"Niche" Products Increasingly Attract High-Net-Worth Asian Consumers by 2025

A Bluebell survey conducted in early 2025 indicates that luxury goods consumers in Asia have a strong preference for limited-edition or niche items.

According to Bluebell, this is because limited editions can boost consumer appeal, particularly in developing markets.

The following shows the level of consumer agreement with the statement, "I prefer to buy niche or limited-edition goods rather than mainstream collections":

• China: 79%
• Southeast Asia: 78%
• Hong Kong: 70%
• South Korea: 62%
• Japan: 56%

Bluebell states that the high percentages in China and Southeast Asia demonstrate that the scarcity and exclusivity of products continue to hold significant weight.

Consumers in Japan, however, are described as the most resistant market, with 40% slightly disagreeing and only 17% strongly agreeing.

“This suggests that consumers there may place more value on consistency, heritage, or established brand codes than on novelty and exclusivity,” Bluebell stated in its 2025 Asia Lifestyle Consumer Profile.

The Bluebell survey used an online interview method conducted from February 13 to March 23, 2025. A total of 1,500 Asian luxury goods consumers aged 20-50, with a minimum expenditure of US$1,200 on lifestyle products in the past 6 months, participated in the survey.