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By Shreenidhi Jagannathan
Published on April 17, 2025
In an unexpected twist to the ongoing U.S.-China trade war, the luxury goods sector, once synonymous with exclusivity and prestige, now finds itself facing a disruptor no one saw coming: TikTok. What began as a geopolitical clash, with the U.S. imposing a significant 145% tariff on Chinese imports, has evolved into a global cultural reckoning. Chinese influencers, manufacturers, and consumers are using social media platforms, particularly TikTok, to challenge the very foundation of Western luxury brands like Chanel, Hermès, Lululemon, and Nike.
From Geopolitics to Cultural Confrontation The luxury market, long considered a status symbol and a playground for the wealthy, has been upended by viral content from Chinese social media creators. These influencers are not just showcasing luxury goods; they are revealing secrets that challenge the very notion of luxury as a symbol of exclusivity. By exposing the origins of luxury products, many of which are manufactured in China at a fraction of their retail prices, TikTok creators are sparking a broader cultural conversation about value, authenticity, and the economics of luxury.
Recent findings indicate that these influencers have been uncovering the manufacturing process behind luxury products, which are often produced in Chinese factories using inexpensive labor and then sold at exorbitant prices in Western markets. This transparency is resonating with consumers, challenging the idea that high price tags equate to high value. Videos on platforms like TikTok show similar products, made with the same materials, being sold for a fraction of the price, with many creators highlighting the disconnect between the cost of production and the retail price.
The message is simple but powerful: Why pay thousands of dollars for a product made for cents on the dollar? Viral videos depict factory workers assembling high-end handbags identical to those found in boutique stores, and many creators walk viewers through the manufacturing process, demystifying the perceived value of these brands. Some even show similar products for a fraction of the price, with subtle yet potent commentary about the artificial premium placed on luxury items.
Exposing the Illusion of Exclusivity As these revelations spread, luxury brands are scrambling to defend their pricing structures. Lululemon, Adidas, and others have issued statements warning consumers about counterfeit products and the dangers of unauthorized Chinese manufacturing. But the damage is already done. Major luxury players, including Burberry, Richemont, and Hugo Boss, are reporting significant sales declines in China, a market that once represented a major growth engine for the global luxury sector.
Reports suggest that the luxury market has lost nearly $200 billion in value in recent months. The decline is compounded by economic challenges in China, such as a property crisis and high youth unemployment, and by a growing cultural phenomenon known as "luxury shame." Younger generations, especially in China, are increasingly reluctant to flaunt wealth in public, rejecting the conspicuous consumption that luxury brands rely on.
A Wake-Up Call for the Hospitality Industry The ripple effects of this shift in consumer behavior extend far beyond the world of fashion. Hospitality and tourism sectors, particularly luxury hotels, fine dining brands, and high-end lifestyle destinations, are now facing the task of adapting to a new generation of guests. These consumers, influenced by transparency and authenticity, are increasingly seeking experiences that go beyond brand names and logos.
Luxury hotels and resorts, especially in China and other parts of Asia, may need to rethink their retail offerings and even their overall approach to luxury. The traditional retail spaces within high-end hotels, once filled with branded luxury goods, are being reconsidered for more experiential concepts. Hotels may focus on local craftsmanship, artisanal experiences, or bespoke services that emphasize genuine cultural connections over mass-produced luxury items.
Moreover, hospitality marketing strategies need to evolve. The growing trend of authenticity-driven consumption means that simply relying on a brand's heritage may no longer be enough to attract today’s value-conscious travelers. A growing emphasis on sustainability, transparency, and local pride is shaping the future of luxury, and hospitality brands must adapt or risk losing relevance.
The Future of Luxury: Transparency and Digital Storytelling What’s unfolding is not just a fleeting TikTok trend; it’s a profound shift in consumer trust and global branding. This trend signals a broader transformation in how people perceive value, and how digital storytelling and transparency are reshaping luxury consumption across industries.
As trade tensions persist and social media continues to reshape consumer behavior, the hospitality industry must stay attuned to these cultural currents. The rise of TikTok and other social platforms shows that in today’s world, a viral video can have more influence than a high-profile fashion show. Whether it’s a boutique hotel in Bhopal or a five-star resort in Shanghai, understanding this new era of consumer consciousness could be the key to staying relevant in an ever-changing market.
Images used in this article are sourced from Google and are for illustrative purposes only. For more insights into global trends impacting the hospitality industry, stay tuned to Hospitalitynews
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By Manu Vardhan Kannan
Published on July 12, 2025
In a heartfelt celebration of academic excellence and cultural unity, Sanskriti University, Mathura, hosted a grand convocation ceremony exclusively for its international students. The event reflected the university’s strong commitment to global education, diversity, and inclusive growth.
The ceremony began with the arrival of the Academic Procession, followed by the national anthem, lamp lighting, and Saraswati Vandana, setting a dignified and traditional tone.
Dr. Rainu Gupta, Dean of Academics, welcomed the gathering with warm words:
“Today is not only a moment of pride for our international students but also for Sanskriti University. Their dedication and academic perseverance serve as a beacon of inspiration.”
Dr. Sachin Gupta, Chancellor of Sanskriti University, officially opened the convocation and remarked:
“Our international students are ambassadors of knowledge, culture, and values. They embody the mission of Sanskriti University and will contribute meaningfully to their societies.”
A total of 35 students from countries such as Namibia, Myanmar, Zimbabwe, Tanzania, Ghana, and Sudan received their academic degrees across disciplines like Engineering, Management, Basic Sciences, and Nursing.
The event was graced by Mr. R.N. Trivedi, Registrar of Sanskriti University, alongside senior deans and faculty members. Their presence reinforced the collective effort behind the academic journey of these students.
This special convocation was more than a formal ceremony, it was a powerful symbol of education without borders. With graduates from diverse cultures, languages, and backgrounds, the event sent a strong message of unity, knowledge-sharing, and peaceful progress.
Sanskriti University continues to emerge as a hub of globally relevant education, nurturing students who will go on to make meaningful contributions across the world.
Evoke Experiences has officially unveiled the return of Rann Utsav – The Tent City, set to run from 23 October 2025 to 4 March 2026, in the heart of Gujarat’s White Rann. This iconic desert festival continues to capture India’s cultural essence through an immersive celebration of local traditions, scenic landscapes, and community spirit.
For the 2025 season, Evoke Experiences will manage not only the operations of The Tent City but also its branding, entertainment, and guest experience verticals. The seamless integration of hospitality and storytelling aims to provide visitors with a truly memorable and authentic journey into the soul of Kutch.
This year’s edition places strong emphasis on sustainability. Key initiatives include:
These initiatives highlight Evoke’s dedication to responsible tourism while preserving the fragile desert ecosystem.
The cultural fabric of the festival is being enriched with live art demos, open-air film screenings, personalised celebration zones, and hands-on traditional craft workshops, offering travellers meaningful interactions with local artisans and communities.
Expanding the experience beyond the White Rann, Rann Utsav 2025 will now include Mandvi, a charming coastal town, and offer curated packages that extend to Dholavira, the ancient Harappan city. These additions offer a more holistic cultural and historical journey through Gujarat.
To kick off the season, Evoke Experiences has also announced the Evoke Incredible Flash Sale, available from 11 to 13 July 2025, offering flat 25% off across multiple destinations:
This early-bird sale gives travellers first access to India’s top experiential stays before peak season demand.
With its renewed focus on culture, sustainability, and regional expansion, Rann Utsav 2025 – The Tent City promises a magical escape where tradition meets innovation under the starlit sky of Kutch.
Published on July 11, 2025
Cygnett Hotels & Resorts has announced the signing of its ninth property in Northeast India, with the launch of Cygnett Park Guwahati. The new hotel will be developed in partnership with SRKS Hospitalities Private Limited and is scheduled to open in July 2026.
Strategically located at the border of Guwahati and Meghalaya, the hotel offers easy connectivity, just 45 minutes from Lokpriya Gopinath Bordoloi International Airport and 15 minutes from Guwahati city centre. This makes it a prime choice for both business and leisure travellers.
This announcement comes close on the heels of Cygnett’s recent expansion in Arunachal Pradesh with Cygnett Park Itanagar, reflecting the brand’s focused growth across India, especially in the culturally rich and emerging Northeast region.
Cygnett Park Guwahati will feature 108 contemporary rooms and suites, an all-day dining restaurant with alfresco seating, a rooftop specialty outlet, a dedicated vegetarian restaurant, a chic bar, and banqueting and conference facilities spread over 9,000 sq. ft. Guests can also enjoy wellness offerings such as a spa, fitness centre, swimming pool, and recreational areas.
The new property aims to become a preferred venue for corporate gatherings, destination weddings, and vacationers, aligning with the Indian Government’s renewed push to grow the tourism sector in the Northeast.
“We were among the first branded hotel chains to enter the Northeast and are on track to reach a 2,000-key footprint in the region by 2029,” said Mr. Sarbendra Sarkar, Founder & Managing Director, Cygnett Hotels & Resorts. “With over ₹4.3 lakh crore worth of investments announced at the Rising Northeast Summit 2025, the hospitality sector in the region is poised for robust growth.”
The Cygnett Park brand is known for its green, wellness-focused hospitality with a touch of affordable luxury. The upcoming Guwahati property will also feature Cygnetture culinary excellence, offering diners a chance to savour flavours inspired by the rich culinary heritage of the Northeast.
With eight hotels already in operation or under development in the Northeast, the brand is now targeting 12–15 new properties annually across India, with the Northeast identified as a key growth area in its 100-hotel expansion strategy.
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