TikTok, Trade Wars, and the Changing Face of Luxury brands: A New Era of Consumer Consciousness

TikTok, Trade Wars, and the Changing Face of Luxury brands: A New Era of Consumer Consciousness

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.

image

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.

image

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


Air India and Air Astana Sign Codeshare Agreement to Strengthen India–Kazakhstan Connectivity

Air India and Air Astana Sign Codeshare Agreement to Strengthen India–Kazakhstan Connectivity

By Manu Vardhan Kannan

Published on September 12, 2025

Air India, India’s leading global airline, and Air Astana, the flag carrier of Kazakhstan, have announced a new codeshare agreement to expand flight options and connectivity for travellers between India and Kazakhstan.

Under this partnership, Air India will place its ‘AI’ designator code on Air Astana’s flights between Almaty and Delhi, and Almaty and Mumbai. This enables Air India passengers to conveniently book single tickets and enjoy through check-in for their journey to Almaty, a fast-growing hub for both tourism and business in Central Asia.

Speaking on the announcement, Campbell Wilson, Chief Executive Officer & Managing Director of Air India, said:

“Our new codeshare partnership with Air Astana creates stronger air links to Kazakhstan, a fast-growing market with immense potential for tourism. Beyond serving leisure travel demand, our partnership will also support trade and cultural exchanges between our two countries, while bringing a new destination in Central Asia closer to our customers.”

Peter Foster, CEO of Air Astana Group, shared:

“We are delighted to have concluded a comprehensive codeshare agreement with Asia’s oldest airline. Air India is an exceptionally well-managed business, which operates a comprehensive network of flights to, from and across India, the world’s most populous country and one of the fastest growing travel markets. India is of key strategic importance to the Air Astana Group as we increase flights from Kazakhstan to Delhi, Mumbai and Goa. The codeshare will accelerate the increasingly strong business, tourist and student traffic flows between our two countries.”

The agreement builds upon an interline partnership signed earlier in 2025, under which Air India passengers already had access to destinations across Central Asia and China via Almaty, including Astana, Bishkek, Tashkent, Dushanbe, and Urumqi. Meanwhile, Air Astana customers gained access to 18 domestic and 9 international destinations through Air India’s network.

With this codeshare step-up, passengers will benefit from greater convenience, a wider destination network, and simplified travel through a single booking and check-in process. Subject to regulatory approvals, the codeshare flights will gradually be made available for booking across Air India’s website, mobile app, and travel agents worldwide.


Where to Go for the Perfect Date Night in Mumbai– From Rooftop Romance to Cozy Pizzerias

Where to Go for the Perfect Date Night in Mumbai– From Rooftop Romance to Cozy Pizzerias

By Hariharan U

Published on September 12, 2025

Mumbai’s dining scene offers no shortage of options, but when it comes to a perfect date night, not every place makes the cut. Whether you’re planning an indulgent evening under the stars, a cozy night at home, or a casual pizza-and-wine kind of outing, here are four standout spots to add to your list.

1. Mirage, Bandra – Rooftop Romance with a Touch of Fantasy

Step into Mirage, Bandra’s newest rooftop stunner, where dining is elevated into a cinematic experience. Curated by internationally celebrated chefs Bobby Recto and Maher Ramzi, the menu brings together bold Euro-Asian and Levantine flavours—think smoked lamb hummus, gold-dusted maki rolls, braised lamb shank, and pistachio kunafa crema.

Designed by Sumessh Menon, Mirage shimmers with reflective surfaces, dramatic lighting, and sweeping skyline views. Add artful cocktails like the Wasabi Punch or Medusa’s Eye, and live music that sets the tone, and you’ve got yourself the perfect setting for a romantic night out.

2. The Pantry – A Healthy Date Night at Home

image

For couples who prefer staying in but still want a touch of indulgence, The Pantry delivers just that. Its all-new menu is designed around wholesome bowls, globally inspired salads, and wraps that balance nutrition with flavour.

Highlights include the Zen Soba Protein Bowl with miso-lime soba and tofu, the Moroccan Glow Bowl with harissa-grilled chicken, and the Mediterranean Muscle Bowl featuring muhammara, cauli-quinoa, and olive tapenade chicken. Seafood lovers can try Fish & Greens with kasundi mustard rawas.

Available on Swiggy and Zomato, The Pantry makes it easy to turn your dining table into the coziest date spot.

3. Si Nonna’s – Cozy Pizzeria Vibes

image

Authentic wood-fired sourdough pizzas make Si Nonna’s a natural pick for couples who love sharing slices. Whether you’re dining in at their intimate pizzeria or ordering in for a relaxed evening, Si Nonna’s brings Italy to Mumbai with bold, fresh flavours.

Must-tries include Pizza No. 3, topped with Fior di Latte, Kalamata olives, and capers, and Pizza No. 6, loaded with spiced chicken, sun-dried tomatoes, basil pesto, and homemade chilli oil. End the night with Nonna’s Famous Tiramisu and raise a toast with Nonna’s Cooler.

4. The BlueBop Café – Jazz, Comfort & Connection

image

With its warm interiors and jazz-infused ambience, BlueBop Café is ideal for couples seeking comfort and connection. The menu is designed for sharing—start with Mozzarella Cheese Sticks, Butter Garlic Prawns, or Truffle Chicken Popcorn before moving on to hearty mains like Mexican Chicken Sizzlers, Prawns in Red Thai Curry, or a Tenderloin Steak.

Round off the evening with a decadent Hazelnut Hot Chocolate or a freshly baked dessert. Here, every date night feels as intimate and laid-back as it is indulgent.

Whether you’re chasing rooftop sunsets, pizza nights, wholesome bowls at home, or jazz-filled evenings, these four spots prove that Mumbai knows how to make every date night unforgettable.


GST Rationalization and Hospitality Growth by Ruban Das

GST Rationalization and Hospitality Growth by Ruban Das

By Author

Published on September 10, 2025

"In the wake of India’s recent Goods and Services Tax rationalization, the accommodation landscape for discerning travelers remains largely unchanged at the premium end. The simplified tax structure, which reduces amplification of costs at the economy and mid-market tiers, preserves the existing 18 per cent levy on nightly stays exceeding ₹7,500. The tax overhaul eases burdens for mid-tier counterparts, potentially stimulating overall travel demand, a trend from which established operators naturally benefit for hotels up to ₹7,500 with a GST of 5% (without any input credit facility) from the existing 12% GST.

image

We urge the authorities to reconsider the GST structure for hotel-based dining outlets and align it with that of stand-alone fine dining restaurants. A uniform tax rate will ensure fair competition, healthier growth of the industry, and better value for consumers.
In essence, the GST evolution affirms our resolve: even as regulatory winds shift, our commitment to excellence remains steadfast. We continue to invest thoughtfully in staff training, amenity enhancement, and sustainable practices, confident that the regulatory bedrock affords us clarity—and the freedom—to elevate each guest’s experience with distinction and unwavering warmth."- Ruban Das, General Manager, Hyatt Regency Chennai Submission from Hyatt Regency, Chennai

Stay up-to-date with the latest Hospitality news and trends in the Hospitality industry!

Subscribe to Hospitality news e-magazine for free and never miss an issue.

By clicking subscribe for free you agree to the Terms & Conditions and acknowledge our Privacy Policy.

Advertise With Us

We have various options to advertise with us including Events, Advertorials, Banners, Mailers, etc.