Transculturality and transnationalism as business strategies: A study of Chinese-operated businesses in Europe

Abstract

Drawing upon empirical research conducted from 1999 to 2002 and from 2006 to 2007, the paper illustrates how Chinese in Europe engaged in the restaurant and tourism-related businesses practise transnationalism and transculturality in their entrepreneurial activities. Examples will demonstrate how Chinese migrants in Germany, far from being just a representative of pre-given and well-defined cultural spheres, are in fact active agents who chart new multiply-anchored cultural space and landscapes through their economic activities. The case-study of restaurant business operated by Chinese migrants offers an examination of this “typically Chinese” economic sphere. By taking a close look at how the trade is being regulated by the German state and market, I suggest that it is more reasonable to consider this seeming Chinese cultural space at best as Euro-Chinese cultural space. The second case-study of tourism sector demonstrates how migrant entrepreneurs package Europe for Chinese outbound tourists. In so doing, these Chinese migrants poke the border between the Chinese cultural sphere and European cultural sphere, and transform the European tourism landscape into a Sino-European one that feels more welcoming for their compatriots. An examination of the spatiality of their business networks demonstrates that transnationalism is operationalised among ethnic businesses. Furthermore, an analysis of the interactions among entrepreneurs from different places in this business community will also be provided to illustrate the power of borders in the Chinese diaspora.