A PLACE TO REST - is the new era of luxury defined by empathy?

In today’s China, consumer expectations are no longer measured merely by luxury or abundance. A new wave of awareness is sweeping through shopping malls — one grounded in empathy, fairness, and attention to the unseen.

It all began with a simple observation: cleaning staff in many malls had no proper place to rest. Outraged by this quiet injustice, shoppers turned to social media platforms like Xiaohongshu, calling on shopping centres to create decent-sized rest spaces for those who keep the malls spotless.

The message struck a chord.

Luxury malls rushed to respond. Consumers pledged to boycott venues that failed to provide great rest areas for their cleaning staff. A quiet but profound shift took root and shoppers began looking beyond product displays and store design, examining how a brand treats its people — not just its customers.

In China, 75% of household purchasing decisions are led by women. As income levels rise, so do expectations. 

Today’s female consumers are thinking beyond functionality or prestige; they care about the living conditions of other women, and the invisible human details behind every brand.

Clearly, the definition of “premium experience” in China is evolving. What once was defined by chandeliers and marble floors now includes rest benches for cleaners.