Big Wong (Delhi , December 2018)


It’s hard to know what to say about Big Wong, a chain with seven or eight locations in the greater Delhi metro, past its logo—I mean, just look at it. There are Chinese restaurants in the US with the name Big Wong as well and if any of them had a logo that looked like this you can imagine how it would be (correctly) read. In India, however, there is little outrage about this sort of a thing—even if my nephews, who picked this as the location for a Chinese meal in Gurgaon in December, were a bit embarrassed about it. On the one hand, the deployment of imagery like this in an Indian Chinese chain—whose owners are not Indian Chinese—does not signify the same things that it would in a contemporary American Chinese chain, precisely because the discourses and demographics of race in India are not the same as those in the US; on the other, and it pains me to say this, it shows just how casual racism in India continues to be. The people responsible for the Big Wong logo would probably be very shocked to hear that there’s anything problematic about it. Continue reading