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Last broadcast on Sun, 8 Nov 2009, 13:30 on BBC Radio 4 (see all broadcasts).
Synopsis
Mukul Devichand travels to Shanghai to tell the story of the Europeans who are trying to persuade China's expanding middle class that it is worth ditching their noodles and soya, and paying for pricey European fine foods instead.
He explores a world of classes in western table manners, Single Malt Karaoke and Shanghai jazz DJs who broadcast shows about brie and camembert. Beneath the colourful marketing, Mukul discovers that the story of food helps to reveal who the new Chinese middle classes really are.
Let them eat cheese
Western food producers looking to break into new markets have received a warm welcome in China where European produce has great cachet. But are the Chinese more interested in showing face than enjoying taste?
Broadcasts
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Fri 14 Aug 200911:00
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Sun 8 Nov 200913:30
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