Best Luxury Marketing Campaigns Resonating China in 2024
By
Queena Zhang
Published on
February 13, 2025
As China remains a strategic priority for global luxury brands, understanding the evolving preferences of Chinese consumers has become essential to long-term success. Despite economic uncertainties, the resilience of China’s luxury sector, projected to reach RMB 572 billion in 2024 with a year-on-year growth of 4%, signifies robust confidence among consumers, as detailed in the 2024 China Luxury Market Insights Report by Tencent Marketing Insights and the Boston Consulting Group.
This year, immersive experiences, digital engagement, and hyper-local storytelling played central roles in marketing strategies. From major exhibitions to influencer-driven activations, brands creatively leveraged local culture and advanced digital tools to captivate audiences and build lasting connections. Let’s explore the most impactful marketing campaigns that defined China’s luxury landscape in 2024, showcasing how brands creatively respond to consumer preferences.
Dior: A Golden Celebration
In September 2024, Dior unveiled L’OR DE DIOR (The Gold of Dior) at the Guardian Art Center in Beijing, an exhibition exploring the brand’s legacy through the theme of gold.
The showcase featured haute couture collections, fragrance classics, and artworks inspired by Christian Dior’s fascination with gold. As the brand’s fifth major exhibition in China over the past four years, the event underscored Dior’s deepening commitment to enhancing its cultural footprint in the market.
With an opening-day live stream that attracted 71.28 million viewers and extensive social media buzz, L’OR DE DIOR demonstrated the power of high-engagement, experience-driven marketing in China.
Bottega Veneta: “A Night in Beijing”
In May 2024, Bottega Veneta hosted ‘A Night in Beijing’ at the CHAO Art Center (marking a significant step in their branding strategy), bringing together a stellar lineup of brand ambassadors including Shu Qi, Zhou Yutong, and Olympic gold medalist Ning Zetao.
This event culminated Bottega Veneta’s City Tour initiative, a strategic localization effort that immersed the brand in China’s cultural and fashion capitals. By weaving brand storytelling with regional identity, A Night in Beijing greatly reinforced Bottega Veneta’s appreciation for Chinese cultural heritage, enhancing its connection with targeted consumers.
The campaign’s hashtag, “BV A Night in Beijing,” generated 13 million Weibo views, highlighting the effectiveness of celebrity-driven local activations.
Balenciaga: Shanghai Rain and Digital Integration
On May 30, Balenciaga staged its Spring 2025 runway show at the Pudong Art Museum in Shanghai, marking Creative Director Demna’s first show in Asia.
The dramatic, rain-soaked spectacle became an instant social media sensation, amplifying the brand’s engagement in China. Balenciaga also collaborated with Alipay to release an exclusive collection T-shirt, seamlessly integrating luxury with China’s dominant digital payment ecosystem.
Beyond generating buzz, this campaign reinforced Balenciaga’s digital-first strategy in China, leveraging both physical and online activations to deepen consumer engagement.
Loewe: Crafted World Shanghai
In March 2024, LOEWE launched its largest-ever exhibition, Crafted World, at the Shanghai Exhibition Center. The immersive showcase celebrated the brand’s artisanal craftsmanship, featuring tactile, visual, olfactory, and auditory elements, inviting visitors to experience the essence of LOEWE’s artistry.
Ahead of the exhibition, LOEWE launched a digital campaign featuring well-known brand ambassadors Yang Mi and Wu Lei. The campaign showcased innovative engagement approaches to connect with their audience. The activation also included a playful “How to Pronounce LOEWE” challenge, encouraging user-generated content on WeChat and Xiaohongshu.
This campaign strengthened LOEWE’s connection with Chinese consumers and reinforced its position as a champion of heritage craftsmanship in a rapidly digitalizing luxury landscape.
MICHAEL KORS x BAsDBAN: Denim Meets Bakery
MICHAEL KORS tapped into China’s viral food culture by collaborating with Shanghai-based artisan bakery BAsDBAN for a Denim Pop-Up Bakery in April 2024.
Inspired by the brand’s latest denim collection, the pop-up featured denim-themed pastries and a life-sized denim bag installation. Brand ambassador Bai Lu and influencer He Chaoxin appeared as “guest shop managers,” adding a celebrity-driven engagement layer.
With over 610 million Weibo impressions under the hashtag “MK Denim Bags,” this unconventional campaign demonstrated how experiential retail can merge food culture with fashion to create memorable brand moments.
Qeelin x Dunhuang: Jewelry Meets Cultural Preservation
On September 19, Qeelin collaborated with the Dunhuang Academy and China Dunhuang Grotto Conservation Research Foundation to host a landmark cultural preservation event at the Mogao Caves.
The campaign emphasized Qeelin’s dedication to heritage craftsmanship by integrating elements of ancient Dunhuang artistry into its fine jewelry collections. This initiative resonated deeply with consumers, aligning luxury with meaningful cultural preservation efforts.
By forging authentic ties with Chinese heritage, Qeelin strengthened its positioning as a brand that sells jewelry and tells cultural stories that resonate deeply with consumers.
Louis Vuitton: “Beijing Vibes” Pop-Up Series
In July 2024, Louis Vuitton took over four prime Beijing locations—798 Art District, Gulou, Liangma River, and Guomao—with its Beijing Vibes pop-up campaign.
Blending retail with cultural immersion, these pop-ups featured the latest Louis Vuitton City Guide editions and interactive lifestyle experiences. The brand also launched an exclusive Douyin (TikTok China) campaign to extend the experience to digital audiences.
By embedding itself into Beijing’s cultural landscape, Louis Vuitton reinforced its relevance to modern Chinese luxury consumers.
Prada: “520 Love Gift” for China’s Valentine’s Day
In May 2024, Prada celebrated 520 Valentine’s Day by releasing its 520 Love Gift capsule collection, featuring a China-exclusive purple Prada Arqué handbag.
The campaign included a visually poetic short film directed by Polish filmmaker Małgorzata Szumowska, depicting love through interwoven time and space narratives. This creative approach elevated Prada’s engagement beyond product launches, weaving emotional storytelling into its marketing.
Tiffany & Co.: The Many Faces of Love
For Chinese Valentine’s Day, Tiffany & Co. collaborated with lifestyle media Yitiao to produce a documentary-style short film series, Guarding Love, exploring different facets of relationships.
Simultaneously with the campaign, Tiffany debuted an exclusive Tiffany Lock pendant on Tmall, linking heritage storytelling with modern digital commerce.
By focusing on authentic, emotion-driven narratives, Tiffany & Co. strengthened its brand presence among China’s relationship-conscious luxury consumers.
Vacheron Constantin: Time and Tradition
In August 2024, Swiss luxury watchmaker Vacheron Constantin launched the Eternal Seas and Majestic Mountains exhibition in Beijing, inspired by classic Chinese Hai Shui Jiang Ya (sea-and-mountain) motifs.
Collaborating with renowned Chinese historian Song Haiyang, the brand fused fine watchmaking with traditional Chinese aesthetics, reinforcing its long-term commitment to cultural appreciation and heritage storytelling.
The Key to Nail Luxury Marketing in China
2024’s top marketing campaigns proved that the most successful brands in China deeply integrated cultural identity with modern digital strategies. As luxury consumers demand more immersive, personalized experiences, brands must continue to balance heritage storytelling with contemporary innovation.
Thus, moving forward, the key to success in the Chinese luxury market lies in brands’ ability to create hyper-localized experiences while maintaining a strong global identity—ensuring relevance in an ever-evolving market.
