“Cerveja com características chinesas”: Marketing de cerveja sob o regime maoísta
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Este estudo explora a nacionalização da cerveja na China no século XX. Usando o quadro teórico da “infraestrutura culinária”, mostra como as instalações físicas e tecnologias de fabricação e comercialização interagiram com culturas locais de bebida para moldar os entendimentos de cerveja na China. Começa por descrever como um bem de consumo ocidental originalmente comercializado por representantes coloniais foi gradualmente adotado pelo chinês urbano como símbolo da modernidade na primeira metade do século XX. Em seguida, analisa a nacionalização das cervejarias de propriedade estrangeira e o crescimento da produção doméstica nas primeiras décadas do regime comunista. O estudo conclui que os chineses adquiriram o gosto pela cerveja como marca diária de privilégios urbanos que sobreviveu ao radicalismo maoísta e permanece até hoje uma característica definidora da China comunista.
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