Most obvious thing ever.

Japanese high school kids more sensitive to brand names than kids in other countries - Mainichi Daily News:

"Japanese high school students are more aware about brand goods than their counterparts in other countries, while their parents let them spend their allowance more freely compared to students abroad, a survey has found.

The survey, which was released on Tuesday, was conducted by the Japan Youth Research Institute last fall and covered 5,394 high school students in Japan, the United States, China and South Korea."