He became something of a national celebrity in France, where the public saw his actions as a symbolic resistance to American cultural imperialism, globalisation’s threat to traditional food practices, and a loss of culinary identity, particularly in a country like France with a long and rich gastronomic history.
However, in Singapore, fast food was never perceived that way.
Singaporeans have always simultaneously embraced globalisation and their traditional roots, often expecting international brands to adapt to local tastes and culture.
McDonald’s alone offers many more examples, with unique creations like the Nasi Lemak Burger and menu items tied to local holidays, like the Prosperity Burger for Chinese New Year.
These items are not just food but cultural emblems. The McSpicy, specifically, is so embraced because it is genuinely hot by local standards – a rare and notable example of a Western brand successfully catering to local palates.
We talk about it almost as a cultural rite of passage – a pain-pleasure experience that many Singaporeans can relate to, for better or worse.
Other fast food giants have followed suit. KFC introduced the Rendang Rice Bucket and Curry Rice Buckets exclusively to its Singapore outlets. Pizza Hut experimented with durian cheese and assam laksa pizzas. Burger King had the Hainanese Tendergrill Chicken Burger as a hat-tip to our national dish, Hainanese chicken rice.
The success of these localised menu items suggests Singaporeans’ openness to adopting and adapting imports of global food culture with pride, rather than viewing them as threats.
That a deep-fried chicken burger now commands a “museum” event suggests just how far fast food has come in shaping our tastes, habits, and sense of self.
Whether this marks a clever cultural fusion or compromise remains unclear. But in Singapore, at least, the McSpicy isn’t just a burger – it’s a story we’ve chosen to tell about ourselves.
Pamelia Chia is a cookbook author and creator of Singapore Noodles, a newsletter dedicated to celebrating Asian culinary traditions and food cultures.
