With over 20 years of experience leading real estate businesses in competitive Asian markets, Loh joined Nam Long to continue its journey toward becoming a leading real estate developer in Vietnam and the region. After more than a year in his role, the Singaporean CEO spoke with VnExpress about his vision and the company’s strategy for planning and developing livable, integrated urban communities for tens of thousands of residents.
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Lucas Loh, CEO of Nam Long. Photo courtesy of Nam Long |
Transitioning from “housing” to “comprehensive urbanism”
Having worked in many international markets, how do you compare Vietnam’s real estate market with others?
Vietnam is undergoing rapid urbanization, accompanied by a growing middle class and increasing demand for housing and integrated urban facilities. This reminds me of the real estate booms in Singapore during the 1990s and in China in the early 2000s. However, compared to those countries, Vietnam still lacks comprehensive long-term planning models and integrated urban ecosystems from the outset.
In the past, housing in Vietnam mainly served the basic need of shelter. But as cities grow and living standards rise, people expect more – green spaces, complete infrastructure, access to education and healthcare, retail, and support services.
We’re seeing more people, like freelancers, programmers, and creatives, who only need an internet connection and a good living environment. They don’t want to spend hours commuting to city centers. Instead, they choose homes farther out but with better quality of life – near rivers or the sea, with clean air and less congestion. Population dispersion to satellite cities is inevitable.
I describe this shift as a transition from simply providing “housing” to fostering a “comprehensive urban lifestyle.” This trend is unfolding in dense cities around the world as central areas become increasingly crowded and polluted.
Vietnam’s legal framework and infrastructure have made significant progress in recent years, creating both challenges and opportunities for developers with long-term vision and disciplined execution.
Given that context, what strengths does Nam Long’s integrated urban model offer to attract residents?
Nam Long has developed thousands of housing units and many medium- and large-scale urban areas over the past 30 years. This experience gives us a strong foundation to build livable cities that meet the evolving needs of the market.
We strategically focus on developing large-scale townships in provinces near Ho Chi Minh City, such as Dong Nai and Long An. This is part of our long-term vision to anticipate population shifts and establish new hubs where people can live, study, work, shop, and relax in a sustainable, convenient setting.
New infrastructure projects, including Ring Road 3 and bridges connecting Ho Chi Minh City to nearby provinces, have significantly reduced travel times. Developments like Waterpoint, Izumi City, and Paragon Dai Phuoc are only 25 to 45 minutes from the city center.
We’re also selective about where we expand. We don’t aim for nationwide coverage for the sake of growth. Instead, we choose areas based on population trends, urbanization levels, and infrastructure plans. We don’t build weekend resort homes. We build real, full-scale urban areas where people can live and thrive long-term. I believe true quality of life comes from cleaner environments, shorter commutes, and more time with family.
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Waterpoint alone dedicates 65 hectares to green space and over 30 hectares to water features. Photo courtesy of Nam Long |
Based on your international experience, what should Nam Long’s projects improve to match global standards?
Waterpoint only entered its sales phase five years ago. Before that, we focused on site clearance, legal procedures, and infrastructure. So, there’s still plenty of room to grow—especially in improving regional connectivity, services, and community amenities.
Today, the 355-hectare project includes housing, bilingual schools, medical centers, parks, and public spaces, forming the backbone of a real residential community.
Going forward, we need more integrated commercial and service infrastructure—like high-quality hospitals and schools. Urban design should be more sustainable, foster creativity, and promote community interaction through vibrant public spaces.
We can also strengthen community bonds through sports events—running, football, basketball, even pickleball. Small events can connect residents with similar interests, turning neighbors into friends.
Technology also plays a vital role. Smart systems for energy, water, security, and resident data are key to future-ready cities.
Happy cities’ DNA
Well-planned locations and amenities are key to attracting residents. But how do you ensure communities thrive across generations?
A city isn’t just infrastructure. It’s a living, breathing ecosystem. We invest in daily life experiences that make people feel cared for.
In developments like Waterpoint and Mizuki Park, residents gather in central squares, stroll or cycle on interlinked paths, and take part in weekend festivals. These experiences build community, where people greet and support one another.
Ultimately, Nam Long wants to offer more than homes. We want to provide residents with a life journey where they feel secure, fulfilled, and optimistic about their families’ futures. When a city is designed around its people, a strong sense of community will naturally follow.
What do you see as the most distinctive feature of Nam Long’s products?
Waterpoint is a clear example of our integrated township vision. It embodies our development DNA, centered around three core values.
The first is environmental sustainability. Our projects are designed to work with nature. Waterpoint alone dedicates 65 hectares to green space and over 30 hectares to water features. Canals run through every neighborhood.
Second is community well-being. We promote active lifestyles through walking trails, sports zones, and cultural events that bring people together.
Third is seamless connectivity. Our projects are positioned at key transit hubs. Infrastructure, utility networks, and public transit are planned cohesively, making it easy for residents to reach daily necessities within minutes.
After 33 years in urban development, what is Nam Long’s future direction?
In this new chapter, we’ll continue refining the integrated urban model, with a sharper focus on sustainable design, inclusive communities, and stronger connectivity.
This year, we’re launching the Legacy Collection, a series of high-end, limited-edition homes. These will be located in prime urban zones, tailored to the evolving tastes and investment preferences of middle- and upper-income customers. They’ll feature upgraded utilities, services, and living experiences.
But this doesn’t mean we’re abandoning our core mission. A truly livable city needs product diversity to support all kinds of lifestyles. A thriving community includes different demographic groups that complement and enrich one another.
We’re also exploring housing solutions for seniors—not traditional nursing homes, but active living communities where older residents can connect, learn, and enjoy life together.
This approach reflects life’s natural cycle. Whether young or old, everyone should find a place they belong in Nam Long’s ecosystem.
We approach urban development like Palm Island in Dubai – each district is distinct, but together they form a symbol.
We also prioritize partnerships with those who share our long-term, sustainable vision, like our long-standing Japanese partners. Financial strength, proven track records, and deep understanding of the Vietnamese market are key to our partner selection.
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A green corner at Waterpoint from above. Photo courtesy of Nam Long |
As the market evolves, what does Nam Long hope to achieve?
This is a chance to redefine the value of urban development, from chasing size to enhancing life quality, sustainability, and community focus. These principles have guided Nam Long for years.
In Singapore and Chinese cities, I’ve seen how physical structures are easy to replicate. But philosophy, management models, and culture – those are far harder to copy.
We hope Vietnam’s legal and investment environment continues to grow more transparent, allowing capable, strategy-driven firms to thrive.
As I mentioned earlier this year, Nam Long enters this phase with confidence, a strong foundation, a clear vision, and a sustainable growth strategy. Our goal is to become Vietnam’s leading and most innovative integrated real estate group by 2030.
After more than a year with Nam Long, how has your perspective on business and project development changed?
I believe we needed to restructure by adopting a holdings model at the group level and a project-based management model for execution.
At the group level, this gives member companies the flexibility to operate based on their strengths, with more independence in finance and product strategy. We currently have major segments like Nam Long Investment, Nam Long Land, Nam Long Commercial, Nam Long ADC, and specialized companies in construction and project management.
At the project level, this model allows quicker decisions, greater adaptability, and a stronger response to market needs. It suits large, multi-sector organizations like Nam Long, especially as we expand into commercial real estate and urban services.
Vietnam’s urbanization rate is around 38–40%, similar to the dynamic markets I’ve worked in. I feel a deep sense of energy and purpose here – sharing the lessons I’ve learned, contributing to Nam Long, and helping Vietnam shape its urban future.
Nam Long has built a trusted brand and laid strong groundwork to serve a wide spectrum of customers. The company is clearly committed to innovation and growth. What drew me to Nam Long, and keeps me motivated, is the shared vision of building a proud, rising Vietnamese brand.
