Louis Vuitton’s ‘taiyaki’ demonstrates demand for playful prestige

What happened On December 1st, Louis Vuitton released a playful new bag charm inspired by “taiyaki,” complete with the realistic, imperfect edges of the street food. The fish-shaped pastry — traditionally filled with sweet red bean paste — is a beloved snack in East Asian markets, notably Japan, South Korea, and China, and has stirred instant excitement among consumers. Taiyaki (鯛焼き), which translates to “baked sea bream,” is a well-known Japanese confection shaped like a fish and often sold as a hot bite at market stalls. It’s prepared from a light batter similar to pancakes or waffles, cooked in a molded iron, and most often filled with sweet red bean paste, known as “anko.” Translating that idea into luxury form, the Louis Vuitton Taiyaki bag charm (or Bungeoppang bag charm in South Korean) has gained traction across social media channels in East and West. Crafted from leather in Italy, the purse keychain cleverly features a red lining that echoes the interior of the Asian treat. Louis Vuitton’s fishy flex: How a bag charm hooked East Asia The charm went viral by tapping directly into powerful cultural and social media momentum in East Asian markets, particularly China. On Xiaohongshu (also known as RedNote), the Chinese term for taiyaki (鯛魚燒) has 113 million impressions, reflecting the dessert’s cultural resonance. At the same time, adjacent fashion conversations show how this product sits at a lucrative sweet spot: #cutecoinpurse has reached 92 million impressions, while #bagcharm has surged to 1.4 billion. At a moment when culinary nostalgia, ”kawaii” aesthetics, and luxury personalization converge for a digitally savvy Chinese audience, this culturally attuned product is helping sustain mass-market interest in the luxury house. The Jing Take Foodie luxury charms are everywhere in 2025, from Coach’s pretzel, to Fendi’s dumpling, and Loewe’s martini olive keychain. Across the world, aspirational and connoisseur consumers are united by a desire to inject playful energy to their accessories. Viewed through a market-led, culture-first lens, Louis Vuitton’s Taiyaki bag charm is less a whimsical novelty than a strategic signal of where luxury accessories is heading — particularly in East Asia. Timing is key, too. Retviews data shows that while many accessory categories have softened over the past year, bag charms and keychains have emerged as a rare bright spot, posting 51% assortment share growth between 2024 and 2025. Not just a gimmick: Why charms are big business Rather than treating charms as low-cost add-ons, luxury houses are increasingly pricing them in the premium tier, with the Taiyaki charm listed in China for 7,800 RMB ($1,105), 1.41 million won ($962) in South Korea, and 800 euros ($940) in Europe. In a cooling accessories market, charms have become one of the few pockets still showing momentum. The taiyaki reference is especially strategic in China, where culture-led products perform best when they are instantly recognizable and designed for social sharing. Louis Vuitton is far from alone in this approach. Retviews data shows that high-end brands are leaning heavily into charms, often using food motifs that travel easily across cultures. The common thread is the translation of everyday comfort into collectible luxury, turning familiar objects into emotional fashion statements. Why Gen Z is choosing charms over logos The strategy works because it aligns with several dominant consumer shifts shaping luxury demand in China. Playful, non-intimidating “adorable fashion” photographs well and performs strongly on social platforms. Comfort dressing and nostalgia offer emotional reassurance amid ongoing economic uncertainty. Charm culture favors personalization and modular styling over overt logo displays amid this paradoxical Gen Z style era of kawaii and quiet luxury. And food, as a universal cultural reference, delivers instant joy. The key takeaway: luxury houses are reallocating creative and commercial energy toward small, high-margin, culture-driven accessories. As Chinese consumers grow more selective, bag charms offer an accessible entry point into luxury, strong gifting appeal, and outsized social visibility. 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.

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Louis Vuitton’s ‘taiyaki’ demonstrates demand for playful prestige