When Starbucks first entered China, its appeal lay in its foreignness, offering access to an imagined Western way of life. More than 2 decades later, in Urumqi, Starbucks is appreciated for the opposite reason: how local it is, selling an imagined Xinjiang experience back to Chinese consumers.
eyeondigitalchina.substack.com
Starbucks Goes Xinjiang, Kardashians in China & Sucker Souvenirs
Starbucks rebrands as “Star-Bazaar” in Urumqi—what does it say about shifting perceptions of Western brands in China? Also: a cheating sports influencer and the souvenirs that became most hated.
