KFC Sullies Chinese Classic

The China Daily has a story that is critical of the cultural clumsiness of a new KFC commercial. Kentucky Fried Chicken's latest video advertisement depicts an old Taoist sage surrounded by his apprentices who excitedly hold a chicken burger and claim it as a masterpiece. Sounds innocent enough, right? Not quite. The backdrop and the old Taoist' s clothing simulate a scene from the movie Seven Swords, a work of fiction based on actual historical events and is highly regarded among the Chinese community.

Culture watchdogs are cringing, criticizing KFC for perverting Chinese history. The controversy has raised concerns that Chinese culture will be further undermined if ads like this are not changed.

"In cultural exchanges between China and the western countries, the latter always appears in a dominant position, and our culture and traditions are not given full respect," Han Yunbo, a professor of the Southwest University Literature Department, told the China Business Post. "This event tells us to better protect our traditions and to keep them pure against tacky reconstructions," he added.

The ad below is another humorous Chinese commercial in which old Asia meets new values. The man in ancient garb really likes the new KFC burger that his courtiers serve him. With his #1 wife next to him, he says, "one more please" and holds the hand of the young girl across from him. Does he mean the new delicious kim chee chicken burger or something else? His wife gives him her disapproval.

Fear of the Triumph of the West
According to J.M. Roberts in his book The Triumph of the West , there is something in the makeup of Western civilization that allows it to adapt and erode indigenous cultures and civilizations. Want proof of its ability to supplant others, Roberts argues, just look at old photos. Two centuries ago, Japanese merchants wore kimonos as opposed to the western suits of today. It is that steady march of what we would call "progress" that indigenous cultures are often wary of.

But it is not just non-Western countries that feel this way. There are also such conflicts amidst Western countries as well. This typically translates to aggravation over American values that lifts itself up or supplants older local norms. 

In all fairness, even Americans have been complaining about audacious ads for decades. Take a look at the ad below for a hot & spicy Carl's Jr. burger and you'll see what I mean.

Somehow we survive. Some feel barely.

Chinese culture purists feel sullied by multinational pop ads.  Western countries take offense at the Americanization of their culture. And many Americans feel sullied by salacious or tacky ads that continue to push the envelope to get greater consumer mindshare.

Ain't it wonderful to be living in a flat world in which we are connected and sullied together more than ever? China, we feel your pain of uprooting sacred cows to crass commercialism. We've been going at it here for centuries.