Ascent of the Cashmere Dragon
Chinese brands have fired off their first warning shots.
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Taking to TikTok, they systemically exposed the inner workings of luxury — endless streams of videos revealing how Chinese craftsmanship quietly powers Western prestige.
These were contrasted against the hollow ritual of logos stamped in heritage brand nations.
It is a form of information warfare, sanctioned by the Chinese government.
A digital, algorithmic kabuki theatre played on the global stage.
To think that China can maintain the Great Firewall, yet fail to censor content on TikTok, is ludicrous.
This focus on luxury goods underscores China’s growing ambition for cultural relevance.
Chinese factories may experience a short-lived boost, driven by increased direct-to-consumer sales.
It’s an easy win — claiming equivalence, questioning the Western luxury premium.
A tactical buffer amid worsening trade relations.
The Luxury Test
Western brands that are luxury in name, built on elevated pricing and outsourced handiwork, will crumble under the pressure of this identity crisis.
TikTok warfare has flattened the cost structure of these once-exclusive goods.
Myths carefully seeded over years, crushed in a single moment.
The breakneck speed of information symmetry triggers a frantic race to the bottom.
The magic is gone — for the city of manufacturing and for the wall of dreams that once protected it.
When the brand dies, the manufacturing is left exposed.
Yet, in an ironic twist, true luxury remains unassailed.
Houses such as Hermès and Patek Philippe, defined by heritage and craftsmanship, still draw crowds that span the block for their Birkins and Nautiluses.
China is well acquainted with the intricacies of manufacturing.
But it would do well to show restraint and patience.
The impenetrable walls of aura must be built through the intangible crafts.
You don’t win the hearts and minds of people by selling cheap.
You do so by anchoring high.
Until China speaks the language of dreams and aspiration, the luxury hegemony will remain undisturbed.