I’ve never been sure whether to believe the idea that Japanese are excessively fond of brand names. None of the Japanese women I know display flashy, expensive belongings that are outside their means. If they have them, they don’t flaunt them. Since showing off is the main purpose of brand name goods, I think they don’t have them.

On the other hand, there was a two-hour long line to get into the “super brand discount fair.” Once inside, shoppers made a beeline for the booth that was selling expensive handbags. Here they are, crammed in ranks against a counter, looking at wallets under glass and the bags on display behind the counter. Even in discount stores, items as lowly as house slippers have “brand names” emblazoned on them—Lewis Vittal, Polo Pony, and other copycats.

I don’t like perpetuating myths, but maybe brand name fever is truth.