How are Korean luxury consumers discovering products, making purchase decisions and engaging with brands after the transaction?
Pre-orders are now open for Asiance’s Luxury Consumer Research Report 2027. Published for the fifth consecutive year, our annual report tracks how luxury consumer behavior and expectations are evolving in Korea.
Based on a survey of 800 Korean luxury consumers, the new edition examines the complete customer journey, from initial research and product discovery to purchase, brand experience and post-purchase engagement.
This year’s findings reveal a consumer journey shaped by digital tools, physical experiences and personal recommendations.
Almost 40% of Korean luxury consumers have used AI services to visualize how products would look on them and to assist with purchase decisions.
At the same time, brand advocacy remains a powerful part of the luxury experience:
71.4% of consumers have recommended products from their favorite luxury brands to other consumers.
Together, these findings show how technology and human influence now operate side by side in Korea’s luxury market.
Understanding the Full Luxury Consumer Journey
The 2027 report is structured around the pre-purchase, purchase and post-purchase stages.
It examines where consumers look for information before buying, how they combine online and offline channels, what drives purchase timing and which factors shape their relationship with a brand after the transaction.
The report covers five main areas:
- Market data and emerging luxury trends in Korea
- Pre-purchase information sources and discovery channels
- Purchase frequency, occasions, channels and product returns
- Brand loyalty, pop-up stores, events and collaborations
- Digital content, services and AI tools used in luxury shopping
Why This Report Matters for Luxury Brands
Korean luxury consumers move between stores, pop-ups, brand platforms, social content and AI-supported services throughout the customer journey.
Understanding these behaviors can help brands make more informed decisions about:
- Omnichannel customer journeys
- Content and product discovery
- Retail experiences and pop-up strategies
- Customer loyalty and advocacy
- Digital services and AI integration
- Occasion-based marketing
The report provides a current, consumer-led view of how expectations are changing and where brands may need to adapt their strategies.
Pre-Order the Report
The Luxury Consumer Research Report 2027 will be officially released in the third week of February 2027.
An early bird promotional price is available for pre-orders placed before December 31, 2026.
Download a sample from the 2026 Luxury Consumer Research Report through this link.
To pre-order the full report, request a quotation or receive additional information, contact our team at insight@asiance.com.
