Design Strategies
Address Problems To Caused by Abuse in Chinese Alcohol Business Culture
MDES PROGRAM 2017-2018
Zhuxi. Z ID: 0029957
Design Strategies to Address Problems Caused by Alcohol Abuse in Chinese Business Culture
A study of problems caused by the requirements of Chinese table manners and alcohol in Chinese business culture after China's reform and opening up.
The School of Graduate Studies Nova Scotia College of Art and Design by Zhuxi Zhou
NSCAD University Halifax, Nova Scotia Copyright © 2018 Zhuxi Zhou. All rights are reserved. No part of this book may Canada be used or reproduced in any manner whatsoever without written permission except in the case of brief quotations embodied in critical articles or reviews. ID: 0029957 MDES Program Book design and illustrations by Zhuxi Zhou Dr. Meyer. R Acknowledgement
First and foremost, I would like to express my deepest gratitude to Christopher Kaltenbach, a Ph.D candidate, who helped me solidify my research thesis and guided me in my direction. He patiently taught me to find the problems in my project where my research can go deeper and my design can be more engaging. I shall extend my thanks to Dr. Rudi Meyer, my supervisor, who has provided me with valuable guidance in every stage of the writing of this thesis. His keen and vigorous academic observation enlightened me, and I could not have completed my thesis without his instruction, impressive kindness and patience.
I would also like to thank Dr. Michael LeBlanc, who continued giving me suggestions and comments on my thesis. Also, my teacher Steve Botha who helped me to develop my essential academic competence and correced my grammar issues. Thank China Qingpin Logistics Co., Ltd; China Lianyungang Port Group; China Lianyungang New Oriental International Container Co., Ltd; and China Lianyungang Customs for their cooperation during my investigation.
Last but not least, I’d like to thank my friends, classmates and my roommate for their encouragement and support.
0 1 Table of Contents
· Acknowledgement ····························································· · 4. Methodology ·································································· ····························································································01 ···························································································40
· Abstract ·············································································· · 5. Research process ··························································· ···························································································06 ····························································································41 5.1 Product design······························································41 5.2 Food serving design·····················································43 · Figure and table lists ·························································· 5.4 Chemical reaction························································44 ···························································································07 5.5 Design process·····························································45
· Glossary ··············································································· · 6. Research results ····························································· ····························································································10 ···························································································49
· 1. Introduction ···································································· · 7. Business drinking handbook ·········································· ····························································································12 ···························································································53 7.1 Book design··································································53 7.2 Reader feedbacks························································61 · 2. Theoretical framework ··················································· ····························································································11 2.1 Background ··································································13 · Conclusion ··········································································· 2.2 Problem statement ·····················································20 ···························································································64 2.3 Translation ···································································21 2.4 Literature review and Contextual Search ·················24 · Reference list ······································································ ···························································································65 · 3. Research design ······························································ ···························································································39
3 4 Abstract
With China's reforms, opening up and economic develop- ment since the late 1970s, alcohol use is a common phenomenon in Chinese business circles. However, the problems that are caused by business drinking have been ignored. Chinese traditional toast culture and persuasion habits have been distorted after entering business circles. The problems caused by alcohol abuse, such as drunk driving, domestic violence and even alcoholism, are even worse.
The objective of this study is to focus on the issues of business drinking culture in China, and to discuss the necessity of business drinking and the influence of Chinese toasting culture on business dinners. Research in this essay focuses on these practices, as well as the importance of alcohol use in business negotiations, and the impact on society and households due to alcohol abuse in Chinese business communities. Research in this essay also details the harm on the family and the community due to alcohol abuse caused by men who drink passively for business and the necessity of their drinking behavior.
The aim of this study is to figure out where design can engage to solve or improve the problem of alcohol abuse in Chinese business circles.
5 6 Figure 16: Spirits. Excerpt from: http://caifuhao.eastmoney.com/ Figure lists news/20171220094701471027540 Figure 17: 2001-2011 Chinese liquor production changes.
Figure 18: China's Famous Spirits Brand. Excerpt from: https://baike.baidu. com/item/ 中国白酒 /1351490
Figure 19: The Eight Immortals table. PCHouse. Excerpt from: http://product. Figure 1: 2013 Tencent. All Rights Reserved. Excerpt from: http://news. pchouse.com.cn/list/c232.html qq.com/zt2015/fact/10.htm Figure 20: Qijia.com, Qi network, round table standards of five-star hotel Figure 2: Chinese-style alcohol culture: power control and tame. Excerpt Excerpt from: http://zixun.jia.com/article/437555.html from: http://cul.sohu.com/s2014/jiuzhuo/ Figure 21: Alcohol Consumption of 14 Countries From 1973 to 2009. Figure 3: Chinese Stone Age Alcohol Making Process. Excerpt from: http:// www.sohu.com/a/132331059_710653 Figure 22: China's consumption trends of different kinds of alcohol.
Figure 4: Dai traditional wedding. Excerpt from: https://3g.d1xz.net/wenhua/ Figure 23: China's alcohol policy compared with Japan's alcohol policy. minzu/art97516_2.aspx Figure 24: Global Women’s Violence Profile. Netease News. Figure 5: Traditional wedding of Jingpo. Excerpt from: http://www.wed114. Excerpt from: http://data.163.com/13/1126/23/9EL36QQG00014MTN.html cn/baike/jiehunxisu/2016051919419.html Figure 25: BOMA China Successfully Held a Commercial Real Estate Senior Figure 6: Chinese Wine Culture: Wine and the "Eternal Festival" in Ancient Comunication Reception (Sep 16, 2013). Excerpt from: http://www.bomachina. Sacrifice. Excerpt from: http://www.cnjiuzhi.com/baike/4175.html org/index.php?file=article&cmd=show&artid=429
Figure 26: From 2014 to 2016, an analysis of a total of 94,571 divorce verdicts Figure 7: Painting of Du Kang. Excerpt from: http://www.yangfenzi.com/ released by the national courts (May 2017). Excerpt from: http://hangzhou. shehui/4828.html fangtoo.com/zixun/info/8-44-n158348.html
Figure 8: Sculpture of Du Kang. Excerpt from: http://www.dukang.com/ Figure 27: Why should people Ganbei? Excerpt from: http://jiu.ifeng.com/ Culture/Details/118?did=3201 a/20180111/44840767_0.shtml Figure 28: Entertainment in China. Excerpt from: http://www.wukongshuo. Figure 9: Drinking Customs: Why Drink at the Holidays? http://www. com/news/20160405/54871.html chinajianjiu.com/a/xinwenzixun/gongsixinwen/62.html Figure 29: Major wine advertisements in China. Excerpt from: https://read01. Figure 10: A Traditional Chinese Wedding. Excerpt from: http://history.sina. com/zh-sg/PgxBMP.html#.WrkBw2hSzIV com.cn/bk/gds/2014-09-19/2057100740.shtml Figure 30: A special dragon dispenser which can slowly take alcohol away.
Figure 11: Statistics of Should China’s persuade culture be abandoned or not? Figure 31: A special glass that reduce alcohol intake, without affecting the 2013 appearance of the toast.
Figure 12: Open comments and discussions from Tencent culture channel site. Figure 32&33: Half-glasses design, Excerpt from: http://d.youth.cn/ shrgch/201712/t20171206_11109955_1.htm 2013 Figure 34: Duralex Picardie Glasses, Excerpt from: http://jiu.ifeng.com/ Figure 13: Beer. Excerpt from: http://www.sohu.com/a/156436209_257855 a/20161101/44482535_0.shtml
Figure 14: Wine. 15 Bottles of Winter Red Wine with Wine Thermometer from Figure 35: Special pill case. Sign pen pill case, notebook pill case Splash Wines. Excerpt from: https://www.groupon.com/deals/gg-splash- Figure 36: Food serving design. Specific type of food served during business wines-67 dinners
Figure 15: Rice Wine. The Ultimate Guide to Chinese Cooking Wines. Excerpt Figure 37: Chemical reaction. Three oxygen molecules are needed to unwrap from: https://www.malafood.com/en/the-ultimate-guide-to-chinese-cooking- one alcohol molecule wines 7 8 Figure 38: Chemical reaction. Alcohol disappear in the classes
Figure 39: Half Spirit Classes Design.
Figure 40&41: Irregular spirit glasses design.
Figure 42: Rose flower spirit glasses design.
Figure 43: Swarovski crystal flower. NO.5045566
Figure 44: Dispenser design. Figure 45: Business handbook design. Glossary Figure 46: Yang Liu (May, 2007) Ost trifft West.
Figure 47: Ost trifft West, Relationship.
Figure 48: Ost trifft West, Line up.
Figure 49: Business Drinking Handbook cover design 1. · 危害性饮酒者 (WeiHaiXingYinJiuZhe): Dangerous drinkers, referring to the phenomenon of domestic violence resulting from the abuse of alcohol, Figure 50: Business Drinking Handbook cover design 2. especially the situation of being forced to over-drink.
Figure 51: Business Drinking Handbook draft and contents.
Figure 52: Business Drinking Handbook contents 1 · Face-saving: A face-saving action is one which prevents damage to your Figure 53: Business Drinking Handbook contents 1 reputation or the loss of people's respect for you. Chinese people attach great importance to face-saving. Figure 54: Business Drinking Handbook contents 3
Figure 55: Business Drinking Handbook contents 4
Figure 56: Business Drinking Handbook contents 5
Figure 57: Business Drinking Handbook Cover Design.
Figure 58, 59, 60&61: Business Drinking Handbook Final Design 1
Figure 62, 63, 64&65: Business Drinking Handbook Final Design 2
Figure 66, 67, 68&69: Business Drinking Handbook Final Design 3
Figure 70, 71&72: Business Drinking Handbook Final Design 4
Figure 73, 74&75: Business Drinking Handbook Final Design 5
Figure 76, 77&78: Business Drinking Handbook Final Design 6
Figure 79, 80&81: Business Drinking Handbook Final Design 7
Figure 82: Business Drinking Handbook printed version.
Figure 83&84: Business Drinking Handbook on the public bookshelf of China JIANGSU CHARMING company and staff is reading the Business Drinking Handbook.
Figure 85&86: Different status of employees are reading the Handbook.
9 10 Introduction
In China, the history of alcohol is almost as old as the country’s history, and alcohol is part of good etiquette, social life, and leisure. It reflects a specific patriarchal order and its influence on human relations. Alcohol has always been used as the "political liquid" by rulers, as its culture combined with rituals, ceremonies and other etiquette, closely integrated into the monarchy and power of the nobility.
After China’s reform and opening up in 1978, Chinese drinking habits spread from the world of politics. With the emergence and development of commerce, especially China's economic system reform (2013), alcohol culture spread from officialdom to business circles. However, the Chinese corporate drinking culture became debauched at the same time as commerce and business culture rapidly developed. The role of alcohol in business dinners has gone beyond its own role and has been abused.
For business men, alcohol abuse in business dinners has become a burden. The problems are not only health issues for the men, but also the harm to their families and social threats. This thesis examines the dangers to business people due to business alcohol culture and alcohol abuse in China, and will investigate commercial dinners typical of state-owned and private-owned enterprises in the form of an interview investigation.
Figure 1: 2013 Tencent. All Rights Reserved Excerpt from: http://news.qq.com/zt2015/fact/10.htm
11 12 Theoretical framework
1.1 Background
Historically, discussions about alcohol and family and society have never ceased.
Most conclude that alcohol abuse leads to various family and social problems and that alcohol is dangerous. According to 有毛僧 (You Maoeng)’s article on the Tencent culture channel titled "cultural observation", alcohol was considered sacred in ancient times because of its scarcity. It was initially used as holy water during sacrifices, celebrations, war and other grand occasions. It is the wizards who had the great power held the activities.
You cites the well-known custom of persuasion in Chinese history. For example, Zhang Fei (?-221), a general Figure 2: Chinese-style alcohol culture: power control and in The Romance of the Three Kingdoms (Guanzhong Luo, tame. Excerpt from: http://cul.sohu.com/s2014/jiuzhuo/ about 1330-1400), is a full-fledged drunkard. Every time There is an example of murder if refusing to drink in A he summons officers to drink, everyone must join. If they New Account of the Tales of the World (420-479) in which don’t, they will get a hundred strokes with army sticks. Shi Chong (249-330), a famous official in Western Jin According to the Three Kingdoms (280-190) records, Cao Dynasty, often meets dignitaries and likes to persuade. Cao (115-220), who was a famous military strategist of His trick is to make beautiful women from his house toast the Eastern Han Dynasty, opened a banquet with a lot the guests. If any of the guests did not drink the wine, Shi of drinking. When Cao Cao toasted his customers, his Chong would call for the heads of the women to be cut entourage took an axe and saluted. The subtext of that off. These stories are appalling but real, there are always posture means "Drink or I will hit you!" problems with China's persuasion culture. 13 14 Figure 4: Dai traditional wedding. Excerpt from: Figure 5: Traditional wedding of Jingpo. Excerpt from: https://3g.d1xz.net/wenhua/minzu/art97516_2.aspx http://www.wed114.cn/baike/jiehunxisu/2016051919419. html
Figure 3: Chinese Stone Age Alcohol Making Process. In International Handbook on Alcohol and Culture, Excerpt from: http://www.sohu.com/a/132331059_710653 Dwight B. Heath (1955) discussed the role and significance of alcohol in different countries, outlining his position that alcohol is a special beverage that is At that time, humans had enough food to maintain different from any other. Alcohol is not only the target their basic lives, and they were able to store foods for a of government taxation and a popular topic of scholarly short period of time, which allowed them to imitate the study, but also a key cultural determinant that shapes alcohol making process formed in nature. The earliest the values and characteristics of different societies. The brewing by human beings was simply the repetition of book contains Xiao Jiacheng’s introduction to Chinese nature's brewing process mechanically. drinking culture. Xiao pointed out that China is the birthplace of distilled spirits. Early incarnations of alcoholic spirits in ancient China were sacred and used as sacrificial offerings, secular ceremonies, celebrations, etc., to express their adoration of the sky, earth, and ancestors. Xiao also mentioned the different roles played by alcohol across different ethnic groups in China. In the Dai, Jingpo and Lahu ethnic minority cultures, alcohol is given by the bridegroom’s family to the future bride’s family (960-1279). Among the Mongolians, the suitor has to give the girl's parents alcohol and specific food to express his willingness to marry; during the wedding, the bridegroom has to toast each member of the girl's family. In Han weddings, toasting by both husband and wife is regarded as confirmation of mutual commitment. Using these examples, Xiao emphasized that alcohol is an integral part of Chinese culture. Figure 6: Chinese Wine Culture: Wine and the "Eternal Festival" in Ancient Sacrifice. Excerpt from: http://www. cnjiuzhi.com/baike/4175.html 15 16 Chinese “natural” alcohol China's unique drinking culture has led to special occasions when alcohol is used.
The history of Chinese “natural” alcohol is long and fabled. During the Song (AD 960-1279) and Ming (1368- 1644) dynasties, people found that some long-lived fruits and flowers would turn into alcohol. Although the details of the stories are often about mythical people, evidence has been found in historical records to confirm the factuality of three of the main stories. The first story is about a maid from a royal family during In China, drinking is an important activity for festivals, the Warring States period (2140-440 BC). The maid weddings and banquets, with the drinking of liquid discovered that porridge that had been left to sit for spirits accompanying music, dance, poetry and other a long time had become very tasty rather than rotten. entertainment activities. Improvisational poetry and The second story is about Du Kang in the Xia Dynasty puzzle games, which are very popular social activities (2140-1711 BC), whose five generations of sons became in China, are other common pastimes that include prime ministers. Du Kang found that sorghum that had drinking. In addition, alcohol can be used as a medicine been rained on became sweet after a few days, so he and as a seasoning. Distilled spirits and realgars, which developed a sorghum-based alcoholic drink together are made from calamus, are considered antidotes that with his father-in-law. The third story is from around help aid blood circulation. 2500 B.C., when the Great Doctor Qibo used fermented Li Shizhen’s (1518-1593) Compendium of Materia rice to make drugs for the Emperor. These three stories Medica from the Ming Dynasty (1368-1644) era recorded are not only legendary myths but are also recorded in 79 different types of alcoholic beverages with ancient Chinese literature. different health and medical functions. However, the compendium also advised that excessive drinking, for Figure 7: Painting of Du Kang. Excerpt from: http://www. health reasons or otherwise, may result in death. yangfenzi.com/shehui/4828.html Xiao pointed out the connection between China's drinking culture and Chinese ethics. Because alcohol Figure 9: Drinking Customs: Why Drink at the stimulates people's emotions, drinking is to some Holidays? http://www.chinajianjiu.com/a/xinwenzixun/ extent a manifestation of human good and evil. gongsixinwen/62.html Confucius, who carried out copious amounts of research on drinking, concluded that while he did not oppose drinking, he warned of its negative consequences.
Figure 8: Sculpture of Du Kang. Excerpt from: http:// www.dukang.com/Culture/Details/118?did=3201
Figure 10: A Traditional Chinese Wedding. Excerpt from: With regard to Du Kang's alcohol making, historical http://history.sina.com.cn/bk/gds/2014-09-19/2057100740. literature has many records. For example, Zhang Hua said shtml in《博物志》(Jin Dynasty): “杜康作酒。” Which means that Du Kang made alcohol. When Chinese wedding, the husband and wife should "cross-cup wine" to show the loyalty to each other. 17 18 1.2 Problem Statement
At the end of the Tencent culture channel site, there are open comment and discussion areas that have a total of 769 comments since December 19, 2013. From general research of people’s comments, most of them already realized that the development of alcohol culture has become distorted, but they still have to abide by the rules.
Figure 11: Statistics of Should China’s persuade culture be abandoned or not? 2013 To summarize the comments, they mentioned the following issues related Statistics are given at the end of You’s article "Should to alcohol abuse in business circles: China’s Persuade Culture Be Abandoned or Not?" As of now there are 15242 individuals who participated in the vote. Among them, 13,732 (91%) people voted to abandon the culture of persuasion, and 1501 (9%) people think that it should not be abandoned. 1. To persuade and toast is a "face-saving" issue (shame culture). In China's traditional education, the majority of people's ideas and concepts are that they will lose face and do not respect others if they do not drink other people's alcohol when persuading or toasting. 2. Alcohol plays a role in relaxing the atmosphere at a business dinner. If alcohol is not consumed, most people feel like they do not know how to chat and the atmosphere will be very awkward. 3. When people are looking for work, especially graduates, drinking and attending business dinners becomes standard for recruiting for a lot of businesses. 4. Spirits, particularly baiju, a drink distilled from fermented sorghum, are the most widely accepted types of alcohol consumed during business meetings. Many people in China say they cannot handle strong liquor and it causes a lot of damage to their health.
19 20 1.3Translation of comments and discussions
TianHai, December 19, 2013
It is easy to breed corruption in the persuading or toasting culture. Have people ever thought of when someone just enters the community, especially new graduates who are not afraid of finding a job, but afraid to argue against entertainment drinking. Every youth wants to take part in society with their own dreams and goal. However, what society gives is not a dream but a nightmare. Students finally get jobs after graduating, but have to drink every day. If drinking is a big point that they will face, then why do students need to study hard? If drinking can make a good deal in business, what is the significance of going to university?
Ma Changjun, December 19, 2013 Pie Yunai January 21, 2014
Persuasion to drink at the table needs to be interactive: What is most annoying for me in alcohol culture is, you toast someone, and they try to persuade you to whether you like it or not, you have to drink for respect. drink. Many people indulge in this persuasion game, To be honest, it is all about “face.” Some people become Figure 12: Open comments and discussions from Tencent saying that "toasting is to respect people," "it is impolite excited after drinking a few, and they will talk a lot and culture channel site. 2013 if people do not drink" and so on. Some people even brag that they are the best in the world. A little alcohol is criticize people who refuse to drink or who are unwilling good for atmosphere, too much alcohol is harmful. to drink alcohol. Someone urges you to drink and says that the liquor had already been poured, and it will be wasted if you do not drink. What is the logic? Most of time people only need a little alcohol but why do they always have to drink. Or even drink until they are ill. Until someone died. Some people say that all this is for "harmony" and "face."
21 22
1.4 Literature review & Contextual Search
Figure 13: Beer. Excerpt from: http://www.sohu.com/ a/156436209_257855
Cong Tian and Jianqiang Wang (Inner Mongolia Agricultural University, School of Economics and Management 2012) published an article in an issue of Academic Perspective magazine about the status and trend analysis of the liquor industry in China. According Figure 14: Wine. 15 Bottles of Winter Red Wine with Wine to their statistics, China's liquor output was only Thermometer from Splash Wines. Excerpt from: https:// 108,000 tons at the very beginning of the founding of www.groupon.com/deals/gg-splash-wines-67 New China. By 1978, it had reached 1,437,400 tons, an increase of nearly 15 times. With the impact of the state's macroeconomic policies and the development of other alternative products, in 1996, China's liquor production reached a historical peak of 801.3 million tons. In Figure 17: 2001-2011 Chinese liquor production changes. 2004, the liquor industry in the country experienced a recession, but since 2004, the liquor industry has risen steadily and output has been increasing year by year. Tian and Wang claim the development of the liquor industry is due firstly to the adjustment of national policy, followed by the development of alternative products.
It is noteworthy that Tian and Wang talked about the role of different types of alcohol in China. They mentioned that in China, beer is for passion, and consumed during celebrations between friends. Wine is for romance between lovers or very moody occasions. Rice wine is for nutrition, as it is healthy and mostly use for cooking. Figure 15: Rice Wine. The Ultimate Guide to Chinese Spirits are for culture, used for literati, politicians and Cooking Wines. Excerpt from: https://www.malafood. businessmen. com/en/the-ultimate-guide-to-chinese-cooking-wines Tian and Wang also analyzed competition in the liquor industry. From "brand wars" to "category wars,” China’s liquor industry has developed from the initial large liquor companies (Maotai, Wuliangye, etc.) to the appearance of regional small liquor factories. Although the data is accurate in Tian and Wang’s article, their analysis of the Figure 16: Spirits. Excerpt from: http://caifuhao. development trends of China’s liquor consumption does eastmoney.com/news/20171220094701471027540 not go deep enough. 23 24 Figure 19: The Eight Immortals table. PCHouse. Excerpt from: http:// Cong Tian and Jianqiang Wang product.pchouse.com.cn/list/c232. html
According to their survey, 32.5% of consumers choose liquor costing around 20-40 yuan, 38.7% of consumers pay around 40- 60 yuan, and 18% of consumers choose the liquor which costs more than 60 yuan. However, according to the data released by the China National Alcohol Industry Association (January 09, 2017 at 02:01, Beijing Morning Post), in fact, the sales volume of liquor which is under 100 yuan a bottle only increased by 1.7% from January to September 2016. However, sales of liquor costing 100 to 300 a bottle increased by 16.3%, and sales of liquor 300 to 500 yuan a bottle increased by 9.3%, while sales of liquor costing more than 500 yuan a bottle increased by 6.1%.
China's etiquette and order at the table are serious. Although Tian and Wang mentioned the increasingly high consumption of alcohol in rural China, they did not consider the China's etiquette and order at the table are serious. consumption of premium liquor. China’s Zhihu website (July 4, 2013) discussed the table rules of suppers in officialdom and business. In Chuancheng Journal, 彭匈（PengXiong）（Feb. 2007） talked about the table rules of Chinese formal dinners Premium liquor is the main type of alcohol for business in his article Order at the Feast. To summarize both the and commercial suppers. According to Specialty Chinese discussion and the article, the most recognized basic reporter Yu Chen (August 22, 2013), when looking at forms of etiquette are: business alcohol use for special demand and occasions, there are certain requirements to the brand of liquor, Firstly the seating. Business dinners in China are and these are connected to brand awareness. Liquor conducted in a separate room. According to the different which that is sold for between 150-300 yuan is standard kinds of table, the arrangement of the seating has some for business suppers, and some high-level companies’ differences. Generally, tables in Chinese restaurant have consumption even reaches 1,000 yuan a bottle. two kinds:
1.The Eight Immortals table, which is clearly defined in four directions, with a seat for the master (who treats people that night) facing the door. On the right of master is the seat for the main guest, while the deputy guest’s seat is on the left. Other lower hierarchy guests and businessmen sit around the table, with the lower ranking workers sitting close to the door.
2.The Round Table, which usually sits ten at a table. The Figure 18: China's Famous Spirits Brand. Excerpt from: seat for the master is still facing the door / TV, the seat https://baike.baidu.com/item/ 中国白酒 /1351490 of the main guest is on the right side of the master’s seat, and the deputy guest seat is on the left of master. And then other people sit down in turn on both sides of 25 26 the table, and people who are lowest in the hierarchy sit closer to the door. Some restaurants do not have a clear location for tables, but the main table is differentiated by changing the color of the chairs covering or by folding of the napkins differently.
Regarding the order of the dishes, in general, the person who has been invited will not order the dishes and will be late for supper by about 10-15 minutes, while the leading office director or secretary must arrive early. They will be sure to have the cold dishes ready when their guests arrive. It is a taboo to leave the table empty. After the arrival of guests, there will be a second order time, but generally not ordered by the main guest but by the second or third hierarchy person. The basic dishes are eight cool dishes and eight hot dishes, which include four meat dishes and four vegetarian for a ten person table. Those dishes must contain a dish of fish, which means “always get more than you wish for”. For a table of 20 people, it is sixteen cold dishes and sixteen hot dishes, including eight meat dishes and eight vegetarian.
Thirdly is the pouring and toasting rules, which are the most important part in officialdom and business suppers.
In general, business dinners often use spirits as the main drink. However, if guests have special requirements or if there are women having supper, they will add the wine. For liquor, everyone has a small pot to pour, and then use the pot to pour into a small cup in order to facilitate a "toast.” The wine will be poured into a large decanter to make the wine touch the air and ferment again. When everyone gets the drink, people who sit in the master seat will start toasting and giving a speech Figure 20: Qijia.com, Qi network, round table standards about gratitude for others’ participation and the theme of five-star hotel Excerpt from: http://zixun.jia.com/ of this supper. There are a total of three toasts for all the article/437555.html people, and these are called “three tours". After that, people can start separate toasts, first to the host, then the main guest, the second guest and others. Unlike Western countries, the Chinese business supper is not paid for separately. The bill is usually paid by the person or the company that holds this supper, which all guests will know before the dinner.
27 28 Current Situation
Heng Jiang, Robin Room and Wei Hao’s article addresses alcohol and related health issues in China, it is called ‘Action needed (April 2015) about the current status of alcohol drinking in China’. They state that even though the Chinese government issued a tobacco control guide on November 28, 2014, but has not yet been relevant policy for alcohol control. Although drinking levels in China remain low compared to many middle- and high-income countries, average alcohol consumption per person has increased rapidly from 2.5 L in 1978 to 6.7 L in 2010. They point out that in China, drinking is not only a symbol of celebration or festivals, but also one of the most effective methods for establishing business relationships. In describing drinking’s current status in China, they state that “Today, drinking with clients and colleagues is seen as vital to career advancement. Some job advertisements highlight ‘good drinking capacity’ as a potential requirement for their candidates.” This situation extends to civil servants in China. Since 1915, Chinese liquor has been monopolized by Figure 21: Alcohol Consumption of 14 Countries From 1973 the government, but in the 1980s, this monopoly ended. to 2009. Expanding alcohol production without considering the consequences has had an adverse effect on public health. Compared with other countries, China has almost China's alcohol consumption has steadily risen no alcohol management policies, sales restrictions since 1973. By 2000, changes in policy and national or penalties. It wasn’t until 2006 that China officially conditions led consumption to fall sharply. But after prohibited the sale of alcohol to minors, but there has 2005, consumption was on the rise again, growing to been no specific violations. Heng Jiang, Robin Room and surpass India and Vietnam. Alcohol consumption in other Wei Hao state that China is a country which consumes countries is either steadily on the rise or decline. strong liquor, otherwise known as spirits, usually containing 40-60% alcohol. Since 1994, China has adjusted spirit tax and alcohol consumption tax, which have led to an increase in alcohol consumption. Heng and his team also point out that “There is thus evidence that changes in alcohol taxation have significant effects on the level of alcohol consumption in China, and also on levels of alcohol-related mortality. Therefore, taxation or price policy could be considered as an effective means to reduce rates of alcohol-related health and social harms.” They advise a public health agency be established with specifically controls over the use of alcohol.
29 30 About the development of modern Chinese alcohol policy
At the 129th Prime Minister's office meeting (December 18, 1990), Premier Li Peng expressed the desire to solve the problems related to alcohol production. However, due to the lack of related bills, drafting the decree was a difficult process. Subsequently, the National People's Congress in 1991, certain NPC deputies in 1995 and Premier Wen Jiabao’s inspection in 2003, all proposed further research on China’s alcohol system, but with no specific solutions given. China's current alcohol policy contributes less to public health than Japan's (table), and is generally less rigorous. Concerning the packaging and advertising of alcoholic beverages, the China Administration for Industry and Commerce conducts and oversees supervision. However, mass media development has resulted in more illegal advertisements online, which is another major problem. Xu Guo and Yong-guang Huang suggest "alcohol should be regarded as a special drink instead of a kind of commodity or food," and "establish related management reaction mechanism good prospects and a clear direction to the public health of an alcohol policy in China ."
Figure 22: China's consumption trends of different kinds of alcohol.
Xu Guo and Yong-guang Huang also discuss this shortages and famine. In China's brewing industry, spirit in their article ‘The development of alcohol policy in production accounts for 94% of all production (1912). contemporary China (March 2015)’. Compared with After alcohol monopoly ended, the rapid growth of countries such as the USA and UK, China has little alcohol production and consumption brought about information regarding alcohol policies. However, many problems. In particular, an increase in drunk driving in recent years, China's alcohol production and accidents, violence, family problems and economic consumption have grown rapidly, which has created an turmoil. They also proposed that uncontrolled alcohol urgent need for reform of relevant policies. Xu Guo and production could lead to a repeat of the Three Years Yong-guang Huang reviewed the evolution of Chinese Natural Disasters(1959-1961), during which famine killed alcohol consumption and policies, concluding that, millions of people. because cereals are the main raw material in Chinese Figure 23: China's alcohol policy brewing, large-scale alcohol production can lead to food compared with Japan's alcohol policy.
31 32 As investigations have gone deeper, Taiwan scholar Yiqing Chen talked problems caused by alcohol abuse in about the relationship between alcohol the business community have been abuse and domestic violence in his discovered. article "On Drinking and Domestic Violence from the Perspective of Social Environment and Cultural Value"(2011).
In addition to the drinkers' own injury, Chen elaborated on the abuse of alcohol in Chinese Pei-Jen Chang's investigation of the problem reveals that their uncontrolled behavior after drinking drinking culture and the problem of domestic violence affected families are more inclined to be older and less caused by alcohol abuse. He analyzed a typical case and educated. He and his team use "husbands" as survey harms their families and society. talked about Taiwan's existing Alcohol Education Group objects, in their investigation of married men’s drinking where drunk people who caused problems will be sent behavior, which neglected the impact of female alcohol to receive counseling. However, Chen's case analysis consumption on the family. Married women are not focused on the Alcohol Education Group in Taiwan; considered in his investigation. Also, Pei-Jen Chang did For example, domestic violence is a major problem however, this approach is not used as much in Mainland not point out the reason why Taiwanese husbands have found in the investigation by the Sohu social news China. According to a Sina News Center report on May 7, to drink alcohol, which does no help to my research network and Xinhua news network, which are well- 2017 titled100,000 divorce verdicts tell you a few secrets object: businessmen. known and trusted news websites in China. According of domestic violence, the actual situation is, most families to their statistics, domestic violence is the second most in China will not expose the object of violence for various In analyzing mens’ drink behavior, Gondolf offered prevalent reason for divorce in China (April 2017). reasons. a "power theory" in his article "Alcohol Abuse, Wife Assault, and Power Needs" (1995). It suggests that In fact, in eastern China, domestic violence divorce Pei-Jen Chang and his team (February, 2010) did a “alcohol abuse and wife assault are manifestations of judgments accounted for 10% of the country’s cases. study on the impact of a husband's drinking behavior on an underlying need for power and control related to Furthermore, cases that referenced "domestic violence" his wife. The findings clearly indicate that the husband's gender-based distortions and insecurities.” He argues in the plaintiff's main complaint accounted for 28% of drinking behavior in the family negatively affected that there is a theory of rights control in drink violence. divorce cases. Xinhua clearly pointed out that because his wife's health, especially her mental health. Long- Gondolf enumerated the murder, rape and other serious of serious domestic violence, divorced families occupy term drinking habits and problem drinking can increase problems that are caused by alcohol abuse. Business a large proportion of China’s divorce cases. It is worth the symptoms of depression in women, especially people have a limited area of action after attending a emphasizing that about 18% of those disputes referred postpartum women. They point out that studies in business dinner, the above-mentioned crime rates are to "drinking", with some female parties mentioning recent years also suggest an increase in the prevalence low among them but worth considering in the design that most of their domestic violence issues occurred of alcohol use disorders from 16.5 to 25.7% among non- process. after their husbands came home drunk from work or psychiatric inpatients in general hospitals. Pei-Jen Chang socializing (March 2016). On January 29 2017, according and his research team use Taiwan as their study group, to Taiwan's "Central News Agency", a Taiwanese man Figure 24: Global Women’s Violence Profile. Netease News. and provide a view of the overall impact of husbands’ Wang Zhiyun was charged with assault on his wife and Excerpt from: bad behavior, including drinking alcohol, on their wives, killed her after he was drinking. http://data.163.com/13/1126/23/9EL36QQG00014MTN.html especially on postpartum wives. It is noteworthy that
33 34 It is helpful that, in addition to analyzing the impact If abuse of alcohol is a big problem, is banning alcohol of alcohol abuse on the family, Chen differentiated from appearing in business dinners the best way to solve alcohol addiction and alcohol abuse from a medical this? In Chinese tradition, alcohol is used by political point of view that medical diagnosis generally separates managers. alcohol dependence from alcohol abuse, with the former Since alcohol is present at business dinners, there must being considered alcohol addiction. Among the victims be an indelible effect. Maurice E. Schweitzer and Jeffrey of domestic violence, fewer are affected by alcohol L. Kerr talked about the role of alcohol in negotiations dependence, but most of the violence they experience in their article "Bargaining under the Influence: The Role comes from members of their families after excessive of Alcohol in Negotiations" (2000), and say that "alcohol drinking. Moreover, most of the drinking habits have not has traditionally played a role in developing business reached the diagnostic criteria for "alcohol addiction". relationships." And “the mere presence of alcohol can Taiwan scholar Zhizhong (2005) Huang has called this cue an entire set of expected social behaviors, signal group "dangerous drinkers" and categorize them as the the commitment to the relationship, and change an same type of alcoholics as alcohol abusers due to the atmosphere to enable participants to engage each other harm caused by their drinking . on a more cordial and personal level.”
Figure 26: From 2014 to 2016, an analysis of a total of 94,571 divorce verdicts released by the national courts (May 2017). Excerpt from: http://hangzhou.fangtoo.com/ zixun/info/8-44-n158348.html
According to the chart, only 9.51% of the victims chose to report to the police while the remaining 90.49% did not call the police. And because of lack of material or lack of evidence, the court ruled that domestic divorce is only 3.96%.
Figure 25: BOMA China Successfully Held a Commercial Real Estate Senior Comunication Reception (Sep 16, 2013) Excerpt from: http://www.bomachina.org/index.php?file=article&cmd=show&artid=429
35 36 In Schweitzer and Kerr’s research, drinking can help Alcohol and the Mass Media people build relationships that business people would utilize in negotiations. However, they point out that these business people did not consider the potential risks and losses associated with The publication Toward the Prevention of Alcohol alcohol consumption (for example, failure to negotiate Problems: Government, Business, and Community Action because of alcohol, appeals, etc.). Schweitzer and Kerr lists numerous social problems caused by alcohol analyzed the advantages and disadvantages of alcohol in western countries, stating that both health care use in business negotiations. They also talked about the costs and the death toll from alcoholism are rising. fact that Chinese business dinners have traditionally The National Research Council believes that public begun with a series of toasts. Toasts in China typically policy tools can effectively control drinking problems. contain an important statement, most of them have the Developing good drinking habits can also reduce meaning of friendship and emphasize mutual obligation. alcohol consumption. More attention to neglected Chinese people always say “ 干杯（Ganbei）” when alcoholic regions is necessary as well, which sometimes toasting which means dry glasses or bottoms up. People requires some impersonal methods and breakthrough have to finish all the alcohol in glass to show the sincerity considerations. With regard to policy, the National that they want to establish friendly relations with others. Research Council summarized three main points: to Schweitzer and Kerr's survey shows that alcohol can formulate treaties and clauses, to let people learn about help business negotiations, but excessive alcohol can also drinking safety behavior through conversations, and to cause conflicts. Alcohol reduces the speed of people’s apply environmental improvements. ability to process information and affects people’s short-term memory, which causes business decisions to become myopic. Cochrane, Chen, Conigrave and Hao (November, 2003) state that commercial alcohol production in China has increased more than 50-fold per capita since 1952. Cochrane, et al. analyzed the types of alcohol used in China and the impact of social and economic changes in China on people's consumption of alcohol. She also In the fifth chapter of the book, entitled Alcohol mentioned the population issue in China. Because China’s and the Mass Media, the role of the mass media in large population base has a huge demand for alcohol, it preventing alcohol-related issues is analyzed. Advertising has led to an increase in the number of problems caused and television programs have largely guided people's by alcohol abuse. The data sources of this article have Figure 27: Why should people Ganbei? Excerpt from: outlook on consumption and drinking habits. The been screened and are reliable. Most of their data http://jiu.ifeng.com/a/20180111/44840767_0.shtml Council points out that even educating children about came from hospital reports and censuses. The analysis drinking norms is meaningless because the natural and of this article focuses on the growth of various diseases social environments are full of information contrary to caused by the growing problem of alcohol abuse, and its education. The publicity power of television is much research object is extensive. There are a few comments larger than people think. In their article "The second on business alcohol use. public health revolution: A critical appraisal", Neubauer and Pratt (1981) pointed out that advertising is always in the interest of the producers but rarely in the interests of Figure 29: Major wine advertisements in China. consumers. Excerpt from: https://read01.com/zh-sg/PgxBMP.html#. WrkBw2hSzIV Although the National Research Council’s book raises questions about the important links between Chinese alcohol advertisements often have rhyming social media and alcohol consumption, the Council’s advertisements words so that people can remember. For investigation focuses mainly on the United States. example: 1. 常饮劲酒，精神抖擞 。(Drink alcohol often, full of However, other countries, such as China, are also energy. experiencing many problems from alcohol consumption nowadays and could use some evidence-based usage 2. 人头马一开，好事自然来。（When a alcohol is guidance beyond philosophical musings. opened, good things come naturally. Figure 28: Entertainment in China. Excerpt from: http:// www.wukongshuo.com/news/20160405/54871.html 37 38 Research Methodology design
Survey information and articles all from authoritative In-depth investigations also include visiting the site or academic reports, academic forums, and news sites, interviewing relevant personnel in person. Samples are but the record of the actual situation is missing. In the leading men, the middle men and the men of ordinary my research design, it is the descriptive research and classes who separately select from the state-owned variables can be divided into two categories: enterprises and private-owned enterprises, choosing 10- 15 questions for 45 minutes of interviews. My father is 1.The situation of the businessmen (position, family engaged in a business circle that has a unique alcohol environment, social environment, etc.) culture in China. This will provide a truly reliable source of information and provide similar case reports and 2. The company situation of the business men (state- opportunities for investigators to observe the site. And owned enterprises or private enterprises, etc.) for the design process, he can provide an experimental Based on the two variables above, the research design environment and make effective recommendations. The can be a sample survey of male business employees in following are the companies that are willing to provide different enterprises. the investigations:
China Qingpin Logistics Co., Ltd; China Lianyungang Port Group; China Lianyungang New Oriental International Container Co., Ltd; and China Lianyungang Customs.
39 40 Figure 32&33: Half-glasses design, Excerpt from: http://d.youth.cn/ Research shrgch/201712/t20171206_11109955_1. htm Process
According to the survey above, in addition to creating a more relaxed atmosphere and “breaking the ice” between people, alcohol is frequently used in Chinese business negotiations simply because it is traditional to do so. Therefore, my design looks to change the notion of “alcohol culture” prevalent among business people while at the same time helping those who are troubled by alcohol abuse at work.
5.1 Product Design
My initial design ideas started with the process, equipment and environment of a typical business dinner. The survey findings show that the basic elements of the dinner are the appropriate location, tableware, wine, different types of food (e.g., cold dishes, hot dishes, main courses, staple foods, dim sum, compote, etc.) and after- dinner activities. Toasting is also an essential part of business meals during negotiations and serves as an effective China Youth Network published an article about "half- conversation-starter. Using a special glass may help glass" design on December 6, 2017. Designer said that reduce alcohol intake, without affecting the appearance with those classes, alcohol intake will be halved, and of the toast. A similar idea is a dispenser, which can there will be no guilt on drinking. slowly take alcohol away. Similarly, Duralex company produced the Duralex Picardie Glasses. The shape of these glasses is soaring, which make people feel that they are drunk already. Figure 30: A special dragon dispenser which can slowly take alcohol away.
Figure 31: A special glass that reduce alcohol intake, Figure 34: Duralex Picardie Glasses, Excerpt from: http:// without affecting the appearance of the toast. jiu.ifeng.com/a/20161101/44482535_0.shtml 41 42 5.2Food Serving 5.3 Chemical Design Reaction
The type of food served during business dinners is also Sobering up is a chemical reaction. If analyzed chemically, important and can be quite elaborate. The per-head cost three oxygen molecules are needed to unwrap one alcohol of a standard business dinner meal is around 50 to 120 yuan molecule and obtain carbon dioxide and water. Acid is also and includes cold dishes, hot dishes, main course, staple a hangover tool, as the use of oxygen and acid can help foods, desserts and fruit plates. Eating while drinking to accelerate the decomposition of alcohol molecules alcohol helps reduce alcohol absorption into the blood either during or after the drinking. Chemical principles stream and thus decreases the harm done to the body by can be used before drinking, turning alcohol into low-grade the alcohol. or non-alcoholic drinks.
Figure 35: Special pill case. Figure 38: Chemical reaction. Sign pen pill case, notebook pill case Alcohol disappear in the classes
Figure 36: Food serving design. Figure 37: Chemical reaction. Specific type of food served during business dinners Three oxygen molecules are needed to unwrap one alcohol molecule 43 44 5.4Design Process
Based on the above investigation, I decided to develop the idea of glasses design as spirit need specific glasses and pots. I will first make some attempts. Figure 40&41: Irregular spirit glasses design
To reduce the their volume by changing the shape of the glasses. Such glasses need to be considered the user's feelings, whether it is convenient.
Figure 43: Swarovski crystal flower. NO.5045566 Figure 39: Half Spirit Classes Design
Development and detail of special glasses that reduce alcohol intake, without affecting the appearance of the toast. By designing another half of Figure 42: Rose flower spirit glasses design glasses as decoration, give the give users a good mood as well as reduces the volume of the glasses.
Rose flower glasses design inspired by Swarovski crystal flowers. The cost of this glasses will be high, and the comfort of using is also worth investigating. 45 46 To sum up, there are various ways to lessen the effects of alcohol, but people engaged in the drinking process rarely think to use these methods. In this regard, design can be useful. In East Meets West (2007) by the designer Yang Liu from the Berlin University of the Arts, German and Chinese habits and attitudes are compared using simple icons. These simple yet educational pictures inspired me to make business people's drinking handbook to deal with some of the problems caused by business dinners. Business handbooks not only serve as guidelines for the conduct of business people, but are also compulsory for new recruits. Therefore, most of the users of this business drinking handbook are likely young adults who have just graduated from school and are going to work for the first time. I believe that because the majority of Chinese business people are starting to dislike the Chinese alcohol culture, new generations of workers will gradually improve the culture with the help of influential Figure 44: Dispenser design. books. Figure 46: Yang Liu (May, 2007) Ost trifft West
Dispenser design combined with table decoration. As the decoration at the central of table is also a feature of Chinese restaurants.
Figure 47: Ost trifft West, Relationship.
Figure 45: Business handbook design.
During the survey above, it has been found that companies and businessmen were asked to read the biography of successful individuals and business handbooks. Since many tips on drinking are collected in the research process, designing a corporate drinker's handbook may help newcomers in the workplace.
Figure 48: Ost trifft West, Line up. 47 48 Research Results
With simplicity and humor in mind, a graphic design handbook is currently being designed to help manage collective drinking. To make it easier to understand and remember, the whole handbook will be consistent in colour and icon style. The cover design uses business elements, including a tie and briefcase, while also taking into consideration business performance charts, watches and glasses, which ultimately determine the briefcase’s image.
Figure 49: Business Drinking Handbook cover design 1.
Figure 51: Business Drinking Handbook draft and contents
According to 志文工作室 （2010.06.17）(Zhiwen studio) 喝酒不容易醉的技巧 酒桌规矩与解酒方法 (Tips for drinking, table manners and dealing with a hangover), keeping sober starts with two steps: slowing down alcohol absorption and accelerating the body’s metabolism. Zhiwen studio not only lists 17 ways to stay sober and solutions for all night drinking but also outlines common misunderstandings which arise when drinking. My Business Drinking Handbook extract this knowledge, using it as a reference. Figure 50: Business Drinking Handbook cover design 2. 49 50 The main characters of the Business Drinking Handbook are Mrs. Sober in yellow and Mrs. Drunk in red. They represent employees and bosses. Mrs. Sober's character is portrayed positively, while Mrs. Drunk is mostly displayed in a negative manner. The book uses red and yellow as the main colors, with blue for the background.
There are three chapters in this book. The first chapter discusses what to do before drinking, the second during drinking, and the third after drinking. The compilation includes drink preparation, drinking table manners, and some measures for drunkenness. With simple explanations at the top or bottom, each page contains a tip or rule related to business drinking.
Figure 52: Business Drinking Handbook contents 1 Figure 54: Business Drinking Handbook contents 3
Figure 55: Business Drinking Handbook contents 4
Figure 53: Business Drinking Handbook contents 1 Figure 56: Business Drinking Handbook contents 5 51 52 Business Drinking Handbook
7.1 Book Design
The Business Drinking Handbook is designed for newcomers in the workplace. It is unified with an iconic style and has a palm-size design so it can be carried and read easily. 24 tips were selected and included after extensive research about Chinese business drinking culture. These include preparations before drinking, precautions while drinking, and measures to tackle drunkenness after drinking. The book also includes potential regulations on the table and information about dangerous drinking errors. Both characters clearly demonstrate positive and correct drinking etiquette, as well as negative and wrong etiquette. At its end, the book expresses that drunkenness is very foolish behavior in the eyes of others.
Figure 58, 59, 60&61: Business Drinking Handbook Final Design 1
Figure 57: Business Drinking Handbook Cover Design 53 54 Figure 62, 63, 64&65: Business Drinking Handbook Final Figure 66, 67, 68&69: Business Drinking Handbook Final Design 2 Design 3
55 56 Figure 70, 71&72: Business Drinking Handbook Final Design 4
Figure 73, 74&75: Business Drinking Handbook Final Design 5 57 58 Figure 76, 77&78: Business Drinking Handbook Final Design 6
Figure 79, 80&81: Business Drinking Handbook Final Design 7 59 60 7.2 Reader Feedbacks
Business Drinking Handbook is a printed bound booklet. Readers sent feedback on the book after it underwent a trial launch with companies in Jiangsu, China, such as China Jiangsu Charming and China Lianyungang Port Group. Most of the readers expressed a keen interest in the book, saying that they rarely see anything other than commercial books designed specifically for business. Mid-high level employees stated that they knew some of the book’s tips already, but they were still aware of the misconceptions about drinking and countermeasures for drinking. Business drinking was already a habit for most of these employees, but the handbook caused them to discuss their interests. Some high-level employees made suggestions for the book, expressing that situations change depending on context and company, such as in business and political dinners. For new employees, this book not only provides knowledge about business drinking habits, but also helps eliminate tensions they have during business dinners.
Figure 83&84: Business Drinking Handbook on the public bookshelf of China JIANGSU CHARMING company and staff is reading the Business Drinking Handbook.
Figure 85&86: Different status of employees are reading the Handbook
Figure 82: Business Drinking Handbook printed version 61 62 Conclusion
Chinese drinking culture has a long history, reflecting a thousand years of Chinese cultural heritage. In the course of its development, changes have taken place in terms of geography, time, and policy, but alcohol still maintains its role in celebrating special moments in China. With significant changes across the country, the use of alcohol in politics and commerce has developed in a negative manner, resulting in the creation of a great many problems. Changes in compulsory drinking culture require sophisticated policies and implementation programs. Fortunately, most younger generations realize that alcohol abuse is a problem.
The design of the Business Drinking Handbook is intended to make more people aware of the problem of alcohol abuse in Chinese business circles. It is hoped that it will have an impact on this and future generation of working professionals.
63 64 Reference list English translation by Zhuxi Zhou
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