Retail Architecture in Post-war Taiwan: The Significance of American Influence Steven Langkuei Chang A thesis in fulfilment of the requirements for the degree of Doctor of Philosophy Faculty of the Built Environment The University of New South Wales Sydney, Australia March 2018 TABLE OF CONTENTS PAGE Abstract iv Acknowledgements v List of Figures vi Chapter 1 Introduction 1 1.1 Hypothesis and Research Questions 4 1.2 The Importance of the Post-war Period 5 1.3 Modern Economy and Consumption in Taiwan 8 1.4 Modern Architecture in Post-war Taiwan 12 1.5 Originality of the Thesis 17 1.6 Structure of the Thesis 18 Chapter 2 Literature Review and Research Framework 21 2.1 Literature on Retail Environment in Taiwan 22 2.2 Literature on Post-war Architecture in Taiwan 27 2.3 Literature on Consumer Society and Consumer Culture in Taiwan 31 2.4 Literature on Americanisation in Taiwan 35 2.5 Translation of Terms 37 2.6 Sources of Research Material 38 2.7 Research Method 42 Chapter 3 Americanisation – A General Overview 57 3.1 US Economic Expansion 59 3.2 The Influence of American Mass Culture 64 3.3 Other Instruments of Propaganda 73 3.4 The Marshall Plan 74 i 3.5 Post-war American Hotel Development 75 3.6 American Presence in Asia 77 3.7 Conclusion 82 Chapter 4 Americanisation of Post-war Taiwan 84 4.1 Early Western Contact 85 4.2 The Sino-American Relationship in the 1940s 91 4.3 American Strategic Involvement 93 4.4 American Aid in Taiwan 98 4.5 American Cultural Influence in Post-war Taiwan 107 4.6 Conclusion 118 Chapter 5 Retail Development in Taiwan during the late 1940s and 1950s 120 5.1 Consumer Culture in 1950s Taiwan 122 5.2 The Chien-Sing Department Store 124 5.3 American Technology 138 5.4 The Daxin Department Store 141 5.5 The Architecture of the Daxin Department Store 143 5.6 Daxin Retail Strategies 152 5.7 American Technology and Entertainment 154 5.8 Conclusion 160 Chapter 6 From Marketplace to Shopping Complex – – The Chunghwa Commercial Strip 161 6.1 Background 163 6.2 Planning and Construction 168 6.3 Design Sources 174 6.4 A Mixed-Use Complex 180 6.5 Chunghwa’s Neon Towers 183 6.6 Conclusion 190 ii Chapter 7 Department Stores in 1960s Taiwan 193 7.1 Growth in Consumption Activity into the 1960s 194 7.2 The Di-Yi Department Store 196 7.2.1 Background 196 7.2.2 Architectural Design 199 7.2.3 Interior Design 204 7.3 The Jin-Ri Retail and Entertainment Centre 209 7.3.1 Background 209 7.3.2 Architectural Design 211 7.3.3 Interior Design 214 7.4 The Far Eastern Textile Company and the Far Eastern Department Store 7.4.1 Background 218 7.4.2 Architectural and Interior Design 218 7.4.2 American influence on the Far Eastern Department Store 220 7.5 Conclusion 230 Chapter 8 Conclusion 231 8.1 Contribution 236 8.2 Future research 237 Bibliography 240 iii Abstract Since the mid-1980s, retail infrastructure has developed at an enormous scale in Taiwan and this development is reflective of massive growth in retail consumption. A part of contemporary retail development in Taiwan is the involvement of American architectural practices. However, as this thesis demonstrates, American influence on Taiwanese retail architecture is not a recent phenomenon. It can be traced back to the post-war era at a time when Taiwan was re-orienting itself to the West, and particularly to the United States. In its investigation of retail developments in post-war Taiwan, this thesis places an emphasis on context, wherein American influence was a significant factor. By examining in detail a number of key, but previously undocumented post-war retail buildings, it identifies aspects of their development and design that evidence an American influence, in terms of both their architecture and their retail spaces. It argues that American influence is not only observable in direct ways but also through indirect channels of influence, most notably Chinese and Japanese precedents. Through this investigation, the thesis establishes that these retail developments are not only critically important to understanding the extent of American influence in Taiwan during the post-war period, but also to the history of modern architecture in that country. The thesis employs aspects of reception studies to help identify the main channels of architectural influence. It draws from the work of Michael Squire, Tim Gough, Tom O’Regan and Judith Brine. This body of work is helpful in establishing both the means through which ideas and other influences from elsewhere impacted on Taiwanese developers, architects and other agencies in the field of retail design and development. iv Acknowledgements In the journey of completing this work, many people have contributed profoundly making my dream come true. First, I like to express my appreciation and many thanks to my co-supervisor, Dr. Judith O’Callaghan. Judith has encouraged and inspired me since the early stage of this research. Her supervision has been constant from the beginning to the final stage of my thesis. Without her wisdom and guidance over these years, I would not have reached the end of this journey. Much appreciation goes to Dr. Christine Steinmetz, Dr. Yinong Xu and Professor Xing Ruan who offered stimulating comments during the annual reviews of my research progress. In the time of long study period I also have learned to maintain a humble attitude toward to the enquiry of research. Because of that I would like to pay my respects to all the researchers who have been listed in my bibliography. Without their academic contributions my knowledge of this subject would be poor and the understanding of this research area limited. My deep gratitude goes to my beloved family and close friends: my father who supported me unconditionally, Mr. Victor Yee, who generously offered thoughtful suggestions and proof-read most of my drafts, and certainly to my partner, who is always there for me. If it was not my supervisor, Dr. Paul Hogben, who offered his enormous strength and brought my attention to the notion of Americanisation, this thesis would never have been completed. Paul has provided me with constant support in pursuing my study. His advice and encouragement have been invaluable during the working process of my thesis. Because of his selfless guidance throughout my research, I was able to see the light at the end of this journey. v List of Figures Chapter 1 Figure 1.1 Core Pacific City/Living Mall, exterior view showing giant sphere structure, Taipei, 2001, Photo by Steven L. Chang (16 July 2012). 4 Figure 1.2 Dream Mall [Translated as Meng Shi Dai Gou Wu Zhong Xin], Kaohsiung, 2007 Source: http://www.dreamall.com.tw 4 Figure 1.3 Wang Da-Hong’s residence, south facing view of an architectural model, Taipei, 1953 Source: Shyu Ming-Song and Wang Jun-Xiong, Rustic and Poetic: An Emerging Generation of Architecture in Post-War Taiwan (Taipei: Mu Ma Wen Hua Publishing, 2008), 17. 13 Figure 1.4 Wang Da-Hong’s residence, view of the living room, Taipei, 1953 Source: “The architect, Da-Hong Wang’s own house,” Chin Jih Chien Chu, no. 5 (October 1954), 18. 14 Figure 1.5 Tunghai University Library, north facing view, Taichung, 1957 Source: “Tunghai University Campus Plan,” Chien Chu, Bimonthly publication (December 1966), 12. 15 Figure 1.6 The Wave Building, west facing view of an architectural model, Kaohsiung, 1963. Source: Shyu Ming-Song and Wang Jun-Xiong, Rustic and Poetic: An Emerging Generation of Architecture in Post-War Taiwan (Taipei: Mu Ma Wen Hua Publishing, 2008), 96. 16 Chapter 3 Figure 3.1 Poster depicting Buffalo Bill’s Wild West and Congress of Rough Riders, 1899 Source: Robert Rydell and Rob Kroes, Buffalo Bill in Bologna: The Americanization of the World, 1869-1922 (Chicago: The University of Chicago Press, 2005), 33. 65 Figure 3.2 Luna Park am Halensee, park entry & water slide ride, Berlin, 1910 Source: http://www.khd-research.net/Heimat/B/Ex/Luna-Park_am_Halensee 67 Figure 3.3 Luna Park, views of park & park entry, St Kilda, 1912 Source: Sam Marshall, Luna Park just for fun (Milson Point: Luna Park Sydney Pty Ltd, 1995), 37. 68 Figure 3.4 Shinsekai Luna Park, aerial view, Osaka, 1912 Source: http://shinsekai.net/photo.html 69 vi Chapter 4 Figure 4.1 Image of a modern urban environment in Taiwan, street view of the Sakaimachi district, Taipei, 1930s Source: Taiwan Digital Picture Archive, http://taipics.com/taipei_streets2.php 88 Figure 4.2 American refrigerator sale advertisement in Taiwan, Taipei, 1928 Source: Rou-Jin Chen, Tai Wan Xing Fu Bai Shi (Taipei: Athena Press 2011), 119 90 Figure 4.3 US President Eisenhower’s visit to Taipei, Taiwan, 1960 Source: Yao Lao Blogs, http://ccy1929.blogspot.com 94 Figure 4.4 Eisenhower’s speech in Taipei, 1960 Source: The LIFE Picture Collection/Getty Images 94 Figure 4.5 Shihmen Reservoir, front view, Taoyuan, 1964 Source: Government Information Office, R.O.C. 101 Figure 4.6 China-US Cooperation logo, 1953 Source: American Institute in Taiwan 101 Figure 4.7 European Recovery Program logo, 1950s Source: American Institute in Taiwan 101 Figure 4.8 USAID Food Peace Program Baking Demonstration Mobile in Taiwan, 1950s Source: Government Information Office, R.O.C. 104 Figure 4.9 U.S. Vice President Richard Nixon attended the Tunghai University ground- breaking ceremony, Taichung, 1953 Source: American Institute in Taiwan 107 Figure 4.10 The range of facilities and their layout at the Headquarters Support Activity, Taipei, 1960s Source: The United States Taiwan Defence Command, Taiwan Report (San Francisco: Public Affairs Office of the USTDC, 1973), 9.