Why Is South Korean Culture So Materialistic?

TL;DR In South Korea, objects define identity. This is the result of rapid economic growth [https://www.koreaexpose.com/how-did-south-korea-become-so-rich/] that initially spawned a nouveau-riche culture of ostentatiously displaying wealth. The economic growth itself is precipitated by status-conscious, affirmation-hungry South Koreans who enjoy showing off their success through material goods. The bottom line is that South Korea is a capitalist society, consumerist in nature; without constan