Democratization and Distinction: Xinjiang Muslim Ethnic Food and Cuisine in Metropolitan China

Based on qualitative observation of the marketing strategy adopted by Xinjiang Muslim ethnic food and restaurants in metropolitan China, this paper focuses on the social mechanism of the negotiation of ethnic minority identity via the consumption of ethnic food. Centering on how factors such as economic and cultural capital play out in framing ethnic cuisine as authentic and exotic, this paper locates the rising Chinese Muslim ethnic food market in a broader context of consumerism, omnivorous food culture, and Chinese ethnic minority policy. The findings unveil how conceptualizations of authenticity and exoticism take on particular market-driven forms and how the democratization of ethnic food transforms cultural representations into potential economic value. I argue that the construction of ethnic food presentation fosters inter-ethnic communications while encompassing problematic racial connotations that could exacerbate racial inequalities.