Asia is a concept invented by westerners. Is there even a West ? The culture of Calvinist Scandinavia is not that of catholic Spain/italy nor that of America.
Yet there is a huge growth of luxury in Asian countries. But can we make the assumption that the riches from these three widely different countries obey the same motivations ?
Any insight ?
Please take a look at Geert Hofstede website concerning national cultures - very interesting!
In each case the history of those three societies you mention provides a different landscape for luxury consumption. In South Korea's case a careful hypothesis can be that cultural practices around luxury consumption have filled the void that appeared after pre-industrial cultural practices and social identity symbols were quite radically purged at some point. There are quite a few Korea-focused consumption-symbolism studies, from coffee to LV bags.
You may want to look up the "soybean paste girl" symbolism, for example.
Hello Jean-Noel,
I do not know if you had a chance to look at one of my articles: 'They are not all the same: Variations in Asian Consumers’ Value Perceptions of Luxury Brands' that was published in Marketing Letters (
Article They are not all same: variations in Asian consumers’ value ...
) in 2015. We examined China, India and Indonesia and found some interesting similarities and differences. Hope this helps.- Badges
- Science topic
- Similar topics
- Geoscience
- Asia