From Le Pop to Karla Otto: Luxury PRs-to-know in East Asia

Navigating the luxury scene in East Asia requires a nuanced understanding of regional markets, one that often comes from expert guidance. From Tokyo’s trendsetting fashion hubs to Seoul’s dynamic K-pop ecosystem and China’s leading tech landscape, top-tier PR firms are helping global and local brands shine across the region. In this second installment of our three-part series, we spotlight the leading agencies that are reshaping luxury narratives throughout Japan, Korea, and China. Petrie PR Petrie PR, founded in 2011, is a leading communications agency with offices across China, Singapore, Indonesia, and mainland China. Specializing in luxury lifestyle, travel, design, health & well-being, business, property, restaurants, and the arts, the firm crafts tailored strategies to elevate premium brands with a focus on travel. Its prestigious client portfolio includes Hyatt, Belmond, Aman, LW Design Group, Banyan Group, and Soneva. Founded: 2011 Offices: China, Singapore, Indonesia, and Mainland China Expertise: Luxury lifestyle, travel, design, health and well-being, business, property, restaurant, and the arts Client snapshot: Hyatt, Belmond, Aman, LW Design Group, Banyan Group, Soneva Boh Project BohProject, founded in 2019 by creative fashion polymath Bohan Qiu, is an innovative boutique agency with offices in Shanghai and Seoul, dedicated to shaping the new generation of fashion communications. With a focus on contemporary fashion, the agency builds creative strategies that connect global brands with culturally influential audiences, bridging the East and West. Its client roster includes Mugler, Dries Van Noten, Nanushka, Amiri, Calvin Klein, Rui, and Windowsen. Founded: 2019 Offices: Shanghai and Seoul Expertise: Fashion Client snapshot: Mugler, Dries Van Noten, Nanushka, Amiri, Calvin Klein, Rui, Windowsen Le Pop Since 2010, Le Pop has grown to be one of China’s most influential fashion communications firms, operating out of Beijing and Shanghai. The agency is recognized for its deep understanding of luxury fashion and its ability to create culturally relevant storytelling for the most prestigious global maisons. Among its long-standing partners are some of the world’s most influential fashion brands, including Chanel, Hermès, Gucci, Balenciaga, Loewe, Loro Piana, and Valentino. Founded: 2010 Offices: Beijing and Shanghai Expertise: Fashion Client snapshot: Chanel, Hermes, Gucci, Balenciaga, Loewe, Loro Piana, Valentino Premiere Consulting Group (PCG) The long-standing Premiere Group agency has built a celebrated reputation across Beijing, Shanghai, and Guangzhou, shaping narratives for some of the world’s most influential brands. Its expertise spans sectors from automotive and luxury to fashion, lifestyle, and arts and culture, allowing for a uniquely cross-disciplinary approach. The firm provides tailored services in areas such as social media campaigns, lead generation, online reviews, press, and PR coverage, leveraging a network of partners to offer comprehensive business development consultancy, including expertise in tax, accountancy, and private equity. Founded: 2013 Offices: Beijing, Shanghai, Guangzhou Expertise: Auto, Luxury, Fashion, Lifestyle, Arts & Culture Client snapshot: Tiffany & Co., Bulgari, Hublot, Van Cleef & Arpels, Piaget, Jaeger-LeCoultre, De Beers, Boucheron, Roger Dubius, The Macallan, Simmons, Pandora, Calvin Klein, JNBY, Maia Active, Lexus, Mercedes-Benz, Li Auto, Amazon Cypress Communications Established in 2018, the Shanghai-based agency focuses exclusively on fashion. Known for championing both international labels and emerging Chinese designers, it helps craft strategies that resonate with culturally attuned audiences. Clients include Monica Vinader, Haizhen Wang, Oude Waag, and Zhong Zixin, among others. Founded: 2018 Offices: Shanghai Expertise: Fashion Client snapshot: Monica Vinader, Haizhen Wang, Oude Waag, Zhong Zixin Hirao Founded in 2007, Hirao is a Tokyo-based agency specializing in lifestyle, fashion, beauty, and luxury communications. With a reputation for blending global sensibilities with Japanese cultural insight, it helps brands establish lasting resonance in the market. Its clients include Adam Lippes, Delvaux, Rosewood, Diptyque, Waldorf, and other leading names in the luxury space. Founded: 2007 Offices: Tokyo Expertise: Lifestyle, fashion, beauty, and luxury Client snapshot: Adam Lippes, Delvaux, Rosewood, Diptyque, Waldorf... Karla Otto Though primarily known as a Western PR giant, Karla Otto is a global communications powerhouse with a strong footprint across Asia, operating offices in Hong Kong, Beijing, Shanghai, Tokyo, and Seoul. The agency is known for its ability to merge international strategy with deep local market expertise, making it a trusted partner for luxury, fashion, beauty, lifestyle, and design brands expanding in the region. Its Asia portfolio includes work with leading names such as Aēsop, Aston Martin, Arket, Chloé, Jil Sander, Loewe, Moncler, and Valentino. Founded: 1982 Offices: Milan, Paris, London, Munich, New York, Los Angeles, Hong Kong, Beijing, Shanghai, Tokyo, Seoul, Dubai, Riyadh, and Jeddah Expertise: Fashion, arts & culture, beauty, lifestyle, and design Client snapshot: Aēsop, Aston Martin, Arket, Chloé, Jil Sander, Loewe, Moncler, Valentino Frolic Culture Led by founder Amanda Wang, Frolic Culture is a Shanghai-based agency specializing in fashion, lifestyle, art, and cultural communications. It has quickly gained a reputation for connecting international and local brands with China’s younger, digitally savvy audiences. Notable campaigns include Emis’s first flagship store launch in China and ongoing PR work for Marshall, Moose Knuckles, Vans, Harmay, and Casetify, showcasing Frolic Culture’s ability to craft culturally relevant, locally resonant narratives. Founded: 2017 Offices: Shanghai Expertise: Fashion and lifestyle Client snapshot: Moose Knuckles, Marshall, Vans, Harmay, Casetify... Seiya Nakamura A consultancy and PR firm, Seiya Nakamura operates from Paris, Tokyo, and Shanghai, offering a fusion of Western creativity and Asian market insight. Renowned for its innovative approach, it has represented a diverse array of brands, including Feng Chen Wang, Proenza Schouler, Marine Serre, Khaite, Jean Paul Gaultier, Stone Island, Shushu/Tong, and Ganni. The agency's expertise lies in crafting compelling narratives that resonate across cultures, leveraging its strategic presence in key fashion capitals to bridge global and local perspectives. Founded: 2014 Offices: Paris, Tokyo, and Shanghai Expertise: Fashion and creative Client snapshot: Feng Chen Wang, Proenza Schouler, Marine Serre, Khaite, Jean Paul Gaultier, Stone Island, Shushu/Tong, Ganni

Guide to luxury PRs in East Asia

Upgrade to Pro

Sectors

Insights

Company

Guide to luxury PRs in East Asia