During the 10-day countdown to the opening of Expo 2010 Shanghai, McDonald’s officially launched a series of special products with the theme of "I’m lovin’ it--McDonald's Shanghai taste!”. These Shanghai-flavored products include chicken wings with preserved bean curd, sweet-sour boneless pork hamburger, and modern lemon salt soda water. McDonald’s has also made an "I’m lovin’ Shanghai" commemorative Love Bear.

Earlier this year, having been in China for 20 years, McDonald’s announced a program for 2010 to upgrade their restaurant image. Now for the World Expo, McDonald’s has injected a strong Shanghai style into all their restaurants in Shanghai to welcome the guests from China and abroad. Besides the updated Shanghai-style menu, the employees are going to wear new uniforms with the theme of "I’m lovin’ Shanghai" and greet consumers in the Shanghai dialect. Inside the restaurants McDonald’s will play Shanghai-style music, put up Shanghai traditional decoration, and play popular Shanghai games.

It is not the first time McDonald’s has introduced Asia-style foods, the brand is known for occasionally updating its menu based on local culture and consumer habits, such as by serving Hokkaido sesame cod. Furthermore, McDonald’s has a history of taking advantage of big events in China—in the 2008 Olympics, an integrated McDonald’s and Beijing Olympics logo was printed on the packages of McDonald’s products.

Similarly, for the 2010 World Expo in Shanghai McDonald’s has entered the spotlight through their localized offering. This will not only attract a great deal of media attention and drive more consumers to the restaurant, but may also enhance the brand’s esteem with local Shanghai customers and foster their brand loyalty.