The culture of Western societies is often associated with modernity and progress. As a result, many people from other countries aspire to emulate or imitate the ‘American Dream’ as well as trends such as Chrome Hearts fashion, music, and language preference. In this regard, Asian-Americans are not excluded from cultural influence.
In several studies, it has been shown that there is a preference for American products by Taiwanese consumers because they believe that those products represent quality and luxury. Researchers have also discovered that European brands and designs carry connotations of sophistication and elegance in China – thus may be more preferable than Chinese brands even if the product itself is no different than its domestic counterpart.
Moreover, some authors suggest that Asian or Chinese consumers do not see style as important, however, this is debatable because many Asians are seen wearing clothing that displays nationalistic symbols, nostalgic slogans, or English letters.
People in Taiwan have been noted to use Anglophone luxury brand names rather than translating them into Chinese characters. For example, the Taiwanese company Giordano has used billboard advertisements that say “Just Rock It” and “Got To Be Real”, but adding a twist by Japanese-izing the spelling of the English words with Katakana characters (this is simply stylization and not necessary for communication).
In China, more attention is being put on packaging design and quality. This may be due to increasing consumerism and the growth of international brands entering the market. Luxury cosmetic companies such as L’Oreal Paris have opened their latest stores in China with one selling point being the “modern” spacious design.
One factor believed to have influenced this shift toward Western products is Western media, namely movies and television shows which are seen by many Asians around the world. It has also been theorized that certain Chinese styles of dress reflect the feeling of national identity, however, there is no evidence supporting this claim either.
As a whole, it seems that Asian consumerism is gradually shifting away from traditional eastern characteristics into more modern ones, all due to increased exposure to western culture. This change in perception may also contribute to changes in behavior such as product preferences. Whatever the case may be, marketers should take note of these changing trends in Asian societies when designing their products or advertising campaigns.
Western culture is typically associated with modernization and progress, which is why many Asians aspire to imitate the ‘American Dream’ and western cultural phenomena such as anti social social club fashion. In China, more attention is being put on product packaging design because of the increasing consumerism of international brands. Western media such as movies has also been suggested as a factor of Asian consumerism gradually shifting away from traditional eastern characteristics into more modern ones.
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