Since the opening of the brand’s first store in Beijing’s Palace Hotel in 1992, Louis Vuitton embarked on its journey into the Chinese market with its iconic Monogram symbol. It wasn’t until the “Louis Vuitton: Voyages” exhibition at the National Museum of China in Beijing in 2009 that the brand’s design philosophy and historical heritage were systematically communicated to Chinese consumers for the first time, marking the completion of Louis Vuitton’s journey of cultural integration with the East.

Later, Louis Vuitton’s “City Guides” series—featuring 32 themed editions—blended its travel philosophy with urban cultural heritage, creating “portable city memories.” In 2022, the Louis Vuitton show in Anaya and the House of Louis Vuitton in Chengdu each became recognized cultural landmarks.

Luxury groups in China are increasingly embracing “cultural long-termism.” LVMH, Louis Vuitton’s parent company, outlined its 2024 China strategy as a shift from short-term traffic tactics to a long-term cultural approach. During the Q1 2025 earnings call, CFO Jean-Jacques Guiony reinforced this direction, emphasizing that sustainable growth in China relies on deeply understanding cultural consumption cycles—not merely reacting to technological trends.

Now, more than three decades later, the brand exemplifies the core principles of Chinese business wisdom through three major events.