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May of 2021 has seen continued evidence of luxury’s growing commitment to China, which is no surprise given China’s pivotal role in the industry’s recovery from the global shutdowns of 2020. LVMH, Richemont, and Kering all had a strong presence at the Hainan International Products Expo. And LVMH brands Louis Vuitton and Bvlgari are hosting immersive and cultural experiences throughout the country.


01. LVMH, Richemont, and Kering at the Hainan Expo.

More than 1,300 brands – including a big showing by LVMH, Richemont, and Kering – were at the Hainan International Products Expo. Over 30,000 buyers attended, and open day sold out of all 50,000 tickets! LVMH made “a powerful statement about its commitment to Hainan and China ” with its robust presence. Among some of the impressive exhibits was Swatch’s, where attendees could customize their own watches.

“By 2022, [Hainan’s duty-free] sales are expected to climb to at least USD 15.5 billion and to USD 46.5 billion by the end of 2025 in line with Hainan province’s 14th Five-Year Plan,” according to a recent whitepaper by KPMG and The Moodie Davitt Report.




02. Swarovski unveils a sweet 520 campaign and new concept store.

Swarovski created a sweet 520 campaign with actor Tiffany Tang, right as they unveiled their new brand image at the Hainan Expo! New spokesperson Tang Yan 唐嫣, or Tiffany Tang, was a hit on Swarovski’s WeChat post. Their 520 campaign focuses on sweetness, with the Teddy bear pendant holding a four-leaf clover to represent cuteness and the luckiness of love. This fits nicely with the overall theme in several luxury 520 campaigns of finding a way to "confess" your love to someone. #嫣然一抱# or #SweetHug# (a play on Tang Yan’s name) already has over 73 million views on Weibo. At the Hainan Expo, Swarovski unveiled a new brand image and their Instant Wonder concept store, “where science and magic meet.”


03. LVMH’s brands crafting immersive and cultural experiences throughout China.

LVMH’s Bvlgari and Louis Vuitton have crafted immersive and cultural experiences in Hangzhou and Shanghai.

SEE LV in Hangzhou takes attendees through the development of LV, including an AI-rendered video of a young Louis Vuitton and several vintage pieces. People can also interact with a digital LV Monogram wall for some truly share-worthy videos. SEE LV hosted several celebrities, including Gong Jun 龚俊, Nana Ouyang 歐陽娜娜, and Feifei Wang 王霏霏. #SEELV# has been viewed nearly 600 million times on Weibo, with over 15K original posts. Hangzhou is the second stop for the exhibition, the first being in Wuhan in 2020.

Bvlgari’s Magnifica Roma in Shanghai gives people a taste of Rome with miniature and interactive replicas of the city’s iconic buildings. The exhibit appeals to the desire to travel, especially internationally. I think it’s great they’ve sought to bring Rome to China. Those planning to attend Bvlgari’s exhibition can register via WeChat Mini Program. Users select a time and receive a personalized QR code-enabled digital ticket.

We love that these are open to the public. While conveying their brands' stories and delivering luxury experiences, LVMH also connects with a broader segment of Chinese society. Both exhibits share their brand identities in such memorable ways!




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