Asia’s youth revolt against luxury politics

It was a $2,200 Dior handbag that helped bring down a government. When South Korean first lady Kim Keon-hee was secretly filmed accepting the luxury bag in 2022, few could have predicted it would spark a political firestorm that contributed to her husband’s martial law crisis two years later. But across Asia, designer goods have become the unlikely catalysts of a generation’s rage. “The real issue isn't the expensive bag; it's that the bag becomes a symbol of a broken system,” Virdika Rizky Utama, a researcher at Indonesia's political think tank PARA Syndicate, tells Jing Daily. Aspirational symbols of success like the Hermès Birkin and Chanel’s Flap bag are undergoing a symbolic shift. When displayed by politicians, such opulence is increasingly perceived as tone-deaf amid widespread economic anxiety, job insecurity, and political instability. When handbags and jewelry become evidence of corruption This sentiment is especially potent across Asia, where countries including Indonesia, South Korea, and the Philippines have seen netizens leverage digital platforms to convert critiques of elite extravagance into viral memes — a form of public shaming that frequently escalates into formal allegations of corruption. In the Philippines, actress and fashion icon Heart Evangelista has faced criticism for showcasing an extravagant lifestyle featuring designer handbags and luxury goods. The scrutiny intensified due to her husband, former senator president Chiz Escudero, who was embroiled in a flood control scandal after his campaign donor, Centerways Construction, was awarded significant government contracts worth over 5.16 billion Philippine pesos ($89.6 million) for flood control projects. He was unseated from his leadership position on September 8, but remains a senator. Meanwhile in Indonesia, widespread protests erupted in August 2025 as citizens rallied against celebrities-turned-politicians, including Ahmad Sahroni, Nafa Urbach, Eko Patrio, and Uya Kuya, who faced intense criticism for their tone-deaf defense of legislative allowances of 50 million rupiah ($3,000) per month for housing — roughly 20 times the average Indonesian income. Social media as Gen Z’s political outcry Utama says that social media has evolved into a crucial arena for public discourse, largely driven by a socially conscious Gen Z. This generation is increasingly using these platforms to document and decry the vast disparities between the elite and the broader society. Their posts often capture evidence of alleged crimes and corruption, transforming social media into a potent tool for accountability. He argues that social media has shifted political accountability away from formal mechanisms including audits and toward a new paradigm governed by visual performativity and digital gestures. In regions like South Korea, youth outrage extends beyond scandals like Kim Keon-hee's. According to a 2022 Pew Research Center survey, 77% of South Koreans believe social media has made people more informed about current events, while 61% say it has been good for democracy — reflecting the broader regional trend of digital platforms reshaping political discourse. This trend is accelerated by a global shift in news consumption, particularly among Gen Z, who increasingly turn to social media platforms, especially short-form video, rather than traditional news outlets for information. The Reuters Institute found that this consumption occurs overwhelmingly on third-party platforms (72%) rather than publisher sites (22%). “The younger generation, especially Gen Z, is no longer just passively absorbing narratives of power as they have become active participants, dismantling, questioning, and even digitally archiving displays of elite luxury,” Utama says, adding that such online expressions now represent more than informal opinion as they constitute a mode of structural critique. He says that platforms including TikTok, Instagram, and X not only amplify public anger but also redefine societal understandings of luxury and privilege. These digital spaces have become laboratories where luxury is no longer seen as an aspiration but as a form of symbolic violence. “This is more than just entertainment or satire; it's a form of epistemic intervention that deconstructs the image of the elite more effectively than mainstream media,” he says. “In many cases, memes act as a kind of counter-journalism, which are sharper, faster, and more emotionally resonant.” Moreover, the accessible nature of social media content has fostered greater public awareness, leading many Gen Z to no longer associate opulent lifestyles with success or status. “When political families display lavish wealth, the public always assumes it is linked to corruption, that state resources are being misused for private gain,” Utama says. Red carpet to red flags Brands that are authentically aligned with their values can genuinely connect with their customers. But in an era of intense social media scrutiny, a presence on the red carpet can quickly become a red flag. Jakarta-based stylist and fashion writer Allysha Nila says that while politics and fashion are deeply intertwined, there are specific contexts, particularly in Indonesia, where politicians may wear designer pieces to promote and elevate local brands, blending national pride with sartorial strategy. “The world of luxury is complex. While supporting designers is positive, a politician’s choice of clothing shouldn’t serve to elevate their own status, rather it should reflect their role and values. The focus ought to be on the message being conveyed, not the luxury label itself. That’s what truly resonates,” Nila says. “It also makes sense when someone has a genuine, long-standing relationship with a designer, one that began well before their political career. That kind of history feels authentic, not staged,” she adds. Andre Frois, the Global Editor of luxury watch content platform Haute Time who has been creating multimedia content in the luxury lifestyle industry for the past 15 years, says that luxury brands still appoint celebrity ambassadors like actors and athletes who are multimillionaires. “I don’t think we'll see socialists like Greta Thunberg or Malala Yousafzai being appointed as luxury brand ambassadors anytime soon,” Singapore-based Frois says. “We live in an income disparate society and in a time of social upheaval,” he adds. “And the way high-speed Internet connects the world plays a huge part in supporting the non-in-person banding together of people and socialist movements so yes, viral critiques and memes can thus wreck personal reputation, or brand equity in the blink of an eye.” Brands are increasingly compelled to cut ties with controversial figures following social media backlashes, as seen when Louis Vuitton, Bvlgari, and Lancôme dropped Kris Wu after sexual assault allegations went viral, and Adidas and Gap ended partnerships with Kanye West over antisemitic remarks. This dynamic extends to politics, exemplified when designers like Marc Jacobs and Tom Ford refused to dress U.S. first lady Melania Trump. Beyond scandal, a broader shift is underway: the rise of ethical consumerism, driven by a Gen Z that demands corporate accountability. According to McKinsey, 73% try to buy from ethical brands, and 90% believe companies must address social and environmental issues, indicating that performative neutrality or empty lip service is no longer a viable strategy. Digital ‘wokeness’ vs. traditional politics Rizal Buendia, an independent researcher specializing in Southeast Asian politics and governance, says that in the Philippines, younger Filipinos engage in “wokeness” through digital activism, seeing public call-outs as an effective tool for accountability. In contrast, older generations, shaped by past cycles of corruption, tend toward greater cynicism and are less convinced that online shaming can produce tangible change, a dynamic also observed in Indonesia, where older demographics generally participate less in digital activism. The generational divide is particularly stark when viewed against the Philippines’ history of political excess. The former first lady Imelda Romualdez Marcos became a global symbol of kleptocracy during her husband Ferdinand Marcos’ decades-long regime. Their notorious lavish spending plunged the nation into deep debt and widespread poverty, creating a lasting legacy of economic hardship and political corruption. “In sum, Gen Z in the Philippines fosters a new accountability culture through social media,” Buendia says. “Their digital fluency, willingness to challenge elites, and emphasis on systemic issues like corruption and inequality are reshaping public discourse.” However, he cautions that sustaining this momentum requires addressing digital divides, enhancing media literacy, and ensuring online activism translates to tangible policy changes. “Younger Filipinos leverage digital tools to directly challenge power structures, linking wealth flaunting to systemic issues and demanding transformative change,” he adds. “Both groups agree on the immorality of corruption, but the youth’s methods are more visible, confrontational, and integrated into broader social justice advocacy.” Will politicians learn to hide their Hermès? A key question, however, is whether this online criticism will have a lasting impact. Utama suggests that the effect is often cumulative and latent; the digital traces left by politicians’ indiscretions do not simply disappear, creating a lasting archive of accountability. Conversely, Buendia cautions that this same digitalization carries a high risk of misinformation, which can distort public discourse and undermine the very accountability these platforms seek to promote. Despite the criticism of elite extravagance, Utama says that Gen Z remains deeply interested in luxury and the lifestyles flaunted on social media. She emphasizes that political families must become more attuned to public sentiment, noting that netizens are increasingly critical of the political climate. “In the digital age, every fashion and lifestyle choice is a political statement,” he says. “Displaying luxury without regard for public perception risks framing their privilege as a symptom of corruption. Ultimately, the public does not object to wealth earned legitimately, but luxury funded by illicit means invites scrutiny.” Perhaps, then, the aspirational glamour of a Blair Waldorf is ill-suited for the world of politics.

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Asia’s youth revolt against luxury politics