To say Asians are brand conscious is the understatement of the century. All across the continent 4 billion consumers are seemingly obsessed with buying their way into the good life. Luxury brands, exclusive experiences, auspicious moments and exhortations on being a VIP is the rallying cry of eager marketers who are trying to tap the Asian obsession with status.
Will Asia fall deeper into a cycle of crass consumerism, will the thirst for luxury and exclusivity destroy traditional egalitarian beliefs and will a never-ending quest for privilege and recognition erode Asian’s historic commitment to savings? If Louis Vuitton, Bentley and Gulf Stream have their way the answer is a resounding Yes!
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