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Luxury brands are regularly increasing their prices worldwide, and South Korea is no exception. Despite multiple price hikes each year, Korean consumers continue to buy, showing strong loyalty to high-end goods. This year, many brands like Chanel, Tiffany & Co., and Tag Heuer have already brought up their prices more than once—and more hikes are coming.  


For example, Chanel increased prices up to 10% in May for popular bags, marking their third raise this year. Damiani, Bulgari, and Tag Heuer also announced further price increases, sometimes reaching 30% on certain items. These repeated hikes seem aimed at Korea's luxury-driven market, where many people see these items not just as fashion but as valuable investments.  


A recent survey shows why: 73% of Korean consumers said they would still buy luxury items even if prices rise. Many value brand reputation and prefer one high-quality product over many cheaper ones. For global luxury brands, Korea stands out as a profitable and loyal market—where price increases don’t stop the long lines.