Who would have thought that pizza would become a staple of the Chinese fast food and casual dining industry, going against the grain of thousands of years of culinary history?

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In the Philippines the company boasts Chinese fast-food chain Chow King, Red Ribbon bakeries, Mang Inasal grilled chicken outlets, Greenwich pizza parlors and its U.S. chain Burger King franchises.

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And food companies don't meet the disapproval in China that they do in the West: according to the Pew Research Centre, while 72% of Chinese think that fast food has made the world a better place, only 23% of Americans do.

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"I spent a lot of time studying American fast-food merchandising and had heard how Chinese and Russians lined up for hours just to get their first McDonald's hamburgers, " says Oshima.

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In fact, we have observed that Chinese consumers tend to return to local food fare after trying American fast food.

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Brands China Division, pointed out, they wanted to take the best ideas from the U.S. fast-food model and adapt them to serve the needs of Chinese consumers.

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Zhao Ping, a researcher at the Academy of International Trade and Economic Cooperation, told China Daily that due to their rising income levels, an increasing number of Chinese people are paying more attention to healthy eating, bringing new perceptions toward foreign fast-food brands.

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