Some say schools in Japan teach kids “how to be Japanese” more than anything else. I have discovered that brand worship may be part of that education and learned from a very young age.
I was on Omotesando last week and saw a teacher lead a class of nursery school aged children to the Gucci shop window. As they eagerly peered in, the teacher pointed and spoke. I can only imagine what she was saying “look children, this is Gucci, a very important designer. when you grow up, be a good Japanese citizen by spending all of your disposable income on luxury brands like Gucci”