Luxury itself is hard to define.Despite vast luxury-related research,besides a variety of tools on how to differentiate luxury from non-luxury,there has not been an established globally established definition of what luxury is.Some of the features that luxury brings are exclusivity,premium price,and high value.The luxury value perception has been increasingly researched,however,concerning the cross-cultural differences,we can still observe a substantial gap in terms of cultural variations toward luxury among different societies or within different generations in a given culture.This research,therefore,aims to examine the luxury value perception among two different cultures and generations.The study is using the extended Berthon et al.（2009）model that conceptualises the luxury value into four components:functional,financial,self-directed symbolic and other-directed symbolic value to study two distinct cultures – individualistic Czech Republic and collectivistic China.Additionally,further analysis of two demographic cohorts,Generation X and Generation Y was assessed to compare the differences of luxury value perception between different generations.Data were collected through a survey distributed among Czech and Chinese luxury consumers.The questionnaire answers of 531 participants from both countries were assessed using the exploratory and confirmatory factor analysis.The results identify the variations in perception of each luxury value dimension between both countries and generations.This research contributes to the current field of luxury value investigation and brings novelty in terms of the Czech luxury consumer exploration.Besides,it provides valuable insights in terms of luxury value perception of young Chinese consumers.The findings indicate that there are significant differences of luxury value perception betweeln the Czech Republic and China,especially in terms of self-directed and other-directed symbolic value,which confirms the theory of consumer behaviour among individualistic and collectivistic cultures.Moreover,the results indicate the growing importance of self-directed symbolism among the young Chinese generation.In addition to the discussion,this study identifies possible managerial implications and future research suggestions.