‘A smoked salmon salad and a glass of Bordeaux.’ Cultivating social distinction and negotiating femininity through the consumption of Western food in post-reform China

Consumption of Western food and wine has been on the rise in the Chinese middle-class since Deng Xiao Ping's 1980s reforms and is particularly prevalent among the young urban generation who grew up in post-Maoist China. Ethnographic observations at events organized by the Food & Beverage Unit of French Consulate in Shanghai and 10 semi-structured interviews with Chinese young female professionals belonging to the French business circles and French gastronomy professionals were undertaken. Food photographs on the social media WeChat were also examined in a cyber-ethnography. Drawing on Farrer's concept of culinary Occidentalism and on the role of food in post-socialist states, this paper explores how temporary migrations as international students and culinary tourism in France shape a cosmopolitan capital which young Chinese female professionals use to help their peers domesticate the complex world of Western gastronomy in Shanghai. I argue that through their appreciation of French gastronomy, they perform social distinction and negotiate a post-socialist, transnationally connected urban femininity. Their search for refined, healthy and "authentic" Western and French food and wine consumption, frequently displayed on social media, is embedded in a complex realm of glamorized representations of Western modernity and French romanticism.