Cultural Differences among Young Adult Consumers in Hong Kong, Japan, and Korea

Young Han Bae, Michelle Hough, Jong Woo Jun, Ilyoung Ju

Research output: Contribution to journalArticlepeer-review

3 Scopus citations


This study examines Northeast Asian consumer cultural dimensions and their differences by using Hong Kong, Japanese, and Korean college students as initial data points. While the cultural dimensions of Northeast Asia cannot be represented fully by this limited analysis, these data points provide preliminary insights toward more thoroughly mapping Northeast Asian culture. Common cultural dimensions of normativeness, communitarianism, conservatism, personality expression, and connectedness were identified in this study. Statistically significant differences were found in communitarianism (p <.01), conservatism (p <.001), and connectedness (p <.001). Specifically, Korea is higher than Japan in communitarianism, and Korea and Hong Kong are higher than Japan in conservatism. For connectedness, Japan and Hong Kong are higher than Korea. Also, differences in consumer culture are found. Japan is lower than Korea and Hong Kong in perceptions of promotion and additional values. Korea is higher than Hong Kong and Japan in emotional advertising.

Original languageEnglish (US)
Pages (from-to)18-30
Number of pages13
JournalJournal of Global Marketing
Issue number1
StatePublished - Jan 1 2018

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing


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