In a global property market increasingly shaped by sustainability, only a narrow class of developments now qualify as genuinely rare. Experts argue that ESG++ urban projects represent less than one percent of global real estate supply, turning each qualifying development into a collectible asset rather than a conventional investment. Against this backdrop, Vinhomes Green Paradise is being positioned as a standout example of how environmental performance, branding, and urban scale are converging to redefine long term value in real estate. Located in Can Gio, a coastal district linked to Vietnam’s largest economic hub, the project is attracting attention at a time when global capital is consolidating around fewer, higher quality assets. Analysts suggest this positioning opens a potential appreciation range of 25 to 30 percent for early investors seeking exposure to the green transformation of cities.

What Defines a Branded Real Estate Asset Today?

At a recent seminar on ESG-led megacities, Dr. Le Xuan Sang, Deputy Director of the Vietnam Institute of Economics and World Economy, outlined four criteria that distinguish a true branded real estate asset. These include a location that cannot be replicated, development standards that exceed prevailing norms, limited supply, and a narrative that resonates with global capital markets. According to Sang, Vinhomes Green Paradise meets all four. Its coastal setting, integrated planning, and alignment with advanced sustainability benchmarks place it ahead of most large scale urban developments in Southeast Asia. He highlighted the project’s self contained ecosystem, where residential living is integrated with workspaces, wellness facilities, recreation, business travel infrastructure, and retirement living. When each element is delivered at a premium level, he argued, the brand value becomes self evident.

A Coastal Megacity With Structural Scarcity

One of the project’s defining features is its location. Associate Professor Dr. Architect Hoang Manh Nguyen, Chairman of the Institute for Green Urban Science and Technology, described Can Gio as uniquely positioned, backed by protected forest and facing the sea. This ecological configuration, he noted, is exceptionally difficult to replicate anywhere in the world. Nguyen also emphasised the complexity and cost of developing ESG++ coastal reclamation cities. Such projects require advanced engineering, environmental safeguards, and long term planning discipline, creating natural barriers to entry. In his view, this explains why developments like Vinhomes Green Paradise remain so scarce globally. Recognition by New7Wonders as the first official participant in the “7 Wonders of Future Cities” programme further reinforces its global profile. Nguyen described this acknowledgment as evidence that the project represents a new benchmark in urban innovation rather than a regional experiment.

Read more: Why Credible Sustainability Disclosures Are Becoming a Deciding Factor for Investors Across ASEAN

Legal Stability and Institutional Backing

From a governance perspective, Associate Professor Dr. Nguyen Quang Tuyen of Hanoi Law University stressed that durable real estate value depends on more than design or sustainability claims. Clear legal frameworks, stable planning approvals, and professional long term operations are what allow assets to endure policy shifts and economic cycles. He argued that these characteristics are central to the concept of branded real estate and are particularly relevant in emerging markets. In the case of Vinhomes Green Paradise, those institutional foundations are reinforced by the credibility and execution track record of its developer, Vingroup.

ESG++ Cities as Long Term Value Anchors

Beyond compliance, ESG++ urban models aim to elevate livability. Cleaner air, reduced noise, efficient mobility, resilient infrastructure, and access to nature are increasingly decisive factors in how residents and investors value cities. Nguyen noted that ESG++ goes further by integrating clean energy, sustainable operations, and lifestyle design into a single system. These attributes, he argued, underpin long term value preservation rather than short term price volatility. As climate risks intensify and urban populations grow, cities that can demonstrate resilience and quality of life are more likely to attract both residents and capital.

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Scarcity Drives Appreciation Potential

Several international studies suggest that real estate in ESG aligned urban areas often outperforms conventional developments. Appreciation rates of 25 to 30 percent are not uncommon, with some ESG districts growing 1.5 to 2 times faster than surrounding areas. This performance is often supported by state investment in infrastructure, public services, and social amenities, particularly in OECD economies. Dr. Sang added that global capital is increasingly flowing toward assets that combine growth potential with sustainability and climate adaptation. When supply remains extremely limited and demand continues to rise from the global middle and upper classes, ESG++ assets begin to resemble blue chip investments rather than speculative plays. He argued that fears of price volatility or panic driven corrections are less relevant in such contexts. With ESG++ coastal cities likely to account for less than one percent of global inventory over the next two decades, scarcity becomes a structural feature of the market.

A Primary Market Window for Early Investors

While assets like Vinhomes Green Paradise may appear expensive relative to average incomes today, legal experts suggest this perception will shift as economies expand and incomes rise. Securing comparable properties in five to ten years could become significantly more difficult, particularly as demand for climate resilient coastal cities accelerates. From this perspective, early participation offers what some describe as a primary market advantage. Investors gain access to value at its point of origin, before broader market recognition and secondary trading fully reprice the asset. As ESG++ standards reshape global real estate, projects that combine environmental performance, institutional credibility, and irreplaceable locations are likely to define the next generation of landmark cities. In that context, Vinhomes Green Paradise is being positioned not just as a development, but as a rare entry on the global map of sustainable urban assets.

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