Free medical insurance essay about loyalty âKeeping up with the Joneses here is really remarkable,â said Mike Breen, author of “The Koreans: Who They Are, What They Want, Where Their Future Lies.” âThe faddishness comes from the fact that the brands in Korea are the ‘chaebol’Â [conglomerates like Samsung and LG] themselves, and not the products. Combine that with the way Koreans have been educated to compare themselves with othersâ and you have a spending super-storm.