Rory Sutherland

I love it.

Deep down, do you know why the largest Episcopalian church in the world is in Seoul?

No.

All right?

This is really fascinating.

I'm going to Seoul for the first time.

I've never been.

But the last four presidents of Korea have been variously like Catholic, Presbyterian,

Now, before the Japanese invasion, Christianity was a tiny niche missionary religion in Korea.

When the Japanese invaded, the tiny Christian population refused to acknowledge the divinity of the emperor, and some of them were martyred for refusing to effectively pay due respect to the divinity of the Japanese emperor, and therefore it became the patriotic religion.

because it was seen as a deeply patriotic entity.

So I've got a hunch that deep down, if you go buy a Hyundai or a Genesis or something like that, there's a dual motivation here.

Let's make a bit of money.

So similarly, if you want to look for anthropological reasons to buy...

An awful lot of German businesses are driven by sibling rivalry.

So Puma versus Adidas, Aldi North versus Aldi South.

There's a whole weird family rift in the German car industry, which is too complicated for me to understand about Porsche and the family who own Pinchitrida.

There are a whole load of families, which are kind of weird, warring families.

And sometimes the family business has a motivation which actually... The consumer is the winner.

Well, the consumer is exactly the winner in all this.