"Tell me what you eat, and I’ll tell you who you are"

Social demarcation by food consumption

Jean Brillat-Savarin’s quote became quite famous at the start of the 19th century and the truth it portrays can be observed as vividly as ever in todays Chinas. The ongoing bride-shortage is spitting fuel Mad Max-style into an already hot running motor of an unprecedentedly growing economy.

This results in an incredibly ruthless social climb. Social demarcation seems to be the maxim by which all behavior is oriented these days in China. In its 2020 global eCommerce food report Statista concludes, that „Chinese regard exclusive western foods as affordable luxury items“. This corroborates with our experience in which many of our products are highly popular in social settings.

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