tu Le, Operations Director of S&S Group

All these factors explain the growing and active share of women in Vietnam’s luxury real estate investment, reflecting a rapidly changing society, open to the world and attentive to new consumption and wealth valuation dynamics.

The Role of Security in Women’s Luxury Residences in Vietnam

Security occupies a central place in women’s luxury residences in Vietnam, meeting high expectations for protection and confidentiality. Female clients seek an environment where their privacy is guaranteed and they feel completely protected against any intrusion or threat.

Specific Expectations of Female Residents:

• Absolute Confidentiality: Preservation of privacy from neighbors, staff, and visitors.
• Protection Against Intrusion: Strict control of access to common and private areas.
• 24/7 Peace of Mind: Visible or discreet presence of agents ensuring permanent monitoring.

Expected Measures	Associated Expectations
Continuous Video Surveillance	Deterrence & Traceability
Biometric Badge Access Control	Strict Entry Limitation
Trained Security Personnel	Rapid & Professional Intervention

Enhanced measures implemented in these establishments typically include:

• 24/7 Video Surveillance, covering all sensitive access points without encroaching on residents’ privacy.
• Digital Access Control, often via RFID cards, personalized codes, or facial recognition to ensure only authorized persons enter private zones.
• Presence of Qualified Personnel, including security agents trained in managing specific risks (intrusion, harassment, emergency management).

Among the advanced technologies commonly integrated:

• Smart alarm systems directly connected to local law enforcement
• Perimeter anti-intrusion detectors
• Reinforced doors with electronic multi-point locking
• Dedicated mobile app allowing residents to report any incident in real time

These devices positively influence the perception of the place: the higher the technological level and the more rigorous the protocol – without being intrusive – the greater the satisfaction among demanding female clientele. Indeed, for many, the security criterion becomes decisive when choosing between several high-end options.

Impact on Purchase or Rental Decision

Internal statistics show that:

• Homes offering enhanced control generate more repeat visits before lease/purchase signing.
• The visible yet respectful presence of staff particularly reassures expatriate women or solo travelers.

Summary list of perceived benefits:

• Drastic reduction of risk related to burglaries and assaults specifically targeting women
• Strengthened sense of belonging to an exclusive “sanctuary”
• Increased freedom in daily life thanks to total trust in the residential ecosystem

In the Vietnamese context, these requirements are accentuated by certain social realities:

• High urban density increases exposure to opportunistic risks (notably snatch thefts).
• Cultural norms strongly value discretion as well as hospitality associated with physical and psychological well-being.

Creating this secure climate therefore does not rely solely on technical solutions; it also involves harmoniously integrating vigilance and cultural respect so that each resident can move serenely within a space designed for her.

The Importance of Women’s Architecture in Vietnamese Luxury Real Estate

Women’s architecture is playing an increasingly prominent role in Vietnamese luxury real estate. This movement aligns with the evolution of women architects’ roles, who, once limited to subordinate functions, are now recognized for their leadership, creativity, and ability to integrate aesthetic and functional innovations into prestigious projects.

Evolution of Women Architects’ Role in Vietnam:

• Women architects, long underrepresented, are now sought after for large-scale projects.
• Their influence extends from luxury seaside villas to iconic towers in major metropolises.
• Their engagement is often associated with a collaborative approach, heightened attention to detail, and sensitivity to user experience, qualities particularly sought in high-end real estate.

Specific Contributions of Women Architects in Luxury:

• Unique Perspectives: Women architects bring a more inclusive and diverse vision, considering often overlooked needs, such as privacy, space flexibility, and sensory well-being.
• Aesthetic Sensitivity: They prioritize refined and harmonious atmospheres, blending elegance, comfort, and sustainability.
• Response to Female Clients’ Expectations:
  • Customizable spaces to host family and friends.
  • Integration of noble materials and innovative technologies promoting comfort and security.
  • Creation of wellness zones (private spas, interior gardens, meditation spaces).

Contributions of Women Architects	Examples of Responses to Female Expectations
Empathy and Listening	Modifiable spaces, respect for privacy
Aesthetic Refinement	Meticulous finishes, color harmony
Sustainable Innovation	Use of local materials, smart energy management

Iconic Projects by Women:

Hang Nga Crazy House in Da Lat, designed by architect Dang Viet Nga, embodies female creative audacity with its organic forms, local materials, and integration into the natural landscape.

Initiatives in Saigon, led by women like Madame Hoang Thuy, illustrate the ability to carry ambitious projects while advocating for environmental preservation and innovation in residential design.

Examples of Integrated Design Elements:

• Open living spaces favoring natural light.
• Green terraces and hanging gardens.
• Use of bioclimatic techniques to optimize thermal comfort.
• Integration of artworks and custom furniture created by local artists.

Socio-Cultural Impact of Women’s Architecture:

• Transformation of gender norms in a historically male-dominated sector.
• Promotion of a more inclusive vision of architectural and real estate success.
• Contribution to women’s empowerment, becoming role models for younger generations and actively participating in modernizing Vietnam’s urban landscape.

Women’s architecture in Vietnam’s luxury real estate is not limited to aesthetics; it carries a dynamic of social change, transforming both spaces and mindsets.

• Valuation of diverse talents.
• Strengthening the international appeal of Vietnam’s real estate market.
• Emergence of a new architectural elite where female sensitivity becomes a distinctive asset.

How the Market Meets the Demands of Female Clients in Vietnam

The specific expectations of Vietnamese female clients in luxury real estate focus on space personalization, integration of smart technologies, material sustainability, and refined design that combines aesthetics and functionality. These clients primarily seek:

• Customizable spaces to reflect their lifestyle, with custom decoration options and tailored concierge services.
• Integrated technologies such as home automation, smart security, remote control of lighting and climate, to optimize comfort and security.
• A strong commitment to sustainability, with the use of eco-friendly materials, energy-saving devices, and environmental certifications.
• A contemporary aesthetic blending international influences and Vietnamese cultural touches, prioritizing natural light and openness to the outdoors.
• Wellness spaces (spa, fitness, private garden) and secure socialization areas, adapted for family life or private receptions.

Main Expectation	Functional Illustration	Design Requirement
Personalization	Modifiable plans, finish choices	Strong visual identity
Smart Technology	Home automation, connected security	Discreet interfaces
Sustainability	Eco-friendly materials, water/energy management	Natural ambiance
Contemporary Aesthetic	Open spaces, large bay windows	Local/international blend
Wellness and Socialization Spaces	Spa, lounge, shared gardens	Private zones

Developers and architects in Vietnam’s luxury real estate adapt their offerings to these expectations through:

• Launching branded residences offering ultra-personalized services and high-end common spaces.
• Systematic integration of sustainable solutions in new projects (smart energy management, high-performance insulation, green spaces).
• Development of immersive showrooms and customizable model apartments, allowing female clients to experience design options before purchase.
• Implementation of exclusive services: 24/7 concierge, private clubs, access to cultural or sporting events.

Recent examples:

– Waldorf Astoria Hanoi (2025): conversion of the Hilton Hanoi Opera into a luxury hotel-residence with spa, event spaces, and bespoke dining concepts, illustrating the importance of personalization and well-being.

– Deployment of new urban branded residences in Ho Chi Minh City, integrating secure community spaces and cutting-edge technological solutions to meet the growing demand from affluent women seeking security, comfort, and exclusivity.

Marketing targets these clients through:

• Segmented advertising campaigns, highlighting personalization, family well-being, and security, often on social media, in high-end women’s magazines, or via influencers.
• Exclusive events (private cocktails, personalized tours, decoration workshops, wellness experiences) reserved for a select female clientele, creating a sense of belonging and exclusivity.
• Partnerships with luxury brands (fashion, beauty, jewelry) to reinforce the premium image of real estate projects and meet clients’ aesthetic aspirations.

Market challenges:

• Adapting the offer to the diversity of female expectations, which vary by age, family situation, and degree of international exposure.
• Maintaining balance between technological innovation and preservation of a warm, authentic atmosphere, avoiding space standardization.
• Respecting sustainability standards while offering a high level of comfort, which can increase project costs and complexity.
• Fostering emotional engagement from female clients in a context of increased competition, by continuously innovating on services and customer experience.

Important Text
The expectations of Vietnamese female clients are redefining luxury real estate standards, forcing market players to innovate and further personalize their offerings, while integrating values of sustainability and well-being.