Is it uber-ironic fast food advertising with a nod to socialist realist art? A straight ahead appeal to Chinese patriotism? It’s ad copy and therefore a bit hard to translate, but given the rest of the copy I’d say Kentucky Fried Chicken is going for something like: “KFC. Changing for China. Creating the New Fast Food.”
The KFC China website says that the company is “calling for a new fast food movement, starting with each of us, and encouraging others in the fast food industry to join the movement, and together we will create a new fast food that meets the needs of the people of the future and accords with Chinese national conditions.” According to KFC, compared with Traditional Foreign Fast Food, New Fast Food has more variety, a better blend of Western and Chinese flavors, more methods of preparation, more vegetables, more frequent introduction of new products, a more balanced approach to health, and more complete integration with Chinese safety standards.
KFC’s definition of “new fast food”:
safe and flavorful the fast way to high quality
balanced nutrition healthy life
based on China infinite innovation
Meanwhile, on KFC’s US homepage, the main attraction seems to be huge quantities of food for low prices. The centerpiece of the page is a “KFC Famous Bowl”: an extraordinary combo of melted cheese topping crunchy chicken nuggets topping canned corn, all atop a bowl of mashed potatos and gravy.