The economic development of emerging countries in the last two decades has transformed the interplay between nations, North and South, East and West. Global consumption patterns are thoroughly scrutinized by marketing experts and multinationals, yet they tend to underestimate local cultures and actors as potential competitors or partners, and often consider them as mere consumers. In an era of globalization, national identity and culture play an increasing role, for individuals and for international trade, as an alternative to imposed standards and values, as well as a differentiating tool, preserving world diversity. This article presents how combining cultural heritage and a business approach has proved successful for companies of the Luxury sector,Starting with the analysis of common features in Europe ard Japan, in terms of preservation of cultural heritage, we will observe some key elements of European and Japanese luxury brands success factors, and their link to culture and local tradition. Then our purpose is to consider the possibility of altemative brands, created in emerging countries as they possess similar elements, and can also dig into their local heritage and use intangible values to gain international recognition. Transforming tradition into brands may indeed prove beneficial to their economy.