Recognizing the significant growth potential of the F&B and retail sectors in Vietnam amid rapid urbanization, F&B businesses increasingly seek effective business models and strategically planned locations that meet international standards to attract substantial customer bases and foster long-term growth. With this potential in mind, prestigious developer Masterise Homes launched a major initiative on June 10, bringing together renowned domestic and international brands to establish The Global City as Saigon’s premier international commercial destination.

The event drew numerous prestigious F&B and retail brands, including Pizza 4P’s, Pasteur Street Brewing, brands from the Mylife Group system (which signed a cooperation agreement in 2022), Starbucks, Belgo, Highlands, Jollibee, Society Dining, Cheese Coffee, LVMH, 86 Proof Whiskey Bar, Blanc, Bakes, and AQ Development (AQ Goumet & Dine, Takumi-Tei Saigon, Kyo-Tei), alongside Singapore-based brands including True Cost, All Day Café, Hei Bai Chao, Daruma Tavern, Jlogo Holdings, OSG Bar & Kitchen, Aladdin Indian Cuisine, and Khan Saab.

To advance F&B brand partnerships in 2023, Masterise Homes partnered with Vietcetera, the organization that has successfully hosted the Vietnam F&B Industry Conference for four consecutive years, to create a networking event connecting industry experts and F&B businesses.

Ms. Chua Yeong Ling Eve, representative of Singapore-based Hei Bai Chao, shared her perspective: “We identified striking parallels between Marina Bay’s planning and commercial development potential and The Global City. Marina Bay has rapidly become Singapore’s new Downtown, generating substantial returns for F&B operators. Vietnam’s F&B sector is experiencing impressive growth, and The Global City possesses all the essential elements for brand expansion and sustained business success—including location, visitor volume, and investment scale. I believe The Global City represents Vietnam’s version of Marina Bay, an opportunity that business leaders cannot afford to overlook.”

The Global City will continue to attract leading retail and F&B brands, establishing a vibrant commercial district that meets international standards. The project also presents substantial business expansion opportunities within an internationally-designed urban environment, featuring an estimated 40,000 residents and 20,000 office workers upon completion, along with consistent foot traffic from adjacent residential areas including Thao Dien and Thu Thiem.

Hotline: 0918 195 449

SAIGON LUXURY REAL ESTATE COMPANY

MODEL HOUSE ADDRESS: THE GLOBAL CITY, An Phu Ward, Thu Duc City, Ho Chi Minh City