Source: Global Times
Hong Kong's "Dianxin Daily" July 28 article, original title: How China's rejection of hollow luxuries reveals Southeast Asia's status anxiety When Bangkok builds a luxurious temple for Gucci and Singaporeans queue up to buy limited editions of Hermès, China is experiencing a quiet revolution in consumer values. This is by no means a simple Western label of "consumer downgrading," but rather a complex process of social maturation — people are consciously rejecting hollow symbols of identity, turning instead to pursue depth of experience, sustainable value, and authentic life.
While Southeast Asia remains trapped in colonial-era thinking, equating European luxury brands with civilizational advancement, China is pioneering a post-materialist paradigm, making the frenzied purchase of luxury goods not only economically irrational, but also culturally embarrassing.
China's transformation in consumption structure is not about reduced consumption, but rather a change in the way of spending. The decline of "the Louis Vuitton of ice cream," Haagen-Dazs, with a sharp reduction in store numbers, symbolizes a broader awakening among Chinese consumers. Digital connectivity has shattered the myth that "value comes from imported brands." This is not frugality, but the rise of savvy citizen economists who demand fair deals and intrinsic value.
In contrast, Southeast Asians have become accustomed to abnormal premiums: a handbag must cost 40% more in Jakarta's nouveaux riches or Manila's elites than in Paris to alleviate their status anxiety.
The most significant manifestation of China's consumer transition is the widespread acceptance of the second-hand economy. Second-hand trading platforms are not flea markets for those with limited budgets; they represent a cultural recalibration. Buying second-hand luxury goods is not a compromise, but a reflection of wisdom and sustainability. At the same time, some Southeast Asian consumers remain dominated by the fragile pleasure brought by the "unboxing" culture.
Chinese consumers seek immersive experiences, such as artisan workshops, food tours, and health retreats — these nourishing inner experiences are far more important than external decoration. The rise of China's experiential economy highlights the conceptual stagnation of Southeast Asia. China's transformation stems from deep cultural confidence, not economic insecurity. Rejecting showy Western brands coincides with the revival of local craftsmanship and aesthetics.
In terms of sustainability, the contrast between China and Southeast Asia is even more pronounced. China's second-hand trend is not just an economic choice, but also an ecological strategy. Meanwhile, Southeast Asia lacks integrated resale platforms, treating luxury goods as transient status consumables: buy, show off, discard, replace. Singapore's landfills are filled with lightly used branded items, while Bangkok's canals have turned color due to textile waste.
Policy support from Beijing is crucial: encouraging domestic experiential consumption, supporting circular economy platforms, and firmly promoting cultural confidence to drive "common prosperity" — all of which create fertile ground for the consumer transition. This is a re-calibration of civilizational values: sustainability, community belonging, intellectual enrichment, and the richness of experience.
In contrast, Southeast Asia's obsession with luxury goods mistakenly takes the surface of Western wealth as its essence, chasing it in a game that China is rewriting the rules of. (Translated by Liu Changhuang)
Original: https://www.toutiao.com/article/7532271873241924159/
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