How does globalization affect cultural identity in terms of consumer culture and cultural preservation?

Globalization spreads popular consumer goods around the world, making people in different countries buy similar products like fast‑food meals or smartphones. This shared consumption can blur local customs because the same brands and styles are adopted everywhere, so some unique traditions may feel less distinct. At the same time, people often use global brands to signal modern identity while still keeping old practices, blending new and old ways. Communities that want to keep their heritage respond by celebrating local festivals, reviving crafts, and teaching language, which preserves cultural identity. For example, Japanese people might still enjoy a traditional tea ceremony even as coffee shops open next door, showing how consumer culture and preservation coexist.