Video

- Chinese people are always saying Dinning counts most for people. Then What do
they think of Australian Wagyu Beef Burger from McDonald’s? I am Yifei Wang,
today I am going to give you some feedback from the sociocultural perspective on
whether McDonald’s Wagyu beef Burger would be a successful campaign in
China.
- According to xxx Culture could be defined as
What they prefer to eat and believe that it is comfortable for them to eat could
epitomize shared value and norms within a cultural group.
- When we are considering whether we should launch Wagyu Beef burger in China,
we’d better investigate something behind the food according to iceberg model
which demonstrates the idea of better understanding culture by a structure with
both a visible manifestation at the top and invisible at the bottom. Hence, we need
to understand the drivers under the iceberg such as values norms and beliefs of
Chinese consumers towards this new product.
- Generally, let’s talk about the acceptance degree of McDonalds or broadly,
western fast-food in China society. When McDonalds was first introduced to
China in the end of last century, such of these western restaurants were not widely
accepted because of violating Chinese traditional eating patterns due to values of
avoiding overconsumption of fried or oily food that are related to beliefs of
Chinese traditional medical theory. However, culture is dynamic reflecting on
gradual changes of Chinese eating habits to accept various dishes especially
young generations throughout these 30 years with the development of
globalization, giving an opportunity to improve culture integration. Chen 2014
states that at the same time, McDonalds also took steps to match Chinese culture
by providing traditional cuisines and creating family shared buckets in response to
Chinese norms that prefers sharing food. The mutual adaption and integration of
cultures shows the high emphasis of valuing inclusiveness within current Chinese
society and of course the popularity of Western featured food.
- Furthermore, what about the feasibility of Wagyu beef? Firstly, meat or not?
According to Zeng et al. 2024, although vegetarianism becomes globally trendy
these days, most of Chinese still priorities meat as their first choice to get enough
nutrition.
Second, beef or not? According to China government website, there are various
ethnics in China including large population of people with the religion belief such
as Muslim. So Beef is the best choice for almost every meat consumer in China.
Third, Wagyu beef or not? With the continuous development of opening up,
Chinese people's values tend to explore new things and are willing to buy
premium ingredients. Although Potential difficulties could be the launch in some
underdeveloped area where people have not transferred their value to be on
fashion. Overall In conclusion, I believe Mcdonald’s Wagyu Beef burger has lots
of opportunities to be successful in China Market.