Health is the new luxury: Vietnam emerges as premier destination for ultra-wealthy wellness

DA LAT, Vietnam — The global wellness market has reached an estimated valuation of $6.8 trillion and is projected to climb to nearly $9.8 trillion by 2029, driven primarily by demand from the ultra-wealthy, celebrities, and royal families.

Industry leaders like Thailand’s Chiva-Som, which has operated for more than 30 years, have become staples for high-profile figures including Kate Moss, Victoria Beckham, and Madonna. These clients increasingly prioritize privacy, security, and strategic health regimens over traditional luxury vacations.

This shift toward elite, medically supervised wellness is now expanding into Vietnam through a partnership between Chiva-Som and HAUS Wellness Center in Da Lat.

The new facility, spanning nearly 7,000 square meters near Xuan Huong Lake, will provide personalized, evidence-based treatments. Offerings include cold plunges, infrared therapy, and lymphatic drainage, catering to a clientele that views health as a long-term investment.

Wellness has eclipsed traditional material assets—such as haute horology or supercars—to become the preeminent status symbol for the global ultra-wealthy. In this evolving landscape, investment in longevity and physiological peak performance is the ultimate luxury. Industry leaders like Chiva-Som have institutionalized this shift, pivoting away from transient relaxation toward a business model built on the intersection of five-star hospitality, precision medicine, and rigorous privacy. They are no longer selling leisure; they are selling science-backed, personalized strategies for life extension.

The expansion of Chiva-Som into Vietnam serves as a benchmark for the maturation of the country’s high-end services sector. This strategic move targets not only the traditional international traveler but also Vietnam’s surging domestic elite, whose purchasing power and appetite for world-class health interventions have reached a critical mass. Furthermore, the establishment of an international-standard wellness hub in Da Lat represents a broader effort to reposition the city, transitioning it from a mass-market destination into an exclusive center for medical recovery and high-end retreats.

Broadly, this trend underscores a growing global divergence. As access to cutting-edge health solutions becomes increasingly sophisticated, optimal wellness is emerging as a privilege reserved for a concentrated demographic, defining a new frontier in socioeconomic stratification.

This luxury wellness trend is poised to resonate with Vietnamese-American entrepreneurs and professionals who have built successful lives abroad. Whether they are returning to visit family from hubs like Little Saigon or scouting new investment opportunities, the diaspora now has access to international-standard healthcare that rivals what they find at home in the States. This shift reflects an evolving demand among Vietnamese-Americans; they are no longer just looking for the nostalgic comfort of local phở restaurants or sending back traditional remittances. Instead, from successful H-1B tech professionals to established leaders in the nail salon industry, this demographic now seeks lifestyle experiences that mirror the high standards of developed nations. As they navigate travel or residency via F2B or EB-5 pathways, they are increasingly drawn to world-class services that bridge the gap between their heritage and their global success.