When people think about fairness, they often think about social norms and values, or about general moral principles such as equality between humans and impartiality when solving conflicts. Fairness is thus often associated with a genuine concern for other people's well-being. In a variety of scientific disciplines, fairness is even equated with altruism and contrasted with egoism (e.g., De Waal, 1996; Sober & Wilson, 1998).

MacDonalds' Rice-burger in Asia; Starbucks’ Coffee Mooncake in Singapore; Disneyland Yin-Yang Mickey Mouse Cookies in Hong Kong; Lay's Peking Duck Flavored Potato Clip … The list can go on. What is common in all these examples is that they are all novel product ideas created by integrating seemingly non-overlapping cultural or product ideas from Eastern and Western cultures.