As we have already discussed in Hofstede's cultural dimensions, Japan and South Korea have a collectivist culture. The characteristics of collectivism have an important effect on the “self-concept” of society. Consequently, this will affect their perception of “foreign products, advertising and the Internet” (Hawkins and Mothersbaugh 2013: 44). In individualistic societies, buying an expensive luxury product is displaying one's wealth among others, but for collectivist cultures the same ideology is not dominant and it is showing that they belong to groups and “avoid losing face” (Sun, Horn and Merritt 2004). :325). We would like to focus on the young Japanese generation because according to (Goy-Yamammoto 2004), young people shape trends and follow luxury brands. (Goy-Yamammoto 2004: 272). “Collectivist cultures are more likely to prefer national or global brands over private labels. Moreover, private brands are more common in individualistic cultures” (Mooij and Hofstede 2002: 65). Asians like to show their status to their surroundings. Acco...