Asiance officially releases the Luxury Consumer Research Report 2026, its annual in-depth analysis of the Korean luxury market.
Based on a survey conducted among 800 Korean luxury consumers, this report provides data-driven insights into consumer spending habits, purchase motivations, brand engagement, and the growing influence of AI and digital services in luxury shopping.
A defining statistic from this year’s edition:
70% of Korean luxury consumers used AI tools for online luxury shopping in 2025.
AI is no longer experimental in Korea, it is embedded in the luxury customer journey.
Overview of the Korean Luxury Consumer Journey in 2026
The report is structured around the full luxury consumer journey, from awareness to post-purchase engagement.
Market Overview & Emerging Trends
The introduction outlines the macro-trends shaping Korea’s luxury ecosystem, including:
- Increased integration of AI in consumer decision-making
- Growth of omnichannel luxury strategies
- Rising demand for immersive and experiential brand interactions
Korea continues to act as a global test market for digital-forward luxury innovation.
Pre-Purchase: Where Luxury Decisions Begin
Korean luxury consumers actively combine:
- Offline exploration (department stores, pop-up stores, brand events)
- Online research (brand websites, social platforms, AI-assisted search tools)
The 2026 report highlights how AI tools such as ChatGPT, Gemini, Naver Shopping FOR YOU, and KakaoTalk Gift Shop AI features are influencing product discovery and price comparison.
Luxury brands must now optimize visibility not only across search engines and social media, but also across AI-powered recommendation environments.
Purchase Behavior: Timing, Channels & Motivations
The report provides new insights into:
- Frequency and quantity of luxury purchases
- Preferred online and offline purchase channels
- Key purchase occasions (birthdays, Chuseok, Christmas, anniversaries)
- Reasons behind product returns
Luxury purchases in Korea are increasingly tied to emotional milestones and personal celebrations, reinforcing the importance of storytelling and occasion-based marketing strategies.
Brand Experience: Pop-Up Stores & Collaborations
Experiential retail remains central to luxury engagement in Korea.
The 2026 report explores:
- Consumer response to pop-up stores and offline brand activations
- Purchase rates of brand collaboration collections in 2025
- Loyalty patterns and repeat purchase behaviors
Limited-edition collaborations continue to drive desirability, cultural relevance, and social sharing, especially among younger luxury consumers.
Digital Luxury & AI: A Structural Shift
The digital transformation of luxury in Korea is accelerating.
Consumers report engaging with:
- Digital brand content (KakaoTalk emoticons, branded themes, AI avatars, AR filters)
- VR/AR services and virtual fitting experiences
- Personalized product recommendation systems
- AI shopping assistants
The widespread adoption of AI tools marks a structural evolution in the luxury decision-making process. Korean consumers are using AI not only for convenience, but for comparison, validation, and curated discovery.
For brands, this means adapting content, product data, and digital assets to AI-searchable environments.
Why This Report Matters for Luxury Brands
Korea remains one of the most digitally advanced and trend-sensitive luxury markets globally. Understanding how AI, omnichannel experiences, and collaboration culture intersect is critical for brands operating in or entering the Korean market.
The Luxury Consumer Research Report 2026 provides actionable insights to support:
- Market entry strategy
- Digital transformation initiatives
- Omnichannel optimization
- Experiential retail planning
- AI integration into consumer touchpoints
Download or Order the Full Report
To receive detailed data, charts, and strategic recommendations from the Luxury Consumer Research Report 2026, contact:
📩 insight@asiance.com
