Some of the choices that Chinese consumers made did not translate easily to outsiders. A brand of stylish eyeglass frames appeared on the market, named “Helen Keller.” Reporters asked the company why it had chosen to advertise its eyeglasses with the world’s most famous blind person. The company replied that Chinese schools teach the story of Helen Keller primarily as an icon of fortitude, and sure enough, sales of the frames were brisk. Helen Keller glasses were selling under the slogan “You see the world, and the world sees you.”
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