Bluebell Group Releases 2022 Asia Lifestyle Consumer Profile


“Last year we launched the first edition of the Asia Lifestyle Consumer Profile to understand the differences and similarities in consumer sentiment Asia‘ said the President and CEO of Bluebell Group, Ashley Micklewright. “With this second volume, we examine the evolution of these trends and key consumer personalities, taking into account the different post-COVID policies in each market Asiaand delve deeper into some of the biggest opportunities for lifestyle retail, from Instagram preferences to the growing appetite for niche brands, second-hand products and eco-conscious desires.”

Makers and Shakers (2021 Updates)

  • On all markets in Asiain which consumers are increasingly interested niche brands that fewer people know, but that offer great style and quality. The largest annual increases in consumer interest for this brand category can be found in Mainland China (+34%), Taiwan (+31%) and Japan (+31%).
  • Second hand Products are also slowly winning hearts, again with increased consumer openness in all markets year-on-year, led by the largest surge in interest from Japan (+22%) and Taiwan (+26%).
  • Meanwhile demand for brand experiences (through events, technology, entertainment, games) continues to grow, with consumer interest growing the most year over year Japan (+27%) and Hong Kong (+8%)
  • unequal across Asiawe’re looking at interest Home entertainment and home spa gain ground Japan (+7% rates yoy) while losing ground South Korea (-11%) and South East Asia (-8th%).
  • Finally interested in Products related to a healthy / active lifestyle declined overall, with interest rates falling the most year-on-year South Korea (-8%) and Taiwan (-6%).

Channels of influence:

Social media, websites and friends & family are the most influential channels for brand preferences and purchasing decisions

Across product categories, social media remains the most effective channel for brands to engage and inspire consumers to buy their products: 44% of consumers rank it among the channels that influence them the most (Fig. 1). This is followed by official websites (31%) and recommendations from friends or family (27%). Interestingly, international celebrity is said to be more influential than local celebrity.

Different channels enjoy different levels of influence Asia

Across all premium goods categories, South Korean consumers are the most likely to feel influenced by social media and online blogs and reviews (60% and 34%, respectively, while consumers in South East Asia are most likely to feel influenced by the store environment (26%). Magazines and newspapers are very popular Hong Kong Consumer.

Instagram: not only in the west

On average, social media is the most influential channel in Germany Asia (chosen by 44% of respondents). Instagram seems to be gaining traction, even across all markets Asia who have strong local social media channels. Mainland China, South Korea and Taiwan count the highest share of followers on Instagram (84%, 81% and 76%, respectively, Fig. 2), while Japan matters the least (54%). Digging deeper into Instagram, consumers in most markets show almost equal interest in local and/or international accounts (Fig. 3), with the exception of Japan and Hong Kongwhere Instagram followers are significantly more interested in local accounts (45% and 30% respectively) than international ones.

consumer personalities

Against this backdrop of evolving consumer sentiment and behavior, Bluebell Group has updated five broad consumer personalities driving consumer trends Asia in 2022.

  • experiencer: From culture to entertainment to content, immersion is the name of the game for experience professionals who want to feel part of a brand’s universe.
  • neophilist: From niche brands to mix & matched products and the growing used market, new philists are drawn to originality.
  • Traditionalist: Traditionalists are looking for the essence of a luxury shopping experience: big names, in-store service and a sense of status.
  • idealist: Idealists want to feel comfortable with their purchase and care about brand ethics and values—but may still be driven by other priorities.
  • Comfort-me-is: From their bodies to their homes, consumers are looking to clean and natural options to feel healthier and more comfortable.

To download the full report, please visit

About Bluebell Group

The Bluebell Group is pioneering in building successful brands in Asia since 1954. As Asia Partner of choice where the Bluebell Group is present Japan, South KoreaMainland China, Hong Kong SAR, Taiwanmacau special administrative region, Singapore, Malaysia, Cambodia and Australia.

The group’s distribution network includes flagship stores, shop-in-shops, counters, own multi-brand concepts as well as a highly selective wholesale network, together with direct e-commerce and marketplaces covering both domestic and travel retail.

The group operates across multiple product categories: accessories, footwear, apparel, fragrance, beauty, gourmet, jewelry, watches, eyewear and tobacco.

As a family business, the Bluebell Group today has over 3,800 employees, 650 sales outlets, $2 billion in sales.

Media contact:
Anne Geronimi
Group communications director
[email protected]

SOURCE Bluebell Group


Comments are closed.