For decades, Western multinationals set up factories across Southeast Asia to take advantage.of relatively low-cost labor. Later, local companies sprang up and became competitive global players in their own right. Spectacular rates of economic growth in a few short decades elevated living standards beyond what was thought possible. Young people in Malaysia and Thailand felt the lure of"Western" brands. Gucci handbags, Harley-Davidson motorcycles, and other global brands became common symbols of success Many parents felt brand-consciousness among their teenage children signaled family-wide success