The summer of 2025 confirmed Asia, and particularly China, as a strategic laboratory for global luxury. From Shanghai to Tokyo, from Bangkok to Singapore, houses have multiplied immersive, narrative and experiential initiatives to seduce a demanding and connected clientele. This report highlights the best practices observed – Qixi campaigns, sensory pop-ups, heritage exhibitions and cultural collaborations – in order to decipher the new dynamics that are redefining the customer experience in luxury.