Constructing Identity in the Age of Late Capitalism: Consumerism and Hyperreal Desires in Mohsin Hamid's How to Get Filthy Rich in Rising Asia

This study elucidates the examination of contemporary cultural activities that produce hyperreal images and the principles of Late Capitalism. The globalization of production and the commodification of many industries define "late capitalism" in contemporary society. Cultural habits might also alter identity. This research investigates the ways in which advertising, media, and branding fabricate fictitious consumer requirements and affect behavior. Currently, consumerism influences both corporate and personal identity. Mohsin Hamid's How to Be Rich Wealthy in Rising Asia analyzes the influence of goods and services on identities within a changing society. This study examines how postwar capitalism affected economic situations and self-perception. Images of people create misguided desires, according to research. Consumption affects society now. In "late capitalism," the globalization of goods and services consumption influences people. This method will elucidate the impact of consumption on society and the effects of late capitalism on economic, social, and personal behaviors.