To promote the integration of academic research and industry practice in luxury brand studies, the Macau University of Science and Technology (MUST), in collaboration with the Luxury Branding Research Cluster at Curtin University, hosted the “Mystique of Luxury Brands Conference 2025” from July 21st to 24th, 2025. Conference Chairs included Distinguished Professor Ian Phau from Curtin University’s School of Management and Marketing, and Professor Ben K. Goh, Dean of the Faculty of Hospitality and Tourism Management (FHTM) at MUST. The conference welcomed over one hundred industry leaders, scholars, and experts from around the globe.
The opening ceremony took place on July 22nd, with the following distinguished guests in attendance: Mr. Johan Pretorius, President of Hong Kong and Macau of DFS Group Limited, LVMH; Dr. Tong Ka Lok, Vice-President of MUST; Ms. Valencia Chang, Director of the Medical Sciences Division at MUST; Ms. Amy Chu, Head of the Academic Affairs Office at MUST; Ms. Flora Kok, Head of the Human Resources Office at MUST; Ms. Eliza Iek, Head of Registry at MUST; Prof. Zhang Yang, Assistant Dean of FHTM at MUST; Prof. Wen Jun, Associate Professor at FHTM. The conference featured five authoritative experts as keynote speakers: Associate Professor Serena Rovai, from EXCELIA Business School; Professor Aliana Leong, Associate Vice-President of MUST and Dean of the School of Liberal Arts; Mr. Ajay Hingorani, Director of Global Client Relationship Management at DFS Group Limited, LVMH; Ms. Ashley Ng, Finance Director of DFS Group Limited, LVMH; and Mr. Kore Yang, Global Omnichannel Director of DFS Group Limited, LVMH.
Group Photo
Vice-President of MUST, Dr. Tong Ka Lok, opened the ceremony with a welcome speech, emphasizing Macao’s unique positioning as a UNESCO Creative City of Gastronomy and a World Centre of Tourism and Leisure. He highlighted that luxury brand management in the era of AI and big data requires integrating consumer psychology, cultural insights, and innovative strategies. Subsequently, Prof. Ben K. Goh, Dean of FHTM at MUST, and Distinguished Professor Ian Phau from Curtin University’s School of Management and Marketing shared their insights on luxury industry trends.
Vice-President of MUST, Dr. Tong Ka Lok Lee Delivered a Speech
Dean of FHTM, Prof. Ben K. Goh Delivered a Speech
Distinguished Professor Ian Phau Delivered a Speech
During the opening ceremony, FHTM and the Luxury Branding Research Center at Curtin University signed a Memorandum of Understanding (MoU) to foster deeper collaboration in luxury research, talent development, and academic publishing. The signatories were Prof. Ben K. Goh and Distinguished Professor Ian Phau, witnessed by Dr. Tong Ka Lok and Professor Aliana Leong from MUST, and by Mr. Ajay Hingorani, Ms. Ashley Ng, and Mr. Kore Yang from DFS Group Limited, LVMH.
Front row from left: signatories Ian Pha and Ben K. Goh
Back row from left: witnesses Ashley Ng, Johan Pretorius, Tong Ka Lok, Aliana Leong, Ajay Hingorani, and Kore Yang
The five keynote speakers delivered insightful presentations from diverse perspectives: Associate Professor Serena Rovai from EXCELIA Business School examined new digital trends and challenges in the luxury industry; Associate Vice-President of MUST, Professor Aliana Leong, discussed jewelry brand narratives and strategic positioning; and executives from DFS Group - Mr. Ajay Hingorani, Ms. Ashley Ng, and Mr. Kore Yang - offered practical perspectives on the digital transformation of luxury retail and strategies for data-driven customer experience innovation.
Associate Professor Serena Rovai
Professor Aliana Leong
Mr. Ajay Hingorani
Ms. Ashley Ng
Mr. Kore Yang
On July 23rd, the industry-academic panel, moderated by MUST Assistant Professor Grace Chan, featured Professors Aliana Leong and Ian Phau alongside industry leaders Dr. Iwan Dietschi and Mr. Francis Tan of MGM China. Under the theme “Exploring the Intersection of Luxury Research and Market Demands: A Collaborative Approach for Academics and Practitioners to Address Potential Gaps,” they emphasized the critical importance of industry-academia collaboration in shaping the sector’s future.
Industry and Academic Panel Discussion
On July 24th, a Journal Development Workshop chaired by Professor Ian Phau was held to support early-career scholars. The session focused on planning a special issue for the Asia Pacific Journal of Marketing and Logistics, reinforcing academic networks in the luxury sector across the Asia-Pacific region and positioning MUST as a regional leader in luxury and tourism studies.
Journal Development Workshop
Insightful Academic Conference Sessions
