Why slow is the new luxury for Asia’s middle-class youth
The concept of luxury is undergoing a transformation, particularly for the younger middle class in Asia. For Asia’s Gen Z, luxury is becoming synonymous with experience, leisure and cultural engagement as we look towards 2025 and beyond.
The new luxury
With Gen Z’s growing spending power, we’re witnessing the rapid democratisation of luxury. The notion of “treat culture” is evolving, with luxury increasingly tied to memorable experiences rather than just material possessions. Traditional symbols of wealth, such as Rolex watches and Chanel bags, are losing their allure among the cohort.
To stand out from the masses, the wealthiest Gen Zs are turning to embodied forms of cultural capital that are “harder to fake”. These include participating in exclusive fitness classes, engaging in careers that offer a certain level of uniqueness, hooping on luxury hospitality and journeys (signing up for the right local tours and eating at the right restaurants) and being there before they blow up on social media.
Business strategies for a slow lifestyle
To adapt to the evolving mindset of new luxury, brands must embrace a “slow, lo-fi life” approach. Speeding up to slow down might seem counterintuitive, but mass brands need to focus on enhancing convenience and optimising user experience on their digital platforms.
Premium and luxury brands should consider collaborating with slow-life creators and adopting soft-selling formats that resonate more authentically with consumers. In a world increasingly dominated by rapid digital interactions, offering offline experiences for relaxation and escapism can truly captivate this demographic.
Interiors strategy: the essence of unhurried living
To foster a sense of belonging among young consumers, brands should promote experiences rooted in local culture. By hosting craft workshops or events that inspire personal growth, be it through career changes or wellness journeys, brands can position themselves as facilitators of meaningful experiences.
In addition, products that celebrate local culture through indigenous materials and craftsmanship could reinforce a message of authenticity and connection to one’s roots.
“Authenticity is key to engaging with Gen Z. Think along the lines of supporting younger audiences in their journey of self-discovery, whether through spaces where they can connect over shared interests or products that celebrate their identity.”
- Rachel Theodora Ding, Interiors Strategist, WGSN
Food & drink strategy: embracing lo-fi luxury
As the young middle class seeks slower lifestyles, the food and beverage industry must adapt accordingly. This means designing products that align with analogue experiences and outdoor leisure activities.
“A big opportunity here would be outdoor food and drink. Camping is booming in Chinese cities among young people. It’s a luxury to have time for leisure and time offline.”
- Rachel Tan, Food & Drink Strategist, WGSN
With the rise of outdoor lifestyles in Asia, brands should capture the attention of younger consumers with innovative food and drink products tailored for recreational activities.
Gen Z in Asia is also growing more interested in offline and analogue experiences. Marketing initiatives that revolve around food zines, recipe books and hyper-local dining experiences can tap into this craving for unique and grounded culinary adventures.
For deeper insights into APAC Gen Z priorities and potential market opportunities, watch the full video podcast with WGSN APAC experts.