China’s luxury real estate market has shown remarkable resilience in 2025, with luxury housing sales soaring in the first half of the year in Shanghai. According to the Shanghai E-House China R&D Institute, nearly 1,096 newly built homes priced at CNY30 million (USD4.2 million) or above were sold between January and June, generating CNY55.3 billion (USD7.7 billion) – almost triple the figure from the same period in 2023. This marks the second consecutive year where high-end transactions exceeded CNY50 billion per half-year, underscoring strong demand for housing upgrades and robust purchasing power among HNW buyers. The message from affluent Chinese buyers is clear: a luxury home has become both an essential lifestyle aspiration and a priority investment.
A Window of Opportunity for Global Luxury Interior and Furniture Brands
For global luxury interior design and furniture brands, this presents an extraordinary window of opportunity. TONG Global’s exclusive report explores the forces reshaping China’s luxury home market in 2025–2026, from smart technology and whole-home customisation to wellness-driven design and the rise of a localised design language that resonates with Chinese cultural values. Drawing from brand case studies, expert interviews, and consumer behaviour, it offers strategic insights for brands, interior designers, and architects targeting China’s affluent homeowners.
Understanding China’s High-Net-Worth Homeowners
China’s high-net-worth individuals (HNWIs) are shifting away from conspicuous consumption and toward homes that reflect wellness, identity, and technological intelligence. These spaces are not only beautiful, but also restorative, intuitive, and distinctly their own. For brands, success among this demographic hinges on moving beyond imported aesthetics and investing in truly understanding how affluent Chinese consumers live, express themselves, and assign value: from spatial logic and material storytelling, to the influence of designer and architects networks and China’s circle culture.
Key Themes Shaping the Market
- Luxury brands expanding into home – From Hermès to Fendi Casa, global names are extending their presence into the interiors category, but success depends on cultural sensitivity and restrained storytelling.
- Smart living & whole-home customisation – Chinese brands are leading in tech-integrated living, blending Chinese culture with innovation, while global players still face hurdles adapting to China’s unique spatial needs.
- Wellness & ageing-in-place – Homes are becoming restorative spaces, equipped with advanced lighting, sleep tech, and air quality systems that support long-term wellbeing.
- Reimagining overlooked spaces – Bathrooms, kitchens, and terraces are being transformed into social, restorative, and lifestyle-centric environments.
Case Study: Moooi in China
The report also features an in-depth look at Moooi’s journey in China in partnership with TONG Global, demonstrating how a thoughtful go-to-market strategy, balancing B2B partnerships with digital storytelling on Xiaohongshu, Weibo, and WeChat, can build reputation and consumer engagement.
Why Read the Report
For furniture and homeware brands, architects, interior designers, property developers, and global luxury brands, this report is a roadmap for cultural relevance and sustainable growth in one of the world’s most future-focused luxury sectors. It includes:
- Market insights into the scale and pace of China’s luxury housing boom
- Consumer behaviour analysis that explains how HNWIs are redefining luxury at home
- Strategic recommendations on brand positioning, storytelling, and partnership models
- Case studies that highlight best practices for cultural relevance and sustainable growth
