As an example recently talking to a Japanese friend who is the same age as me we realised she had seen less than 10% of the movies that "everyone born in the early 80's has seen". She didn't know who OJ Simpson was, nor is she familiar with Henry VIII and his 6 wives. She knew the Backstreet Boys & One Direction, but not Take That nor East 17.
Traveling in China a few years ago I was surprised to see many Hokusai images used on clothing and shop decorations.
The Mona Lisa might be the western world's most famous artwork, but you rarely see it on a T-shirt unless you're meeting a tourist near the Louvre. I suspect that if both were in still trademarked that Hokusai would be making orders of magnitude more on royalties than Da Vinci...