【明報專訊】Some people believe that globalisation has led to cultural homogenisation, a process in which cultures becomes less diverse but increasingly similar. But in fact, some cultural products, despite their worldwide popularity, might undergo changes in response to different cultures or customs in a process known as "glocalisation", the interaction between globalisation and localisation. Despite the inexorable trend towards globalisation, it is impossible to standardize the different customs and consumer preferences. This means that multinational enterprises have to adjust their business models in accordance with unique cultural customs when they seek to expand their business globally. On the other hand, with mainstream culture pervading every corner of the world, the call to revitalise local cultures has never been stronger.