European Lifestyles
Definition of Lifestyle
According to the dictionary, lifestyle is considered as the way of life or style of living that reflects the attitude and values of a certain individual or group. In general it is a set of attitudes, habits and possessions regarded as typical or a given group or a person (Farlex, 2008).
The word lifestyle was first coined and used by Alfred Adler in 1929. Adler used the idea of lifestyle to characterize the vital character structure of a person as established during early childhood. Furthermore, he related lifestyle to personal behavior and emotional reactions during the life-cycle. Thus, the core style of life is founded during the first four or five years of childhood, and that a fragment of memory preserves the motives of a lifestyle for an individual (Elliott, 2007, p. 12). Furthermore, Tony Veal (1993), further described lifestyle as the distinctive pattern of personal or even social behavior characteristics of an individual or a group (Roberts, 2006, p. 167). The concept about lifestyle includes the conviction or beliefs of an individual towards his or her self, other and events in the syllogistic framework. Adler explained that once a lifestyle was acquired by an individual, it will remain the same unless the person gains an insight into his or her ingrained outlook in life (Clark, 2007, p. 47).
In general, lifestyle is a characteristics bundle of behaviors that make sense to a person and other people in a specific time and place, as well as other factors such as social relations, consumption, entertainment as well as fashion that is considered as a mixture of habits, conservative ways of doing things as well as reasoned actions. Thus, lifestyle reflect the attitudes, values and worldview of a person, and is considered as a means of copying a sense of self in order to create cultural symbols that is parallel with personality identity (Spaargaren & VanVliet, 2000, p. 52).
What is European Lifestyle?
In most of the European cities, living downtown is always considered as the most desirable option. This is due to the fact that it offers convenience and accessibility for every facility.
Living in downtown is somewhat expensive, that’s why it had affected the lifestyle of the people. European accepted the trade-off readily, where in the interesting city requires its residence to live in a smaller room. Thus, it causes the European to have a humble or small living, where in people are focusing on saving money in different ways. This can also be seen in the growing demand for apartment as well as the adaptable home design, where in the residents can upgrade and remodel their homes but save money, time and effort (Tuhus-Dubrow, 2008).
Europeans prefer to have a smaller appliance, furniture and other gadgets inside their home in order to save space. As a result, Europeans that are living in smaller spaces are less consumer-orientated. They don’t fill their homes with much stuff such as groceries, making them prudent with their purchasing activities because the emptier spaces will look and feel larger (Griffin, 2000). As a result of smaller space at their homes, Europeans also tend to go out more, and use the city more.
Europeans also buy fresh food a few times a week. That is the primary reason why, the need and demand for huge fridge is not that high. They give a strong emphasis on their diet, that’s why they have a strong fixation over fresh food. However, the said lifestyle is changing a little due to the longer working hours and availability and accessibility more fast-food outlets (McGraw-Hill, 2007).
Europeans prefer to commute than to have their own car. This is due to the fact that the people are supported by the good public transit of the region. In addition to that, it also helps the citizens to save money on gas and maintenance of their cars (Browne, 2008).
European, American and Chinese Lifestyle
European lifestyle focuses on being conscious about consumption and tends to go for quality over quantity (Browne, 2008). There are different aspects that affected the lifestyle or European, first is the increasing rate of cost of living that pushes the people to do activities and tasks that will help them save money.
As a result, Europeans are likely to stay or live in smaller home, and it follows that they choose to buy and use smaller appliances, furniture and stuff, in order to save space as well as money (Griffin, 2000). This is opposite to the demand of Americans for huge homes, and huge appliances and furniture (FindArticles.com, n.d.). On the other hand, Chinese people are already changing their preferences for size and style of houses, there is a growing demand for luxurious homes due to the continuous economic growth in the country (Shanghai Daily, 2008).
Europeans are less consumer-orientated. They are not buying stuffs and things that are not that important in order to save space and money (Browne, 2008). On the other hand, both Chinese and Americans love buying things and stuffs, out of impulsive buying. But, the Americans are guilty of buying large amount and units of stuffs that, more often than not, are not necessary or important because they have huge space in their homes and the price of products are low (Bonner, 2007).
In terms of diet, Europeans are considered as meticulous regarding what they eat. The reason why they are not buying that much stuff is because they prefer to eat fresh foods (McGraw-Hill, 2007). That is the reason why they have the habit to buy stuffs few times a week. Chinese, like Europeans also focuses on serving fresh foods. On the other hand, most of Americans prefer to have fast-foods for their meals (Chu, 2006).
Car ownership in Europe is not that important due to the good public transit. Europeans are tended to commute, rather use their cars, if any, because it can help them to save money on gas. On the other hand, both Chinese and Americans are dependent in having their own cars. In China, the demand for and sales of car is continuing to increase (Browne, 2008).
Hong Kong Situations
Before the arrival of British, Hong Kong was a small fishing community and a haven for opium smugglers and pirates. At the end of the first Opium War during 1842, China ceded Hong Kong to the British in perpetuity. Both China and Britain soon realize the vitality of the trading post as the best harbor between Indochina and Shanghai. China ceded an adjacent part of the mainland that was called the New Territories, to Britain for 99 years during 1898. During 1984, the British agreed to give back all of Hong Kong as the New Territories lease was near its expiration. In return, Britain asks for guarantee from China that it would preserve the economic system as well as civil liberties of its former colony (Gonzalez, Smith & Sherer, 2004, p. 141).
As of now, Hong Kong has become an international City, that is consists of differently people with different nationalities. This is the result of the improvement and development o the city as a financial hub in Asia. It can be seen in the development of the country in terms of tourism where in more and more people are traveling, visiting and staying in the city in order to take advantage of its growth and development.
In July 1997, Hong Kong became the Hong Kong Special Administrative Region or SAR of China, and it remains as one of the great trading communities in the world (Gonzalez et.al., 2004, p. 142). The British influence is still evident, and it can be observed from the school system and free-market economy, up to the double-decker buses, it can also be observed on the English pubs, afternoon tea and orderly queues (Reiber, 2007, p. 4). However, after the take-over in 1997, the influence of English had started to decrease. First is that although English is still thought in all schools, most of them are teaching in Cantonese in parallel with Mandarin and English. In addition, portrait of Queen Elizabeth was removed from all the banknotes, postage stamps and public offices, however, the pre-1997 coins are still acceptable up to present (Lim, 2002, p. 25).
Business Implications
Although, it has been a long time since the Britain return the control and territory of Hong Kong to China, there are still visible influences of the British in the entire lifestyle and standard of living of people in the city.
Due to the continuing growth of the economy and connection of Hong Kong, Europe is beginning to realize that Hong Kong is one of the increasingly vital East Asian economies, thus more and more European businesses are starting to pay more attention in focusing on the different new opportunities that can be gained in the quickly expanding South-East Asian markets, primarily China. Hong Kong now, with its great connection to China, will focus more on Europe as a whole and will try to gain access to the single European market for enhanced prosperity (Floyd, 1998, p. 168).
European Imports and Foods
As of now, the European imports are affecting Hong Kong everywhere. It can be observed on the huge numbers of European products that ranges from different beverages and foods, cosmetics up to latest trends of technology. Thus, it shows that the European lifestyle can be seen in everyday life of the citizens and visitors of Hong Kong.
In addition, the traditional breakfast in Hong Kong is somewhat different compare to other regions of China; this is due to the influence of the long periods of colonial rule of British in the city. Traditional breakfasts could be consists of milk tea, coffee or yuanyang that is served together with bread, fried egg, bowl of macaroni soup or ham. On the other hand, due to the improving and developing tourism industry in the city, because Hong Kong can be considered as an international City, it is offering different cuisine that will cater to the different tastes and demands of the people. The city is offering not only oriental Chinese food but varieties of cuisine from Spanish, American, Italian and even Portuguese cuisine that enables the tourists, and even the local residence to choose (Yee Lee, n.d.).
Fashion
Hong Kong is considered as the shopping capital in Asia, most of the tourists are visiting the city in order to avail and take advantage of low price accessories and clothes. In the city, the tourists can choose to varieties of fashion and designed with the touch of different cultures and nations.
However, many people considered Europe as the home of the finest fashion designers and trend setters in the field. Most of people in the world, including the Hong Kongers, believe that Europeans are always related to stylish, fashionable and always providing good design. In addition to that, the region also holds the image of quality and elegance (Europe, n.d.).
On the other hand, due to the influence of Chinese culture, the trends in terms of fashion in the country are starting to change. More often than not, Chinese style and design are being incorporated to some of the Western, particularly European design.
Language
Due to the fact that Hong Kong is under the Chinese control, Mandarin is being spoken more often compare before. Chinese and English are the two official languages of the city, while Cantonese is considered as the most popular dialect (AsianInfo, 2000).
The education system of the city has been modeled in England, Wales and Northern Ireland, because of its historical connection with the UK. At secondary students study for the HKCEE or Hong Kong Certificate of Education Examination at the age of 17, and then at the age of 19, student must take the Hong Kong Advanced Level Examination or HKALE. In addition, undergraduate degree usually takes three years in order to complete (British Council, 2008).
English is used in different schools and universities and considered as the second official language in the city that is why, language barrier is not a problem in the city, compare to other regions and areas in Asia. In addition to that, most of the signs and warnings are written in both Chinese and English, that’s why foreigners can get around in Hong Kong in easy manner (AsianInfo, 2000).
Transportation
As have mentioned above, the reason why European does not have a high demand for car is because of their effective, efficient and accessible transportation system. One of the most important influence and contribution of British to the city is the transportation system.
Hong Kong is considered as a compact and boasts and one of the most efficient, safe, affordable and frequent public transportation systems in the world. The foreigners and locals can use the taxi, ferry, rail, or Metro Train and bus or tram in order to get around easily and catch wonderful glimpses and views of the city along the way (Hong Kong Tourism Board, 2007).
The said transportation system enables different businesses to have a greater access in different important points in the city. In addition to that, it also created a great connection with China, where in it will offer larger market.
Entertainment
The influence of English is also visible in the entertainment industry in the city. There are channels, particularly in cable that offers vast varieties and choices of English shows. On the other hand, in terms of Movie or Film industry, Hong Kong movies show mixture of the Chinese culture and English or British influence. Hong Kong had a greater degree of economic and political freedom, compare to other regions of China, thus it had helped the city to become the filmmaking hub for the entire Chinese-speaking region, as well as the East Asia. It had helped the city to become one of the largest and most dynamic film entertainment industries in the world, and had ranked first in Asia, and second in the world, in terms of capita production in 2006 (HKTDC, 2008).
Sports
Sports play a vital role in the culture of Hong Kong. In the city, it can be observed that both eastern and western culture has a great influence in terms of sports.
Football is one of the most important influences of English to the sports culture of the city. Football is famous among youngster and it can be seen everywhere. English Premiership takes the city by storm due to the intensity and excitement of each and every match, as well as the certain bond between the Hong Kongers and British (Youth.gov.hk, 2007).
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