Brand Building across Cultural Fields: The differentiation Breakthrough of Chinese Fast Food in the US Market —— Taking the Cultural Integration of Panda Express as an Example

Abstract

Chinese cuisine faces multiple challenges such as localization and differentiation in overseas markets. In sharp contrast, Panda Express has been able to grow and thrive in the United States and be accepted and loved by the American people. This article, through the successful case of Panda Express, attempts to find the way for the development of Chinese fast food overseas. First, by using the case comparison research method, an in-depth analysis of KFC's establishment in China and Panda Express 'establishment in the United States reveals the differences. On the one hand, the Western halo KFC had in the early days of its establishment in China and the negative stereotypes Panda Express carried in the early days of its establishment in the United States. On the other hand, the higher acceptance of fast food among Chinese people versus the lower acceptance of foreign fast food among Americans, further demonstrating that the reverse application of localization strategies is not advisable. By analyzing the cultural differences between Chinese and American people and comparing them with Panda Express 'menu, dining environment, and advertising slogans, the author obtained Panda Express' cultural integration differentiation model, which integrates the design of dishes, the creation of standardized certified kitchens, and the concept of universal emotions, demonstrating the utility of cultural differences as a driving force for localization and differentiation.