1. China's National Image
in the West
From “Chinoiserie”
to
“Made in China”
Steffi Wong 07009380
Cheng Tsz Ting 08029768

2. What we want to find out......
Different perceptions of Chinese goods in the West:
• 1500 - 1800: love for Chinese goods was so great that the
Europeans make their own version – “Chinoiserie”
• 1978 - present: feel threatened by Chinese goods so
much that restrictions was imposed –
“Made in China”
 In turn, the West has different perceptions of China–
China's national image

3. “Chinoiserie”
European “Chinese”
Steffi Wong (07009380)
Engraving, designed by Francois Boucher,
18th
century

4. “Chinoiserie”?
• “Chinese-esque”
• A European style would have been recognized as “Chinese” in style
• Idealized vision of Chinese Empire “Cathay”
Steffi Wong (07009380)

5. •First ever account by Marco Polo (trip:
1269-1273)
•Yet the appreciation was selective
•Strongest appeal : Wealth
•Fascinations for the Orient
Marco Polo returned
from his trips with
exotic animals
Prior to 15th
century: Imaging Cathay
The Travels of Sir Jon Madeville,
Penguin Classics
Steffi Wong (07009380)

6. 16th
-17th
centuries: a glimpse of Cathay
•Accounts of Marco Polo not challenged until
1498
•China: a distinctive place in the geographical
imagination
•Trade barriers by the Chinese fueled
European fascinations
•European imitations not in demand during
16th century
Medici porcelain, Italy,
16th century
Steffi Wong (07009380)

7. •17th Century: spread of vogue for
Chinese export products
•Imitations of oriental-styled goods
appeared in European workshops
Writing table with “japanned” lacquer,
French, 1799
Delft white ceramics with Chinese
motifs, ca 1880
Wedding dress in
Chinoiserie style
fabric, French, ca
1759
Steffi Wong (07009380)

8. 18th
century: the theological and
philosophical wonderland
•An attractive alternative
•Practical philosophy and political
morality
• Louis XV imitated Chinese
emperors in the spring ploughing
at 1756
• “Lofty ideals” made more
desirable by artworks by Boucher
and Watteau
“Emperor sailing”, Beauvais tapestry,
French, ca 1720.
Steffi Wong (07009380)

9. La foire chinoise, François Boucher, 1742
Costume design sketch, joureur de
gong, Jean Bérain, ca 1700 Steffi Wong (07009380)

10. Late 18th
century: Fall of Cathay
• First report of unromantic
experiences in China in A Voyage
Round the World by Richard Walter in
1748
• A civilization in decline, a picture of
corruption and backwardness
• Desire for an authentic image of
Cathay coincided with the European
empiricism in 19th
century and Britain’s
imperialist engagements in China
Steffi Wong (07009380)

11. “Made in China”
(1978 onwards)
Cheng Tsz Ting 08029768

12. Workers in
BYD's factory
in Shenzhen
A Chinese worker on a
Lenovo Electronic
Technology Co. factory
assembly line
in Shanghai
Cheng Tsz Ting 08029768
Cheng Tsz Ting 08029768

13. The Negative Perceptions of
“Made in China” Products
in the West's Eyes
1. “Weapons of Mass Production” – Cut-price
Chinese products threaten local producers
2. Poor Quality – Toys, fishes, fruits and vegetables,
cars, milk ......
3. Poor Labour Condition – Sweatshop
4. Loose Environmental Standard – Pollutions,
global warming
5. Counterfeit Products – Great economic Loss
Cheng Tsz Ting 08029768

14. 1. “Weapons Of Mass Production”
Cheng Tsz Ting 08029768

15. Cheng Tsz Ting 08029768

16. 2. Poor Quality
Cheng Tsz Ting 08029768

17. Cheng Tsz Ting 08029768

18. 3. Poor Labour Conditions
Cheng Tsz Ting 08029768

19. 4. Loose Environmental Standards

20. 5. Counterfeit Products
Cheng Tsz Ting 08029768

21. Cheng Tsz Ting 08029768

22. To Sum Up......
“Made
in
China”
1500 18001600 1700 1900 2000
“Chinoiserie”
Positive
National Image
- Romantic, Exotic, Culturally superior ......
Negative
National Image
- Threatening (Economic Dumping,
Poisonous, Sweatshop, Pollutions,
Counterfeit)

23. Bibliography
Auguste, Catherine, Chinoiserie, ornements de fantasie,
http://www.meublepeint.com/chinoiserie.htm.
China Labour Watch http://www.chinalaborwatch.org/
Curran, L.. (2009). EU Trade Defence Actions against China and Their Impacts: The
Cases of Textiles and Footwear. Journal of World Trade, 43(6), 1281-1297.
Fake Brand in China http://www.hemmy.net/2007/04/29/chinese-fake-brands/
Ille, Francis R. (2009). Building Chinese global brands through soft technology
transfer. Journal of Chinese Economic and Foreign Trade Studies, 2(1), 47-61.

24. Interbrand Best Global Brands (2010 http://www.interbrand.com/en/best-
global-brands/best-global-brands-2008/best-global-brands-2010.aspx
Honour, Huge (1973). Chinoiserie: the vision of Cathay, New York: First Icon
Edition.
Mattews, Robert Guy (2010, June 9). U.S. News: U.S. Hits China With Steel
Penalty. Wall Street Journal (Eastern Edition), p. A.4.
Mungello, David E. (2009). The great encounter of China and the West, 1500-
1800. New York: Roman and Littlefield Publishers. Inc.
The Next China; China's labour market. (2010, July). The Economist,
396(8693), 48-50.

25. Phau, Ian & Teah, Min. (2009). Devil wears (counterfeit) Prada: a study of
antecedents and outcomes of attitudes towards counterfeits of luxury
brands. The Journal of Consumer Marketing, 26(1), 15-27.
Porter, David (2001). Ideographia: The Chinese cipher in early modern
Europe. Stanford, Stanford University Presse.
Sloboda, Stacey (2008). Picturing China: William Alexander and the visual
language of chinoiserie, British Art Journal, vol.9 no.2 (Fall 2008)