Milton Glaser’s Chinese Grocery Poster

(image from School of Visual Art's Container List)

(image from School of Visual Art’s Container List)

The items found in New York City’s Chinese groceries today, I can imagine, are baffling to Chinese and non-Chinese alike. What is one to do with a whole packet of duck tongues, black fungus, and dried bean curd sticks? (Answer: braise it, stir-fry it, and stew it, respectively) The very same items in the 1970s, a time when Chinese and all things about them were very much considered exotic, would have been deemed mysterious, or even dangerous, and required a caption to go along for the uninitiated. Perhaps seeing a need there, Milton Glaser, the man behind the overly adapted I love New York logo, created a chart-like poster to guide one through a Chinatown grocery. It explained items like preserved celery cabbage, thousand-year eggs, and even provided instructions for calculating with an abacus.

Commissioned by the International Design Conference, the poster was created in 1972—the same year Nixon went to China after decades of hostility and distrust between the two nations. Then Chinese Prime Minister Zhou En Lai hosted a meal in Nixon’s honour and the live broadcast sparked off an explosion of interest in Chinese food. Prior to that, during the Cold War, communist and Chinese were synonymous to the Americans and so was their hatred towards them. Therefore, only in 1972 and the subsequent years would Glaser’s poster be of use to the mainstream Americans.

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