Except that the Asian brand in question is Japanese, and they have a very testy relationship with the Chinese.
Other than that, it depends on where you're asking. I've been to Indian Wells each year for the past few or so, and I don't think Djokovic has gathered the crowd's support in the way that Federer and Nadal have, even after his big year in 2011.
There are different forces at play.
i think the Chinese have a sympathetic bond with Serbia because of the U.S. bombing their embassy in Belgrade. In the U.S. there's still some lingering feeling of thinking the Serbians are ethnic cleansers. Also Novak has been courting the crowds for some time with being wiling to speak their language and to entertain them when prodded by announcers.
Andy Murray gets a little more support at IW because he's an English speaker, but I don't see the crowds really embracing them. Overall I'd say that the IW crowd's favorite is Federer unless he plays an American and then it's still never against Federer. Then Nadal, then Murray, then Djokovic. But, it's pretty even with these last three. I think the crowd likes Djokovic quite a bit, and there are certainly Nadal haters in the crowd.
It's an establishment crowd.
I've cheered for Coria when he played against Agassi and Enqvist against Sampras. It takes balls.