Contemporary mass consumption is a model in the process of modernization, a new life style that poses great challenges to tradition. At the beginning of the 20th century, features of contemporary mass consumptive society had emerged in the United States. By the 1920s, mass consumerism had become dominant in American society and had begun to spread to other parts of the world. European industrialized countries were the first to feel the threat of “Americanization,” but under the influence of the American development model, they were gradually transformed into contemporary mass consumptive society. Since World War II, contemporary consumerism, as a global capitalist value, has exerted a great impact on developing countries in their transition to modernization. Historically, both European industrialized countries and emerging developing countries have experienced or are experiencing the challenge of American mass consumer culture to their indigenous life styles. But they have not been “Americanized” as expected. Rather, they have absorbed from the incoming American consumer culture what is beneficial to their development and have gradually adjusted their indigenous cultures to the tide of global development. With the infusion of beneficial elements of foreign culture, the traditional culture plays a positive role in the development of national economy.