Imagine you are german and move to palme de malle. what would you miss? mmmmmh, schweinsbraten. so you open up a pop-up-schweinsbraten-store to feed the other immigrated germs. this is diaspora. like turkish beer for the turkish people in germany. germans love beer. turkish people might prefer "Efes" to "DAB", because it feels kinda like home. so the brand Efes grows and suddenly even germans like Efes. I do like Efes.