The New Luxury Consumer: A Chinese Couple Stepping Out Of A Toyota And Handing Bags To A White Yacht Attendant

This Toyota ad was spotted in Guangzhou’s domestic terminal by China blogger Tricia Wang.

Wang calls this a paradigm shift:

This advertisement reflects a new Chinese imaginary – one that is global, expansive, unlimited, and exploratory. It also tells us who has the power to live out this imaginary. 10 years ago or even 5 years ago, I don’t think this advertisement would’ve existed.


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