Chinese Medicine Men: Consumer Culture in China and Southeast Asia

FRONT COVER
FRONT FLAP
FULL TITLE PAGE
Library of Congress Cataloging-in-Publication Data
ACKNOWLEDGMENTS
CONTENTS
ILLUSTRATIONS
1 Consumer Culture in Chinese History
	The Frontiers of Long- Distance Trade
	Map 1.1. China\'s macroregions and central metropolises. Map by Thomas Lyons, based on macroregions from Skinner, \"Regional Urbanization,\" 214, map 1.
	The Evasion of Political Barriers
	The Process of Localization
	The Extent of Homogenization
2 Inventing Imperial Traditions and Building Olde Shoppes
	Yue Pingquan and Tongren Tang
		ACQUIRING OFFICIAL STATUS
		USING OFFICIAL CONNECTIONS FOR PROMOTIONAL PURPOSES
		PRESERVING TONGREN TANG IN A POST-IMPERIAL AGE
	Yue Daren and Olde Yue Family Shoppes
		BUILDING OSTENTATIOUSLY TRADITIONAL NEW STORES
		Map 2.1. Daren Tang\'s drugstores, 1930s. Map by Thomas Lyons, based on macroregions from Skinner, \"Regional Urbanization,\" 214, map 1.
		GIVING CONSUMERS TRADITIONAL TREATMENT
		PROMOTING THE TRADITIONAL
		Table 2.1. Tongren Tang\'s and Daren Tang\'s Principal Products
	Giving New Meanings to Tradition
3 Advertising Dreams
	The Dream of Western Solutions to Chinese Problems
		CHINESE ORIGINS OF A \"WESTERN\" ALTERNATIVE
		OVERCOMING OBJECTIONS TO CLAIMS OF WESTERNNESS
		POPULARIZING WESTERN SOLUTIONS TO CHINESE MEDICAL PROBLEMS
	The Dream of the Triumph of Economic Nationalism
		HUANG\'S JAPANESE MODEL: HUMANE ELIXIR
		IMITATING THE JAPANESE MODEL
		SELLING \"NATIONAL GOODS\"
		POPULARIZING ECONOMIC NATIONALISM
	The Dream of Women\'s Bodies
		UNVEILING NUDES
		KEEPING UP WITH FASHIONS
		POPULARIZING WOMEN\'S BODIES
	Mass Advertising in Shanghai
		HUANG\'S MASS ADVERTISING
		PHOTOS
			2.1 Tongren Tang\'s store (circled) in eighteenth-century Beijing
			2.2 A catalogue of Tongren Tang\'s medicines
			2.3 The Yue family in the 1890s
			2.4 Yue Daren and his family in the 1930s
			2.5 Tongren Tang\'s store in the 1920s
			2.6 Daren Tang\'s main store in Tianjin
			3.1 Huang Chujiu
			3.2 Ailuo Brain Tonic
			3.3 Letterhead of the Great China-France Drugstores
			3.4 A billboard for Humane Elixir in North China, 1910s
			3.5 Sandwich board carriers promoting Humane Elixir in the Middle Yangzi Region, 1914
			3.6 Human Elixir\'s trademark with \"Chinese National Goods\" in the circles and the pairing of the dragon and the tiger
			3.7 A calendar poster by Hang Zhiying advertising Huang Chujiu\'s medicines
			3.8 The Great World amusement hall
		Table 3.1. A Comparison of Chinese-Owned New-Style and Old-Style Drugstores in Shanghai, 1936
		HUANG\'S MASS CONSUMERS
	Poaching and Popularizing
4 Capturing a National Market
	Establishing National Headquarters
	Table 4.1. Five Continents\' Branch Stores in China
	Table 4.2. Five Continents\' Regional Branches and Local Affiliates, 1936
	Table 4.3. Five Continents\' Sales in and outside Shanghai
	Map 4.1. Five Continents\' drugstores, 1930s Map by Thomas Lyons based on macroregions from Skinner, \"Regional Urbanization,\" 214, map 1.
	Table 4.4. Five Continents\' Capital, Sales, and Profits (in yuan)
	Table 4.5. Distribution of Five Continents\' Sales of Man-Made Blood by Macroregion, 1931 - 1937 and 1938
	Controlling Branch Stores and Appealing to Local Consumers
		MANAGING BRANCHES THROUGH A CHINESE SOCIAL NETWORK
		PROVIDING CONVENIENT ACCESS
	Constructing and Localizing Western Architecture
		Map 4.2. Five Continents\' nine drugstores in Shanghai, 1936. Map by Eric Singer
		ADOPTING THE TWO-PART VERTICAL FORM
		ADAPTING TO LOCAL TASTES AND CONDITIONS
		RELYING ON WESTERN ARCHITECTS
		WHO DESIGNED BRANCH STORES?
	Localizing the Localizer
		PREVENTING LOCALIZATION OF BRANCH STORES
		SUCCUMBING TO LOCALIZATIO N BY LOCAL AFFILIATES
	Levels of Localization
	PHOTOS
		4.1 Xiang Songmao
		4.2 Five Continents\' headquarters, 1913
		4.3 Man-Made Blood with its Western-style bottle and Chinese label
		4.4 Shops in traditional Chinese architecture
		4.5 Five Continents\' Western-style branch stores in North China
		4.6 Five Continents\' branch stores in the Middle Yangzi region
		4.7 Five Continents\' branch store in Xiamen with its arcade, 1930s
		4.8 A commercial district in Xiamen, 1920s
		4.9 Five Continents\' Shanghai headquarters, 1936
		4.10 Five Continents\' headquarters at night
		4.11 Five Continents\' salesroom
		4.12 Xiang Songmao Memorial Hall
		4.13 A poster advertising Man-Made Blood with a space where each branch could add the name of its locality
5 Crossing Enemy Lines
	Table 5.1. New Asia Pharmaceutical Company\'s Capital and Sales Revenue, 1926-1945
	Table 5.2. Wartime Expansion of New Asia Pharmaceutical Company
	Prewar Origins and Reforms
		Map 5.1. New Asia\'s headquarters, branch headquarters, and factories, 1938-1945. Map by Thomas Lyons
		REFORMING A DISTRIBUTION NETWORK
		CAPTURING AN AUDIENCE
		A PREWAR FIXER
	Wartime Alliances
		FORMING POLITICAL ALLIANCES
		BROKERING FINANCIAL ARRANGEMENTS
	Popularizing Science
		INSTITUTIONALIZING RESEARCH AND DEVELOPMENT
		TEACHING SCIENCE TO PROMOTE DISTRIBUTION
		USING SCIENCE IN ADVERTISING
	Fixers across Enemy Lines
6 Crossing National Borders
	Riding the Tiger
		RECRUITING ARTISTS
		TRANSCULTURAL TIGERS IN INTERNATIONAL MARKETS
		TIGER BALM\'S MULTICULTURAL CONSUMERS
	Rising Stars
		POPULARITY AT THE EXPENSE OF PROFITS IN SINGAPORE
		POPULARIZING NEWSPAPERS OUTSIDE SINGAPORE
		TRANSNATIONAL NEWSPAPERS AND NETWORKS
		Table 6.1. Aw Boon-haw\'s Business and Newspaper Offices in Southeast Asia through 1937
		Table 6.2. Aw Boon-haw\'s Principal Business and Newspaper Offices in China through 1937
	Making Politics Pay
		Map 6.1. Aw Boon-haw\'s network for distributing Tiger Balm and newspapers, 1930s. Map by Thomas Lyons.
		CELEBRATING GENERAL CAI TINGKAI
		AIDING GENERALISSIMO CHIANG KAI-SHEK
		DICKERING WITH PRIME MINISTER TOJO HIDEKI
		APPEALING IN VAIN TO THE PEOPLE\' S REPUBLIC
		AW\'S EFFECTIVENESS AGAINST STRONG GOVERNMENTS
	Exploiting Asian Advantages
	PHOTOS
		5.1 Xu Guanqun
		5.2 New Asia Pharmaceutical Company\'s trademark with a red cross at the center
		5.3 A Child \'s Growth to Manhood
		5.4 The compatibility of the traditional and the modern in a Chinese family
		5.5 Nonscientific Doctors of the Masses
		6.1 Aw Boon-haw
		6.2 The springing tiger on an early twentieth-century tin of Tiger Balm
		6.3 Guan Huinong, a commercial artist
		6.4 Roaring Tiger (1908), by Gao Qifeng, a political revolutionary
		6.5 A tiger on a magazine founded by Guan and Gao
		6.6 A poster for Tiger Balm, with print in Chinese, Thai, and English by Guan Huinong
		6.7 Tiger Balm Garden in Hong Kong
		6.8 Aw Boon-haw with Chiang Kai-shek
7 Agents of Consumer Culture
	Institutions from the Top Down
	Consumers from the Bottom Up
	Brokers in Between
	Agents of Consumer Revolution
ABBREVIATIONS USED IN NOTES
NOTES
	1. CONSUMER CULTURE IN CHINESE HISTORY
	2. INVENTING IMPERIAL TRADITIONS AND BUILDING OLDE SHOPPES
	3. ADVERTISING DREAMS
	4. CAPTURING A NATIONAL MARK ET
	5. CROSSING ENEMY LINES
	6 . CROSSING NATIONAL BORDERS
	7. AGENTS OF CONSUMER CULTURE
ARCHIVES
WORKS CITED
ILLUSTRATION CREDITS
INDEX
BACK COVER