The rise of American consumerism occurred rapidly after World War II. I asked ChatGPT about the connection between the rapid development of consumerism and the Kitchen Debate, and here's the response:

"Consumerism development is related to the Kitchen Debate in the context of the Cold War between the United States and the Soviet Union. The Kitchen Debate, which took place in 1959 between then-US Vice President Richard Nixon and Soviet Premier Nikita Khrushchev, centered around a US exhibition of an American kitchen in Moscow.

During the debate, Nixon showcased the advanced appliances, modern conveniences, and overall high standard of living in American households. This exhibition was part of the larger cultural and ideological battle between the two superpowers, where they sought to promote their respective societies as superior.

Consumerism development, particularly in the kitchen and home appliance sector, was a key element in the American argument for the superiority of capitalism and the free market. The US presented its consumer-driven economy as a testament to the success of capitalism, stressing the idea that the American people enjoyed a higher standard of living than their Soviet counterparts.

By showcasing the abundance and efficiency of American kitchens, Nixon aimed to emphasize the benefits of consumerism to the Soviet people and imply that the free market system provided a more prosperous and fulfilling life. This focus on consumerism development aimed to win hearts and minds, contrasting the perceived stagnation and scarcity of the Soviet economy with the abundance and choice available to American consumers.

In summary, consumerism development was an essential aspect of the Kitchen Debate as it highlighted the disparities in living standards between the capitalist United States and the socialist Soviet Union, ultimately serving as a tool for ideological persuasion during the Cold War."

At that time, the Soviet Union had invested heavily in space and the arms race, even surpassing the United States at one point. But did the consumption in the Soviet Union matter? I looked at various materials and believe it did matter a lot. The Soviet store shelves had few imported goods, and the country made significant efforts to encourage the establishment of domestic brands. For example, there was a brand called "Алёнка" (Alyonka). This chocolate brand was named after the first female astronaut, and its products were launched in 1966 and quickly became popular nationwide due to their low cost and high quality. Another brand, "Байкал" (Baikal), was established to compete with Coca-Cola. When Coca-Cola boycotted the Moscow Olympics in 1980, the Soviet people rose to the occasion, developing their carbonated drinks without any artificial additives and claiming certain medicinal effects. The drink became extremely popular, and a bottle was hard to come by.

Returning to the Kitchen Debate, one brand stole the spotlight—Pepsi. The then-President of Pepsi, Donald Kendall, handed Khrushchev a cup of Pepsi at the exhibition. It's said that Khrushchev enjoyed it so much that Pepsi subsequently entered the Soviet market. However, due to Kremlin's currency issues at that time, buying Pepsi could only be done by exchanging it for vodka. So, for a period, the popularity of vodka in the American market was roughly equivalent to the popularity of Pepsi in the Soviet Union. When the contract between the Soviet Union and Pepsi was about to expire in 1989, the Soviet government used 17 submarines and 3 warships, worth $3 billion, to secure the contract. As a result, Kendall joked that they had managed to destabilize the Soviet Union faster than they had imagined with Pepsi.

After World War II, coupled with the Cold War, the stage was set for nearly 100 years of consumerism. Do you remember Eisenhower being asked how to boost the U.S. economy and his reply? "Buy!" "Buy what?" he was asked. His response: "Anything!" Consumption at that time was seen as an expression of patriotism.

Now, isn't consumption of paramount importance again?