Asian Luxury Consumers Prioritize Product Quality Over Brand

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Akbar Ridwan 26/08/2025 18:24 WIB

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According to a Bluebell survey, luxury goods consumers in Asia prioritize product quality over brand or flashy design.

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Asian Luxury Consumers Prioritize Product Quality Over Brand

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Proportion of Asian Luxury Goods Consumers Prioritizing Product Quality over Brand (February-March 2025)

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According to a Bluebell survey, luxury goods consumers in Asia generally prioritize product quality over brand or decorative design.

"Durability, construction details, and product material performance are now considered indicators of true luxury," Bluebell stated in its 2025 Asia Lifestyle Consumer Profile.

The following proportions of luxury goods consumers in Asia agreed that product quality is more important than brand at the beginning of 2025:

China: 92%
Southeast Asia: 86%
Japan: 83%
Hong Kong: 82%
South Korea: 79%

"The highest agreement rates were in mainland China (92%) and Southeast Asia (86%), where almost half of the respondents strongly agreed," said Bluebell.

The majority of consumers in Japan and Hong Kong also agreed. However, a smaller proportion, about one-third, strongly agreed.

Bluebell also found that the number of luxury goods consumers prioritizing quality over brand is increasing in several regions.

"Southeast Asia showed the most significant year-on-year increase, rising 12 percentage points from 74% to 86%. Japan also saw an increase, while China remained stable at a high level," they said.

Bluebell conducted this survey through online interviews with 1,500 luxury consumers in Asia between February 13 and March 23, 2025.

Respondents were aged 20-50 and had spent a minimum of US$1,200 on lifestyle products in the past six months.

Editor : Adi Ahdiat

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."