What do K-pop music and McDonald’s fast-food establishments share? Not a great deal, to be honest. Nevertheless, these renowned entities serve as excellent gateways into examining contemporary East Asian culture.
In “From McDonald’s to K-pop: New Movements in East Asia,” learners investigate values present in East Asian communities along with how popular culture circulates within the region and globally, traversing from West to East and back again.
“I aimed to present East Asia to American students in a more imaginative way,” explains Linling Gao-Miles, senior lecturer in the Global Studies Program in Arts & Sciences. “They recognize anime, sushi, K-pop, ramen, Hello Kitty, and McDonald’s. Thus, we utilize these references to delve into East Asia and the transnational flow of culture.”
For instance, K-pop has been shaped by global genres, such as J-pop from Japan and hip-hop, while also integrating elements of traditional Korean music. Through K-pop, students investigate a fundamental theme of the course: the interplay between local cultural phenomena and the intricate process of globalization.
In a similar vein, McDonald’s is a Western introduction that has modified itself to fit local customs. In China, familial bonds are central to its Confucian traditions, so McDonald’s locations there focus on serving children and young families. “Auntie McDonald would maintain a profile book of the kids and send out birthday cards,” says Gao-Miles. McDonald’s in China had to reevaluate the notion of fast food, she states, shifting from an individual grab-and-go meal to a more familial and community-oriented experience.
McDonald’s menus are also tailored to local preferences. In China, the chain offers deep-fried drumsticks, taro root pie, and congee (porridge). In Japan, it features a teriyaki McBurger, while South Korea boasts a spicy creamy sauce shrimp burger. Meanwhile, Americans indulge in East Asian dishes such as stir-fry, sushi, and ramen, often modified for U.S. tastes (like California rolls and cashew chicken).
When exploring Japanese culture, students discover that Hello Kitty is far more than just a cat. Gao-Miles points out that symbols of Japanese cuteness culture (kawaii), such as Hello Kitty, are connected to shoujo, an ideal encouraged by the Japanese government in the late 19th century aimed at teaching young girls to be exemplary wives and wise mothers.
‘The fascinating aspect is that the Japanese government is now enhancing its cultural diplomacy by marketing these cute culture products globally. In class, we uncover that this stands in stark contrast to Japan’s hyper-masculine history when it engaged in imperialism and colonization.’
Linling Gao-Miles
“The fascinating aspect is that the Japanese government is now enhancing its cultural diplomacy by marketing these cute culture products globally,” Gao-Miles comments. “In class, we uncover that this stands in stark contrast to Japan’s hyper-masculine history when it engaged in imperialism and colonization.”
During discussions on pop culture, students address inquiries about ethnic, cultural, and national identities, as well as essential cultural norms in East Asian societies, such as the transformation of family and kinship, filial piety (respect for one’s elders), face (an individual’s public persona), social networks, and gift-giving.
William Cho, an upcoming senior in global studies from South Korea and a K-pop enthusiast, expresses that this class has illustrated how effortlessly pop culture traverses national boundaries. He was intrigued by the course based on its title. “I was curious to see how McDonald’s could possibly relate to K-pop,” he states. “That was more than enough motivation for me to enroll.”
Valerie Magallon, a rising sophomore planning to focus on psychological and brain studies alongside global studies, notes that the course broadened her understanding of material culture in East Asia. “Observing how it has been commercialized in the West and vice versa has been an enlightening journey,” she remarks.
This course attracts students from disciplines such as art, architecture, business, and engineering, in addition to those from Arts & Sciences. Some have an interest in manga graphic novels or K-pop, while others collect characters like Sonny Angel figures, which are considered part of the cute culture.
“I believe it’s incredibly intriguing that what they learn in the classroom can reflect their own cultural habits and preferences,” Gao-Miles observes. “In this manner, they can reflect on their own consumer behaviors.”
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