Golden Arches East: McDonald's in East Asia, Second Edition

McDonald’s restaurants are found in over 100 countries, serving tens of millions of people each day. What are the cultural implications of this phenomenal success? The widely read—and widely acclaimed—Golden Arches East argues that McDonald’s has largely become divorced from its American roots and become a “local” institution for an entire generation of affluent consumers in Hong Kong, Beijing, Taipei, Seoul, and Tokyo. In the second edition, James L. Watson also covers recent attacks on the fast-food chain as a symbol of American imperialism, and the company’s role in the obesity controversy currently raging in the U.S. food industry, bringing the story of East Asian franchises into the twenty-first century.

Praise for the First Edition:

“Golden Arches East is a fascinating study that explores issues of globalization by focusing on the role of McDonald’s in five Asian economies and [concludes] that in many countries McDonald’s has been absorbed by local communities and become assimilated, so that it is no longer thought of as a foreign restaurant and in some ways no longer functions as one.” —Nicholas Kristof, New York Times Book Review

“This is an important book because it shows accurately and with subtlety how transnational culture emerges. It must be read by anyone interested in globalization. It is concise enough to be used for courses in anthropology and Asian studies.” —Joseph Bosco, China Journal

“The strength of this book is that the contributors contextualize not just the food side of McDonald's, but the social and cultural activity on which this culture is embedded. These are culturally rich stories from the anthropology of everyday life.” —Paul Noguchi, Journal of Asian Studies

“Here is the rare academic study that belongs in every library.”—Library Journal

In this book, five authors look at the impact McDonald's has had in five different East Asian entities: China, Hong Kong, Taiwan, South Korea and Japan. Much of the early chapters is given over to looking at the material aspects of McDonald's in East Asia: the marketing aspects, the reconceptualization towards a standard Asian consumer, the effect on the Asian food industry, etc.. All of this makes for very fascinating reading and shows just how marketing has to be changed from country to country (or even region to region). Likewise, it deals with very nuts-and-bolts issues of how McDonald's has impacted the lives of the average Asian consumer - and the impact is bigger than you'd think.

However, later chapters (especially those dealing with Taiwan and Korea and the Afterword) move to more conceptual issues of McDonald's - issues of modernity. Americanization and cultural identity. In an anthropological context (which is what this book tries to maintain), these are all very important, but somehow the later efforts seem to either fall flat or fall back on the line used so often in studying Asia these days, "But things are changing now".

While the overall message of this book is positive, there are the standard overtones of just how much the world has changed in the past half-century. I really recommend this book for the nuts-and-bolts stuff in the first two or three chapters, but the later didacticism tends to fall a little flat. Nonetheless, this book offers useful information to both the business student and the cultural anthropologist. If either East Asia or McDonald's interest you, I recommend giving this book a shot.

This book examines the distinctive character and evolution of political systems, economic structures, and security relationships of East Asia, a dynamic region that will profoundly influence global developments in the twenty-first century. Mark Beeson places East Asian development in the unique historical circumstances that have underpinned its remarkable rise to prominence over the last few decades. This multi-dimensional analysis provides the basis for an assessment of current efforts to develop a unified East Asian region.

This book argues that East Asia's regional dynamics are no longer the result of a simple extension of any one national model. While Japanese institutional structures and political practices remain critically important, the new East Asia now under construction is more than, and different from, the sum of its various national parts. At the outset of a new century, the interplay of Japanese factors with Chinese, American, and other national influences is producing a distinctively new East Asian region.

New Television, Globalization, and East Asian Cultural Imagination

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New Television, Globalization, and East Asian Cultural Imagination
Anthony Y. H. Fung , and Albert Moran
Manufacturer: Hong Kong University Press
ProductGroup: Book
Binding: Paperback

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ASIN: 9622098215