Join us for an exclusive Masterclass and Panel Discussion: The Rise of C-Luxury: Navigating the Geopolitical and Cultural Shifts
Date: 26 February 2026, Thursday
Venue: (In-person) ESSEC APAC campus, 5 Nepal Park, 3C9. See directions here
Time: 7:00pm – 8:30 PM
Registration will start from 6:30 PM
In 2026, Eurocentric dominance in luxury is no longer a given. To lead in Asia, we must pivot from treating China as simply a (large) market to sell to, to begin appreciating it fully as a Meaning System. The era of "borrowing codes" or “global brands going local” are over; we are now witnessing the rise of C-Luxury, where Chinese brands, and the Chinese consumer, may possibly define the aesthetic and growth trajectory for luxury.
The signal is clear: when the industry's most influential creative heads move East, it reveals a fundamental shift in the center of gravity. We are moving from a world that imports Western status to one that creates its own.
Led by Prof. Junqiu JIANG from ESSEC, join us to discuss:
- From Market to Meaning System: Moving beyond demographics to decode the cultural philosophies driving 2026 desire.
- The End of "Borrowing": How C-Luxury is building its own aesthetic sovereignty and market footprint—and what it means for European Maisons.
- Visibility as Legitimacy: Why the new Chinese luxury is a quest for social proof and alignment, not mere "bling".
The Discussion: Following the masterclass, Prof. Junqiu JIANG will engage in a panel with:
- Prof. Cedomir Nestorovic: On the geopolitical volatility reshaping luxury supply chains and status.
- Other Industry Professionals to be confirmed
Agenda
7:00 pm - Welcome remarks
7:05 - 8:00 - Masterclass / Panel Discussion on The Rise of C-Luxury
Presented by:
Junqiu Jiang
Professor of Marketing
Former Chair Professor (LVMH Chair)
Junqiu Jiang is a marketing professor at ESSEC Business School. She holds a PhD in Marketing Strategy from Singapore Management University. Junqiu's research explores the contextual factors that shape marketing decision-making, with current work examining how organizations secure marketing budgets and how corporate political ties influence marketing actions. A multimethod scholar, she draws on both quantitative and qualitative methodologies to produce research that bridges academic theory and managerial practice, with an emphasis on sustainable marketing. Junqiu earned her BA in Fashion Management from the London College of Fashion, University of the Arts London, and her MSc in Strategic Marketing from Imperial College London. Before pursuing her PhD, she worked across diverse industries—including luxury fashion, family business, mining, and finance—across regions such as South Africa, the UK, France, China, and Singapore.
At ESSEC, Junqiu teaches undergraduate, master's, MBA, and executive-level students. Her teaching portfolio and interests span Luxury Retail Management, Luxury Brand Management, Marketing Strategy, Marketing Management, and Marketing Research Methods. Through her teaching, she combines academic rigor with real-world relevance to equip students with the skills to lead in an evolving marketing landscape.
Cédomir Nestorovic
Professor of Geopolitics, ESSEC APAC
Professor Cédomir Nestorovic is a leading geopolitics and Islamic business expert at ESSEC Business School Asia-Pacific, renowned for helping executives decode how global power shifts directly impact business strategy across Asia and beyond. A frequent commentator in international media, he has been featured on Channel NewsAsia, Money FM 89.3, and other platforms discussing issues such as US–China rivalry, European politics, and the evolving role of ASEAN.
Professor Nestorovic will draw on decades of teaching and consulting experience across Europe, the Middle East, and Asia to translate complex geopolitical tensions into concrete strategic choices for executives. Participants will gain practical frameworks to navigate risks, seize regional opportunities, and rethink their organisation's positioning as Southeast Asia becomes a critical arena in the ongoing great-power competition.
