How Digital Culture is Challenging the Codes of Luxury? Can Luxury Remain Exclusive in a Hyperconnected World

The French-Korean Chamber of Commerce and Industry (FKCCI) is pleased to gather members of its Luxury Committee for a dedicated session on Friday, June 19th, 2026, at 1:30 PM.

As Korea continues to play a pivotal role in the global luxury ecosystem, brands are navigating a profound transformation driven by technological acceleration, evolving consumer expectations, and the increasing need to safeguard brand equity in a digital environment.

This session will focus on the strategic integration of Artificial Intelligence in luxury marketing and creative production. While AI was once perceived as experimental and misaligned with luxury standards, recent advancements have turned it into a structured production capability, enabling greater creative control, improved visual quality, and direct usability by creative teams.

WHAT YOU WILL GAIN 

• A strategic understanding of AI’s role in luxury marketing
• Insights into quality, controllability, and brand alignment in AI production
• High-level exchanges with industry leaders and decision-makers
• Strengthened networking within the FKCCI luxury community
• Participation in an exclusive, members-only session featuring in-depth discussions

Luxury has always been defined by a set of powerful codes: rarity, craftsmanship, exclusivity and emotional connection. Yet the rise of digital culture is reshaping consumer expectations, accelerating trends, and redefining the way brands engage with their  audiences. From social media and influencer culture to dupes, counterfeits, online communities and  AI-generated content, luxury brands are increasingly challenged to remain desirable while  staying accessible and relevant to new generations of consumers.

How can luxury houses preserve their identity in an era driven by immediacy, transparency,  and mass digital exposure? Can exclusivity still exist in a hyperconnected world?
 

This Luxury Committee will bring together experts from the fields of intellectual property, beauty, fragrance and luxury brand management to explore how digital culture is transforming the traditional codes of luxury and what strategies brands can adopt to protect their value while remaining culturally relevant

SPECIAL FEATURE

In Partnership with NextRise 2026 
This exclusive session is held within the framework of NextRise 2026, Korea’s largest innovation and startup festival.
- Exclusive VIP Docent Tour: Direct access to a curated tour of emerging technologies and  industry-shaping innovations.
• Cross-Sector Networking: Bridging the gap between the traditional luxury sector and the  tech/startup ecosystem.

SPEAKERS

Event Location