General Director of Nomura Real Estate Vietnam – “We aim to build a place that residents love and are proud to call home.”
Share
-
Copied to clipboard -
-
Phu My Hung has officially announced its partnership with Nomura Real Estate Vietnam as a co-developer of the Hong Hac City project in Bac Ninh, with a total investment of up to USD 1.1 billion (equivalent to VND 27 trillion).
Nomura Real Estate Vietnam’s General Director once shared, “We aim to build a place that residents love and are proud to call home.”
On this occasion, Người Quan Sát conducted an interview with Mr. Nobuaki Higashi, General Director of Nomura Real Estate Vietnam, to gain insights into the company’s vision, strategy, and commitment to sustainable development for the Hong Hac City project as well as the Vietnamese real estate market.
Hong Hac City is considered a milestone collaboration between Phu My Hung and Nomura Real Estate Vietnam. Many people have asked: what role will Nomura Real Estate Vietnam play in this project? The answer lies not only in capital investment, but also in the application of Japanese values embodied in the PROUD brand, as well as a modern urban development mindset centered on residents.
Nomura Real Estate Vietnam and Phu My Hung are co-developers of the project. So what is Nomura’s specific role in this partnership?
First and foremost, our role is to bring core Japanese values. Through a resident-centric development philosophy, we apply a continuous product improvement cycle (Kaizen) to ensure that residents’ quality of life improves over time.
In addition, we implement a quality guideline system built upon practical experience in Japan, ensuring that Japanese standards are consistently applied throughout the project.
Another important aspect is maximizing the strengths of both parties — Phu My Hung’s deep understanding of the market and experience in sustainable township development, combined with Nomura Real Estate Vietnam’s processes, technology, and international standards. By working together, we believe we can create a significantly better and more comprehensive urban environment than if we were to develop independently.
Nomura Real Estate Vietnam is well known as a reputable developer in Japan with its premium PROUD brand. Are the values of PROUD applied in collaborations with Phu My Hung, particularly at Hong Hac City?
In this project, we apply the core values of the PROUD brand, which have been established through more than 20 years of development in Japan.
We bring two key elements:
- Continuous product improvement philosophy (Kaizen)
- Japanese quality standards, ensured through quality manuals developed from practical experience in Japan
Both elements are rooted in a core value: putting residents at the center. This means focusing on quality, safety, convenience, usability, and the overall living experience — all tailored to the actual needs of Vietnam.
Launched in 2002, the PROUD brand is now one of Japan’s most reputable premium condominium brands, particularly in Tokyo and Osaka. Its core philosophy is: “My life begins with this home.” Our goal is to deliver “the fullest living moments” to residents.
The PROUD brand does not focus on short-term benefits but instead creates a sustainable ecosystem. It is built on five core values:
- Safety and peace of mind
- Functionality and comfort
- Timeless design that deepens over time
- Environmental connectivity
- A journey toward a richer life
“The fullest living moments” is not just a marketing slogan but a guiding principle throughout the entire development process — from land acquisition, design, and construction to operation and maintenance. This approach allows PROUD to go beyond financial value and become a brand that delivers long-term meaningful value to residents.
One of Nomura Real Estate Vietnam’s key strengths is developing products based on customer needs, rather than simply selling available inventory. Could you elaborate on this philosophy?
Our core value is customer-centricity. We shift the focus from merely “selling products” to “sustaining long-term usability value.”
This means integrating customer feedback, sales data, and post-occupancy insights into the product improvement cycle. Every detail is carefully examined — from layout design, storage space, and interior equipment to shared amenities.
Through the Kaizen cycle, we continuously refine our products to enhance residents’ living experiences.
After discussing Nomura Real Estate Vietnam’s role and core values brought to Hong Hac City, another important question arises: why did both parties choose this timing for collaboration, and what is Nomura’s long-term strategy in Vietnam?
What led both parties to collaborate at this point, as Phu My Hung launches its northward expansion strategy with Hong Hac City?
This partnership is driven first by the strong strategic potential of Hong Hac City.
The project’s location is a major advantage: situated at the northeastern gateway of Hanoi, directly connected to the Bac Ninh – Hanoi – Hai Phong corridor. Infrastructure is rapidly developing, including railway lines and Gia Binh Airport.
Phu My Hung contributes decades of experience in developing large-scale urban areas, while Nomura Real Estate Vietnam brings Japanese quality standards and the Kaizen philosophy. Together, we are committed to building a high-quality, well-managed, and sustainable community.
Over the past 10 years, Nomura Real Estate Vietnam has built strong relationships in northern Vietnam, while Phu My Hung has established its reputation with over 100 projects in the south, particularly the Phu My Hung urban area. Previously, we cooperated on the Phu My Hung Midtown complex — the largest residential project Phu My Hung has ever developed within its township. This year also marks the 10th anniversary of our partnership, a meaningful milestone to launch a large-scale, long-term, and strategic urban project.
The potential of Hong Hac City aligns perfectly with the values both companies pursue: customer-centricity, quality of life, safety, sustainability, and long-term value. Through this joint venture, we aim to maximize synergies and create lasting value for residents of Hong Hac City, the Bac Ninh community, and the northern region.
What makes this collaboration with Phu My Hung particularly distinctive compared to other projects?
What sets this collaboration apart is the synergy created by the strengths of both partners. Phu My Hung brings proven expertise in large-scale township development in southern Vietnam, while Nomura Real Estate Vietnam contributes Japanese standards and a comprehensive quality management system.
We ensure consistency from master planning down to individual products, with stringent quality control at every stage. At the same time, Nomura Real Estate Vietnam places strong emphasis on enhancing the customer experience from the sales phase, delivering new and unprecedented experiences. Even after handover, we continue to support residents to ensure long-term and sustainable value.
Through this approach, we continuously improve the customer journey, aiming for long-term satisfaction and ever-enhancing living value.
Q. Vietnam is considered a highly promising market. Does Nomura Real Estate Vietnam have a long-term strategy to expand its investments?
Vietnam is one of our key markets in Asia. Under our long-term strategy, Nomura Real Estate Vietnam will continue to expand in both northern and southern regions, focusing on major cities to build a stable and sustainable project portfolio.
We also place strong emphasis on developing local human resources, applying innovation in management and operations, and maintaining a firm commitment to sustainable development. Through this approach, we aim not only to deliver high-quality real estate products but also to contribute to enhancing long-term living standards for communities across Vietnam.
From the discussion on long-term vision and strategy, another important issue arises when developing a large-scale urban area: how to ensure sustainability in the face of increasingly evident challenges such as climate change, urban flooding, and the need for community cohesion. It is here that Nomura Real Estate Vietnam emphasizes its distinctive commitments.
Q. Urban flooding is a concern for many. What solutions does Nomura Real Estate Vietnam implement to ensure sustainable development?
In Japan, we frequently face natural disasters such as typhoons, heavy rainfall, and flooding. Based on this experience, Nomura Real Estate Vietnam has developed a comprehensive technical standards system, applied throughout the design, construction, and operational phases to address climate change.
For Hong Hac City, we bring this expertise into practice through three key pillars:
- Urban design: selecting appropriate elevation levels, planning an integrated drainage system, and using durable materials.
- Construction and quality control: strictly adhering to Japanese standards through comprehensive quality manuals applied across the entire project.
- Community training: not only guiding residents on how to use infrastructure, but also equipping them with emergency response skills for storms and flooding. Even children will be educated to become more proactive in their living environment.
Through this integrated approach, we believe Hong Hac City will become not only resilient to natural disaster risks but also set a new benchmark for sustainable urban development in northern Vietnam.
Q. Beyond business metrics, how will the success of Hong Hac City be defined?
A key concept we pursue is “a new approach to urban development.”
With a large land area near Hanoi, we have the opportunity to create an entirely new lifestyle—something that is difficult to achieve in existing city centers. For us, success is not measured solely by profit or the number of units sold, but by three core factors:
- Quality of life: residents experience safe, convenient, and comfortable living on a daily basis.
- Community vitality: an environment where people connect, interact, and grow together sustainably.
- Long-term value: not only financially, but also in terms of peace of mind, pride, and the lasting meaning the project brings across generations.
Across all activities, our ultimate goal is simple yet meaningful: to build a community that residents truly love and are proud to call “home.”
The conversation with the General Director of Nomura Real Estate Vietnam leaves a strong impression of a steadfast development philosophy: always placing residents at the center, continuously improving to enhance quality of life, and striving for sustainable value for the community. This is also the distinctive hallmark that defines Nomura Real Estate Vietnam in the global real estate market.
Source: “General Director of Nomura Real Estate Vietnam – We want to build a place that residents love and proudly call HOME” – Nguoi Quan Sat.vn
Read the original article here
