Redefining Luxury in Southeast Asia

This chapter examines the changing notion of luxury in Southeast Asia, highlighting a shift from wealth-based exclusivity to a more inclusive understanding that values knowledge, sustainability, and personal experiences. It emphasizes how younger generations, particularly millennials, are integrating luxury into everyday life through meaningful engagement with brands and a focus on ethical practices. The discussion includes local success stories that illustrate the importance of cultural relevance and consumer connection in today’s luxury market.