Prime Highlights:
- Western luxury brands are launching special Lunar New Year collections to attract wealthy Chinese consumers.
- The holiday offers a key opportunity for brands to rebuild connections and engage younger shoppers with creative designs.
Key Facts:
- China’s luxury market was valued at around $50 billion in 2024 and began recovering in late 2025 after a slowdown.
- Luxury brands are using events, pop-ups, and unique collections to connect with customers and show cultural respect.
Background:
Western luxury brands are using the Lunar New Year to reconnect with Chinese consumers, as the market shows early signs of recovery after a period of slowdown. Analysts say the holiday gives brands a good chance to reconnect with big spenders, but they need creativity, not just traditional ideas.
Brands like Harry Winston and Chloé have released special collections for the Year of the Horse, including limited-edition watches, luxury accessories, and themed designs for wealthy customers. Other brands like Gucci and Loro Piana are also releasing festive-inspired products.
According to Bain & Company, China’s luxury market was about $50 billion in 2024. It slowed in 2025 but started improving later as stock markets and consumer confidence picked up. Experts now expect moderate growth to return in 2026.
However, the market has become more competitive and sophisticated. Chinese consumers, once the driving force behind global luxury spending, have reduced their share in recent years. Many shoppers now prefer creative designs and meaningful brand stories instead of simple zodiac-themed products.
Experts say brands should go beyond common ideas like animals and lucky colors. Young consumers in China want modern and fresh cultural designs, so brands need to think differently. Luxury brands use events and pop-ups to reach customers.