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McDonald's has become a symbol for the desire to embrace Western cultural norms. McDonald's has recently taken to partnering up with Sinopec, China's second largest oil company, as it begins to take advantage of China's growing use of personal vehicles by opening numerous drive-thru restaurants.
In addition to its effect on business standards, McDonald's has been argued to have affected local customs. Watson's study suggests that by popularizing the idea of a quick restaurant meal, McDonald's has led the easing or elimination of various taboos, such as eating while walking in Japan.