From Relief Food to Profits: The Popularization of Milk Beverage in Postwar Hong Kong
Refereed conference paper presented and published in conference proceedings



摘要This paper examines the popularization of milk as beverage in postwar Hong Kong. Milk was first promoted as western in Hong Kong, and hence the product assumed a superior image as a consumable that fitted into the “modern Chinese lifestyle” that its residents aspired to lead. Before World War II, milk was such an expensive item that only Westerners and well-off Chinese could enjoy this beverage. The beverage became an important part of relief efforts through which an increasingly large portion of the Hong Kong Chinese population came to experience its consumption. However, the efforts of charitable organizations did not result in sustainable consumption of milk among the grassroots. Their distribution of the beverage did sow the seeds of a potential market for enterprising milk companies. These companies did not merely fashion products to encapsulate certain notions of “Western” or “scientific” justifications. Their sales and promotion of these milk products also laid the foundation for foodways along which cultural negotiations and financial interests continued to modify the presentation of the products. The product images they projected fueled the aspirations of the Chinese consumers as they merged into the global market place of milk consumption. Against this backdrop, Dairy Farm seized the opportunity and promoted reconstructed milk, marketed under the separate label of "Blue Seal Milk," thereby rendering the product affordable for the masses and in the process popularization milk consumption in Hong Kong.
著者Lo Shuk Ying
會議名稱AAS-in-Asia 2019
關鍵詞Hong Kong, Milk, Dairy Farm, Food Culture, Cold War

上次更新時間 2020-27-04 於 17:05