In 1978, the Communist Party of China, under the leadership of Deng Xiaoping, began to introduce market reforms, including decollectivizing agriculture, allowing foreign investment and individual entrepreneurship.[3] After thirty years of austerity and marginal sufficiency, Chinese consumers suddenly were able to buy more than enough to eat from a growing variety of food items.[2] Stylish clothing, modern furniture, and a wide array of electrical appliances also became part of the normal expectations of ordinary Chinese families.[1]