An exploration of a global teenage lifestyle in Asian societies

Many articles have appeared about teenagers as a social and consumption group in various countries, especially in the West, emphasizing the teenagers’ lavish purchases of a great variety of goods, in particular branded products. Many marketers assume that a similar marketing mix and strategy would be correct to take in all their markets. However, the truth is far more complex and this article attempts to show this by drawing on empirical and secondary data from a wide variety of sources. Concludes that each generation of teenagers has its own global culture shaped by the familiar Western themes and values brought via the mass media. In addition there is the national culture and shared historical experiences which can only heighten social and cultural complexity in understanding the consumer culture of teenagers.