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.

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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.

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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


India’s Short-Term Rental Sector Gets Its First National Platform With the Launch of ISTHA

India’s Short-Term Rental Sector Gets Its First National Platform With the Launch of ISTHA

By Manu Vardhan Kannan

Published on December 4, 2025

India’s leading hospitality entrepreneurs and short-term rental professionals have announced the launch of ISTHA (Indian Short-Term Rental Host Association), the country’s first national platform dedicated to the short-term rental and alternative accommodation sector. With India seeing strong growth in homestays, boutique stays, serviced apartments, vacation rentals, guesthouses, B&Bs, and experiential accommodations, the industry has long operated without a unified structure or representation. ISTHA has been created to address this gap.

Speaking about the launch, Mr Gaurav Marwah, President of ISTHA, said that India’s short-term rental segment has expanded faster than traditional models but remains largely unorganised. He shared that ISTHA aims to build a credible and structured voice for hosts and operators with a focus on quality, compliance, and community. The platform will work to standardise documentation, hosting practices, and operational frameworks across India while helping hosts with knowledge exchange, compliance support, and collaboration.

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ISTHA’s mandate includes establishing best-practice standards for hosts and property managers, engaging with authorities for regulatory clarity, providing training programmes and certification, creating state and regional chapters, encouraging collaboration with OTAs, tourism boards and technology partners, and promoting responsible hosting, safety standards and guest trust across the ecosystem. “Our mission is not just to build a network, it is to build trust. Trust between hosts, guests, and policymakers. ISTHA will champion responsible hosting, safety norms, and a consistently high-quality guest experience nationwide,” added Mr. Gaurav Marwah.

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ISTHA is structured as a federal, member-driven organisation led by professionals from hospitality, tourism, real estate, and property management. The leadership team includes:

  • Gaurav Marwah, President: Airbnb Superhost and property management professional handling over 50 units across NCR and Jaipur, with active involvement in host representation and regulatory clarity.

  • Tarun Arora, Treasurer: Hospitality entrepreneur with experience in real estate and budget accommodation, overseeing financial and membership operations.

  • Priyanka M, General Secretary:  Hospitality and operations specialist managing communications, documentation and organisational development.

Several homestay owners, B&B operators, vacation rental hosts, and property managers from Delhi NCR, Jaipur, Mumbai, Goa, Chennai, Coimbatore, Shimla, and Bengaluru have joined ISTHA during its founding phase. The association will soon introduce its first National Conclave, State Host Councils, and collaborations with OTAs, tourism boards, and technology partners.

About ISTHA (Indian Short-Term Rental Host Association)

ISTHA is a Section 8 non-profit industry body formed to represent India’s short-term rental, homestay, B&B, and alternative hospitality ecosystem. Its mission is to promote responsible hosting, support policy dialogue with authorities, provide training and resources for host development, and strengthen India’s position as a hub for flexible, experiential, and community-driven hospitality.


Cinépolis India Celebrates Sholay’s Golden Jubilee With a Special 4K Re-Release

Cinépolis India Celebrates Sholay’s Golden Jubilee With a Special 4K Re-Release

By Hariharan U

Published on December 4, 2025

Cinépolis India is celebrating a major moment for Indian cinema as the iconic film Sholay returns to the big screen for its Golden Jubilee. The classic, known for its unforgettable characters and evergreen storytelling, will be showcased in a digitally remastered 4K uncut version across select Cinépolis cinemas nationwide.

This special re-release holds an emotional note for fans, especially with legendary actor Dharmendra, who played the beloved Veeru, in everyone’s thoughts. Cinépolis joins audiences across the country in wishing him continued strength and good health.

Sharing the significance of this milestone, Devang Sampat, Managing Director, Cinépolis India, said, "Sholay occupies a very special place in the hearts of Indian audiences, and it is a privilege for Cinépolis to bring this landmark film back to cinemas for its Golden Jubilee. We are grateful to be part of this moment that allows families across generations to come together for a story that has shaped our culture for fifty years. We hope this brings back warm memories for many and creates new ones for those watching it for the first time."

For fifty years, Sholay has been deeply rooted in India’s cultural memory. Its dialogues, moments and characters, from Gabbar’s legendary “Kitne aadmi the?” to the timeless friendship of Jai and Veeru, continue to resonate with audiences. The film remains one of the rare classics that every generation instantly recognises. Bringing it back to cinemas allows families to relive the experience together, while introducing younger viewers to the magic of watching it on the big screen.

The re-release also comes at a time when more viewers are returning to theatres to rediscover the joy of watching films collectively. Classic films showing in cinemas have become a meaningful way for audiences to reconnect with stories they grew up with, while new moviegoers enjoy them in a fresh and immersive format.

About Cinépolis India
Cinépolis India is the first international cinema exhibitor in the country and a part of the global Cinépolis group. With a focus on creating memorable moviegoing experiences, the brand operates 487 screens in India under Cinépolis, Cinépolis VIP and Fun Cinemas.

The brand is well known for driving innovation in cinema exhibition, including luxury viewing with Cinépolis VIP and the kid-friendly Cinépolis Junior auditoriums. Its loyalty programme, Club Cinépolis, enhances the overall experience with free registration, reward points, pre-screening invites and access to special events.

Over the years, Cinépolis India has earned several honours, including the IMAX Big Cine Award for India's Top Multiplex Chain of the Year and multiple recognitions at MAPIC India for excellence in leisure and entertainment.


Ginger Enters Meghalaya With a New Hotel Signed in Shillong

Ginger Enters Meghalaya With a New Hotel Signed in Shillong

By Manu Vardhan Kannan

Published on December 4, 2025

Indian Hotels Company (IHCL), the country’s largest hospitality group, has signed a new Ginger hotel in Shillong, marking the brand’s debut in Meghalaya. The upcoming property is a greenfield project and aims to serve the city’s fast-growing mix of business and leisure travellers.

Speaking about the announcement, Ms. Suma Venkatesh, Executive Vice President – Real Estate & Development, IHCL, said, “Shillong, with its vibrant spirit, resonates with Ginger’s philosophy of blending work and play. Under the Smart City program, Shillong is evolving into a significant administrative and economic hub. Its prime location, coupled with panoramic views of the hills, make it an ideal setting for the brand to serve the city’s evolving hospitality needs. We are delighted to partner with Mr. Khongsngi for this project.”

The hotel will offer 90 keys and include Ginger’s signature all-day dining restaurant Qmin, a stylish bar, a meeting room and a fitness centre, bringing together everything needed for guests who want comfort and convenience during their stay.

Mr. Khongsngi said, “We are happy to partner with IHCL to bring the Ginger brand to Shillong and contribute to the city’s growing hospitality landscape.”

Often called the Scotland of the East, Shillong blends its colonial charm with rich Khasi culture. With pleasant weather, rolling hills and attractions such as Umiam Lake, Elephant Falls and the famous Shillong Cherry Blossom Festival, the city continues to draw both travellers and investors.

With this addition, IHCL’s presence in Meghalaya grows to three hotels, including one under development.

About the Owning Company

Mr. Khongsngi is a real estate developer in Shillong and also serves as President of the Khasi Hills Archery Sports Institute (KHASI), an organisation dedicated to preserving and promoting the traditional sport of archery in Meghalaya.

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