Monday, 10 May 2021
Going Glocal
Ong Hwee Soo.

Matthew 28:19; Mark 16:15; Luke 24:47

The word ‘glocal’ is a portmanteau of ‘global’ and ‘local’ and is purported to have originated from the Japanese concept of ‘dochakuka’ which refers to a way of adapting farming techniques to local conditions. From agriculture, the concept of ‘dochakuka’ morphed into a marketing strategy when Japanese corporations adopted the idea into their businesses in the 1980s.

The word ‘glocal’ is purported to be coined by Akio Morita, the founder of Sony Corporation. Thereafter, ‘glocal’ became a buzzword espoused by MNCs worldwide.

‘Glocalization’ (combination of the words ‘globalization’ and ‘localization’ describes a process in which a product or service is developed and distributed globally but is adjusted to accommodate the user or consumer in a local market.

Sony Corporation trademarked the slogan “Go Glocal” in their advertising and branding strategies in the 1980s and 1990s. HSBC used to run an advertisement campaign, “We are the World’s Local Bank”. Well, if we are the temple of the H oly S pirit and the B ody of C hrist then, we are our own ‘HSBC’. Hence, “ We are Christ’s Local Church ”. In this sense, all our missions are local.

Matthew 28:19, “ Go therefore and make disciples of all nations…”
Mark 16:15, “Go into all the world and proclaim the gospel to the whole creation.”
Luke 24:47, “and that repentance and forgiveness of sins should be proclaimed in his name to all nations, beginning from Jerusalem .”

The verb “go” connotes ‘as we go’ and the phrase “into all the world” implies ‘into all of it’, beginning with our ‘Jerusalem’, that is, where we are right now, we are to reach out to “all nations” meaning people of all ethnicities.

Wherever we go is global and whenever we go is local . Keeping our eyes focused on God’s global purposes results in us working out our local responses. How can we begin to make local applications of God’s global purpose and principle?

Firstly, embrace God’s heart for the nations in our midst: aliens, foreign students, migrants, refugees etc.

Secondly, enter a migrant neighbourhood and exegete the community through Prayer Walks in the locality.

Thirdly, engage them in a relationship through ministry of word and deed.

I mentioned in my previous Devotional (26 Apr – “Think Global. Act Local”) various opportunities for us to be engaged in Myanmarese and Afghan communities nearby. Our Mission Deacon (a member of the Malaysian Diaspora Network) has contacts with an NGO which ministers to various refugee communities of other ethnicities. We have begun initial contacts with a Myanmarese community as well as an Afghan community, so perhaps we can engage with these first. Do feel free to contact our Mission Deacon if you wish to volunteer or contribute in some way.

One common example of glocalization we see among worldwide fast-fast chains is the offering of specific menu items that cater to local tastes as well as acclimatizing with local cultures and customs, such as, pizzas with ‘rendang beef’ toppings during the Raya season, ‘prosperity burgers’ during Chinese New Year season or ‘tandoori flavoured fried chicken’ during Deepavali.

Well, we may also try the reverse version of this. In future when MCO is over, perhaps we can consider ordering food from a Myanmarese or Afghan caterer (subject to SOP and food hygiene, of course), when we have family events or church functions. This way, we can taste their unique cuisines and at the same time engage with them, while helping them in their livelihood.

God calls us out of our pews and beyond our comfort zones into other cultures where we encounter differing worldviews. Hence, we will have opportunities to shine the light of Christ in areas of darkness.

How can you increase your awareness of the needs of the diaspora in our midst? Why is it vital for us to gain God’s global perspective in what we are doing in our ministries?

Let’s Live the Life, Going Glocal.


Heavenly Father, as You have brought the nations to our shores, help us to embrace Your heart for them. As You open doors for us, help us, dear Lord to enter their neighbourhoods with hearts and minds of understanding as well as wisdom and ability to engage them in ministry of word and deeds. In Jesus’ Name, amen.


马太福音28:19; 马可福音16:15; 路加福音24:47

“全球本地化”(glocal)一词是 “全球化”(global)和 “本地化”(local)两个词的混成词,据说乃起源于日本的概念 “dochakuka”,指的是一种使农业技术适应当地情况的方法。20世纪80年代,日本企业将这一理念引进他们的业务中,“dochakuka” 的概念就从农业演变成一种营销策略。

据称 “全球本地化”(glocal)这个词是由索尼公司(Sony Corporation)创始人盛田昭夫首创的。此后,“全球本地化” 成为了全世界跨国公司(MNC’s)推崇的流行语。

“全球本地化”(“全球化” 和 “本地化” 两个词的组合)描述一种产品或服务在全球范围内开发和分销,但为了适应当地市场的用户或消费者而进行调整的过程。

索尼公司在上世纪80年代和90年代的广告和品牌战略中将 “走向全球本地化”(Go Glocal)这一口号注册为商标。汇丰银行(HSBC)曾经进行过一次 “我们是世界地方银行” 广告宣传活动。那么,若我们是 “圣灵的殿”(Temple of the H oly S pirit) 以及 “基督的身体”(the B ody of C hrist),我们就是自己的 “汇丰”(HSBC)了;由是,“ 我们是基督的地方教会 ”。从这个意义上说,我们所有的使命都是地方性的。

马太福音28:19 “所以你们要 去 ,使万民作我的门徒 ……”
马可福音16:15 “……你们 往普天下 去,传福音给万民听。”
路加福音24:47 “并且人要奉他的名传悔改赦罪的道,从耶路撒冷起直传到万邦 。”

动词 “去” 隐含着 “当我们去” 的意思,“往普天下” 暗含 “进入到所有”,从我们的 “耶路撒冷” 开始,也就是说,我们现在所在之处,我们要向 “万民” 伸出手与他们联系,意思是所有种族的人。

无论我们到 任何地方 去是 全球性 ,无论我们在 任何时候 去是本地性。我们的眼睛专注于上帝的全球使命会让我们制定出我们的本地化回应。我们如何开始在本地应用上帝的全球旨意和原则呢?

首先,为在我们当中的万民 拥抱 上帝的心意:外国人、留学生、移民、难民等等。

其次,通过在当地的 ‘祷告行’(Prayer Walks),进入 一个移民社区,诠释 这个社区。

第三,通过言语和行动,与他们 接触 、建立关系。

我在之前的灵修(4月26日 – “放眼全球,本地行动”)中提供了数项可参与附近的缅甸和阿富汗社区的机会。我们的宣教执事(马来西亚散居侨民网络的成员)与一个服事其他族裔的各个难民社区的非政府组织有联系,我们已经开始与缅甸社区和阿富汗社区进行初步接触,所以或许我们可以先与这些社区接触。如果您愿意参与或作任何贡献,请随时与我们的宣教执事联系。

我们在世界各地的快餐连锁店中看到的一个常见的全球本地化例子是,提供迎合当地口味并适应当地文化和习俗的特定菜单项目,比如开斋节的披萨配料是 “仁当牛肉”,农历新年的 “发财汉堡包”,或者屠妖节的 “土炉风味烤鸡”。