SPAM and Fast-food "Glocalization" in the Philippines

Author: Matejowsky, Ty

Source: Food, Culture and Society: An International Journal of Multidisciplinary Research, Volume 10, Number 1, Spring 2007 , pp. 23-41(19)

Publisher: Berg Publishers

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Abstract:

This paper examines SPAM consumption in the Philippines within the context of glocalization. Specifically, it considers the ways in which this global product has been indigenized by Filipinos as both a commodity and a cultural symbol. Of particular significance is the emergence of SPAM within the country's burgeoning fast-food scene. The recent opening of a restaurant chain serving a SPAM only menu illustrates how a global product can be reimagined and reinvigorated by local populations in new and surprising ways.

Document Type: Research article

DOI: 10.2752/155280107780154088

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