The editor of Vogue China is facing a somewhat unusual problem: too much advertisers. For the chief editor of the publication, Angelica Cheung, it will be perhaps even necessary to divide every issue into two volumes, such is the weight and size of the magazine. With the boom in the consumer market, it is estimated that there are around 960,000 millionaires in the country.
* Large international brands, of course, don’t waste any time. Burberry, for example, plans to open 43 more stores in the country over the next five years, Hermès has released a brand, Shang Xia, dedicated exclusively to this market, and Versace has stores in practically every mall in the country.
* The Chinese government, on the other hand, isn’t too comfortable with this movement and has recently issued a decree banning billboards that promote a "hideous and wasteful lifestyle," concerned about the consequences of overexposure of luxury in a country which is becoming increasingly unequal.