Vietnamese labels like LSOUL and Latui Atelier are dominating TikTok’s algorithms and gaining momentum with Hallyu K-pop idols.

Vietnam is emerging as Southeast Asia’s next hospitality and wellness powerhouse, with Ho Chi Minh City increasingly positioned to rival Bangkok as a regional hub for wellness tourism.

Saigon’s new real estate supply remains high-end, while a large share of the owner-occupier market is more practical and price-sensitive, helping to sharpen investors’ discernment.

2026 sees the Vietnamese city of Ho Chi Minh City undergo a new cultural landscape of design-led hotels, inventive nightlife venues and contemporary art spaces.

Since becoming a dealer for leading European builders, Vietyacht has developed a thriving charter business dominated by Jeanneau motorboats, with Phu Quoc Island marking the company’s sixth base around Vietnam.

Set in Ho Tram, this villa project by Philippe Starck underscores a growing preference for low-density, design-focused developments.