An interesting article caught our eye a few days ago in the lifestyle press. According to research from Morgan Stanley, the nation that spends most on personal luxury goods per capita is South Korea. While S. Korea is famous for setting fashion trends, especially for younger generations, the news surprised us. S. Korea is not the richest country in the world and it barely made it to the Top 30 of Global GDP per capita rankings. Isn’t S. Korea famous for its overworked and underpaid employees? Wasn’t the whole theme of Squid Game and Parasite around the super-expensive capital of Seoul where only the few privileged are enjoying life? All this is true, but somehow they still managed to buy more luxury goods than anybody else on the planet. Let’s take a look how.