WHEN BRAND LANGUAGE NO LONGER RESONATES

Luxury is facing a disconnect. Today’s consumers, especially younger generations, want more than products. They expect meaning, relevance and cultural connection. That’s the starting point of a striking conversation between Damian Maib, founder of GENUINE, and Thomas Derksen, known for his "Made in China" platform, in the latest Future of Luxury podcast hosted by Dr. Daniel Langer.

Together, they explore why many luxury brands struggle to remain relevant. Damian brings insights from his work at the intersection of Western brands and the Asian digital market. "The message is often lost in translation,” says Damian, pointing to a lack of regional nuance in how global brands approach storytelling.

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A GLOBAL MARKET, A LOCAL MINDSET

Thomas Derksen, who reaches millions through his cross-cultural content, adds another dimension: “Luxury can’t just be about heritage—it has to feel alive, modern, and emotionally real.” The challenge is especially evident in markets like China, where audiences expect digital fluency and personalized brand experiences.

Their dialogue highlights a central tension: Western luxury often celebrates the past, while younger global audiences want the future. Bridging this gap means shifting away from generic campaigns and toward stories that resonate emotionally across cultures.

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WHY THIS CONVERSATION MATTERS

The takeaway from this episode is clear. Success in the luxury market today depends on emotional storytelling, regional sensitivity and the courage to rethink outdated assumptions. Damian and Thomas do not just talk about change. They help shape it, whether through social commerce activations, brand localization or cultural insight.

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Listen to the full conversation here: Future of Luxury Podcast – Episode #5 with Damian Maib and Thomas Derksen