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"Brand China" on the World Stage: Jingju, the Olympics, and Globalization
- TDR: The Drama Review
- The MIT Press
- Volume 56, Number 2, Summer 2012 (T214)
- pp. 113-130
- Article
- Additional Information
Leading up to the 2008 Beijing Olympics, multinational corporations such as McDonald's exploited jingju (Beijing opera) as an internationally legible marker of "Chinese-ness." Though jingju received muddled exposure in the Olympics opening ceremony, post-Olympic deployments prove it persists as a central component of an emerging "Brand China" that emphasizes the synthesis of traditional and 21st-century elements.