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Selling Cheese to the Chinese

Mukul Devichand tells the story of the Europeans who are trying to persuade China's expanding middle class to ditch their noodles and soya in favour of pricey European fine foods.

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.

30 minutes

Last on

Sun 8 Nov 2009 13:30

Broadcasts

  • Fri 14 Aug 2009 11:00
  • Sun 8 Nov 2009 13:30