Beyond Greater China: Unpacking the Luxury Job Market in Southeast Asia & Oceania for Q3 2025

Last week, we delved into the nuanced landscape of the Greater China luxury retail market, a region navigating a period of strategic stabilization. This week, we continue our series by turning our focus to the vibrant and diverse markets of Southeast Asia (SEA) and Oceania. In contrast to Greater China's recalibration, these regions present a compelling story of dynamic growth, driven by burgeoning wealth, a strong tourism rebound, and evolving consumer priorities.

For job seekers and employers, understanding the unique drivers within countries like Singapore, Thailand, Australia, and New Zealand is key to unlocking the immense potential of this part of the world in Q3 2025 and beyond.

The Market Landscape: A Tale of Dynamic Growth and Evolving Tastes

The luxury markets in SEA and Oceania are not a monolith; they are a collection of distinct ecosystems, each with its own trajectory. The overarching theme, however, is one of robust expansion.

• Southeast Asia (A Region of Dynamic Growth): The luxury market in SEA is projected to grow annually by a strong 5.17% between 2025 and 2028. This growth is fueled by a young, digitally-native population and a rapidly expanding middle and upper class.

  • Singapore: As the region's undisputed luxury hub, Singapore continues to attract high-net-worth individuals and benefits from a powerful tourism influx. The market is mature, with consumers seeking exclusivity and high-end experiences. Luxury sales are expected to see consistent growth, bolstered by a stable economy and its safe-haven reputation.

  • Thailand & Malaysia: Tourism is the lifeblood of Thailand's luxury scene, with international arrivals in early 2025 already exceeding 9.3 million, injecting significant capital into retail. Bangkok remains a prime destination for luxury shopping. In Malaysia, a growing domestic middle class with increasing disposable income is fueling demand, particularly for accessible and aspirational luxury brands.

  • Indonesia, Vietnam, and the Philippines: These are the high-growth frontiers. Indonesia, with its vast population, is forecast to see its luxury market revenue reach nearly US$1.2 billion in 2025. Vietnam is a rising star, with its luxury market expanding at an impressive rate as new wealth is created. The Philippines is driven by strong domestic consumption and a deep-rooted mall culture that is increasingly incorporating high-end retail.

• Oceania (Mature Markets, Evolving Tastes): While more mature, the markets in Australia and New Zealand are undergoing a transformation focused on experience and values.

  • Australia: The Australian luxury market is set to reach a revenue of US$5.4 billion in 2025. Growth is steady, supported by high disposable incomes and the crucial return of international tourists, particularly from China. There is a discernible shift in consumer behaviour towards sustainability, brand heritage, and unique, personalised retail experiences. Sydney and Melbourne remain the epicentres of luxury consumption.

  • New Zealand: Though a smaller market, New Zealand's luxury sector is highly influenced by tourism and the country's "pure" brand image. Consumers and tourists alike are drawn to brands that align with values of craftsmanship, authenticity, and environmental consciousness. Auckland serves as the primary hub for high-end retail.

For Job Seekers: Capitalizing on Regional Strengths

The growth in these regions creates exciting opportunities, but competition for top roles is fierce. Success requires a tailored approach that recognizes local nuances.

What to Do & How to Do It:

• Develop Hyper-Local Cultural Fluency: Unlike the relative homogeneity of other markets, SEA is a mosaic of cultures. True fluency goes beyond language; it requires a deep understanding of local customs, consumer behaviours, and communication styles in Jakarta, Bangkok, or Manila. This is a highly prized skill.

• Master Omni-Channel and Digital Savviness: Consumers in SEA and Oceania are digitally connected. Expertise in region-specific platforms (e.g., LINE in Thailand, Zalo in Vietnam) alongside global platforms like Instagram and TikTok is essential. The ability to create a seamless journey from online discovery to in-store experience is critical.

• Become an Experience Curator: The modern luxury professional is not just a salesperson but a storyteller and an architect of experiences. Whether it’s explaining a brand's sustainable practices to an Australian client or hosting a VIP event for Singapore's elite, the ability to create memorable, personalised interactions is paramount.

How to Equip for Uncertainty:The core principles remain the same: cultivate resilience, adaptability, and a commitment to lifelong learning. In such diverse markets, the ability to quickly learn and adapt to new cultural and economic contexts is your greatest asset.

For Employers: Winning the War for Talent in Diverse Markets

Attracting and retaining the best talent requires a sophisticated strategy that respects and leverages the region's diversity.

What to Do & How to Do It:

• Build a Truly Inclusive and Diverse Team: In SEA, a diverse team is not a "nice-to-have"; it is a strategic necessity. A team that reflects the multicultural reality of your customer base will be better equipped to connect with them authentically.

• Invest in Regional Training and Development: Establish hubs (e.g., in Singapore or Sydney) to cultivate talent across the region. Provide training that is not one-size-fits-all but is adapted to local market needs, focusing on leadership, digital skills, and advanced clienteling.

• Offer Cross-Border Mobility and Growth: Top-tier talent is ambitious. Offering clear pathways for career progression that include opportunities for roles in different countries within the region—or even globally—is a powerful retention tool.

• Strengthen Your Localised Employer Value Proposition (EVP): While competitive salaries are a given, tailor your EVP to local expectations. This could mean emphasizing work-life balance in Australia, offering robust health benefits in Singapore, or highlighting career acceleration in high-growth markets like Vietnam.

The Unseen Advantage: The Role of Executive Coaching

Navigating the complexities of multiple fast-growing markets, each with its own cultural and economic dynamics, places immense pressure on leaders and professionals. How do you maintain strategic clarity and personal resilience while leading teams across such diverse territories?

This is where executive coaching provides a critical advantage. It offers a confidential, structured partnership designed to help you enhance your cross-cultural leadership, sharpen your strategic decision-making, and build the resilience needed to thrive amidst rapid growth and change.

At Trouvé Executive, we complement our executive search expertise with a dedicated Executive Coaching service. Our ICF (International Coaching Federation) accredited coach is equipped to support leaders in navigating these very challenges. An ICF accreditation is the global gold standard, ensuring you are partnering with a professional committed to the highest ethical and professional benchmarks. An investment in coaching is an investment in confident, effective, and resilient leadership.

Our exploration of Asia's dynamic luxury landscape doesn't stop here. Join us next week as we journey to the sophisticated and trend-setting markets of Japan and South Korea. These two powerhouses possess unique consumer aesthetics and exert a massive influence on global luxury trends. We want this series to be as relevant as possible for you, so we invite your input. Is there a specific topic within the Japan and Korea markets you would like us to cover? Let us know in the comments—whether it’s about talent strategy, digital innovation, or unique career pathways—and we will do our best to address it. Stay tuned for our next installment!

The luxury markets of Southeast Asia and Oceania are on an exciting upward trajectory, offering a wealth of opportunities. Success, however, will belong to those who approach this vibrant region not as a single entity, but as a rich tapestry of unique markets, each deserving of a thoughtful, localized, and human-centric strategy.

If you found this article insightful, please like, share, and comment with your thoughts. To explore a collaboration or to book a confidential executive coaching session with our ICF accredited coach, please visit our website at www.trouve-executive.com.

超越大中華區：深入剖析2025年第三季東南亞及大洋洲奢侈品就業市場

上星期，我們深入探討了大中華區奢侈品零售市場的微妙格局，該地區正經歷一個策略性穩定的階段。本星期，我們將延續此系列，把焦點轉向充滿活力和多元化的東南亞及大洋洲市場。相對於大中華區的重新調整，這些地區正呈現一個引人入勝的強勁增長故事，其動力源自新興的財富、強勁的旅遊業復甦，以及不斷演變的消費者價值觀。

對於求職者和僱主而言，要釋放這個地區在2025年第三季及往後的巨大潛力，關鍵在於理解新加坡、泰國、澳洲和紐西蘭等國家內部的獨特驅動因素。

市場格局：強勁增長與品味演變的故事

東南亞及大洋洲的奢侈品市場並非單一板塊；它們是由眾多獨特的生態系統組成，各自擁有其發展軌跡。然而，強勁的擴張是它們共通的總體主題。

• 東南亞（動力澎湃的增長地區）： 預計在2025至2028年間，東南亞的奢侈品市場將以每年5.17%的強勁速度增長。這股增長由年輕、數碼原生的消費人口，以及迅速擴張的中產和富裕階層所推動。

  • 新加坡： 作為該地區無可爭議的奢侈品中心，新加坡持續吸引高淨值人士，並受惠於強勁的旅遊業流入。其市場已相當成熟，消費者追求獨特性和高端體驗。在穩定的經濟和「避風港」的聲譽支持下，奢侈品銷售額預計將錄得持續增長。

  • 泰國及馬來西亞： 旅遊業是泰國奢侈品市場的命脈，2025年初的國際旅客人數已突破930萬，為零售業注入大量資金。曼谷依然是奢侈品購物的主要目的地。在馬來西亞，擁有越來越多可支配收入的本地中產階級，正推動著市場需求，特別是對輕奢和入門級奢侈品牌。

  • 印尼、越南及菲律賓： 這些是高增長的前沿市場。擁有龐大人口的印尼，其奢侈品市場收入預計在2025年將達到近12億美元。隨著新財富的創造，越南正成為一顆後起之秀，其奢侈品市場正以驚人速度擴張。菲律賓則由強勁的本地消費和根深蒂固的商場文化所驅動，而高端零售正逐漸融入其中。

• 大洋洲（成熟市場，品味演變）： 澳洲和紐西蘭的市場雖然較為成熟，但正經歷一場以體驗和價值觀為核心的轉型。

  • 澳洲： 澳洲的奢侈品市場規模預計在2025年將達到54億美元。在高可支配收入和國際旅客（特別是來自中國的旅客）重臨的關鍵支持下，市場錄得穩定增長。消費者的行為出現了明顯轉變，他們更傾向於可持續性、品牌傳統，以及獨特和個人化的零售體驗。悉尼和墨爾本依然是奢侈品消費的中心。

  • 紐西蘭： 雖然市場規模較小，但紐西蘭的奢侈品行業深受旅遊業及其國家「純淨」品牌形象的影響。消費者和遊客同樣被那些與工藝、真實性和環保意識等價值觀相符的品牌所吸引。奧克蘭是其主要的高端零售樞紐。

求職者指南：善用地區優勢

這些地區的增長創造了令人振奮的機遇，但頂尖職位的競爭依然激烈。成功需要一種能夠體察當地細微差異的針對性策略。

致勝之道：

• 培養超本地化的文化觸覺： 與其他相對單一的市場不同，東南亞是文化的萬花筒。真正的文化觸覺超越語言層面；它要求對雅加達、曼谷或馬尼拉等地的當地習俗、消費行為和溝通風格有深入的理解。這是一項備受珍視的技能。

• 精通全渠道及數碼營銷： 東南亞及大洋洲的消費者與數碼世界緊密相連。除了精通Instagram和TikTok等全球平台外，對地區性平台（如泰國的LINE、越南的Zalo）的專業知識亦是不可或缺。能夠創造從網上探索到店內體驗的無縫旅程至關重要。

• 成為體驗策劃師： 現代的奢侈品專業人士不僅是銷售員，更是故事家和體驗的建構師。無論是向澳洲客戶解釋品牌的環保實踐，還是為新加坡的精英客戶舉辦VIP活動，創造難忘、個人化互動的能力都至關重要。

如何應對不確定性：核心原則始終如一：培養韌性、適應力，並致力於終身學習。在如此多元化的市場中，快速學習和適應新文化及經濟環境的能力，是您最寶貴的資產。

僱主指南：在多元市場中贏得人才爭奪戰

要吸引和留住最優秀的人才，需要一種尊重並善用地區多樣性的精細策略。

致勝之道：

• 建立真正共融和多元化的團隊： 在東南亞，一個多元化的團隊並非「可有可無」，而是策略上的必需品。一個能夠反映客戶多元文化現實的團隊，將更能與他們建立真誠的聯繫。

• 投資於區域性培訓與發展： 在新加坡或悉尼等地建立人才中心，以培育整個地區的人才。提供非「一刀切」的培訓，而是根據當地市場需求進行調整，重點發展領導力、數碼技能和高階客戶關係管理技巧。

• 提供跨地域的職業流動性與發展機會： 頂尖人才充滿抱負。提供清晰的晉升階梯，包括在區內不同國家甚至全球擔任職位的機會，是一個強而有力的挽留人才工具。

• 強化本地化的僱主價值主張（EVP）： 除了具競爭力的薪酬外，亦要根據當地的期望來調整您的EVP。這可能意味著在澳洲強調工作與生活平衡，在新加坡提供完善的醫療福利，或在越南等高增長市場中突顯快速的事業發展機會。

潛在優勢：行政人員教練的角色

在多個高速增長、各自擁有獨特文化和經濟動態的市場中運籌帷幄，為領袖和專業人士帶來巨大壓力。您如何能在領導跨地域團隊的同時，保持策略清晰和個人韌性？

這正是行政人員教練（Executive Coaching）能提供關鍵優勢的地方。它提供一個保密、有系統的夥伴關係，旨在幫助您提升跨文化領導力、磨練策略決策能力，並建立在高速增長和變化中茁壯成長所需的韌性。

在Trouvé Executive，我們以專屬的行政人員教練服務，來輔助我們的專業行政人員招聘服務。我們擁有獲國際教練聯合會（ICF）認證的專業教練，隨時準備支援領袖應對這些挑戰。ICF認證是全球的黃金標準，確保您正與一位恪守最高道德和專業標準的專業人士合作。投資於教練服務，就是投資於自信、高效和具韌性的領導力。

我們對亞洲奢侈品市場的探索並未就此止步。下星期，請跟隨我們踏上旅程，前往精緻且引領潮流的日本和韓國市場。這兩個強國擁有獨特的消費美學，並對全球奢侈品趨勢產生巨大影響。我們希望這個系列能為您帶來最大的價值，因此誠邀您提供意見。對於日本和韓國市場，您有希望我們探討的特定主題嗎？無論是關於人才策略、數碼創新，還是獨特的職業路徑，都歡迎在留言區告訴我們，我們將盡力為您探討。敬請密切留意我們的下一篇文章！

東南亞及大洋洲的奢侈品市場正處於令人振奮的上升軌道，提供了豐富的機遇。然而，成功將屬於那些不將這個充滿活力的地區視為單一實體，而是視為一個由獨特市場所組成的、值得深思熟慮、本地化和以人為本策略應對的瑰麗織錦的人。

如果您認為本文內容具啟發性，請點讚、分享並留言分享您的想法。如欲探討合作機會，或預約我們ICF認證教練的保密行政人員教練服務，請瀏覽我們的網站 www.trouve-executive.com。

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