# Iconic Marketing Celebrations The Louis Vuitton 'Voyages' Show at the National Museum of China By Going Like Sixty | Published 2011-06-03 | World Source: Trend Hunter, https://www.trendhunter.com/trends/louis-vuitton-voyages-china References: [blogs.wsj](http://blogs.wsj.com/chinarealtime/2011/05/31/louis-vuittons-intrepid-effort-to-court-chinas-tourists/) & [hauteliving](http://www.hauteliving.com/2011/06/louis-vuitton-celebrates-20-years-in-asia-with-special-exhibit-in-china/) The Louis Vuitton 'Voyages' show has the iconic brand going to a land where it has ventured before: The [National Museum of China](https://www.trendhunter.com/trends/moovit-ticket-purchasing). The French fashion behemoth, known for its luxury, is moving to the east with a 20th anniversary celebration of its presence in China with an extraordinary summer show called 'Voyages.' The luxury brand is famous for its historically relevant baggage and handbags -- the staple of many voyages across the globe by the world's rich and famous. The National Museum of China just finished a three-year renovation and is a highly popular tourist hotspot. The timing of the [Louis Vuitton Voyages](https://www.trendhunter.com/trends/the-louis) exhibit is a stroke of marketing genius. China's tourism will soar by 2020 and Louis Vuitton wants to make sure the Chinese are toting their luggage when they begin their voyages. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 78% | Activity: 83% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [World](https://www.trendhunter.com/world) > [Regional](https://www.trendhunter.com/regional) ## Key Themes ### Key Themes Behind This Trend - **Luxury Brand Expansion:** The Louis Vuitton Voyages show in China demonstrates the trend of luxury brands expanding into new markets, such as the lucrative Chinese market. - **Historically Relevant Fashion:** The focus on Louis Vuitton's historically relevant baggage and handbags in the 'Voyages' show showcases the trend of fashion brands leveraging their heritage to create unique experiences. - **Tourism Marketing Partnerships:** The collaboration between Louis Vuitton and the National Museum of China highlights the trend of tourism marketing partnerships between luxury brands and cultural institutions. ### Where This Applies - **Fashion Retail:** Fashion retailers can explore opportunities to expand into new markets by creating immersive experiences that showcase their brand heritage, as demonstrated by Louis Vuitton's 'Voyages' show. - **Luxury Travel:** Luxury travel companies can take advantage of the growing tourism market in China by partnering with cultural institutions to create unique experiences for affluent Chinese travelers. - **Cultural Institutions:** Cultural institutions can forge partnerships with luxury brands to attract more visitors and enhance their offerings, as seen in the collaboration between Louis Vuitton and the National Museum of China. ## Related on Trend Hunter - [Luxury Exhibition Concepts](https://www.trendhunter.com/trends/the-louis.md) - [Immersive Luxury Exhibits](https://www.trendhunter.com/trends/visionary-journeys.md) - [Modern-Day Travel Campaigns](https://www.trendhunter.com/trends/modernday-travel.md) - [Monogram Heritage Pop-Ups](https://www.trendhunter.com/trends/louis-vuitton-celebrates.md) - [Iconic Designer Exhibitions](https://www.trendhunter.com/trends/200-trunks-200-visionaries-the-exhibition.md) - [Architecturally Reimagined Luggage Lines](https://www.trendhunter.com/trends/louis-vuitton-trunk1.md) - [Fashion-Designer Chocolate Shops](https://www.trendhunter.com/trends/le-chocolat-maxime-frederic.md) - [High-End Beauty Campaigns](https://www.trendhunter.com/trends/la-beaut-louis-vuitton-campaign.md) - [Luxury Brand Exhibitions](https://www.trendhunter.com/trends/loro-piana-exhibit.md)