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    Louis Vuitton, Porsche rev up cultural clout in China’s Aranya

    What is attracting luxury brands to keep returning to the small coastal city Aranya to stage runway shows and theater events?
    Porsche's ‘Dream On’ and ‘Dream Capsule’ installations are seen at the 2023 Aranya Theatre Festival, China. Image: Porsche
      Published   in Lifestyle

    What happened

    On June 14, the Aranya Theatre Festival Committee announced Louis Vuitton as the chief partner for the 2024 festival, extending their collaboration for a second consecutive year to promote the brand’s artistic and cultural ethos while supporting the theatrical arts and interdisciplinary innovation.

    This year’s festival, themed “Routines and Exceptions,” is running June 20 to 30 at the Aranya Golden Coast Community, featuring creative discussions with notable film directors.

    Last year, the partners fostered interactions between artists and audiences, exploring the blend of theater, other art forms and daily life.

    Image: Aranya Theatre Festival
    Image: Aranya Theatre Festival

    Luxury carmaker Porsche also became an Aranya Theatre Festival partner for the second consecutive year. On the evening of June 21, the 2024 Aranya Theater Festival opened with a launch party at a Porsche pop up on Aranya Beach, kicking off an 11-day artistic journey. The event featured theatrical and performances, as well as drone shows.

    The Jing Take#

    Just a three-hour drive from Beijing, this coastal community has become a sought-after retreat for the city’s middle class, who seek respite from urban clamor. Once an obscure Hebei town, Aranya‘s transformation began about a decade ago, catapulting it into the limelight as a venue for prestigious events and a magnet for culture vultures.

    Aranya’s rise to fame was significantly boosted by a viral video about its “Loneliest Library,” which amassed 600 million views in 2015. This quaint library, initially a symbol of solitude, soon attracted over 2,000 daily visitors, making it one of the most popular cultural spots in the region.

    The name Aranya, derived from the Sanskrit word for “place of quiet retreat,” encapsulates the location’s essence as a sanctuary for self-discovery amid the world‘s noise. This allure has drawn countless young people, who view Aranya as both spiritual refuge and Instagram-worthy destination.

    Just a three-hour drive from Beijing, Aranya has become a sought-after retreat for the city’s middle class, who seek respite from urban clamor. Image: Aranya
    Just a three-hour drive from Beijing, Aranya has become a sought-after retreat for the city’s middle class, who seek respite from urban clamor. Image: Aranya

    With its burgeoning popularity, Aranya now hosts around 400,000 visitors annually. During major events like theater and music festivals, daily attendance can peak at 30,000, underscoring its status as a vibrant cultural hub.

    In September 2022, Louis Vuitton chose Aranya’s Golden Coast for its menswear show, further cementing its association with this unique locale. In the same year, the iconic white chapel of Aranya was also given a pink makeover to align with the Valentino PP Pink collection, showcasing a blend of luxury and local culture.

    But Aranya’s appeal extends beyond fashion. It has hosted online concerts by singer Li Jian in its Valley Auditorium and seaside theater festivals by renowned director Meng Jinghui. Often referred to as the “backyard of Beijing” or the “Jerusalem of Beijing’s middle class,” Aranya’s blend of coastal charm and cultural richness has indeed ignited its fame.

    In essence, the collaboration between Louis Vuitton, Porsche, and Aranya highlights a confluence of luxury, culture, and community. By leveraging the resort place‘s popular theater festival, luxury brands can create unique partnerships with local directors and artists, and install gigantic installations with vivid brand designs to associate their image with cultural attributions.

    Nowadays, to resonate with experience-driven young Chinese luxury brands must rev up their cultural influence.

    The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.


    • Louis Vuitton and Porsche return as partners for the 2024 Aranya Theatre Festival, continuing their collaboration for the second consecutive year.
    • The festival, themed “Routines and Exceptions” and which runs June 20 to 30 at the Aranya Golden Coast Community, features various artistic events.
    • Aranya, a popular retreat for Beijing’s middle class, has become a cultural hub hosting around 400,000 visitors annually and prestigious events.
    • By associating themselves with cultural hotspots like Aranya, luxury brands can elevate their brand image, connecting themselves with art, culture and community.
    • To resonate with experience-driven young Chinese consumers, luxury brands must rev up their cultural influence.
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