From China to Korea to Japan, luxury houses are competing with each other in creativity to seduce increasingly demanding and connected consumers. Cinematic campaigns, monumental flagships, artistic collaborations and immersive experiences transform each launch into a cultural event. More than a strategic market, Asia is asserting itself as the testing ground where the new codes of global luxury are written. Focus on the September activations.

The best of China.

In China, luxury is no longer just seductive, it captivates through total experiences where local culture meets the prestige of international houses. From Shanghai to Chengdu, brands are doubling down on their boldness with grandiose installations, cinematic campaigns and immersive activations that turn every launch into a real spectacle. China is thus establishing itself as the creative laboratory of global luxury, where codes are reinvented at each event.