Share of luxury brand endorsers in China 2023-2024, by generation

Published by
Lai Lin Thomala,
Jun 26, 2024

Millennials and Gen Z are the favorites among luxury brands in China. Between May 2023 and April 2024, about 61 percent of the luxury brand ambassadors in China were born between 1990 and 2000. In comparison, pre-70s endorsers accounted for merely two percent.

Distribution of luxury brand ambassadors in China from May 2023 to April 2024, by generation

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Release date

June 2024

Region

China

Survey time period

May 1, 2023 to April 30, 2024

Supplementary notes

Brand endorsements refer to the number of new celebrity spokespersons (including brand spokespersons, brand ambassadors, brand friends, etc.) announced by the brand's official Weibo account within the statistical time period.

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