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!

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100 thoughts on “Why Asians Like Brands So Much

  1. 真是太想当然了,以为出国旅游的那些有钱人就能代表所有中国人了?最近好几期关于中国的视频明显都是不符合事实的,作者完全就是把网上道听途说的消息加工了一下就做成视频发上来,根本没有做深入的调查。这期视频我要点个踩

  2. The Asians who comment here that they don’t like or don’t have branded stuff are not Asians living in the East, these are Asians living in the UK, US, or non-Asian countries. This is real.

    Asians , such as the Japanese, love branded goods A LOT. When you go shopping to highend malls, like in the luxury side Dubai Mall, who do you see? The locals (who have plenty of money to shop there) and the Asians (like Chinese) who wear branded items head to toe and go on a shopping spree there. This is just an example as I won’t be mentioning how they are when they shop in Europe.

    So.. it doesn’t mean that because you’re Asian and you don’t have branded goods that you’re the majority. This is valid and evidence-based.

  3. Not interested with the brand, but we travel 5 hours by plane just to buy skin care products and ginsing for our health…. to look young and feel young. You know health is wealth as they say😉

  4. I am a Filipino, and I'd love wearing branded stuff
    It is not because it is expensive, known, or to show that I can afford, but because it has a high quality of clothes, u know what I mean. 😁 Excuse my grammar

  5. I m an Asian and bright side mostly mentions Japan and China as if they are the only asian countries and also I don't think most of the facts are true about Asia in their videos

  6. Can you do a video as to why minorities buy so much brand name clothing and wealthy Caucasian’s don’t.(at least wearing it In public)

  7. Where as Indians go for buying Houses,plots,flats by saving all hard earned money (only exception smartphones, laptops,smart TVs).

  8. that how western throw out shirt,jeans,shoes. can be sold out for higher price in malaysia (harga yahudi) . they said rare item cause not sold and cant find in store cause out season for many years. they regard themself as "collector".but majority call it "bundle" (second hand item).
    but for me as long it cheap and good quality i dont care it brand or not. importantly it not second hand item. why bother pay more if u can get same product for less 70% than branded item. also for money that i save from buying brand item. i can eat many delicious food and can enjoy movie or travel.

  9. Well! I only know one ☝️ thing I love Asian movies 🎥. The actors, and actresses are so beautiful 😍, and they are really good actors. Corea is my first favorite, and then Japan 🇯🇵, China 🇨🇳, and India 🇮🇳, then the rest of Asian Countries. So hurrays for the Asian People. 🥰👍

  10. Ur karma n heart should be high class n good not branded bags n clothes. This is consumerism which wil ruin u later n it’s never ending desire .

  11. At 6:40 the interview part is not always true, most employers will see it has a negative way an interviewer is expressing himself/herself just by a specific brand they are wearing. Has in, caring more about the brand than the actual job position they will be working for in a company. Why would they hire an employee that would not be beneficial for the company's position?

  12. This is not true since I am Chinese we buy them because we are way to busy so we go to the nearest store. Other Chinese may say that it looks good. F u white people

  13. Literally every Asian exchange student at my school is pimped out in designer and high end clothes, it’s insane

  14. Narrator’s viewpoint about asians not having any idea about luxury clothes / accessories at time 1:17 in video is so naive. Asians had always had luxury items in their states from centuries. Its the definition that has changed with time.. Narrator’s ellaboration of his view point seems brittle and weak.

  15. Here in California I live near an Outlet Mall. On weekends bus loads of Chinese tourists stop by regularly to shop all the European & American brands. I’m thankful to them for supporting local jobs and keeping the brand corporations in business. Because the locals, including myself, surely don’t spend as much.

  16. Most of reasons presented here are true. I agree that people buy branded luxury products because it’s a way to show status. I am Asian and I see it all the time. But Asians love high quality products too.

  17. I just want to claim that from 1:20, the character describes Chinese traditional costumes is wrong. Palm-leaf conical hat and Long slitted dress ( or called Ao Dai) belongs to Vietnamese traditional costumes

  18. BRIGHT SIDE Your team spoiled this video with ethnocentrism and painted the Western world as economic saviors. An epitome of cultural encapsulation, stereotyping, and microaggressions captured in several minutes. Too many ethical flaws and overgeneralizations to carry any serious merit. Do yourselves a favor and recant this nonsense before it does you and others more harm than good, though the communities you tried to depict can withstand this petty insult. Shame on you Bright Side. Do better 👎🏾

  19. Since when Asia only have China, South Korea and Japan? There’s more countries in Asia than the number of us states. Not everyone follow the branded hype. It’s depends on your spending power.

  20. Having those Luxury & Branded items such as Gucci/LV/Prada/Balenciaga/Fendi/Chanel etc. won't save you if you have Wuhan Novel Coronavirus that spreading nowadays. 😪😷✌

  21. Maybe I'm not Asian LOL! Here in Philippines brand doesn't matter as long as it fits you and look good to you, no one cares how you dress except if its daring everyone will talk about you like did you sold your soul to the devil hahaha but of coarse it was just my observation and I think all product has brand I mean they have their logo and name into their product.

  22. Most lux brand are sold here are what we call "original quality" high quality called Class AAA made in China , South Korea i bought a bag original quality a Lindy Etope 30 Hermes thats for only less than a $65 – $100 in a shopping center that every "rich people" says aww so cheap .. but for me every material items fade away same way they are made theyre all the same they tarnish the only way they differ to one another is the price .. as long as i can save i will buy some and use it to some occations even gucci and channel sneakers and Valentino heels .. are all less than $100 in US currency

  23. Asia, but there's only China, Japan and Korea. 😄😄 How about try to Change the title? I don't care about branded stuff I go with the quality and I'm Asian 😉

  24. In Turkey 60 percent of the habittans buy their clothes from baazars. Its where you can find low quality cheap tools and goods… But the tools might be very usefull

  25. Hey u bright side dufus better rename your video there are more countries than just china japan and south korea…..-🇮🇳

  26. I'm not brand conscious; I will buy house brands if I'm getting almost the same thing for less. I think that people who live in big cities are probably more apt to purchase designer things, and that's usually where you find the most fashionable shops. But in rural towns you do sometimes hear, "There's just no place to shop around here"; that's code for "I want style".

  27. sa Sinitic asian pecking order, marami pa-sosyal, mga "feeling belong", ganun talaga pag matindi socioecon stratification, gaya sa Pinas, o kaya pag matindi espirito ng collectivist capitalism, gaya sa Japan, may honne-tatamae pa, o sa SoKor na matindi talaga confucian hierarchy..Group Dynamics 101

  28. Honestly, how do you guys choose which videos you’ll post? I’m not Asian and I find this offensive. 1. Not every “Asian” is like this. 2. You’re talking about East Asia, not Asia as in the whole continent and even then you’re only focusing on two East Asian countries – China and South Korea. Japan is an island off of East Asia.

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