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Golden Arches East: McDonald's in East Asia

<ul><li>Cultural Integration Analysis: Examines McDonald's as a "local" institution in Hong Kong, Beijing, Taipei, Seoul, and Tokyo.</li><li>Globalization Impact Study: Explores issues of globalization by focusing on McDonald's role in five Asian economies.</li><li>Contemporary Controversy Coverage: Addresses recent attacks on McDonald's as a symbol of American imperialism and its role in the obesity controversy.</li></ul>

McDonald's restaurants are found in over 100 countries, serving tens of millions of people each day. What are the cultural implications of this phenomenal success? The widely read--and widely acclaimed--Golden Arches East argues that McDonald's has largely become divorced from its American roots and become a "local" institution for an entire generation of affluent consumers in Hong Kong, Beijing, Taipei, Seoul, and Tokyo. In the second edition, James L. Watson also covers recent attacks on the fast-food chain as a symbol of American imperialism, and the company's role in the obesity controversy currently raging in the U.S. food industry, bringing the story of East Asian franchises into the twenty-first century. Praise for the First Edition: "Golden Arches East is a fascinating study that explores issues of globalization by focusing on the role of McDonald's in five Asian economies and [concludes] that in many countries McDonald's has been absorbed by local communities and become