Globalized Childhood? KFC in Beijing Eriberto P. Lozada, Jr.

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Globalized Childhood?KFC in BeijingEriberto P.
Lozada, Jr.
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Main ideas

• TNCs cause cultural disruption through
  homogenization, mutating local traditions due
  to increase in global consumption and production.
  
• While this is true, particularism causes
  competition. People want to create cultural
  identity and authenticity, and so they create a
  demand for modifications of the TNC goods.

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• TNC have existed since the emergence of nations,
  but used to be second to the government, only
  part of the economy, not part of the social
  fabric.
• They have become integral parts in connections
  between local communities and global forces
  (i.e. social and economic relations).

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2 views of TNCs

• 1. Structural implications arising from the
  world capitalist system
• Studies problematic because ignore cultural
  differences in organizations being studied and
  cultures that are absorbing them. Also do not
  account for influences of informal networks
  within institutional frameworks.
• 2. Focuses on cultural implications of
  transnational process Underestimate political
  asymmetries between nation-states and effects on
  international issues. Ignore international
  institutions (world religious orgs, and
  international business comps).

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A deeper look into KFC

• Author avoids by focusing on KFC only showing
  the effects of transnationalism in one city,
  Beijing.
• Localization- how KFC changed and adapted to fit
  the market of children in urban China. Socially
  constructed places of consumption, success
  depends on how local society works. KFC has been
  domesticated, what was once alien is now
  familiar.

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Why Beijing?

• Look specifically at Beijing kids in 1990s,
  because A. Kids are reasons behind fast food
  success in urban cities B. Childhood eating
  habits indicative of societal norms, social
  environment.

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Background

• First KFC opened in Nov. 1987,
• 1994- KFC announced 200 million over next 4
  years to expand the number of restaurants to 200.
  
• Author studied from 1995-1998 in southern China.
  

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Who was the market?

• Children are the main customers, marketing aimed
  at them. Parents did not care where they went,
  kids preferred KFC
• KFC became desirable

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They eat your souls

• Introduction of cartoon chicken Chicky, for
  child market. Different than Colonel Sanders.
  Kids could not relate to him, seen as grandfather
  figure.
• Qiqi, (chicky) in music videos on TV. Fun, also
  on school supplies, work hard, play hard.
• Buildings designed with kids in mind (low sinks
  for hand washing, play areas, low seats, places
  for birthday parties). (Found that desired for
  birthdays, people trained for birthdays).
• Kids received toys as they entered.
• Special hostess for kids.

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Other attractions

• Windows allow people to see kitchen, watch the
  food preparation.
• Take out window for busy culture.
• Cheaper Kids meal 8.80 Yuan, (1.10) 2 piece
  17.10 Yuan (2.14).
• Workers clean the restaurant in front of patrons.
• Sinks in back for hand washing.
• Tourist attraction, exotic.

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In contrast to

• Across street is Glorious China Chicken
  Ronghuanji . Not as popular, night club décor.
• More food, cheaper, draft beer, alternatives to
  fried chicken average 8.8 Yuan, (1.1).
• Absence of bathrooms,
• Bad service, unpleasant to costumer complaints.
• More adults there, less families with kids.

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Why did KFC do so well?

• Ronghuanjo tries to emulate American, while KFC
  changing to be more local.
• Local managers given control by American
  companies that own KFC, (KFC and Pepsi Co).
  Allows quick responses to local demands, may be
  why have such international success.

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• Decentralized (local franchises, joint-venture,
  company owned stores).
• Marketing by local decisions, based on local
  interests and demands.
• Understood that KFC succeeded where it considered
  local society.
• Support services from Pepsi Co., but local
  decides what services are needed.

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Popularity rises

• Many companies wanted to go into joint venture
  with KFC due to massive popularity with children,
  hygiene standards, and mechanized production.
• Success also due to regional food interests.
  Northern China liked foods similar to standard
  KFC
• Ronghuanji opened to compete, by offering more
  fried foods to appeal to local tastes in Southern
  China.
• Fight between local Chinese foods and American
  fast food.

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What has Fast Food done

• What are costs of fast food culture?
• Chinese can use Western technology with Chinese
  culture.
• Non-Chinese goods consumption shows consumer
  power in world market.
• KFC did not block out heritage and culinary
  traditions, stimulated a discourse on national
  heritage.
• Showed the rise of consumption, rise of free
  market trade.

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Child consumers

• KFC present on TV, in schools, and providing
  local activity for children.
• Competition with other franchises, clothes, TV
  characters and associated merchandise, and other
  products.

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Part of the neighborhood

• Full localization of KFC was seen when it lost
  its novelty. Done largely by children.
• However, the children did not do it on their own.
  With the localization of KFC, it became part of
  the social fabric of the society.
• Transnationalism is localized, and is specialized
  by the local demands. KFC is not left as a
  separate, foreign TNC, but becomes part of the
  society through involvement in school, media and
  childhood activities.