“So your latest model Ferrari is parked in a prominent spot outside the top five-star hotel in the capital. You are meeting friends for a drink and since it is pleasantly warm you wear a short sleeve shirt so there is no way they can miss the golden Rolex on your left wrist – they will know it is the real thing. But what about your right arm? Maybe a rhino horn bangle worth the same as the wrist watch (about U$ 15 000) would make for a good conversation piece, not yet on the must have list of most of your friends.

The feeling when travelling through the key urban centers of Vietnam and China is that wealth is only really accepted when it can be presented in a conspicuous way. Status symbols and lifestyle products are what it is all about when competing for social status, and rhino horn jewelry and ivory have become part of this demand characteristic.”

Source: Karl Ammann

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