Globalization, Consumption and Team Names

By: Kenny and Ursula

May 17th

Our class began with a practice quiz of a Giant Bike ad, after which Professor Sheehan gave us feedback on things we analyzed well in addition to areas where we missed points. We then started learning an extremely brief history of both globalization and how it interacted with China. The lecture touched on such topics as the Columbian Exchange, trade routes and food drugs (including tea). We are looking at whether or not globalization is new a phenomenon. Different countries have been in contact for thousands of years, multinational corporations are newer and technology like the telegraph even more recent, yet still before the internet. When did globalization start is helping us on the way to understanding what globalization means. It has been interesting attempting to look at the rather vague term, globalization, through an historical lens.

Today, the major development in the course was starting the main course text, Consumption in China by Lianne Yu. This has led to interesting discussions on brand loyalty and identity, hybridity, internet use, status and cultural differences between the United States and China. The conversations are insightful and colorful as we often bring personal experiences and examples into the discussion. As a class, we are definitely starting to learn more about each other. At the end of class, we began to solidify the groups we are going to be working with over the next few weeks.

May 18th

We are almost done with a quarter of our summer course, various concepts in readings are starting to connect with one another, and advertisements seem to carry a lot more messages now than before the start of our Global East Asia course.

We began our class with Katie treating us to some awesome pretzel snacks (thank you Papa Sheehan for having the late-snack policy)! Right after, however, Professor Sheehan gave us our first pop quiz on advertisement/source analysis to even out the good start to our class. All jokes aside, our quiz required us to analyze a Huawei (Chinese cell phone brand) advertisement using the new concepts and frameworks related to globalization and consumerism we learned the past few days. Professor Sheehan very generously prepared us for the quiz the previous day when he gave us a practice quiz and guided us towards the types of analyses we should include in our quizzes and eventually in our final projects. Moreover, the important pedagogical motive behind having quizzes is to train and teach us how to later analyze the advertisements we see during our fieldwork in China.

In terms of our group projects, we got together with our research groups and decided on group names because that is what group projects are all about! We also spent time narrowing down our research topics which entailed picking an industry of interest and finding a potential question we would like to explore. Lastly, we briefly searched for advertisements from our selected industries which are going to serve as the primary sources in our 2 page analytical papers due next Monday.

Update on group projects:

Team Name Members Selected Product/Industry
The Little Mermaids Ursula Collins-Laine, Connor Hudson Hollywood Merchandise
Hua Mi Team Erick Chen, Michael O’Krent, Kenny Lin Chinese Smartphones
PEBs Piper Kristine, Edith Conn, Breana Norris Air Pollution Products
Soybean Biajani McEwen-Lopez, Katie Chak Chinese Food Industry

GEA 2017 Day 1&2

By: Edith and Katie

The first two days consisted mainly of introductions, orientation, and discussion of some basic tools we will use throughout the rest of the program. Day one began with a fun little project: “twitterographies.” This is a made up word by Professor Sheehan; it’s basically your whole life story in 140 characters or less.

We partnered up with people we didn’t know and got to know them before writing two distinct twitterographies which, if read separately, you wouldn’t be able to tell they described the same person. Here’s an example of one of the students: “Freshman studying economies, member of TAO and BSA, tutors crazy stats, looking to work in the food industry #food.” Now here’s another example of the same student: “Soccer watcher and player, The Intern #bestmovieever, loves to travel with fam, can’t wait to go back to China #THIRDtime and try Peking Duck #food #fighton.” The second one goes over the character count a bit, but Professor Sheehan thankfully wasn’t too strict. 

Once we finished introductions we quickly got into orientation which took up a good chunk of time, but was incredibly necessary! Traveling to another country for two weeks isn’t easy! We finally got into the readings towards the last hour of class, and established some tools we would be using from then on. Here’s the list we have from day one:
Eriksen (author): Features of globalization
• 
Disembedding
• Acceleration
• Standardization
• Interconnectedness
• Movement
• Mixing
• Vulnerability
• Re-embedding
What we do with these tools is analyze pictures that emphasize certain aspects of globalization. We figure out, for example, who the ad is marketed to, the main message its trying to convey, and how/if it shows globality. We also learned another tool from our second reading for that day: Invention of Tradition by Hobsbawm. We all agreed that Hobsbawm wasn’t totally spot on with his argument of “invented traditions” versus “real traditions,” as all traditions were invented at one point. But it is an important tool to use when observing traditions in China and in product advertisements.

The second day featured more logistics as we tried to figure out airplane seats and our final paper! But everything will definitely be settled before we leave. Professor Sheehan did a lot more lecturing today before jumping into discussion on the readings. He did some history and geography of China, especially of the areas we will be staying at when we go. Professor Sheehan is a great lecturer, but he should definitely think about a career in game show hosting (I mean look at those awesome pants)!

We also talked about the (vague) concept of globalization and Professor Sheehan gave us a Quick and Dirty Guide to Globalization, which include the following list:

    • Capital flows
    • Global shifts in division of labor
    • Multinational organizations and corporations
    • Increases in wealth combined (usually) with increases in inequality
    • Globalized culture seen in brands, Hollywood, kung fu, fast food, hip hop, anime…
    • International competitions and sports
    • Local resistance and adaptation: “glocalization”
    • Development of an “international language”
    • Media and communication
    • Copying of personal habits (hygienic discipline)
    • Global definition of regulated time
    • Population movements
    • Long-distance trade
    • The movement of germs and viruses
    • The movement of ideas:
      • Religion, nationalism, progress…
    • The movement of technological innovations:
      • New transportation and communications technologies lead to a shrinking of time and space 
    • Adaptation of political structures to international influence:
    • Invasion and conquest
    • International relations
    • Colonialism / imperialism

Lastly, we finally took our group photo! Not one. But THREE.

Beijing, here we come!

By: Zachary Kennedy, Anna Lipscomb and Jacob Lokshin

We can’t believe that these two weeks in LA have passed by so quickly! It seems like just yesterday we walked into VKC 154, spilled a few pretzels, and debated who is the best Bing Bing (Li Bing Bing or Fan Bing Bing? Choose your side. It’s also worth noting that this debate produced our group name – Team Bing Bing).

As the name suggests, Team Bing Bing will be examining the presence of celebrity endorsements in China. We will be especially focusing on foreign celebrities. We don’t know what exactly we will find in China, but we predict that there will be a mix of both foreign and Chinese celebrities used to advertise products. We also believe that foreign and western celebrities will be more popular and visible in more westernized, metropolitan cities such as Shanghai and Beijing than in Hebi and Zhengzhou. We also anticipate foreign brands to use foreign celebrities more frequently than Chinese brands. We will examine how these stars are used to advertise products related to their areas (movie stars advertising films, sports stars advertising sports products, etc) as well as products unrelated (food, technology, luxury goods, etc.).

Although Friday was our last official class, it’s only the beginning of Global East Asia.

After reviewing our trusty toolbox of knowledge about things such as deculturization, reculturization, and acculturization (a term whose definition is still being debated by the entire class), we discussed our readings on Shanghai and Zhengzhou. We also went over general travel information such as packing and currency.

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Professor Sheehan instills his knowledge and wise travel tips upon his enthusiastic pupils before they embark on their journey to a new hemisphere. He also shared a few thrilling stories of past GEA years, stimulating excitement and anticipation from the students about the adventures that lie ahead of them.

Although we come from a generation famous for being exceptionally tech-savvy, we were faced with our first challenge of many to come: installing the USC VPN on our phones and portable computers. Nevertheless, we put our minds together and overcame this obstacle.

We spent our Saturday scrambling to buy our sunscreens and bug spray (because it’s better to be safe than sorry, and Chinese insects are flying harbingers of death according to the USC Health Center), stuffing our suitcases full, emptying out our refrigerators, and contemplating the effects of globalization on our human existences.

On Sunday morning, we literally rised and shined. Between the times of 4-5 am, those of us on the group flight Uber’d to the airport (We encouraged Papa Sheehan to join the Uber bandwagon. Uber is now a Sheehan-approved mobile application).  Since we got there early, we had to entertain ourselves.

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As punctual Trojans, the Global East Asia students got to the airport 3+ hours early. While waiting for their flight, they passed the time by playing Sushi card games, working on this blog post, eating banana bread (thanks Papa Sheehan for looking after our empty stomachs!), and getting pumped for China (and internally panicking of the short layover time in SFO… oh, the joys of travel).

The 45-minute layover in San Francisco was quite an experience. Although our flight was only about an hour, we spent roughly half an hour sitting in the plane at SFO because we couldn’t get off since another plane was still at our gate. When we finally got off, we dashed to the international terminal – it was extremely close, but we made it!

Since we wanted to get adjusted to China time, most of us pulled all-nighters before (or we were frantically trying to pack our bags and figuring out where we put our passports). Therefore, most of us spent the 12-hour flight sleeping and watching movies/TV shows on our mobile devices. Some of us stretched our legs and walked around the airplane looking for snacks.

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A view of Beijing from the airplane window.

When we finally got to Beijing it was May 30th (thanks to the 15 hour time difference)! Although we may be a slightly jet-lagged, we can’t wait for all the adventures and stories and crazy experiences to come!

May 27th, 2016 Update

By: Anbar Aizenman, Rowan McEvoy and Cindy Wang

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Prof. Sheehan discussing Tourism in Beijing

We are coming to the end of our time here at USC and class is starting to wrap up. Professor Sheehan finished lecturing on Chinese history, so we have moved on to analyzing our the sites we will be visiting (Beijing, Zhengzhou, Hebi and Shanghai). The readings have also tapered off a little as we move away from analyzing scholarly articles towards less dense materials.

Over the past couple of days, we have been extensively reviewing our toolkit of useful concepts related to globalization as introduced through our various readings. The ideas should be a good way to analyze sources we find through our fieldwork in China. Here are some of the ones we have come across:

  • Spaces as places to be consumed
  • Having a flexible identity relating to consumption
  • The relative nature of tradition, as all traditions were invented at some time
  • More specific ways of defining hybridization

For our group’s project, we plan on looking at the cell phone industry in China. We want to figure out the differences between domestic companies and foreign ones in advertising strategies and marketing. Furthermore, we want to analyze middle-end and high-end phones in the same fashion. In terms of phones, the market is large enough that we implemented some limitations in order to give our project a better sense of scope. We decided to only focus on smartphones, and within the smartphone industry, specifically we want to look at those from Apple, Samsung, Huawei, and Xiaomi. Given the prevalence of these four brands, we should have plenty of data to work with.

In terms of locations for researching, we plan on visiting electronics malls, middle and high-end more general malls, individual retailers, and possibly even flagship stores. In addition to browsing the areas and looking at advertisements, we also intend on speaking with sales staff. Although Anbar knows very little Chinese and Rowan has taken merely a semester of it, Cindy is fluent in the language as she grew up in Hangzhou, China. We are therefore counting on her to get us through some interactions and make sure Anbar and Rowan do not make fools of themselves.

We leave for China on Sunday and look forward to keeping you posted on our exploits.

May 25, 2016

By: Brandon Cheung, Jonathan Kim and Jasper McEvoy

The whole group! Except Brandon...

The whole group! Except Brandon…From left: Anna, Cindy, Professor Sheehan, Jacob, Anbar, Zach, Jasper, Jonathan, and Rowan.

More than a week into the East Asian Studies Center’s Global East Asia program, we’ve already learned so much about Chinese consumer culture, and are excited to experience it firsthand when we fly to Beijing on Sunday. Unfortunately, that means jet lag and a lot of it! Just as soon as we’ve settled into our daily routine of preparing for class at 9:00 AM, we’ll be adjusting to the fifteen hour time difference between Los Angeles and Beijing. Nevertheless, the time we’ve spent in class so far has been a truly stimulating and enjoyable educational experience. During this time, we have immersed ourselves in the study of Chinese consumer culture. We read Lianne Yu’s book on the consumption patterns of China’s emerging upper-middle class, Consumption in China. We also read an article written by Eric Hobsbawm on the nature of tradition and customs, as well as a number of other thought-provoking readings relevant to our study of consumer culture in modern China. Our enthusiastic, board-game loving Papa Sheehan (as we affectionately call him) has provided us with captivating lectures on the history of globalization and China since the 1850’s–specifically, how we’ve come to identify how the nation has developed alongside as well as through consumerism. Some of the more relevant history we’ve studied includes: the power struggle between The Nationalist and Communist Parties, the rise of Mao Zedong and Communist China, and the emergence of capitalism after Mao. We have also discussed earlier Chinese history such as the Taiping Rebellion, the Boxer Rebellion, and the effects of Japanese imperialism. In addition, we’ve learned how to identify key features of Chinese geography (for example, what distinguishes North from South and East from West, as well as the Chinese border). We have also learned about international trade networks, such as the Silk Road and the Triangle Trade. However, most importantly, we were taught Sheehan’s Eight Rules for Historical Analysis:

1.         It’s all about the sources;

2.         Sources lie;

3.         Bad sources are better than no sources;

4.         Evaluate sources carefully;

5.         Explain, don’t describe;

6.         Don’t read the present into the past of the past into the present;

7.         Don’t romanticize the past;

8.         Think spatially as well as temporally — know your geography.

Professor Sheehan lecturing and flashing a smile.

Professor Sheehan lecturing and flashing a smile.

Using our daily reading assignments, Papa Sheehan has encouraged us to stock our metaphorical “analytical toolboxes” with terminology relevant to the course. For example, in Lianne Yu’s book, Consumption in China, as well as other sources, we’ve drawn important words and phrases like “neo-tribe,” “imagined community,” “glocalization,” and “deconstructed/reconstructed culture.” With these terms, we have discovered ways to precisely analyze consumer culture that we never thought possible, and some group members have even invented new terminology that has been useful in class discussions. The discussions themselves have been invaluable as well. It’s been great to hear everyone’s unique takes on the readings, and how we can find so many ways to relate a new concept to ones from previous days, to anecdotes from our lives that compare and contrast China and America.

Team Question Mark (in the foreground) and Team Bingbing work on their research proposals.

Team C.A.R. (in the foreground) and Team Bingbing work on their research proposals.

As we learn more about China, we have begun to prepare for our upcoming research. We have split into three research groups: one focusing on cell phones, one focusing on entertainment, and the last (our group) on snack food. In order to prepare for the field, we have taken time this week to meet with our groups and, using what we learned from lecture and discussion, discuss potential findings and other expectations. For our research, we plan to look at snack foods in the shopping malls and convenience stores of cities throughout China, specifically analyzing foreign influence on sweet snack foods.

Lastly, since meeting for the first time, our class has come to know each other and develop a close-knit sense of companionship inside and outside of the course. As a class, we’re on the smaller side (only nine students!), but what we lack in size we make up for in energy and enthusiasm… and Cindy — our only Mandarin speaking classmate. We’ve had an incredibly rich and memorable experience and look forward to many future Korean Barbeques! We are leaving for China in four days and absolutely cannot wait.

Brandon gets a Papa Sheehan fist bump.

Brandon gets a Papa Sheehan fist bump.

Taking off to China Tomorrow!

By: Ashley Szydel, Phoebe Yin, and Megan Lee

Group discussion on plans for research in China

Group discussion on plans for research in China

It has already been two weeks since the first day of class. Everyone is so nice, extroverted and intelligent, which makes the class all the more enjoyable. The friendly environment of the class, along with such a benign professor has made us look forward to our upcoming journey in China even more. Within only two weeks of lecture, we have gotten a basic understanding of Chinese history and dived into its consumer culture since day one. Once mysterious and exotic, this East Asian country has slowly begun to reveal itself in front of our eyes.

To begin with, we want to express our excitement about taking off to China tomorrow. The idea that there is just one day of class in Los Angeles left is thrilling, even more so when we think about all there is to come in the next two weeks. The ability to take the information we have been learning in class and apply it to our on-site research is definitely something to look forward to. As we pack our bags, we couldn’t help but wonder all that lies ahead in China. What we’ll experience, what kinds of exotic flavors we’ll be tasting, what beautiful sights we’ll be seeing, and last but not least, what research we’ll be doing for our final project are all questions we are asking ourselves.

For our group’s project, our initial idea is that our final research project be focused on the forms of cosmetic brand advertisement in China. We are more specifically concentrating on marketing strategies as displayed in advertisements by three higher-level brands such as, L’Oreal, Lancome and Estee Lauder, as well as three lower-level brands in China such as, Da Bao, Xiao Hu Shi, Pehchaolin. Marketing strategies employed by different cosmetic companies vary in China when compared to other countries. Exploring the Chinese consumers’ perceptions of beauty, we want to see how these perceptions affect Chinese cosmetic companies’ advertisements. Moreover, how foreign cosmetic products were modified to appeal to Chinese consumers is an additional interesting point to explore. Last but not least, we made the interesting discovery that brands with foreign counterparts are considered higher-level and domestic brands are often seen as lower-level in terms of their status and price. We hope to take these ideas and further understand the difference in marketing among higher-level brands when compared with lower-level brands of cosmetics in China. With our departure quickly approaching, we look forward to sharing more on our adventure in China shortly.

Collected Thoughts Before Departure

By: Jon Peppin, Michelle Ngan, and Psalm Chang

Jon

As our trip to China draws closer and closer, I cannot help but be amazed at how rapidly our class has flown by. Although our course is labeled “Consumer Culture in China,” I feel as if I have learned an incredible amount about China’s history and political atmosphere in only 7 short days (information that normally entails a semester of study in other political science courses I have taken).

This RMB calculator slide might come in handy while in China, but more importantly, our great professor and TA made it in the shot.

This RMB calculator slide might come in handy while in China, but more importantly, our great professor and TA made it in the shot.

In terms of my own topic, I am extremely excited to study the reciprocal relationship between producer and consumer and all the characteristics of consumption in China on a first-hand basis. I plan to focus in on the electronics industry, with the domestic cellphone distributor, Xiaomi, being the center of my analysis. For my two page paper, I focused in on brand representation as a marketing strategy for the Xiaomi corporation, and the idea of consumption as a means of identity reinvention. It will be fascinating to examine the prevalence of this degree of consumption-induced identity in greater detail.

I am further looking forward to sharing and joining ideas with my group members; our objects of consumption span a wide range of interests, from the marketing of cosmetics, to the spreading of religious ideology. Although I am not absolutely certain as of now in terms of what area of emphasis we plan to hone in on––whether it be national v. international marketing, or the marketing of tangible v. intangible goods, I am looking forward to whatever adventures our studies will bring, and am extremely enthusiastic to be able to forge our own pathways towards our discoveries.

Michelle

In our class thus far, we have read a variety of extraordinarily informative texts concerning consumer culture in China and globalization. I thought I had a good idea of what globalization was, but after the first day of class, I remember leaving the classroom not really knowing what globalization really meant. It’s really interesting reading these different texts and trying to develop an idea of globalization and determine its effects in China, particularly urban Chinese consumers. These readings, and our subsequent discussions of them, have really opened my eyes to what these consumers are like.

Throughout this past week and a half, we have been examining advertisements marketed towards these urban Chinese consumers, and analyzing them using techniques gained from our readings. It’s certainly helped me to look at an advertisement more objectively — not only the advertisements in class, but also the ones that I encounter every day here in the U.S. For my two-page paper, I focused on two advertisements released by Adidas as part of the transnational #mygirls campain: one during the 2008 Beijing Olympics and the other in 2013. An interesting similarity between the two ads was the lack of marketing of clothing; rather, it appeared that Adidas was attempting to market the brand itself and the fact that its values aligned with the intended audience’s values of support networks.

Adidassoccer

This first ad features Chinese national football captain Zheng Zhi.

This second ad features Taiwanese girl group member Hebe Tian.

This second ad features Taiwanese girl group member Hebe Tian.

This will be my first time traveling to China. I am really excited to travel to China and see all the tourist spots, as well as gather evidence for the final paper, for which I am focusing on clothing advertisements for local and foreign clothing brands. So far, it’s been great getting to know everyone and preparing for the upcoming trip!

Psalm

Echoing the sentiments of my two group mates, I am amazed by how much knowledge I have learned thus far in less than two weeks of class. Time goes by pretty fast, as the subject of the globalization of China and consumer culture is of interest to me. To be honest, I have never studied anything close to the topics we have been examining, so everything I am taking in is new and I am excited to apply the information learned while conducting research. Although the readings are lengthy and sometimes dense, the various texts we read are all adding to the tools that I will take with me to China and after finishing the course. One thing I’ve especially enjoyed reading is Lianne Yu’s book, Consumption in China, as it presents recent research and case studies that look into how China’s rapid development affects so many aspects, even beyond consumer culture, of Chinese people’s lives.

My two-page paper focused on two temples in China, Hanshansi Temple and The City God Temple of Shanghai. I looked into the different levels of appeal that each site presented, and how it was translated into different target audiences. The Hanshansi Temple is geared toward a broader audience, while The City God Temple focuses on those who practice the religion. Writing this paper brought me to realize that I will have to look further into religions, especially those practiced widely in China. To take a look at the websites I used, visit http://loading.hanshansi.org/index.html and http://www.shchm.org/

I’m sure our next post will find us intrigued by an even wider amount of knowledge and getting to know more about each other as we go off to experience China for ourselves!

 

The FoodFellas Take the Chinese Fast Food Market

By: Alice Kim and Chris Carpenter

As our two-week study session on USC campus is halfway done, we are excited to take what we’ve learned in the classroom and apply it to our explorations in China. For the past week, we’ve met up for 3 hours every morning from 9am-12pm in Von Kleinsmid Center (VKC) to learn more about the history and emergence of China as a superpower in the international community, the result of dynamic changes in social, economic, and political spheres, and enforcement of strict government policies such as the one child policy. All of us are extremely enthusiastic and passionate about learning more of China’s history and are amazed at the speed and intensity of growth within the past forty years. We all come from different backgrounds and majors, such as business, art history, and cinematic arts, but are connected through our desire to learn, dissect, and predict the economic changes of the world’s most populated nation.

The classroom schedule goes as follows: roughly two hours of announcements, answering questions about the overseas trip, and lectures and another hour of discussion on the assigned articles and books we’ve read. Our class was able to read several anecdotes and scholarly papers to gain knowledge about the past and presently changing consumer cultures in Beijing and Shanghai. Our main course readings come from Lianne Yu’s Consumption in China, a fairly short and easy read that contains 7 chapters. Lianne Yu focuses her attention on the middle and upper-middle classes of consumers in China as they are deemed the most dynamic and receptive of changes in their society. She highlights how conspicuous consumption has dramatically shaped and created various identities among consumers and how communication among neo-tribes, or groups of people affiliated with a common interest, has developed meaningful spaces of consumption and discussion in both the virtual and real worlds. Some chapters included the different lifestyle changes, increase in awareness, and change of status from the previous socialist society to the now capitalistic one.

Our textbook for the course and guide through China's consumer culture.

Our textbook for the course and guide through China’s consumer culture.

Our lectures allowed us to receive background information on the formation of the government, different political ideologies, and nationalism in China. We look forward to the next two weeks of information gathering and ad analysis in Beijing, Shanghai, and Kaifeng as well as exploration of these historic and culturally rich landmarks in China.

In structuring our research projects, we’ve had to equally weigh the ideal with the practical. We’re a diverse and passionate group of students who come from divergent areas of academic interest, but the reality of the project (and the key to the best, most solidified thesis) is to consider the in-country field research. Our group has decided to investigate the role of the fast food-style restaurant in China, a transplantation of a Western model to food and service that has taken hold and provided Chinese consumers with new and, as we’ve come to find out, valuable experiences. The strength of our project will be determined by our investigation of available sources and pieces of evidence regarding how the fast food industry has proliferated across Chinese urban spaces. It will be a wealth of information.

Our investigation of the Chinese fast food market will take us deep inside the world of the FoodFellas.

Our investigation of the Chinese fast food market will take us deep inside the world of the FoodFellas.

In class we had the opportunity to practice our analytical and critical thinking skills by comparing and assessing two or more images from various advertising campaigns across the Chinese market. Two of the most prevalent brands in the Chinese fast food market – KFC and McDonald’s – are both exports from the United States, but have taken hold and created interesting opportunities for culturization in various forms. Neither are pure, facsimile exports; they consider and employ tactics, images, phrases, and sensibilities that cater to and entice the Chinese consumer. For example, KFC is capitalizing on the Korean wave (Hallyu) that has impacted the consumer markets of East Asian nations, especially China. As seen in the ad below, Korean pop idols and actors are often used as celebrity endorsements to bring awareness of a new product for fast-food restaurants. McDonald’s, on the other hand, utilizes a sense of “foreign-ness” and globalized sensibilities to sell its products. Offerings such as the “Frappe Blend” and “Apple-a-la-Mode” are advertised in a way that makes no attempt to deculturize their Western origins or reculturize to its Asian market; rather, that sense of worldliness is what makes them valuable.

This ad shows 2 members from the South Korean pop boy group, EXO, posing with the StarPower combo and gift meal for the Chinese KFC’s most recent celebrity endorsement campaign.

This ad shows two members from the South Korean pop boy group, EXO, posing with the StarPower combo and gift meal for the Chinese KFC’s most recent celebrity endorsement campaign.

This Chinese McDonald's advertisement uses the phrase "Apple-a-la-Mode," itself an American phrase of French origin.

This Chinese McDonald’s advertisement uses the phrase “Apple-a-la-Mode,” itself an American phrase of French origin.

Ultimately, we are ecstatic to travel to China with the East Asian Studies Center and the Global East Asia program, and we can’t wait to delve into the world of advertising for fast food restaurants in the Chinese market to come to understand Chinese consumer culture and its relationship to the world a little better.