Southeast Asian consumers give local footwear a step up

Pace Shoes, a Thai footwear label known for its handcrafted sandals and sculptural heels, is having its moment. In August 2026, its pink leather sandals were spotlighted in an Instagram post by Blackpink’s Lisa, and in October, it opened a showroom at Paris Fashion Week, bringing its whimsical, floral aesthetic. Established in 2014, Pace Shoes has emerged as a regional leader in customizable footwear. Customers can design their shoes from scratch, choosing everything from materials and heel shape to colors and decorative details. Casa De Pace, its appointment-only showroom, has become a must-stop destination for shoe lovers, with visitors often sharing their fittings on social media. The brand’s popularity comes amid a growing appetite for local and niche brands across Asia. A report by Bluebell Group found that 72% of surveyed Southeast Asian consumers had purchased from a niche accessory or shoe brand in the 12 months before March 2025, compared with 64% in China and 55% in South Korea. In Indonesia, Ipsos found rising positive sentiment for Indonesian-made products, while Nielsen IQ reported eight in 10 Vietnamese Gen Z consumers say they would support local brands, citing quality, authenticity, and cost. From cultural inspiration to cultural ownership For many consumers across Asia, the movement to support locally made brands isn’t just about cost; it’s about reclaiming culture. Luxury brands have long borrowed from Asian footwear and textile traditions. For its Spring/Summer 2021 ready-to-wear collection, Christian Dior incorporated Indonesia’s traditional hand-woven Balinese Endek fabric into clothing and bag accessories. In June 2025, Prada sent a pair of open-toe braided shoes down its Milan runway that closely resembled India’s centuries-old Kolhapuri chappals. The omission of India from the show notes, however, sparked backlash over cultural erasure, steep markups, and the appropriation of a legally protected heritage craft. According to Jennie Mai, co-founder of Do With Dash, a curated platform for Vietnamese labels, Asian brands now have an opportunity to reclaim their cultural heritage and craftsmanship as consumers look beyond global names. “We see that customers are way more open to discovering footwear outside the major global names, especially when a product has a strong design identity or a clear cultural point of view,” Mai tells Jing Daily. “Asian brands definitely reap the benefits of that shift, and we believe that there’s plenty of room for more independent names to break onto the international stage.” That shift, she argues, is not about keeping global brands out. It is about ensuring local designers and communities remain part of the story. “Local designers matter because they get not just how something looks but the history and meaning behind it, so they can flip it while still telling the story appropriately,” she says. “It’s not about blocking global brands from drawing inspiration from a culture; [rather, it’s about] making sure the people and stories behind that culture stay [as part of the conversation].” It’s a mission Mai pursues by teaming up with local designers to curate her store. In particular, she points to Vietnam as a country with the potential to turn its manufacturing strength into brand recognition. “The next opportunity lies in shifting that perception from products simply being made in Vietnam to footwear being designed and created by Vietnamese brands,” she adds. Rising affluence puts artisanal footwear in reach Another reason consumers are buying local? More spending power, says Jenn Chew, a Singapore-based cultural and digital strategist. The 2023 SYNC Southeast Asia report projects per-capita real disposable income to grow at a compound annual growth rate (CAGR) of 5% in Vietnam and 3.2% in Indonesia and the Philippines. At the same time, a 2026 Ipsos prediction survey found that 80% of Indonesians, 70% of Malaysians, and 65% of Thais expect their disposable income to increase this year, pointing to growing confidence in their spending power. But it’s not simply about having more money to spend. As APAC consumers become more selective about where they put their discretionary spending, craftsmanship, cultural identity, and design can offer a stronger reason to trade up. “[APAC Gen Z] can finally afford pieces like artisanal shoes at a higher price point. To them, it feels like real luxury that they can actually reach, unlike the hype-driven Coach Tabby,” Chew says. However, Mai cautions that rising interest in local brands does not automatically make them premium. “I wouldn’t say ‘handmade in Asia’ automatically becomes a premium category just because there is more attention on it now. Italian or Japanese craftsmanship built that reputation over a very long time, through consistency, quality, and a strong design identity,” she explains. Viral posts to global demand Social media is also helping APAC footwear brands reach consumers at home and abroad. Rot, the co-founder of popular Saigon-based shoe label Roost, says online exposure can help sell out certain products, especially when tourists share their purchases. “A Russian customer once bought a pair from Roost and posted a review that unexpectedly went viral, introducing the brand to many international customers. Demand increased afterward, but because we manage our own production, we were able to handle it,” Rot says. The appeal lies partly in Roost’s distinctive product design. The Vietnamese brand has amassed nearly 37,000 Instagram followers for its premium, customizable leather slides, allowing customers to switch between different covers, including giraffe, cow, and deer prints. Roost’s experience reflects a broader rise in content-driven commerce across Southeast Asia. TikTok Shop accounts for roughly 20% of total e-commerce in APAC, according to Nielsen IQ, with Vietnam, Thailand, Malaysia, and the Philippines achieving triple-digit GMV growth rates between 2022 and 2024. Together, rising incomes, growing interest in local labels, and social media exposure are creating new opportunities for Southeast Asia’s footwear brands to reach consumers at home and abroad. But turning that visibility into lasting commercial value, particularly in the premium segment, requires more than a compelling heritage story. Brands must pair cultural identity with distinctive design, consistent quality, and craftsmanship that gives consumers a reason to pay more. As Mai put it, “The opportunity is definitely there, but the lasting brands will be the ones with craftsmanship consistently turning into a strong product. If that stays consistent over time, I think Asian craftsmanship will push even deeper into the premium [market] space.”

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Southeast Asian consumers give local footwear a step up