Last night, I went on a mental journey. I tried to put myself into the role of a China-greenhorn. What, I wondered, would I notice if I came for the first time to the Middle Kingdom. Or vice versa, what will we notice when we arrive back in Europe?
The supermarket. Being by now nearly half-Chinese, we whiz through the shelves of local supermarkets feeling at home. The different products are no longer alien to us, on the contrary, if a foreigner asks us about them, we are surprised that any of these things could draw somebody’s attention.
So today, for the first time, we try and walk through the supermarket with an alert consciousness. We are armed with a notepad and pen and wide open eyes.
The basement garage, which seems to serve as public toilet and waste depot as well. passes right in front of the supermarket called Ninety-nine. The number nine in China also means “long time”, 99 is therefore a very long time. Traditionally, some bridegrooms give 99 flowers to their brides (or in more recent times, 99 cuddly toys) to foresee a long marriage. We, in our turn, are preparing for a looong shopping spree.
At the entrance of the shop, located in the basement, over-brightly lit with neon lights, stand three kids machines: Imitation locomotives with a slot for a coin. Just like in our countries, the small, impatient child is perched on the seat and the loud music and rocking may begin. The newer models even include a screen on which runs a cartoon simultaneously to the fun ride. Next to the kiddies train station are lockers, as customers are not allowed to carry anything other than a handbag into the store.
A bored guard is leaning against four rusty shopping carts that have seen better times. His shoulders hang low, and when I deprive one of the trolleys from his care, he doesn’t even bother to look up. On the opposite side of him sits an equally inaccessible sales person. Her task is to guard (and the sell, should she ever get a customer) the relatively expensive alcohol and cigarettes. Most locals still shop in the much favorable fresh markets and small corner stores. The higher price of the “99″ products, so you could be mistaken to think, would be justified by a beautiful presentation. But so far, no marketing people of the supermarket chain seem to have considered this. There is waste lying around everywhere, empty boxes, noodle soup left-over and other difficult to define secretions. The paint is peeling from the walls, pipes and cables hang unprotected from the ceiling. In short, 99 doesn’t ignite the urge for a long shopping experience, but rather the “in and out in five minutes” feeling.
The first row of shelves offers local gift products. Various teas, cookies and other sweets (i.e. ginger sugar, chestnut and taro crumble, etc.). Opposite are the drinks. In particular, small tetra packs of sweet herbal tea, even sweeter fruit milks and drinks with jelly in them and of course one of China’s darlings: apple vinegar to drink. The next row houses chocolate, candies and sugar. Here we marvel at the glossily wrapped tiny candies that are stored amongst other sweets… but their appearance is deceptive. No sugar is in the silver paper, but rather small pieces of dry beef. In China, there is no separation between the main meal and sweet desserts.
The preserved fruit section is similar and boast a huge variety. Any fruit that is sold fresh, will also be dried. And they are most often enhanced with sugar, salt, and liquorice, sometimes with pepper or chillies.
The next four long shelves are crammed with preserved, spiced and vacuum packed chicken feet (a delicacy), whole fish and meat, cartilage and tofu snacks. These handy plastic packs are popular between meal eats; for one thing is sure, Chinese love snacking.
Now we come to the myriad of nuts and seeds that are sold with the most incredible flavour enhancers. And of course they are always left in their shells and husks and will be peeled by the consumer with pleasure and patience. Green tea sunflower and sweet melon seeds, we have even recently tried some bubblegum-flavoured pumpkin seeds.
Potato crisps are sold on the opposite shelf and many of them with Western style tastes such as “salt” and “barbeque”. More exotic ones are the “cucumber flavour” (my favourite) or “with mango and lime”.
Three large shelves are reserved for powder milk products. The hugest junk of the shops income comes from liqueur and baby milk and for many families this brings them near financial ruin. Advertising and gossip makes believe that a child can not flourish as well if it is not fed by Nestle and Co. There are even powder milk tins for pregnant women …. ultimately you can never start early enough! The propaganda promises super-intelligent offspring who will be at the top in school, but only if they drink the special milk powder for children up to 12 years of age. In rural areas such a tin can cost up to a fourth of an average monthly salary. Just imagine this madness!
Dog food used to be stored, but with the few pets fed to Western ideas, the left over “Pedigree” bags now collect dust unnoticed on the shelf at the bottom.
When we take the next corner, we are faced with the “land of milk and honey” of biscuits and crackers. They come filled with strawberry custards, seaweed and of course, the ever popular red bean paste. Many of the packages are made to appeal with the use of ribbons, handles, thick plastic and gloss. Then we explore the western corner: Nescafe, fresh condensed milk in tins and Heinz baby food.
The most colourful shelf of them all is the pot noodle one. Meal size cardboard pots in plastic wrappers and once you open the lid small sachets with spices, fat, dried meat and vegetables are revealed. Add hot water and the instant meal is ready. Pot noodles are incredibly popular in China, we even often see small village children on their way to school eating a fast breakfast noodle snack.
There is even a shelf for the little ones. The baby noodles come in funny shapes (a bit like our “ABC-pasta”), are cut into mouth size pieces and sometimes free of additives, a bit like an “organic” product. When Chinese babies begin to eat, they are often fed either rice porridge or noodle chicken broths.
Fresh vegetables, fruit and eggs are offered in open crates similar to how we know it, packed by the consumer and weighed and labelled with the price. However, the range is rather limited, as nearly everyone still prefers the farmers market.
At the far end of the supermarket are the shelves filled with sauces (from the simple soy sauce to the sauce with black beans and chillies). Next to them stand a few giant freezers and therein lie meat and fish balls, Chinese ravioli (dumplings) and stuffed and frozen steamed bread. The “pick’n'mix” department is huge, but seems to have the quality of total chaos. Chocolates and candies are intermixed with corn-shaped and corn flavoured jellies and bite-size plastic sachets filled with canned vegetables and meat.
Speaking of meat. We had often wondered whether the 99 supermarkets also sell fresh meat, but had never seen any. Today, Desmond discovers the hidden treasure: some still bloody pork thigh lies unwrapped in the fridge down from the Coke and Nestle yoghurts.
The entire second part of the roughly 300 m2 store is occupied with household goods and cosmetics. Even “pampers” are sold here. Sometimes we strike lucky with a box of “ob”. There are good Tupperware-like products available and a large selection of shampoos, soaps and other fragrant liquids. But we soon figure out that the sales staff of this section is paid according to sold numbers, which kind of turns them into vultures circling above potential customers and hitting down as soon as one shows the slightest bit of interest. But the man who is clearly dominating the cosmetics department and who smiles at us from packaging on all sides, is Jacky Chan. He seems to earn himself a golden nose with advertising in his home land.
Many of the brands are unknown to us, for example the shampoo range “Shitao”, however, major corporations such as Colgate (Unilever), Dettol, etc. are equally well represented.
Two check out tills face the exit (bar code systems and bank card payment machines are in place). Before them comes 99’s last attempt at selling a few useful things: electric blankets, warm jackets, condoms and Gillette shaving products (this is mainly for foreigners, as Chinese don’t have to shave), chewing gum (sugar free!), chocolate bars and bottles of fruit juices, which never seem to contain more than 30% of actual fruit juice.
The friendly cashier in her 99 t-shirt asks whether we wish to have a plastic bag, but that will cost extra, just like in Switzerland. Her colleague helps to stash the purchases (in our case mainly chocolate…) into the yellow bag, and we thank her sincerely, happy to have had a whole new experience today as pretend China-greenhorns.