跨国饮食 ：新加坡在海底捞影响下 "中国化" 趋势 = Transnational food : a study of Haidilao's sinicization effect in Singapore

• Main Author: 吴佳惠 Goh, Jia Hui
• Other Authors: Yow Cheun Hoe
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2021
• Subjects: Humanities::Language::Chinese
• Online Access: https://hdl.handle.net/10356/152867
• Institution: Nanyang Technological University

每年新加坡迎来大量中国移民以及中国品牌驻扎于此。这些跨国移民与跨国企业为传播中国文化和全球化做出巨大贡献。在新加坡与中国文化的融合中，较为明显的是饮食文化的转变。海底捞身为目前在新加坡最成功的中国餐饮品牌，已经在很大的程度上俘虏新加坡人的胃。随着海底捞店面的增加，新加坡人的饮食文化开始出现偏向中国饮食文化习惯的趋势。研究显示，这样的中国化现象也潜移默化的影响，并且改善新加坡人对新移民的刻板印象。在过去的10年中，新加坡人的味蕾已经从清淡健康饮食转为喜爱麻辣等的口味重的食物，并且与中国移民相似的饮食习惯。种种迹象都表明现阶段，新加坡正在以非常快的速度中国化。本文将通过观察新加坡人与中国品牌进军新加坡的观点，进一步研究身为中国品牌的海底捞如何在有“美食天堂”称号的新加坡脱颖而出，并且成功融入甚至改变新加坡人的饮食文化。通过分析新加坡“中国化”现象来探讨出海底捞是如何成为中国软实力传播的主力军。Singapore welcomes large volumes of Chinese transnational migrants every year. Products and brands from mainland China are also setting up branches within Singapore to do business as well. These migrants and companies have made huge contributions to the spread of Chinese culture and globalisation of Chinese cuisine. With the fusion of Singapore and Chinese culture, significant changes have been observed in the food culture within Singapore. As a leading Chinese food brand in Singapore, Haidilao has captured the attention of Singaporeans through food to a large extent. With the increase of Haidilao's outlets, statistics have shown that Singaporean food habits have started to lean towards that of Chinese culture. Research has shown that the Sinicization effect has positively influenced the Singaporean view towards Chinese transnational migrants. Within the past decade, the tastebuds of Singaporean have been more accustomed to mala food, similar to that of Chinese transnational migrants. These examples show that Singapore is going through the process of Sinicization at a rapid pace. This article examines how Haidilao is able to stand out in the "food heaven" known as Singapore, merging with and changing Singaporean food culture, through the perspective of Singaporeans and Chinese brands that have established themselves in Singapore. The analysis of Sinicization effect in Singapore through Haidilao has shown how it was a main factor in China's transmission of Soft Power.