大象传媒

What can fast food tell us about the changing global economy? This week Karishma Vaswani, the 大象传媒's Asia Business correspondent, takes a closer look at the history and the future of McDonald's in Asia. For many the company is a symbol of globalisation and food. To globalise though, the company has had to localize, and with that comes challenges.

From Beijing, to Hong Kong, to Delhi, we explore the changing tastes of Asia, and what the future might be for a market many multi-national companies have set their sights on. Is the business model of franchising still an effective way to export a food business? And as countries modernise is it getting harder for a global brand to compete with local rivals?

(Photo: Ronald McDonald at the opening of a McDonald's in Beijing. Photo credit: STR/AFP/Getty)