One Central Saigon officially Unveiled in Ho Chi Minh City

MAY 2026

One Central Saigon has officially been unveiled in Ho Chi Minh City, introducing Vietnam’s first Ritz-Carlton destination and marking an important milestone for the country’s evolving luxury hospitality landscape.

Developed by Masterise Group, the landmark mixed-use destination occupies one of the city’s most significant addresses, directly opposite Ben Thanh Market in District 1. Bringing together The Ritz-Carlton, Saigon, The Ritz-Carlton Residences, Saigon, premium workplaces, retail and hospitality experiences, One Central Saigon has been conceived as a destination that reflects the ambition of a rapidly evolving city.

Brand & Co. partnered with Masterise Group to develop the destination’s brand strategy, identity and creative direction, creating a brand that unifies the project’s diverse experiences while expressing a contemporary vision of Saigon. Building on the strategic foundations established during the appointment phase, the work extends across the destination identity and the positioning of The Ritz-Carlton Residences, Saigon.

The official launch brought together senior representatives from Masterise Group, Marriott International and government, reflecting the significance of the project within Vietnam’s growing international profile and luxury property market.

For Brand & Co., One Central Saigon represents more than the launch of a new destination. It reflects a broader shift in the role of branding within mixed-use developments, where identity is no longer applied to individual components but used to bring together hospitality, residences, workplaces and public experiences into a single, coherent destination.

As Vietnam continues to attract global investment and international luxury brands, projects such as One Central Saigon demonstrate how thoughtful brand strategy can help shape not only how a destination is presented, but how it is understood, experienced and remembered.

The Ritz Carlton Branded Residences are expected to be released soon.