CULTURAL IDENTITY AND GLOCALIZATION—A CASE STUDY OF THAI RESTAURANTS IN KUNMING

Abstract

This article focuses on Thai restaurants in Kunming and discusses whether Thai food is adapted to the local taste. It also investigates the values and meaning of Thai food for different consumer groups. The study adopts an ethnographic approach and uses fieldwork and participant observation to examine the complex processes of cultural adaptation, culinary negotiations, and the formation of cultural bonds within this gastronomic landscape. This study reveals the multifaceted facets of Thai cuisine, encompassing ecological dimensions, distinctive gastronomic practices, and cultural customs rooted in Thailand. It explores the transnational mobility of Thai cuisine, tracing its journey across borders and its subsequent glocalization in Kunming's culinary milieu. The study looks at the nuanced strategies deployed by Thai culinary practitioners to integrate authentic Thai ingredients while simultaneously responding to local tastes and preferences. An important aspect of this study is to examine the diverse spectrum of diners visiting Thai restaurants in Kunming. By analyzing the different perceptions and culinary preferences of Chinese and Thai diners, the study unravels the complex ways in which Thai cuisine negotiates authenticity and local resonance. The delicate balance between authenticity and glocalization is proving to be a key strategy for Thai restaurants to maintain their uniqueness while gaining local acceptance. In conclusion, this ethnography sheds light on the vibrant tapestry of cultural identity and glocalization in the context of Thai restaurants in Kunming. Through an in-depth examination of the interaction between Thai cuisine, the community, and the local environment, this study contributes a deeper insight into the intricately complex dynamics that shape the culinary landscape and cultural interactions in Kunming.