In the consumer realm, Asia has always been about choices. Which smartphone, which brand of music, which kind of cuisine and increasingly which kind of car are the kinds of decisions at a consumer level that Asians make on a daily basis. There has been and continues to be brand loyalty that is often aligned with nationally favoured producers, but there are numerous examples of popular brands that have a broader cross-border regional appeal (witness Toyota cars traditionally or Samsung Electronics and K-pop music today).
在消费领域，亚洲总是充满选择。选哪款智能手机？听哪种风格的音乐？去哪种菜系的餐馆吃饭？买哪一个品牌的汽车？这些都是亚洲人在消费层面每天面临的决策。人们对品牌一直存在着某种忠诚度，这种忠诚还会继续存在，其对象往往是国家照顾的生产商。不过，也有许多流行品牌具有更广泛的跨境乃至区域吸引力——传统上，丰田(Toyota)轿车是很好的例子，如今三星电子(Samsung Electronics)的产品以及韩国流行音乐（K-pop）也具有这样的号召力。
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