Innovating Global Brand Strategies of Taiwanese Tea Houses: Digital Aids and Cultural Translation Skills

10.6641/PICCFC.13.2013.13.16

Yi-Chieh Lin

tea culture ； digital media ； food business ； ethical consumption ； globalization

2013 中華飲食文化國際學術研討會論文集

第13屆（2013 / 10 / 20）

327 - 336

英文

Abstract In this paper, I compare the development strategies and controversies of the overseas expansions several Taiwanese tea houses versus American cafes in Taiwan. By this novel approach, food is used as a lens to understand transnationalization of contemporary popular culture. As food is also part of popular culture (Parasecoli 2008), contemporary food culture also evolves with the prevalence of digital technology and social changes. Firstly, transparency issues of foods afety and nutrition are more traceable because of the information-sharing possibilities unfolded by digital sharing tools (e.g. Youtube) for people to watch and share the opinions of nouvelle cuisine chefs like Jamie Oliver and his critiques on fast food practices. Taiwanese foodways are truly seen as emerging soft power (Nye 2000) and means of communication in comparison with the American chain store counterparts. I will also provide my tentative suggestions for the food businesses in cultural marketing.