Understanding Chinese Luxury Customers' Sentiment in 2025 and Preparing for the Future

Luxury in China is entering a new chapter—one defined not just by status and prestige, but by values, vision, and emotional resonance. In the face of economic headwinds and shifting global dynamics, Chinese consumers are rewriting the rules of engagement for premium brands.

This evolution is shaped by a complex interplay of domestic slowdown, global travel resurgence, and a deepening desire for wellness, education, and future-focused spending. Amid this transformation, experience-led luxury has taken center stage—fueled by Gen Z’s preference for offline, in-store moments and a growing pride in homegrown brands.

Drawing on market data and on-the-ground insights, our latest report sheds light on the sentiment behind the slowdown and the signals pointing to what’s next.

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