As China’s consumer base grows larger and more enticing to international brands, many global companies have begun investing heavily in localizing their products to meet the needs of the Chinese market. KFCs in China sell soy milk, fried dough sticks, and congee; Volkswagen launched a whole series of new models designed specifically for China; Starbucks added several types of teas to their menu to better serve Chinese customers, many of whom don’t drink coffee. This strategy is understandable, and often effective — but in some cases, it can seriously backfire.