Loewe’s Qixi Festival micro-drama shows how luxury brands are adapting to Asian audiences

Loewe tapped into the micro-drama trend with ‘Say Yes to Love’, a short series released for China’s Qixi Festival in 2025 and starring Chen Duling and Chen Zheyuan. The 45-second episodes followed a budding romance centred on the brand’s magpie bag charm.

Micro-dramas, bite-sized mobile-first stories lasting just over 30 seconds to a few minutes with fast-paced plots, originated in China before spreading globally. According to research firm Omdia, global micro-drama revenues touched $11 billion in 2025 and are expected to reach $14 billion by the end of 2026, with the US now the largest market outside China.

Jewellyn Alvares, head of department, School of Fashion and Costume Design, says the format helps brands meet audiences where they already are. ‘As consumers increasingly engage with short-form and vertical content, luxury brands are adapting their narratives to meet audiences where they are. Micro-series offer an immersive yet accessible way to build aspiration, cultural relevance, and ultimately drive consumer engagement,’ she says.

Other luxury houses have since followed with their own versions of the format: Louis Vuitton unveiled a 75-second micro-film ahead of its Spring/Summer 2027 menswear show in Milan, while Balenciaga released the three-part film ‘A New York Minute’ in May 2026, directed by Oscar-nominated filmmaker Celine Song.