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...