SPAM and Fast-food “Glocalization” in the Philippines

Few US products have captured the imaginations and appetites of Filipinos in quite the same way as SPAM. ¹ The canned meat enjoys an intense culinary following in the Philippines and throughout the Asia-Pacific that leaves many Westerners pleasantly baffled. This article explores the popularity of SPAM in the Philippines within the context of “glocalization” (Robertson 1995; Yamashita 2003: 6). ² Specifically, it considers the ways in which this ham and pork-shoulder blend is utilized by Filipinos as both a commodity and a cultural symbol. Of particular interest is the emergence of SPAM within the country’s burgeoning fast-food scene. As global chain restaurants have become more and more influential in shaping local lifestyles and nutritional regimes, SPAM’s appeal to Filipinos has taken on increased significance by adapting to changing market conditions.