Buddhism and globalization

In the past 15 years the French company George V Group has established Buddha-Bars and Little Buddha Cafes in 19 different cities of the world. They have become a truly global phenomenon, as many of these venues are located in the developing world and in Asia. In 2007 the company started a new venture by opening its first (of many to come) Buddha Bar Spas in Evian-les-Bains, France. In addition, the company sells Buddha-Bar CDs and T-shirts. How are we to understand the associations of Buddha (and consequently Buddhism) with bars, alcohol, lounge music, wonderland, high-end cuisine, and sensuality? Has Buddhism changed so much since the stories about the Buddha and his teachings were written down? Granted, there was a backlash in some Asian countries when Buddha-Bars were established. People protested on the streets in Indonesia, and in Sri Lanka the government opposed it. Although some Western Buddhists were upset, the international chain continues to open new venues without incident. Undoubtedly, the spread of Buddha-Bars is not the same as the globalization of Buddhism per se. However, it demonstrates the extent to which Buddhism has entered the Western imaginary and how much this imaginary has been globalised.