A Tale of Two Appetites: How Chinese and Western Eaters See Food Differently

What do our food choices reveal about the cultures we come from? In a thought-provoking guest lecture hosted by the Business Confucius Institute, Chenyi Zhu, a PhD researcher at Leeds University Business School, explored how food is more than sustenance—it’s a reflection of cultural values, habits, and attitudes. With a focus on the contrasts between Chinese and Western consumers, Zhu guided the audience through the psychology of eating, shopping, and even discarding food, offering a fresh perspective on sustainability through the lens of everyday choices.

In a session that drew both in-person and online attendees, Chenyi explored how cultural attitudes shape not only what we eat, but how we eat—and waste—our food. The lecture offered a broad overview of the differences in consumption and eating habits across cultures, before honing in on a unique research focus: how people perceive and respond to “wonky food” (misshapen or imperfect produce).

The talk provided a thoughtful blend of cultural insight, consumer psychology, and environmental relevance—sparking conversation about how small shifts in perception can support more sustainable food choices.

Missed the event? You can watch it here on YouTube

Stay tuned for future lectures hosted by the Business Confucius Institute!