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What is with East Asia's obsession with luxury, and why is flex culture such a big thing?

0:00 Intro
1:26 Cultural influences in East Asia (interdependence & face)
4:26 ty notion!
6:41 Cultural values continued
15:00 "A need, not a want": Gen Z and Millennial attitudes to luxury
23:02 Society in encouraging and dissuading luxury obsession
26:46 Conclusion

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Detailed references

Academic references
Che, M., Hou, Q., Wang, H., Coste-Manière, I. and Le Troquer, F. (2020). Updates in Luxury Purchase Motivation in East Asia: China, Japan & South Korea. 2018 International Conference on Multidisciplinary Research, 2020, pp.134–156. doi:https://doi.org/10.26803/myres.2020.10.
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Degen, R.D (2010). The success of luxury brands in Japan and their uncertain future. [online] Available at: https://www.researchgate.net/publicat....

Reddy, S.K. and Han, J.K. (2017) The essence of luxury: An Asian perspective. Singapore: Centre for Marketing Excellence, Singapore Management University.

Wong, N.Y. and Ahuvia, A.C. (1998). Personal taste and family face: Luxury consumption in Confucian and western societies. Psychology and Marketing, 15(5), pp.423–441.

Wouters, I. and Sham, K. (2021). The New Faces of Chinese Luxury Shoppers. Oliver Wyman Report. [online] Available at: https://www.oliverwyman.cn/content/da....
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Wu, M.-S.S., Chaney, I., Chen, C.-H.S., Nguyen, B. and Melewar, T.C. (2015). Luxury fashion brands. Qualitative Market Research: An International Journal, 18(3), pp.298–319. doi:https://doi.org/10.1108/qmr-02-2014-0016.

Other references (once again i am running out of space, sorry for any incomplete formatting):
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https://pluralism.org/to-become-a-sage.

Chitrakorn, K. (2018) Why Puffer Jackets Are at the Centre of Korea’s Class Divide. https://www.businessoffashion.com/art....

Choon, C.M. (2023). A race to ‘flex’: Why showing off wealth is a virtue in South Korea. Available at: https://newsinfo.inquirer.net/1746571....

https://doolsetbangtan.wordpress.com/....

Pan, Y. (2019). https://www.scmp.com/magazines/style/....

Seo, J. (2023). Why do Koreans love luxury brands so much?https://koreajoongangdaily.joins.com/....

socialone.com.cn. (2018). 凯度: Z世代消费力白皮书. [online] Available at: https://socialone.com.cn/z-gen-consum....

Tan, M.H., Kwan Wei Kevin (2023). https://www.businessinsider.com/chine....
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  / south_koreans_are_the_worlds_biggest_spend...  

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Tags:
‌video essay, cultural commentary, social commentary, internet analysis, analysis video, luxury obsession, luxury items, flex culture, success, materialism, east asia, china, korea, japan, cultural deep dive, chinese culture, korean culture, japanese culture, wealth, prestige, face culture, asian success, east asian culture, consumerism, societal pressures, status symbols, quiet luxury, conspicuous consumption, asian luxury market, veblen goods, asian expectations, gucci, louis vuitton, chanel, prada, hermes, dior, spine breaker, gen z, milennials, singles inferno, song jia, influencer, kpop, brand ambassadors, newjeans, edvasian, salem tovar, not even emily, jordan theresa