Europeans can have an uncanny sense of recognition when observing certain aspects of Chinese popular culture. I just had such a moment when, absent-minded, my eyes fell on a zipper bag I bought in China years ago:
Not only had I transported words such as ‘sweet’ and ‘breakfast’ back from China to Europe – this was weird enough, because these words mean completely different things in China where the bag was sold (in as far as English words in Latin script make any sense at all), than in Europe, the place where the words had come from and which I had now brought them back to.
But the bag also pictured a series of household items which, in this style and combination, seem designed to evoke a snug English cottage, or perhaps a Polish farmstead kitchen, a nice old-fashioned home in the Romanian country-side, or any other place sitting firmly on the European continent. The coffee-pots, the loaf of bread, the stew pot, the single-leafed apple: they are European images, or else images associated with European settler cultures – please correct me if I’m wrong. And these images have become part of a European nostalgia, a nostalgia for the perfect home, imagined perhaps to have existed in the late nineteenth or the early twentieth century, a home, one might daydream, where there would always be a mother, a grandmother, a sister at home to tend the flowers in the garden and put them in the old coffee-pot.
Yet as if such nostalgia isn’t unsettling (and delicious) enough, the European viewer is here also confronted with an outsider’s perspective on his or her private nostalgia. To the Asian producer of this bag, the existing, European nostalgia apparently made enough sense to use it for marketing purposes. Although the objects on the bag and the nostalgia attached to them probably have a different meaning to its Chinese users than to most Europeans (for one thing, bread in China tastes completely different from bread in Europe) – something must ‘click‘ for them.
And although a rooted European will never be able to gauge exactly what these images mean to someone raised within Chinese culture, the European user nevertheless senses that the images have changed in the process of cultural transfer: not just because they are now surrounded by Chinese characters, but because they have been reimagined by someone with a different cultural baggage. The coffee-pot, the loaf of bread, all so familiar to me, have undergone a process of estrangement, of alienation. They have left my kitchen, circled the globe, and come back to me with a twist – a twist that might feel uncanny, because I do not know what has happened to them.
However, if I were to go and live in China, the uncanny feeling would no doubt weaken: my alienation is only a lack of cultural knowledge.
And the feeling also becomes less strong if I take a look at our shared history. For many Europeans, China has the name of being a culture of imitation: Chinese factories, Chinese pop singers, Chinese fashion designers, they say, take ‘western’ ideas and reproduce them more cheaply. Of course this stereotype ignores a vast range of ideas, fashions, technologies and tastes that originate in China itself. But what’s more, it ignores Europe’s own history of imitation.
How will Chinese traders have felt when they first saw Delftware, which imitated Chinese porcelain including even representations of Chinese landscapes and Chinese people?
And what did the image on this vase mean to its first buyers – probably Dutch – in the mid-eighteenth century? It seems plausible that part of their satisfaction was the same as the Chinese owners of Chinese ceramics will have felt – admiration of the crafted pot, the painted surface, the landscape with the dotted bushes and the fashionable flaneur. The Delft buyers, however, will have experienced something extra: as a bonus, they were in touch with an exotic culture, one that was all the rage across the globe.
Although a plastic food bag is no dainty vase, I can imagine that the coffee-pot and the white loaf, too, bring a tiny element – not too much, because European-American images are more accessible to today’s Chinese than Chinese art was to early modern Europeans – a tiny element of the exotic into the Chinese kitchen. And back into mine.