Why Asians Like Brands So Much

Why Asians Like Brands So Much

Asian countries and people are so very different
from each other, but there’s one thing they totally have in common: their incredible style. And not just that, but also the high cost
of their clothes and accessories. Turns out there’s a secret behind it that
I was astonished to find out! In the last few decades, the Asian world has
turned from rather conservative and traditionalist views towards more European-style attitude. South Korea is one great example of that shift:
K-pop, bright clothes, dyed hair and much more have become a thing in this country,
and in many ways they are trendsetters of the world fashion. China and Japan, in their turn, are set to
become world leaders in science and innovation. And if there’s something these countries
all share, it’s their love for all things deluxe. Now, I don’t mean luxury real estate or
cars — with these, they’re surprisingly humble. But when it gets to high end clothing, that’s
where the East beats everyone else. In China, for instance, getting yourself a
handbag or a pair of shoes from a famous luxury brand is almost a must. It all started when people from Asia began
traveling to Europe and the US several decades ago. Before that, they hadn’t had any idea about
luxury clothes and accessories, and their customs were strictly traditional. But upon arrival to the West, they discovered
the world of brands and decided to bring it home with them. The love for them washed over the whole of
Asia, and soon China, Japan, South Korea, Taiwan, and other Eastern countries became
a huge and booming market for luxury clothes and accessories. To get the idea, China purchases about 30%
of all luxury brand goods worldwide. And at some point, Louis Vuitton had to hurry
up in expanding its global market because Japanese consumers bought almost nine tenths
of its products online and in stores. Hearing this, you might be thinking that Asians
are extraordinarily rich. But they’re not. Well, of course there are wealthy people,
but there are not more of them than in any other country. The majority are just like anywhere else:
salaries, mortgages, vacations a couple of times a year. But still they buy lots of brand products,
and in Japan, for example, about 90% of women have an authentic Gucci or Louis Vuitton bag…
that they only carry for a single special occasion. For the next one they buy a new bag — say,
a Prada this time. Neither are luxury goods cheaper in Asia. It’s just that people buy them either spending
most of their salaries or using instalment plans. The cost of such purchases can vary from $500
to more than $10,000, and that’s not the limit. You’ll hardly see a Chinese or Japanese
person without at least a single accessory bought at a high end fashion store. College students in Ferragamo shoes? Check. Office clerks with Rolex watches? Also check. When a luxury brand that’s never been there
before opens a store in Japan, its products get swept from the shelves and hangers like
there’s a tornado. People are hungry for something new, expensive
and awesome, and they don’t mind spending a lot of money on that. Even if they know they’ll have to seriously
cut their budget for the month. Asians know how to save, so I guess it’s
not a huge problem for them. Japan is, in fact, leading the march for luxury
goods worldwide. They even have package tours to Paris during
the sales season. That’s when many brand stores open their
doors to offer large discounts on their products. During that time, you’ll see crowds of Japanese-speaking
people in all those brand stores. But what’s the most surprising about this
is that most Asians don’t even like the things they buy. Like I said earlier, they sometimes spend
most of their salary for a single luxury item, but they don’t do it out of vanity or on
a whim. There’s a much deeper explanation. Asia is historically collectivist, and all
Eastern countries have their own set of traditions, starkly different from the Western ones. Individualism is only crawling there. In the past, your social standing in Asia
was defined by your right of birth, your profession, or perhaps your clan. Several decades ago, it all started to change,
though. Money became the driving force behind status,
and you could grow in the eyes of others by showing how much moolah you had. But you wouldn’t go around making paper
planes out of hundred dollar bills, so you had to find another way to show your wealth. Expensive home? No one would see it but you and your close
ones. Sports car? Okay, but you’ll probably have to sell your
home for that one. Luxury accessories and clothes? Perfect! You could wear them anywhere, even if you
decided to take a walk, and they’re not as expensive as either homes or cars. So deluxe wear stores became a go-to thing
for the majority of Asians in the 21st century. But there’s a catch. In the individualistic western world, having
a luxury item makes you stand out because not many people have them or can afford them. In the collectivist East, it’s the other
way around. If you work in the office and see someone
with a brand bag or watch, you sigh and go to the same store to buy something there. Whether you have the means to do so or not
doesn’t matter — you still buy it because someone else from your group has. It all boils down to being part of the group,
you see. Tradition dictates that you can’t really
stand out. Public polls have shown that people who own
a luxury item don’t even like it more often than not — they simply don’t want to be
the black sheep. Collective mind is still strong in Asia, and
the luxury trend is just another milestone in their culture. Still, there’s more. I already mentioned that brand items are something
to show how well off you are. So, for example, if you have a $1,000 handbag,
you’re sending the message that you have a decent income and your family is doing okay. If you sport a $10,000 suit, on the other
hand, that’s saying you’re on another level altogether. In modern Asia, you can basically buy yourself
a way to the top layers of the society — something that would be unthinkable just half a century
ago. This behavior also has a pragmatic streak. Working for a big and respected corporation
is considered prestigious, and many people from Asian countries strive to land such a
job. Japan is probably the leader when it comes
to receiving the best education possible and seeking a well-respected position in a company
with good reputation. So to show that you come from a good background
at an interview, you buy yourself a brand item or two. This way, you can make a positive first impression
on your potential employer and land a job of your dreams. This purchasing trend is also not limited
to any class or gender. In China, for instance, luxury items are bought
almost in equal proportions by men and women. And they could come from any background. Upper middle class and the wealthy buy the
most, of course, but there are many options for everyone else who can’t afford spending
that much money in one go. They get loans and instalment plans to purchase
a much desired item. And if that’s not an option, people might
spend their whole salary for a shirt or a watch, even if it means cutting on everything
else for a whole month, including food. But although Asians are madly excited about
western luxury brands, it doesn’t mean they don’t have their own. In recent years, several new home-based brands
have emerged that mostly target the local market. Among the most famous of those is Shanghai
Tang in China that’s been so successful at home that it managed to open more than
a dozen stores across Europe as well. South Korean and Japanese cosmetics brands
are also quite well-known across the world and popular in their home countries. Hey, if you learned something new today, then
give the video a like and share it with a friend! And here are some other videos I think you’ll
enjoy. Just click to the left or right, and stay
on the Bright Side of life!

100 Replies to “Why Asians Like Brands So Much”

  1. I'm Korean, but I'm not obsessed with branding. I buy stuff that lasts a long time and some of them happen to have a brand on them.

  2. I am Asian and I don't care about brands at all. Usually brands are over priced for what they are. I don't like anyone robbing me for name only.

  3. Bright side – "Why Asians like brands?"
    Also Bright side- "Asia contains Japan, China, South Korea."
    Me (an Indian) 🙁

  4. Try to find out where is the sales revenue comes from for red wine, caviar, cigars, luxury cosmetics….etc, it’s the same thing, contributing by Asian market…not for show off. Not for Vanity, BC of huge population and their economy.

  5. I’ve dated Hmong and Chinese women and nobody had a straight up answer cuz I just wanna kno cuz Asian are cheap af and I love it lol

  6. Uh this should be called SOME Asians because most Asians I know are quite frugal and wouldn't even think about spending those amounts on clothing.

  7. Im Asian and yes I do love branded good. Why? Because I can afford it!
    Plus, the luxury branded stores here in Tokyo often carry limited items that made specifically for Japan only.
    However, these days I tend to splurge out on overseas properties and jewelries.

  8. I usually enjoy your videos except those about Asian cultures, which even cannot distinguish differences among Chinese, Japanese and Korean. I'm affaid that people from many other countries believe these 'wrong' information. As South Korean, it contains some terrible stereotypes. I feel very confused and uncomportable !!!

  9. I'm from south Korea and I don't buy that much luxurious clothes. It's not that my family is poor, we enough money to live a good life in Germany, and one thing I noticed there, is that literally every students there only cares about their clothes, shoes and anything they can flex with, mostly from gucci or blanciaga, where they sell a shoe for thousands. I don't understand why you think only asians buy a lot of luxuries and I'm also kinda sad to see comments that say asians eat everything edible, such as bats wolf pups insects etc.

  10. I'm Asian and not ashamed to say I buy three-quarters of my things in thrift stores. If that makes me a black sheep, then so be it.

  11. Well I'm Asian, but not brand-conscious, if it works for me, I look good in it, I buy it regardless of price or brand

  12. anyways we all like branded clothes
    unfortunately the fashion going so far now a days
    like u spend £1000 for a Prada bag …
    and it is not that beautiful or quality.
    we payng just for the brand


  14. Because most Asians buy knockoffs and Asians have always been known to have a higher standard of intelligence and that includes the fact that both book smarts, street smarts and common sense tell you that you are richer in the end with more money in your pocket when you buy an item that looks the exact same and functions the exact same for a portion of the price. Everyone loves fashion and trends but falling victim to CONsumerism is downright foolish and never made anyone look smarter or become richer. In fact, nearly 100% of consumers who buy trendy items at full prices are only doing so in debt and we all know debt never made anyone rich.

  15. Ok ok I am watching ya. Calling out Asians. Bruh Asians especially Pakistanis love branded stuff from the beginning. I mean I have read it in a book. That’s y they wanna get along with other countries.

  16. Unlike for few countries like India majority of Asian people would prefer to spend their money to make themselves happy with the things they desire. Most Indian would probably save almost all the money.

  17. This is so true…I was at an Asian Mortgage firm in 'the old days" pre-recession… if your didn't have a Mercedes…you were practically deemed a failure.

  18. Could this have something to do with Asian countries being producers of the world's best (sometimes better than the original makers) counterfeit designer label products?

  19. The bright side staff is too scared and politically correct to come up with a vid about "why do blacks like brands so much" for example. Instead they make it about a safe target like Asians. Because they know Asians won't go ballistic

  20. Actually thats our past attitudes, asian Nowadays NOT BUY Luxury brands to boast BUT to imitate it to become more affordable to the poor and to boost profit.

  21. LOL like what asians love branded clothes? Or u should say white people loves branded shirts like gucci etc. I don't really seem to see asians in my country buying expensive clothes just to show off. Maybe you were saying rich asians are buying branded stuff and rich white people too. I don't think it's with the race. I could say asian are the most hardworking race in the world, and they would not spend those money they've earned for very expensive things. Except for rich people who doesn't care muchf or their parents.

  22. Yeah…the secret to their style is….THEY HAVE MONEY AND CAN AFFORD IT…DUHHH. Secondly…Why is Brightside stereotyping people?

  23. They are from developing economies. When they get rich, they attempt to buy status, taste, identity and class they do not have.

  24. I’ve always wondered why Asians flexed harder than any other nationality besides Europeans.

    Thanks for this TED talk BRIGHT SIDE!

  25. Blacks on the other hand try to steal from you. Some black dude tried to steal a Maserati at a dealership here in Los Angeles. Turns out he is in debt, on food stamps and was going to attend a party later thst night so he wanted to “ show” off the car.

  26. Consumerism nonsense. There's nothing more satisfying than great credit and investments and loads of cash to your name.

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