Cultural imperialism: still working?

We discussed in the class about the cultural imperalism and pointed out that Starbucks and Mcdonald's are the icons of cultural imperialism. Indeed, we can find those brands not only in U.S, but also everywhere in the world. But, in case of Korea, they do not have "imperial" characteristic anymore.

McDonald's, as in the New York City, is not popular to Korean anymore. Maybe only kids go to Mcdonald's (they can't even go often because of their moms).

http://news.khan.co.kr/kh_news/khan_art_view.html?artid=201003281749545&code=100100
This is a news article in 2007 that says the 1st McDonald's in Korea, is closing due to expensive rent. It came in 1988, the year when Seoul Olympic was held. Along with the Olympic, McDonald's was the icon of globalization of Korea. It once was so popular that the fast food chain had a strong imperialistic characters. I think it was popular because people did not know what the hamburger is. Before McDonald's came in to Korea, Korean did not know the taste of hamburger (it sounds really primitive... but you know...Korea is famous for fast modernization& urbanization). However, after people found out that hamburger is not good for their health, the popularity of McDonald's has gradually reduced, and finally, the chain started to close (there were three McDonald's in my neighborhood, and all three were so popular that they were overwhelmed by people in every weekend when I was young, but one of them has closed when I went back to Korea last winter).

Starbucks, once has been the place where people wanted to be seen (that they are in the Starbucks). However, this does not work anymore. Recently, there emerged many Korean coffee brands and they are stopping Starbucks' domination.

http://www.segye.com/Articles/NEWS/ECONOMY/Article.asp?aid=20100331004310&subctg1=&subctg2=

This is the news article that says Korean local coffee brands has grown up so fast that Starbucks and other global brands are competing with Korean local coffe brands.

So, my point is here; cultural imperialism of global brands is only an instant phenomenon. They are attractive because they are "new". They can not have their imperialistic characters forever ; they would die or they should always compete with other local brands.