‘Crazy Rich Asians’ likely to spark luxury fever in China
BEIJING: The release of the blockbuster Crazy Rich Asians is expected to unleash a fresh round of luxury fever in China, the largest market for luxury goods in Asia.
Starring Malaysian actors Henry Golding and Tan Sri Michelle Yeoh, and American stars like Constance Wu and Awkwafina, the movie is slated to begin screening in China on Nov 30 — just in time for the Christmas shopping frenzy.
Even in Communist China, the seasonal shopping can get crazy.
Warner Bros, which produced the movie, applied for the licence to screen it in China before it was released in August but failed to hear back, according to a report by The Hollywood Reporter.
The long wait for approval for the first major Hollywood film to ever feature an all-Asian cast made many analysts believe Beijing was not comfortable with the film’s “very un-socialist celebration of decadence and ostentatious wealth.”
It is worth noting that the timing of the approval of Crazy Rich Asians came only after China’s luxury spending showed signs of a slowdown in recent months. The release of the thirdquarter financial earnings by leading luxury players like LVMH and Hermès indicated the growth rate from the Chinese market has cooled a bit as the country undergoes a brutal trade war with the United States, which has led to the depreciation of the Chinese currency.
The characters in Crazy Rich Asians live an exceptionally privileged lifestyle in Singapore, from first- class flights to shopping sprees to parties on private islands, and don a slew of ultra- expensive outfits while doing so, many from luxury
Back in 2013, a Chinese film called ‘Tiny Times’ directed by popular writer Guo Jingming, was fiercely criticised by state media People’s Daily for excessive use of luxury goods after the film became hugely successful among the country’s younger generation.
brands including Elie Saab, Alexander McQueen, Dolce & Gabbana, Valentino, Richard Mille, Giambattista Valli, and Missoni.
Back in 2013, a Chinese film called Tiny Times directed by popular writer Guo Jingming, was fiercely criticised by state media People’s Daily for excessive use of luxury goods after the film became hugely successful among the country’s younger generation.
The film depicts the modern lives of young Chinese and explores how they deal with relationships, friendships, and career development.
In the movie, dozens of luxury brands were featured, sparking a buying frenzy in China.
For this reason, luxury brands are salivating over the imminent screening of Crazy Rich Asians.