At about the same time Richard Branson, founder of the UK's Virgin group, wrote in The Economist: “At the centre of our keiretsu brand will be a global airline and city-centre megastores acting like flag-ships for the brand around the world.” In The New Yorker in 1997, Ken Auletta mapped out the intricate keiretsu that he claimed was being woven by six of the world's mightiest media, entertainment and software giants: Microsoft, Disney, Time Warner, News Corporation, TCI and GE/NBC. Meanwhile, closer to the original home of the keiretsu, the South Korean economic miracle was being fired by that country's chaebol, industrial groupings that had been modelled closely on the keiretsu.

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