Asian Shopper Priorities 2027
You know Asian markets are ever-growing and important. But what do modern consumers want? We've consolidated reports to reveal four big priorities that you may need for your upcoming branding, marketing, PR, event, social media, and sponsorship campaigns.
Background 📊
According to a joint report by Bain & Company and NielsenIQ, APAC is set to become world's largest consumer market by 2035 with projected private consumption at USD36 trillion (HKD282.54 trillion). JLL said even amid global economic uncertainty, the number of affluent households in APAC is forecast to grow at 6 times the rate of the rest of the world between 2025 and 2029, which heralds the drive of strong luxury consumption across the region. Brand Finance's Global Soft Power Index 2026 found China ranked second and Japan third, fully demonstrating the influence of two major Asian countries to the world.
Priority 1: Bye Digital, Hello Sensorial 🔍
Yes we know it's inevitable to go digitalised, but don't stereotype gamified, immersive experiences as purely digital and AI-driven. Consumers nowadays don't want to watch or read a story; instead, they want to be part of the story. Take Hermès as an example, the prestigious equestrian brand transform its Mystery at the Grooms into a detective scene, staff as NPCs (non-player characters) and shoppers as Holmes looking for a horse. Be it art/kinetic/sci-fi installations, scent or sound, brands have to up the game to capture shoppers' attention and build loyalty.
Priority 2: Solo-fication & Diversification 🤫
Independent or introvert, the Japan solo diner seats is no longer a weirdo thing. Going solo is now the equivalent of freedom, choice and emotional autonomy, and privacy. Products that make solo-living, in the form of happiness, entertainment or "shopcialising", will surely be flying off the shelves. And look, just see how the photos of solo seats done by partition panels in McDonald's China went viral!
That also means the rise of a fandom with different tastes, cultures, backgrounds, and preferences. So the space for customisation is the key to get you the upper hand.
Priority 3: Away-from-Home & Travel 🤳🏻
Unlike the old days when travelling was bragging-worthy, today people travel for social media contents and as a stress-reducing remedy. So there's no surprisingly for Louis Vuitton to have turned their Seoul and Shanghai branches into pop-up "hotel" (actually a brand showcase with the theme of LV Hotel).
Another type of spending pattern relates to fandom economy. It used to be mostly "filmcation", that audience visited shooting venues of films and dramas for a photo at the exact same point, while now extended to album cover or music video shooting venues, or just places famous celebrities (e.g. BTS) visited and posted on their official social media. Fans also bought public transport (bus, tram, stations, shopping malls...) ads, or just rent out a café for filling the space with all kinds of self-designed merchs to celebrate their idol's birthday.
You don't have to be a fan, but knowing popular idols' anniversaries, comebacks, album launches, etc. is definitely a good idea for making your campaign a hit.
Priority 4: Go Asian
As the influence of Asian cultures grows, many consumers would prefer a "local" or Asian relevance in what they see, try and poke into. Guess this doesn't need elaboration—all that is left to do is doing your research, knowing your target audience, and a meticulous, relevant but fun localisation plan!
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