Running LVMH in China: Inside the Marketing Playbook for the World's Hardest Luxury Market

What can one city teach us about change? In this episode of So Here We Are, I sit down with Andrew Wu Yue (吴越), President of LVMH Greater China and a lifelong Shanghainese whose personal journey mirrors the transformation of the city itself. After spending more than thirteen years in Canada, Andrew returned to Shanghai in 1993—just as the city was entering a new chapter. Over the next three decades, he witnessed Shanghai evolve from a city rediscovering its place in the world into one of the world’s most dynamic cultural and economic centers. But this conversation is not really about luxury. It is about Shanghai, identity, culture, and what happens when a society changes at extraordinary speed. Together, we explore how Shanghai has reinvented itself over the years, why China’s growing confidence is bringing many young people back to local culture, and what it means to embrace the future without losing connection to the past. From old neighborhoods and changing city streets to questions of belonging, heritage, and globalization, Andrew shares a perspective shaped by a lifetime spent between Shanghai and the wider world. A conversation about a city, a country, and the many changes that happen in between. So Here We Are Ep. 17 with Andrew Wu Yue 📍Venue Partner: The Langham, Shanghai, Xintiandi Named #1 Hotel in Shanghai (Travel + Leisure 2025). Enjoy Xintiandi views, Two-MICHELIN-starred T’ang Court, and award-winning CHUAN Spa. Rooted in the 1865 British legend, blending century-old heritage with modern vibrancy. 00:00 Opening Highlights 02:41 Meet Andrew Wu Yue 03:25 Beyond LVMH: Music, Family, and Culture 03:37 The First Sense of Beauty 05:15 Fashion Is More Than Clothes 06:22 Returning to Shanghai in 1993 08:53 Why He Chose to Come Back 11:10 Relearning China from the Outside 12:36 Luck, Timing, and Gratitude 12:56 Cultivating a Brand 14:31 Why Brands Are Grown, Not Manufactured 16:05 Progress, Nostalgia, and a Living City 17:55 Why Young People Crave Authenticity 20:56 Understanding Chinese Consumers Today 22:50 How Brands Stay Relevant 24:36 What Localization Really Means 27:41 The Louis and Shanghai’s Cultural Connection 31:04 What Global Brands Still Misunderstand 33:12 Walking into China's Market 36:21 The Future of Physical Retail 37:40 China Is a Book, Not a Cover 37:49 What Home Really Means 38:06 Why the World Needs More Conversation 38:19 Surprise Younger Self 38:43 A Shanghainese Phrase: “有数” 39:20 Two Cities to Begin Understanding China 40:20 If The Louis Could Sail Anywhere 40:40 Haipai Culture and Shanghai’s Identity 41:25 What Still Makes You Happy 41:58 Closing Thoughts