The luxury industry in China is undergoing a major shift in 2025. After years of mega runway shows and VIP-only events, brands are now embracing public-facing exhibitions to engage a wider audience.

According to our CEO, Jonathan Siboni, this transformation is not just a trend but a strategic move—with 192 exhibitions by 48 luxury brands in 2024 alone, the numbers speak for themselves.

Why exhibitions?

• They provide an experiential way to showcase craftsmanship, heritage, and creativity.

• They cater to China’s growing cultural confidence and interest in artisanal crafts.

• They create exclusivity and excitement, attracting high-net-worth individuals and fostering long-term brand desirability.

As Jonathan notes, luxury exhibitions serve as a cultural bridge, transforming how Chinese consumers perceive brands. With 2025 already seeing as many exhibitions as last year, this shift reflects the industry's commitment to innovation, storytelling, and deeper connections with its audience.

A big thank you to Denni Hu for covering this important industry evolution in WWD. Read the full article below.