KFC in China: How a US giant created a 'local' brand

Going local, from what appears on menus, to the management team, has been one of KFC's greatest strengths.

KFC in China: How a US giant created a 'local' brand

Tessa Thorniley

When KFC wanted a new slogan for the brand in China last year, it took inspiration from the Great Helmsman, Mao Zedong.

Suddenly 'Life tastes better with KFC' became 'Life is so beautiful with KFC'. The new tagline (omitting the reference to the fast food chain) is a line from Mao's most famous poem, Snow.

Referencing Mao is certainly a sign of ambition – not to mention confidence. But of any overseas brand operating in China, KFC probably has the heritage to...

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