The report is the result of an Asia-wide consumer survey completed in March 2025, covering 1,500 luxury consumers across Asia — including Mainland China, Hong Kong SAR, South Korea, Japan and Southeast Asia — who have spent a minimum of $1,200 on lifestyle products in the previous six months.

Bluebell Group has launched its fifth annual edition of the Asia Lifestyle Consumer Profile report, first published in 2021, with the 2025 edition revealing a consumer base with an altogether more rationalised luxury mindset, as heritage plays second fiddle to cultural relevance, performance and quality of service.

This year’s survey reveals a drop in confidence and a sense of recalibration across the region, with positivity for the future decreasing in China (94%, -3pts), Southeast Asia (90%, -3pts), and Japan (74%, -4pts), and a sharp drop in travel intent among Chinese consumers.

Paired with a contrasting rise in spending intent, survey results point to a market in flux—hopeful but volatile, with brands needing to respond to shifting signals rather than rely on past momentum.

“This year’s findings reflect a more discerning, digitally connected and value-driven luxury consumer across Asia,” said Ashley Micklewright, President & CEO of Bluebell Group.

Micklewright continued: “Brands can no longer rely on heritage or aspiration alone—they must prove their worth across every touchpoint.

Whether it’s through quality, relevance, innovation or service, the new luxury equation is about earning trust and loyalty in distinct markets that are both fast-evolving and fundamentally recalibrating.”

Substance over form

As prices rise and access broadens, Asian consumers are becoming more deliberate about their luxury purchases.

Across the region, they increasingly expect brands to justify their price tags through product quality and performance, investment value, or resale potential.

Concurrently, the search for value is beginning to drive demand for dupes, with 75% of Koreans and 64% of Chinese and Southeast Asians open to affordable lookalikes.

Together, the data signals a more rationalised luxury mindset, in which brands must work harder to justify their pricing power.

Benefitting from this shift in consumption priorities are Asian home-grown and niche brands that deliver innovation with cultural relevance and technological mastery.

The data shows a growing preference for brands that are innovative, emotionally resonant and culturally relevant: interest in Asian luxury brands remains high, led by China (86%), Southeast Asia (83%), and Hong Kong (70%).

Consumers are also increasingly turning to niche or limited-edition collections over mainstream ones, especially in China (+15pts YoY). While traditional houses remain influential, this shift points to consumer fatigue and a desire for freshness.

Invisible and high-touch service

Expectations around service continue to rise. High-touch, seamless interactions—online and offline—have become a baseline requirement.

From personalised digital journeys to knowledgeable in-store staff, consumers want service that is invisible yet attentive, frictionless yet emotionally resonant.

More than 90% of respondents expect perks and rewards when shopping luxury, and many also show interest in immersive or advisory in-store experiences—especially in China and Southeast Asia.

This high-touch mindset cuts across categories and channels, suggesting that brands must consistently deliver value in the form of service, from the digital journey, payment options, delivery, physical interaction, and not just product.

Shopping on the move

Finally, luxury brands counting on outbound Chinese spend may need to adjust expectations.

Just 58% of Chinese respondents say they plan to travel abroad in 2025, down from 78% in 2024, and 65% in 2023.

At the same time, international travel intent remains strong in markets like Korea (90%), Hong Kong (82%) and Southeast Asia (92%).

Notably, new destinations like Dubai and Sydney have broken into the top 10 most desired locations, pointing to broader shifts in tourism flows and retail opportunities.

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