Customer Reviews

Golden Arches East: McDonald's in East Asia

5 star:		(3)
4 star:		(3)
3 star:		(2)
2 star:		(0)
1 star:		(0)

 

 

Most books dealing with the spread of American pop culture (and pop business) influences these days like Disney, Coca-Cola and McDonald's have very little good to say about the growth of any of them in previously unexposed markets. That's why, perhaps, it comes as surprising that "Golden Arches East" comes out with a mostly positive look at the effect McDonald's had had throughout East Asia.

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.

I find this book very entertaining, despite it is a collection of ethnographic essays. Some of the variations among Macdonalds among East Asian localities, in terms of food served (Shogun/Teriyaki Burger in Hong Kong, Taiwan and Japan), as well as services (birthday parties) are really interesting. The studies show that globalization is a two-way street: Macdonalds export the US fast food culture, but, meanwhile, it has to adopt to local taste and cultural differences to grow. Out of the many fast food chains, Macdonald is undeniably the most successful in penetrating the global market. Macdonalds have always draw discussions and controversies in Hong Kong, my home town. Several months ago, there was a craze to buy a collection of 28 Snoopy miniatures (in different national clothings) in 28 days. Many HK residents flocked to Macdonalds in town to buy the Meals (a requirement to get the Snoopys) and pay an additional amount of about US$0.75 to get the Snoopys each of the 28 days to get teh whole collection. But many people can't bear to eat french fires for 28 consecutive days and therefore throw away the meals just for the dolls. The whole set, at a time, worths more than US$250 in Hong Kong. Many people criticize Macdonalds for creating waste (food got discarded), chaos (long lines outside the restaurants) and even social problems. In short, it's a good book for understanding global business and East Asian social changes.

A little treat of a book. My friend Janice is always quoting a book she loves called 'The Unforeseen Consequences of Change". This will be her Christmas present. It's an example of how changing one variable - i.e. introducing McDonald's - highlights so many things about the rest of the system, and about McDonld's itself. Full of moments like "Gosh, I never thought about that" or 'Of course yes, why not ..." Take it on an airplane flight and enjoy.

It would be hard to hate this book. In classic anthropological fashion, the authors provide plenty of interesting anecdotes about the relatively exotic practices associated with East Asian McDonald's that you will probably smile at despite yourself. However, the book seems to tell us little that even a general reader probably does not already know. Ask anyone who has traveled abroad, and you will probably find out that they saw a McDonald's. After reading this book, I asked around my office, trying to gauge the presence of McDonald's outside of East Asia. One friend, who lived for several years in relatively backwards Guatemala City, said that there were at least 3 of them within a 5 minute walk of his apartment. Many others relayed the same kinds of experiences. So, although the small differences between these cultures and how they accept such a quintessentially American restaurant is interesting, it is far from surprising. Of course the Japanese accept it, and of course they also have better places to eat--they like Americans, and they have a lot of money. Of course South Koreans tend to reject it--the relationship between our states has been strained for 50 years. Not only does it ring a bit hollow in this sense, but it is also notably dated. The various studies here were researched in the early- to mid-1990's. By the time they were written, they were already out of date. The editor immediately points that out in his useful conclusion. One further issue I had is how strongly the authors, and especially the editor, make the anthropological case. I understand that this is in their nature, but I would also contend that it obscures the true merit of these studies. The problem is a kind of lack of historical sensibility. These authors here take a long view of the cultures they study, and look at a flashpoint of interaction, in an effort to judge its effect. What might be even more useful is to look at the effect of interaction over time. The cultures that they are immersed in have been in a discursive relationship with American culture for quite some time, and thus the end result that they are examining is not necessarily opposed to American culture--it has already been partially assimilated. The authors here tend to reject that. The editor states clearly that the idea of a homogeneous global culture is a fallacy, and perhaps we can accept that. But of course he would say that. This book does not provide the proof. If anything, that is a truism. In their effort to be the vanguard of local culture now, these authors have failed to address the legacy of American cultural influence in Asia before. When we move beyond the interesting details, we find truisms and repetition. To the extent that this book has high academic value, they are mostly codifying what many already instinctively or empirically recognize. Having said all of that, however, it is as entertaining as one will find in this field, and it is a useful counter-argument to what seems to be the increasingly consensual argument for American cultural imperialism.

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 McDonalds 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.

Diane C. Donovan
California Bookwatch

An interesting tale of an importnat American icon. But, this book has little understanding of the local competitors that McDonalds and other foreign multinationals face in East Asia, many of whom are quite formidable. I recommend "New Asian Emperors" by George Haley et al. to understand the complex business environment in East Asia.

One point that is sorely overlooked in this otherwise extensive book is the socio-economic impact the introduction of the McDonald's character Grimace has had on East Asia.

I tasted McDonald's french fries in East Asia. That tastes better than in the US. American french fries are overfried.