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Selling Cheese to the Chinese

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.

Release date:

30 minutes

Last on

Sun 8 Nov 2009 13:30