Table of Contents

Contents Contributors xv Introduction: Transnationalism, Localization, and Fast Foods in East Asia 1 James L. Watson 1. McDonald's in Beijing: The Localization of Americana 39 Yunxiang Yan 2. McDonald's in Hong Kong: Consumerism, Dietary Change, and the Rise of a Children's Culture 77 James L. Watson 3. McDonald's in Taipei: Hamburgers, Betel Nuts, and National Identity 110 David Y. H. Wu 4. McDonald's in Seoul: Food Choices, Identity, and Nationalism 136 Sangmee Bak 5. McDonald's in Japan: Changing Manners and Etiquette 161 Emiko Ohnuki-Tierney Update:McDonald's as Political Target: Globalization and Anti-globalization in the Twenty-First Century 183 James L. Watson Notes 201 Select Bibliography 239 Index 247

About the Author

James L. Watson is Fairbank Professor of Chinese Society and Professor of Anthropology at Harvard University.

Reviews

"McDonald's Restaurants are to be found world-wide and books have been written on their business success and approach but GOLDEN ARCHES EAST: MCDONALD'S IN EAST ASIA is something different, providing college-level readers with a blend of cultural insights and business savvy as it traces McDonald's role in five Asian countries. Chapters provide the author's first-person insights as he journeys to five Asian countries and asks questions on McDonald's management, promotion strategies, and impact on local culture. Also included are reflections on food and marketing within these nations, making GOLDEN ARCHES EAST essential for any overseas business or Asian holding. - BOOKWATCH

"McDonald's Restaurants are to be found world-wide and books have been written on their business success and approach but GOLDEN ARCHES EAST: MCDONALD'S IN EAST ASIA is something different, providing college-level readers with a blend of cultural insights and business savvy as it traces McDonald's role in five Asian countries. Chapters provide the author's first-person insights as he journeys to five Asian countries and asks questions on McDonald's management, promotion strategies, and impact on local culture. Also included are reflections on food and marketing within these nations, making GOLDEN ARCHES EAST essential for any overseas business or Asian holding. - BOOKWATCH