Gum around the World

In Chewing Gum, Michael Redclift remarked, “The history of chewing gum is, at one level, an example of the globalization of taste; at another level it can be explained as the outcome of globalization.” Gum made in the United States is exported around the world and its international popularity is due in part to U.S. soldiers, who carry it wherever they go. As a result, American gum brands are often imitated with look-a-like packages and sound-a-like names such as Balonka (Yugoslavija), Wribson (Jordan), and Heart Juicy (Korea).