Last December, the famously delicious Taco Bell chain opened a restaurant in Shanghai, China – a long-awaited return after the failed attempt of the Mexican food chain establishment in 2008. While the former Taco Bell had been rendered at most mediocre, a halfhearted attempt to integrate Mexican dishes with Chinese style through floppy, uninspiring sombreros and suspicious looking meat, this Taco Bell is the revamped, elite version. The restaurant is clean and hygienic, urban, and hip – chill vibes all around. Enter the place, and cue the mouth-watering.
The old Taco Bell in 2008 was not just rejected for its supposed poor flavor and appeal, was it? Well, the economy at the time and perhaps even the remnants of xenophobia still prevalent in conservative Chinese society may have played a role in this puzzle. China had been experiencing a downturn in economy with increasing inflation, policy issues, etc in 2008. Despite years of much prosperity and economic growth, it had also been affected by the global financial crisis, as the US’s economic recession caused problems with Chinese imports and may have lead China to suffer as well. Additionally, China had always felt pride in its traditional customs and deep-rooted history, and the possibility of a Western takeover through globalization may have been perceived as a threat, leading to Taco Bell’s unpopularity…
Or you know, maybe it was just some bad-tasting food that led to its demise.
But in the backdrop of an increasingly globalized, rapidly modernizing Shanghai, Taco Bell’s arrival makes all the pieces fall in place. This solidifies the change that has been happening in this urban city, where Western culture is now more embraced and integrated into that of the Eastern sphere. We see this even further with the recent establishment of Shanghai Disneyland, thousands of restaurant chains representing countries from around the globe, and even acceptance of liberal ideals like LGBT+ and women’s (though this cannot be entirely attributed to Western influence, it has likely facilitated the spread of these human rights movements).
Western fashion has permeated the Chinese clothing industry: English words are commonly found on clothing, fake Western brand products found in discreet markets and on Taobao, the newest trends from American runways right in shops in Superbrand Mall.
“Shanghai is the ultimate poster-child for the effects of globalization on cities and regions.” -BBC News
The arrival and acceptance of Taco Bell is just the newest – and not the last – addition to this phenomenon.
So while you munch on crunchy tortilla chips and crisp lettuce in speckled shells, remember that you are helping prove a significant cultural change happening the country. Trust me, it’ll be a good excuse when your friend questions why you’re on your fifth taco.
So my friend, bon appétit! Or more so in Spanish, “Buen provencho”.
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