Cover Shang Xia is redefining luxury with its focus on Chinese craftsmanship and culture (Photo: Instagram / @shangxia)
Shang Xia is redefining luxury with its focus on Chinese craftsmanship and culture (Photo: Instagram / @shangxia)
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Luxury expert Daniel Langer looks at how different Asian cultures have interpreted and been affected by the quiet luxury trend
Not only has the concept of “quiet luxury” been reshaping the landscape of luxury in Asia, it has also marked a significant shift in consumer preferences.
In Asia, it has been driven by increasingly sophisticated luxury clients—from Chinese consumers, who value extreme craftsmanship and authentic brand storytelling, to Malaysian clients who have a particular affection for preserving heritage. Here we look at how this trend has been interpreted across the region.
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Japan
Japan is well-known for its incredible attention to detail and substance when it comes to almost any experience, and this traditional appreciation for craftsmanship and perfection is finding a new way to express itself in quiet luxury.
Take, for instance, the brand Kamikoto. Renowned for their meticulously crafted knives, Kamikoto epitomises the Japanese dedication to obsessive attention to detail and subtlety. Their products are not just tools but are seen as heirlooms that embody a centuries-old tradition of excellence. This aligns with the quiet luxury ethos of offering products with depth, substance, and an authentic story to tell.
China
China’s luxury landscape is evolving with the emergence of homegrown brands that fuse traditional Chinese aesthetics with contemporary design. A prime example is Shang Xia, a brand backed by Hermès, which is redefining luxury with its focus on Chinese craftsmanship and culture. Their collections, ranging from tea sets to furniture, speak to a consumer base that values cultural connection and artisanal excellence over blatant opulence.
Chinese Gen Z has loudly voiced their preferences for Chinese brands, and the nation’s high-net-worth individuals (HNWI) are increasingly proud to buy local brands, preferring those that understand their needs and desires, and are able to react fast.
India
India is the epitome of luxury, and brands would be wise to better understand India’s most wealthy clients if they wish to understand the highest expectations in luxury.
In India, the concept of quiet luxury is interwoven with sustainability and ethical practices. Brands like Good Earth are at the forefront of this movement, offering luxury lifestyle products that are both environmentally responsible and deeply rooted in Indian culture. Their use of organic materials, support for local artisans, and designs inspired by India’s rich heritage, resonate with consumers seeking luxury that is both conscious and meaningful.
Singapore
In Singapore, quiet luxury is manifested through a blend of innovation and refined taste. Take for example Carrie K., a brand well known for its artisanal jewellery that stands out for its unique designs that combine traditional craftsmanship and a modern twist, creating pieces that are both luxurious and understated. The brand’s approach to jewellery reflects a sophisticated understanding of luxury, one that values creativity and personal expression over ostentatious display.
Malaysia
Malaysia’s luxury clients are among the most discerning in the world. They are sophisticated and focus on authentic quality—therefore quiet luxury comes naturally to Malaysia’s HNWI. And Malaysia’s take on quiet luxury is seen through brands that simultaneously preserve cultural heritage while embracing contemporary aesthetics.
Royal Selangor, with its exquisite pewter craftsmanship, is a prime example. Known for its intricate designs and high-quality products, Royal Selangor showcases Malaysia’s rich heritage through modern design, and the brand is able to resonate with consumers who appreciate luxury that is deeply rooted in tradition, but is also relevant in today’s global context.
Named one of the “Global Top Five Luxury Key Opinion Leaders to Watch”, Daniel Langer is the CEO of the luxury, lifestyle and consumer brand strategy firm Équité, and the executive professor of luxury strategy and pricing at Pepperdine University in Malibu, California. He consults many of the leading luxury brands in the world, is the author of several best-selling luxury management books, a global keynote speaker, and holds luxury masterclasses on the future of luxury, disruption, and the luxury metaverse in Europe, the USA, and Asia.
Named one of the “Global Top Five Luxury Key Opinion Leaders to Watch”, Daniel Langer is the CEO of the luxury, lifestyle and consumer brand strategy firm Équité, and the executive professor of luxury strategy and pricing at Pepperdine University in Malibu, California. He consults many of the leading luxury brands in the world, is the author of several best-selling luxury management books, a global keynote speaker, and holds luxury masterclasses on the future of luxury, disruption, and the luxury metaverse in Europe, the USA, and Asia.
