If I were to generalize a bit, I would say that the ultra rich in Asia live on a scale that far surpasses the wealthy in the U.S. or Europe.

Even if they're not Asian or super rich... everyone has a nagging mother. Everyone has that obnoxious uncle, or that cousin who's a bit too snobby.

Old money in Southeast Asia is much more discrete and low key. It's about not wearing brand names. It's about being invisible, almost. The billionaire can be taking the bus with you.

I wanted to introduce a contemporary Asia to a North American audience.

Especially in the West, people want to understand Asia on a deeper level because it's become the engine of the world economy, like it or not.

Now that we're seeing it in a place that straddles Europe and Asia, it's different. It's spread so far geographically.