{"title":"Why has wine consumption become popular in Hong Kong? Introducing a new sociocultural paradigm of traditional, aspiring and creative drinkers","authors":"Hang Kei Ho","doi":"10.1080/1683478X.2021.1936731","DOIUrl":null,"url":null,"abstract":"Abstract Although Hong Kong has become one of the most valuable wine trading hubs in the world since the withdrawal of the wine duty in February 2008, relatively little is known about how and why local consumers drink wine. Drawing on Bourdieu’s notions of “connoisseur,” “pedant,” and “proletarian,” this article introduces a paradigm of three drinking practices in Hong Kong: established, aspiring and creative. It further introduces the concept of “third indigenization” – the combining of products from two or more places of origin, and subsequently creating a new product in a third place. Methodologically, the analysis of marketing materials, ethnographies, interviews and focus groups conducted in Hong Kong provides a basis for exploring the sociocultural and geographical meanings of wine. This article discusses how wine consumption is popular because it conveys the idea of being globalized, allows the display of wealth, and expresses the idea of having cultural capital. Significantly, this article challenges popular Anglo-Eurocentric understandings of consumption practices and provides a broader and more flexible approach to cultural analysis: it makes conceptual and methodological and contributions to consumer research and to the sociology and geography of wine.","PeriodicalId":34948,"journal":{"name":"Asian anthropology","volume":"20 1","pages":"248 - 268"},"PeriodicalIF":0.0000,"publicationDate":"2021-08-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1683478X.2021.1936731","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asian anthropology","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/1683478X.2021.1936731","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Social Sciences","Score":null,"Total":0}
引用次数: 2
Abstract
Abstract Although Hong Kong has become one of the most valuable wine trading hubs in the world since the withdrawal of the wine duty in February 2008, relatively little is known about how and why local consumers drink wine. Drawing on Bourdieu’s notions of “connoisseur,” “pedant,” and “proletarian,” this article introduces a paradigm of three drinking practices in Hong Kong: established, aspiring and creative. It further introduces the concept of “third indigenization” – the combining of products from two or more places of origin, and subsequently creating a new product in a third place. Methodologically, the analysis of marketing materials, ethnographies, interviews and focus groups conducted in Hong Kong provides a basis for exploring the sociocultural and geographical meanings of wine. This article discusses how wine consumption is popular because it conveys the idea of being globalized, allows the display of wealth, and expresses the idea of having cultural capital. Significantly, this article challenges popular Anglo-Eurocentric understandings of consumption practices and provides a broader and more flexible approach to cultural analysis: it makes conceptual and methodological and contributions to consumer research and to the sociology and geography of wine.
期刊介绍:
Asian Anthropology seeks to bring interesting and exciting new anthropological research on Asia to a global audience. Until recently, anthropologists writing on a range of Asian topics in English but seeking a global audience have had to depend largely on Western-based journals to publish their works. Given the increasing number of indigenous anthropologists and anthropologists based in Asia, as well as the increasing interest in Asia among anthropologists everywhere, it is important to have an anthropology journal that is refereed on a global basis but that is editorially Asian-based. Asian Anthropology is editorially based in Hong Kong, Taiwan, and Japan, but welcomes contributions from anthropologists and anthropology-related scholars throughout the world with an interest in Asia, especially East Asia as well as Southeast and South Asia. While the language of the journal is English, we also seek original works translated into English, which will facilitate greater participation and scholarly exchange. The journal will provide a forum for anthropologists working on Asia, in the broadest sense of the term "Asia". We seek your general support through submissions, subscriptions, and comments.