SPAM and Fast-food “Glocalization” in the Philippines

Abstract

This paper examines SPAM consumption in the Philippines within the context of glocalization. Specifically, it considers the ways in which this global product has been indigenized by Filipinos as both a commodity and a cultural symbol. Of particular significance is the emergence of SPAM within the country's burgeoning fast-food scene. The recent opening of a restaurant chain serving a SPAM only menu illustrates how a global product can be reimagined and reinvigorated by local populations in new and surprising ways.