Cover In China, ‘luxury is steeped in millennia of history’ (Photo: Getty Images)
In China, ‘luxury is steeped in millennia of history’ (Photo: Getty Images)
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Luxury expert Daniel Langer looks at the rise of Asia in the global luxury market, and why we should pay attention
Having lived in Asia for a few years and working with luxury brands all over the world in my role as CEO of Équité and Executive Professor of Luxury Strategy at Pepperdine University, Asian luxury is close to my heart. I’ve been fortunate enough to witness the constant evolution of the luxury market globally. This time, I turn my attention eastward to a phenomenon that has been steadily, but undeniably, shaping the world of high-end products and services: the renaissance of traditional Asian craftsmanship.
The rise of Asia, particularly China, Korea, and Japan, in the global luxury market is an increasing headache for Western brands as local brands not only ignite the aspiration of Asian luxury clients but also capture increasingly a global audience. It’s time to delve deeper into how their indigenous artisans and luxury brands are emerging far beyond traditional craftsmanship to add a unique value proposition to their offerings, creating a compelling narrative that resonates globally. It’s extreme value creation at its best.
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Let’s start our journey in China, a country where luxury is steeped in millennia of history. One brand that exemplifies this heritage is Shang Xia. Backed by Hermès, Shang Xia brilliantly blends the rich Chinese legacy with contemporary aesthetics. From their delicate tea sets echoing the Song Dynasty’s celadon pottery to their Ming-style furniture crafted from the rare zitan wood, the brand takes luxury connoisseurs on a journey through time while accentuating the timeless appeal of traditional craftsmanship.
Moving to Korea, we find Soohyang, a luxury fragrance brand, enticing luxury clients with its modern renditions of traditional Korean scents. Soohyang’s founder, Kim Soo Hyang, is passionate about recapturing the elusive fragrance of her homeland. A prime example is “Seoul”, a scent that encapsulates the complex olfactory profile of the city itself—crisp, with notes of flowers, exuding the warmth of hospitality. Here, a harmonious fusion of contemporary fragrance-making techniques and traditional Korean aesthetics creates a sensory experience that's both novel and nostalgic.
In Japan, where i was recently for meetings with luxury investors, we encounter the captivating world of Fueguia 1833, a perfume brand that embraces the meticulous Japanese ethos. Their scents are as much a work of art as a sensory experience, influenced by Japanese concepts such as “Mono no Aware” (the beauty of transience). Each perfume is made in limited batches, packaged in handcrafted Kamakura-period inspired wooden boxes, ensuring each piece is almost singular in its existence—a true testament to the devotion to quality, a hallmark of Japanese craftsmanship.
The global luxury consumer is increasingly seeking authenticity, and a compelling brand story—all the elements that these Asian brands, besides being rooted in exceptional craftsmanship, inherently possess. This resurgence of indigenous narratives is not just about preserving traditions; it's about creating a unique luxury language that is original, meaningful, and valuable in the contemporary market.
As the Asian luxury market continues to mature, I urge every luxury client to take note. This is more than a trend; it's an enriching journey into the heart of Asian cultures that offers a fresh, diversified approach to luxury.
This Asian narrative’s vibrancy and depth remind me of why I’ve always been captivated by this industry. The sense of storytelling, the narratives of artisans, the merging of past and present—these are the elements that make luxury the epitome of extreme value creation. They remind us that true luxury has to be a bridge between cultures, a celebration of human creativity, and a testament to our shared heritage. Luxury at its best creates cultural capital.
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.
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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.
