Shopping mall culture in Malaysia is ever growing, so much that one could hypothesise about the emergence of a subculture centered on the shopping mall. More and more mega mall projects are coming up as bigger portions of the population is urbanised. In this new urban jungle, identity and meaning can be purchased, for a price. Nothing new here. We’ve been doing this on North American soil ever since the collapse of the counter-culture, the rise to dominance of corporate individualism, and the explosion of depression, neurosis, and psychological dysfunction. The question must be asked, can you really purchase and wear your identity?