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Millionaires: Asia Pacific Regional Luxury Report 2019

  • ID: 4843080
  • Report
  • January 2019
  • Region: Asia Pacific
  • Agility Research & Strategy
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We will be looking at purchasing behaviour, motivations, media channels and brand preferences of high-net-worth (HNWI) consumers when it comes to purchasing premium and luxury products and services.

The APAC region contributes over 6 million high net worth individuals, recording double digit growth in 2018. A powerhouse market like China continues to drive global wealth, with well over 1 million HNWIs to date. In our latest conversations with the affluent Asian consumers covering 6 key markets, we looked into their perceptions of wealth and luxury. Asian millionaires define luxury as something synonymous to quality, both tangible (high-quality goods) and intangible (capacity to lead a quality lifestyle). We look at the top brands for each category market covered.

Product Categories Covered

The 2019 Luxury Study covers premium brands across the following categories:

  • 112 Fashion & Accessories brands
  • 81 Watch brands
  • 72 Jewelry brands
  • 72 Hotel brands
  • 17 Cruise brands
  • 60 Skincare brands
  • 48 Makeup brands
  • 61 Alcohol brands

Countries Covered

  • China
  • Hong Kong
  • Singapore
  • Japan
  • Korea
  • India


  • We interviewed a total of 903 millionaires (HNW individuals with US$ 1 million+ in investable assets) across 6 markets.
  • Fielded in November/December 2018
  • All respondents were defined as affluent, with annual household incomes as per below.
  • All millionaires also met the minimum annual household income thresholds in each market as indicated below.
  • China: AHI CNY 400,000+, HNWI Sample n=319
  • India: AHI INR 3,000,000+, HNWI Sample n=103
  • South Korea: AHI KRW 100,000,000+, HNWI Sample n=126
  • Japan: AHI JPY 13,500,000+, HNWI Sample n=150
  • Singapore: AHI SGD 150,000+, HNWI Sample n=100
  • Hong Kong: AHI HKD 1,000,000+, HNWI Sample n=105
Note: Product cover images may vary from those shown
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  • Section Summary
  • Experiences from Luxury Brands
  • Next Luxury Purchase
  • Expectations from Luxury Brands
  • Luxury Purchase Preferences
  • Millionaires’ Luxury Preferences
  • Motivations to Buy Luxury Brands
  • Luxury and Social Media
  • Top Social Media Celebrities/Influencers
  • Luxury Category Purchasing
  • Luxury Spending Outlook
  • Share of Wallet
  • Luxury Purchase Channels
  • Motivations to Buy Luxury Online
  • Buying Luxury Online
  • Luxury Shopping Websites
  • Preferred Online Payment Mode
Note: Product cover images may vary from those shown