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).
在消費領域，亞洲總是充滿選擇。選哪款智能手機？聽哪種風格的音樂？去哪種菜系的餐館吃飯？買哪一個品牌的汽車？這些都是亞洲人在消費層面每天面臨的決策。人們對品牌一直存在著某種忠誠度，這種忠誠還會繼續存在，其對象往往是國家照顧的生產商。不過，也有許多流行品牌具有更廣泛的跨境乃至區域吸引力——傳統上，豐田(Toyota)轎車是很好的例子，如今三星電子(Samsung Electronics)的產品以及韓國流行音樂（K-pop）也具有這樣的號召力。
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