On the heels of sharing a book about basketball courts in South Korea, here we are sharing a book about McDonalds. Who knew that people spent their time photographing such obscure things? But here we are, and this book is certainly worth knowing about and enjoying.
In his new book “McAtlas,” photographer and social anthropologist Kenny He takes readers on a visual journey through McDonald’s restaurants across six continents and more than 55 countries, documenting how the world’s largest restaurant chain adapts to local cultures and tastes.
Rather than a simple photo collection, He describes his work as “a visual social anthropology” that uses vibrant images to make social science accessible to general readers. His photographs capture not only the diverse menu items but also how locals interact with these spaces in their communities.
A self-proclaimed McDonald’s enthusiast since childhood, He approached his research with genuine curiosity. His methodology involved observing popular orders at each location before purchasing multiple items to photograph and sample.
The author emphasizes that McDonald’s global success stems from its willingness to adapt to local preferences rather than imposing American tastes worldwide. “You don’t build the largest restaurant chain in the world off the back of tourists,” He notes. “It’s the locals and what they need and want.”
Examples of this localization include McSpaghetti in the Philippines (featuring the country’s beloved banana ketchup), McArabia sandwiches in the Middle East, vegetarian options throughout India, and specialty coffee in Australia. He considers South Korea’s egg bulgogi burger the most delicious menu item globally.
Despite his appreciation for the brand, He completed “McAtlas” without McDonald’s corporate involvement or authorization. The project, which He funded independently over several years, offers a unique perspective on how this American icon has become a vehicle for cultural exchange and adaptation worldwide.
Fascinating.
