Asia Warms Up to American Fast Food : Trends: U.S. chains are most prevalent in Japan, where there are 350 McDonald’s franchises and 649 Kentucky Fried Chicken outlets.

Will the next generation of Asians shun curbside noodles, curries and other indigenous food in favor of American burgers and fried chicken?

Although the answer is still inconclusive, a recent U.N. report says American fast food has made major inroads across Asia.

“Fast food is the latest mega-trend in Asia where it is definitely making an impact on the culture and life styles of the people, as the people begin to have less and less time for a formal meal,” says the report, “The Socio-Economic Impact of Transnational Corporations in the Fast Food Industry.”

The report quoted one Australian-based executive as saying, “Asians are vulnerable toward fads from the West and some franchisers regard Asia and other unexplored markets as potential dumping grounds for franchises.”

According to the study, U.S. fast-food chains are most prevalent in Japan, where there are 350 McDonald’s franchises and 649 Kentucky Fried Chicken outlets, among others.

Hong Kong follows close behind, while popularity is growing in the Philippines, Singapore, Malaysia and Taiwan. Thailand is a relative latecomer, but business is booming.

Overall, Kentucky Fried Chicken does best in Asia, with McDonald’s second.

The first two attempts in Thailand to introduce fast food were unsuccessful. The British chain Wimpy’s arrived in 1964, followed by Kentucky Fried Chicken in 1970. Both closed soon after U.S. soldiers returned home from the Vietnam War.

However, Mister Donut broke into the market in 1978 and paved the way for six other U.S.-based franchises.

At the time of the report, Bangkok had 60 fast-food outlets, including 25 Dunkin’ Donuts, 14 Mister Donuts, seven Pizza Huts, four Kentucky Fried Chickens, two McDonald’s and one Dairy Queen. More are planned.

Polls of customers at McDonald’s in Bangkok showed they chose to eat there because of brand loyalty, persuasion by their children, convenience and atmosphere.

The study notes that World War II played a major role in introducing American fast food to Asia.

Den Fujita, a McDonald’s franchise operator in Japan, is quoted as saying postwar changes in Japan, such as the introduction of bread and milk into the schools by Americans, enabled the Japanese to adapt more easily to hamburgers and milkshakes.

In the Philippines, the American GI diet became a new status symbol after World War II. A whole generation of middle-class Filipinos in the postwar years were raised on hot dogs, pork and beans, corned beef and Vienna sausages.

China is one of the few major countries in Asia that has not readily taken to the fast-food industry. An exception is the successful two-story Kentucky Fried Chicken restaurant on Beijing’s Tian An Men Square.

As for the future of American fast food, the report provided one clue: “Having experienced the clean and cool atmosphere of fast-food restaurants, children refuse outright to eat at hawkers’ stalls, though the food there is much more delicious and priced more cheaply.”