When we think of the term globalization we imagine big and distant issues such as world trade, technology, and business deals. However, globalization is not just a political or monetary issue— rather, it exists in the little things we do each day— a more concrete type of globalization can be found in food. The food we eat are representations of the globe in the most absolutely simple ways.
Food tells a story of the world connected. When we simply enjoy a plate of chicken and chips, we can visualize how global brands are able to market themselves and embed themselves in everyday family life. My experience in Ghana conveys how the transformations happen. When KFC first opened in Ghana, Ghanaians were curious but also skeptical. Chicken and chips were not our traditional culinary meal. Traditional Ghanaian foods consist of dishes such as banku, fufu, Kenkey, waakye, Ampesie and jollof rice.
All of these meals have embedded history, culture and family tradition. Fried chicken and potato chips somehow did not belong in this context. A basket full of fried chicken could not measure up to a bowl of light soup. A basket of fried chicken did not compare to a plate of red-red (which is fried plantains served with black bean stew). Eventually, the unfamiliar lifestyle began to feel like a normal process and KFC became a dinner option in social and city life.
So why did all this occur? One reason had to do with consistency and familiarity. The other reason was that the taste experience was always the same. Even though we been tasting chicken but KFC chicken tasted the same and felt the same each time. The red and white packages, the picture of Colonel Sanders, the same slogans fostered trust in the food. For Ghanaians who travelled abroad, or who have seen KFC in movies and advertisements, the presence of all the same images at home gave the food a sense of familiarity. That familiarity inspires faith in the brand as well.
Another aspect involved the fun of rewards and promotions. Fast-food franchises often implement promotions, discounts, or even themed limited time menus. In Ghana, the anticipation of winning something and trying a new menu became part of the fun. . Food was no longer simply about conquering hunger, but also a part of playful global culture with element of surprise.
KFC also made-if we can say a slight adaptation towards local tastes. While the main menu food item was and still is chicken and chips, they eventually added spice seasonings and local-type sauces to the menu gradually. Now the meals reflected more of Ghanaian tastes. Rather than stripping down local foods, they were instead augmenting the meal scene. The presence of fast food restaurants in Ghana represents something deeper about globalization here. It alters everyday patterns of eating foods for lunch, venues for meeting friends, and the manner in which families celebrate occasions.
Chicken and chips might not hold the same food cultural significance as kenkey or tuo zaafi, but it is now a place in how modern city life plays out. For many youth, this food or fast-food especially KFC is modern, affordable, and even trendy. So those implications also raise questions. What happens when global food businesses proliferate quicker than local ones? Will traditional foods be more expensive or popular?
How can the local community maintain their food identities whilst also accommodating the tastes for global food? May be that will be a discussion for another day. I think, we can't stop how the world is connecting as a result of globalization. We can only learn to value what we have while also enjoying a bit of the new, that is a blend of local tradition and global flavor.