Affordable luxury? Chocolate charms China’s Gen Z

As China’s appetite for luxury lifestyle grows, a new frontier is emerging in the form of high-end chocolate, with the likes of Louis Vuitton and Godiva at the helm. The fusion of fashion, craftsmanship, and confectionery is adding to the luxury experience in China, where consumers increasingly seek small indulgences that go beyond typical luxury goods. Earlier this year Louis Vuitton ventured into the world of gourmet chocolate with the launch of its first luxury chocolate stores in China, in Shanghai and Beijing. Having opened spaces in Paris and Singapore, these Le Chocolat Maxime Frédéric boutiques aim to be more than retail spaces – they’re an extension of the brand’s identity, blending style, sophistication, with the fun art of chocolate. Accessibility With China’s Gen Z being hit by a slower economy in 2024, it also presents a lighter, more affordable way to experience the brand, compared to a Louis Vuitton shopping trip. Prices for chocolates range from around 240 RMB ($33), with China’s netizens dubbing the sweet treats the most affordable Louis Vuitton items around. The chocolates, presented in the brand’s iconic packaging, offer a new dimension of entry-level luxury that appeals to China’s young, social media-savvy consumers. The brand is not alone in this sweet pursuit: Godiva, a veteran in the luxury chocolate market, is marking its 15th anniversary in China with a special exhibition in Shanghai. The “Crafted Beauty: The Art of Godiva” exhibition at RockBund celebrates the brand’s heritage, craftsmanship and innovation in an immersive journey through the world of high-end Belgian chocolate, with a design space in Godiva’s signature black and gold. The exhibition also explores cultural inspirations beyond Godiva, while showcasing the brand’s chocolate creations. A playful pink, Godiva-branded food truck serves up chocolate and ice cream, adding a touch of whimsy. The chocolate maison has taken notes from highly popular fashion brand exhibitions, such as Loewe’s “Crafted World” in Shanghai this year, with a strategy that aligns with a burgeoning China luxury trends: consumers value experiences as much as the products themselves. There’s also the broader trend where luxury merges with lifestyle, and brands create immersive experiences that resonate with consumers while underscoring their footholds in China. As Louis Vuitton and Godiva lead the way, China’s luxury chocolate market is only set to flourish. With more pushing the boundaries of what luxury can and should be, the future of luxury chocolate in China could be undeniably sweet.

Affordable luxury? Chocolate charms China’s Gen Z

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Published August 27, 2024

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Affordable luxury? Chocolate charms China’s Gen Z