Das Jollibee-Phänomen: "Filipino in taste - making proudly Filipino." Aneignungsprozesse im philippinischen Konsumverhalten in Geschichte und Gegenwart

Abstract

Culinary adaption and modification play a central role in Philippine food culture. For centuries, Filipinos have integrated various elements of Chinese and Spanish kitchens and combined them with indigenous ingredients. Traditional tastes have been retained through the indigenization of imported foodstuffs and dishes. In the context of today’s intensified globalization, fast food chains are taking advantage of these hybridization effects. One example is the Filipino fast food company Jollibee, which has successfully interpreted a Western restaurant and food concept, rearranged it in Philippine food culture, and promoted it as an institution of Philippine identity.