WHA Annual Meeting: Korea 2026

The Reform and opening up policy announced in 1978 signaled China's determination to put political struggles under Mao in the rearview mirror and refocus on economic development. In the following two decades, the entire nation was plunged into readying itself for foreign investments and urbanization and was a major part of this historical process. Indeed, the urban landscape was transforming with unprecedented speed, with major cities boasting new flagship projects like five-star hotels and high-rise office towers. But equally impressive were cultural changes that normalized new desires and new aesthetics. From fashion and dining to interior design, urban Chinese were eagerly learning to behave like modern citizens. In both areas, the West was a palpable influence because of its affinity to modernity. This was reflected in the import of architectural designs, cultural traditions, and everyday activities. However, the mutual signification between the West and whiteness means that the latter is often implied and deployed when the former is invoked. Using Guangzhou as a case study, this presentation attempts to tease out the whiteness from this semantic and psychological conflation by examining spatial constructions in the reform era (1978-present). It examines a variety of historical evidence including government documents, statements from a hotel manager, and public opinions as reflected in newspapers and magazines. I argue that urban development of Guangzhou since the economic reforms is a discursive process of spatial whitening. While the state led the way with its high-profile projects intending to make China more appealing to investors from the West, citizens were not on the sidelines. They also created and consumed spaces that invoked whiteness for their own purposes. Ultimately, this presentation seeks to lay bare the norm setting power of whiteness even in a post-colonial setting where the white population is minimal.