KENTUCKY FRIED CHICKEN has ruffled some traditionalist feathers in China with its latest TV ad in which an old Taoist master (a vegetarian!) declares a chicken sandwich to be a masterpiece. The scene is a spoof of the classic historical movie Seven Swords, which follows the heroic exploits of Fu Qingzhu. Some consider it a clever riff on a popular movie, but others call it nothing less than an affront to the integrity of Chinese culture. As one literature professor at Southwest University told the China Business Post, “This event tells us to better protect our traditions and to keep them pure against tacky reconstructions.” Tacky constructions of 1,500 KFC outlets, known locally as Ken Du Chi, is apparently just fine.
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