The global alignment also happens through media like tv shows and movies, the internet overall.

I agree I think we should try to do both.

In germany for example, we have very few typical german brands. Our brands became very global. If you go Japan for example, you will find the same product like ramen or cookies or cakes a lot but all of them are slighly different from different small producers.

If you go to an autobahn motorway/highway rest area you will find local products in japan. If you do the same in germany, you find just the generic american shit, Mars, Modneles, PepsiCo, Unilever...

Even our german coke like Fritz cola is a niche / hipster thing even today.